AI has changed the rules of gaming marketing. Creative volume is surging, competition for attention is intensifying, and growth is harder to find. Standing out has never been harder, which makes marketing more important than ever.

The State of Gaming for Marketers analyzed 25 billion installs across more than 9,600 games to examine how studios navigated 2025. It shows where budgets moved, which markets and genres gained momentum, and why unified data foundations are becoming critical as AI-driven scale fragments signals across the ecosystem.

What’s inside

• How AI-driven scale is reshaping paid acquisition and creative competition
• Where UA budgets are moving across platforms, genres, and regions
• How Chinese games are gaining share in Western and mature markets
• What monetization trends reveal about IAP, IAA, and hybrid models
• What types of questions gaming marketers ask AI assistants