two & a half gamers 🥳 Humor + Storytelling FTW! Creative trends in Mobile games - August 2025
Today, we break down the latest Creative Trends in mobile game advertising, separating physics-based ad monsters from emerging AI hooks.
Key insights:
Golden Goblins & Physics Overload
Still king: physics balls, crystals, pearls, gems.
Production values keep climbing = now full 2-minute mini-films.
Core loop: satisfying physics + resource overload + fail states.
Iteration chains drive CPI drops but blur originality. “UA in a nutshell: copy, tweak, scale.”
Fail States as Hooks
Overstressed trucks, angry exclamation marks, overload explosions.
Players are drawn to chaos + comedy.
Township 2012-style creatives resurfacing.
Cats, freezing families, classic retargeting.
AI real-life actor ads (feet glitches give them away).
AI anime narrators + skits.
Hijacked accounts accidentally running scammy “AI princess” ads.
Still clunky — but iteration speed makes it dangerous.
Police Snake & Match Villains leading with funny story ads.
Humor = harder to copy, longer shelf life.
Output Benchmarks
Top games producing 60 playables/month to sustain UA spend.
Market Winners
Iterative ads + humor + AI spillover fuel growth.
Takeaway: Physics ads still rule, AI is creeping in, and humor/story hooks are the next battleground.
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This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Creative Trends
03:37 Exploring the Golden Goblins
11:13 Creative Dashboard Insights
14:14 Innovations in Game Creatives
20:12 Analyzing New Game Mechanics
23:24 The Rise of Short-Form Content
26:13 Exploring AI in Gaming
30:19 Idle Lumber and Game Mechanics
41:26 The Future of AI in Gaming
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Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
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