In a market saturated with short attention spans and even shorter creative lifespans, retargeting is only as powerful as the creative that drives it. In 2025, mobile games are not just fighting for installs—they’re fighting for return engagement. That’s where creative retargeting comes in. And as YouAppi’s recent campaign with VIZOR proves, the right creative strategy doesn’t just boost performance—it can transform a campaign’s ROI.
Let’s unpack why creative matters more than ever in retargeting, what’s trending across mobile and CTV, and how YouAppi’s data-backed approach is redefining best practices for performance marketers.
The numbers don’t lie: in 2024, mobile game advertisers skyrocketed to over 250,000, a 60% YoY jump. Creative assets also saw a steep increase, with over 46.2 million creatives in circulation—a 15.4% rise. With projections estimating over 10 million creatives globally by 2028, the message is clear: creative saturation is here.
To stand out, brands must continuously test, personalize, and optimize their creatives—not just for acquisition, but for re-engagement.
At YouAppi, we’ve seen firsthand that the most effective retargeting creatives are:
This thinking powered our recent success with VIZOR, makers of Klondike Adventures.
When VIZOR partnered with YouAppi, they had one clear goal: increase ROI from retargeting efforts on Klondike Adventures. YouAppi's solution? A high-impact, cross-platform creative strategy that used interactive units and smart segmentation to target the right users with the right creative at the right time.
The results speak volumes:
What worked? YouAppi’s in-house creative team designed and tested multiple variants, focusing on:
According to YouAppi’s 2025 whitepaper, Mastering Mobile Game Creatives in 2025, several key trends are shaping how brands retarget users across mobile and CTV:
Over 52% of total monthly ad volume comes from new creatives. Ad fatigue sets in quickly—especially in mobile gaming—so brands must refresh creatives regularly to maintain user interest and CTRs.
Video creatives make up 67.2% of all creatives, despite a 6.9% YoY dip. Meanwhile, image creatives are seeing a resurgence, especially with dynamic enhancements like animation, motion overlays, or seasonal themes.
YouAppi ensures creatives are tailored by platform—not just in format, but in content, pacing, and CTA positioning.
Playable ads are no longer just for UA—they’re proving powerful in retargeting too. They offer low-friction engagement and increase retention by setting realistic user expectations.
At YouAppi, we apply five core creative best practices across campaigns:
✅ Start Strong
Your hook should land in the first 2-3 seconds. Whether it’s visual (a rare item, big reward) or emotional (drama, humor), you need to catch attention instantly.
✅ Optimize for Format
Vertical videos are now the standard. Short-form (15-20s) video, interactive formats, and motion-enhanced images outperform longer or static formats.
✅ Leverage Incentives & Urgency
Creatives that include rewards, limited-time offers, or countdowns drive higher return engagement—especially in gaming.
✅ Refresh and Test Frequently
Frequent A/B testing helps us identify top performers and rotate in fresh creative before fatigue sets in. In the VIZOR campaign, YouAppi tested multiple variants before scaling the most effective ones.
✅ Use Contextual Storytelling
Users who’ve played before need different messaging than first-timers. At YouAppi, we customize creative messaging based on behavioral segments—like lapsed payers, recent installers, or social sharers.
While mobile remains the core channel for gaming retargeting, CTV is quickly emerging as a powerful complement. YouAppi’s cross-platform solutions ensure that creative isn’t just optimized per device—but sequenced across platforms.
For example:
This orchestrated creative journey leads to deeper engagement and higher conversion rates.
Want to level up your retargeting creatives?
Download our latest guide, Mastering Mobile Game Creatives in 2025, and see how YouAppi can turn your creative into your highest-performing asset.