In the competitive world of gaming, a well-crafted mobile creative strategy can significantly improve click-through rates, boost retention, and ultimately lead to higher user lifetime value (LTV) and revenue. This blog explores the crucial role of good creatives in enhancing a game's mobile retargeting strategy with best practices for creating impactful ads across ad formats.

Enhancing Mobile Retargeting with Creatives

Ad creatives play a pivotal role in mobile retargeting strategies for game apps. They serve as the bridge reconnecting lapsed players back to the gaming experience. A compelling creative not only answers "Why should I return to the game?" but also showcases the potential adventures that await the player. To craft compelling creatives, it's essential to leverage hyper-relevant messaging tailored to specific user segments, and engaging visuals that capture the essence of the game. This approach ensures that retargeting campaigns resonate with an audience, prompting them to revisit, play, and make purchases in a game.

Best Practices for Game App Creatives

Choose the Right Creative Formats

  • Static Ads: Great for showcasing high-quality visuals of your game. Use them to highlight new characters, environments, or updates.
  • Native Ads: Integrate seamlessly within the app experience, making them less intrusive. Design these ads to match the look and feel of the game interface.
  • Video Ads: Ideal for demonstrating gameplay or telling a story. Use high-quality, dynamic footage to immerse users in the game's world.
  • Dynamic Ads: Utilize real-time data to personalize ads based on user behavior or milestones within the game.
  • Playable Ads: Allow users to experience a snippet of the game directly from the ad, providing a hands-on preview that can drive re-engagement.

Personalization and Relevance

Craft ads that speak directly to the player's experience and progress within the game. Personalized ads can remind players of their achievements and unfinished goals, making the call to return more compelling.

Ad Creatives for Different Stages of the App Journey

  • Onboarding New Players: Create ads that guide new users through the game's basics, encouraging them to complete initial milestones.
  • Promoting Content Updates: Use creatives to inform regular players about new levels or storylines, sparking their interest to explore what's new.
  • Highlighting New Features or Skins: Showcase in-game updates or cosmetics to entice users to discover the latest additions.
  • Conveying Urgency and Curiosity: Employ creatives that promote time-limited offers or events, creating a sense of urgency that compels users to act.
  • Appealing to Emotions: Design ads that resonate emotionally, reminding players of the joy your game brings and fostering loyalty.

A Foolproof Recipe for Winning Ad Creatives

Successful game app creatives immediately grab the player's attention and deliver a clear, persuasive message. To ensure your mobile creative strategy consistently hits the mark:

  • Avoid Recycling UA Creatives: Retargeting requires a different approach. Tailor your messaging and visuals to the specific goals of your retargeting campaign for better performance.
  • Match Creatives to Audience: Understand that players across different genres and segments have varied preferences. Customize your creatives accordingly.
  • Reflect the Game's Nature: Ensure your ads mirror the gameplay experience, enticing users with a taste of what they can expect upon return.
  • Leverage Personalization: Dynamic ads allow for a combination of elements such as calls to action, messaging, design, and game elements, providing a customized ad experience.
  • Explore and Test: Continuously test different creative formats, messages, and visuals to discover what resonates best with your audience. Utilize A/B testing to refine your strategy and enhance engagement and retention rates.

Ad Fatigue: What it is and How to Combat it

Ad fatigue occurs when audiences are repeatedly exposed to the same ads, leading to decreased performance and higher costs. This is a widespread challenge for marketers, with audiences being exposed to an estimated 4,000 to 10,000 ads daily. It can also have notable effects on brands’ bottom line by increasing costs-per-action (CPAs) and decreasing return on ad spend (ROAS).

Signs of Ad Fatigue:

  • Increased frequency of ad views, declining engagement ratios, and lower conversion rates are key indicators of ad fatigue..
  • Negative feedback on the appearance of ads and a drop in video completion rates.

How Mobile Retargeting Campaigns Combat Ad Fatigue

Mobile retargeting campaigns offer a strategic solution to ad fatigue by re-engaging users with personalized and relevant creatives. In fact, retargeting campaigns can improve ad engagement by 400% and conversion rates by 147%.

These campaigns are designed to remind users about the unique features or recent updates of a game, encouraging them to revisit and continue their journey. By leveraging user segmentation and tailoring messages according to the specific interests and behaviors of different player groups, retargeting campaigns effectively reduce the monotony of repeated ads and renew interest among players.

Strategies to Prevent Ad Fatigue:

  1. Rotate Creatives and Messaging: Regularly introduce new creatives and vary messaging to keep the content fresh and engaging. This helps maintain user interest and prevents the over-familiarity that leads to ad fatigue.
  2. Utilize Diverse Ad Formats: Incorporate a mix of static, video, dynamic, and playable ads to provide varied user experiences. Different formats can capture attention in unique ways and cater to different user preferences.
  3. Personalize Ad Content: Make ads as personalized as possible by utilizing data on user behavior and preferences. Customized ads are more likely to resonate with users, encouraging re-engagement with the game.
  4. Implement Frequency Capping: Limit the number of times an ad is shown to the same user within a given timeframe to avoid overexposure and potential irritation.
  5. A/B Testing: Continuously test different creative variations to identify the most effective ones. This not only helps in optimizing the current campaign but also provides insights for future campaigns.
  6. Monitor Performance Metrics: Keep a close eye on ad performance indicators such as CTR, CPC, and CPI. A sudden drop in these metrics may signal ad fatigue, prompting immediate creative refreshment.
  7. Leverage Dynamic Ads: Dynamic ads automatically adjust content based on user interactions and behaviors, offering a personalized ad experience that can reduce the likelihood of ad fatigue.
  8. Engage Creative Production: Ensure a steady supply of new and innovative creatives to keep your ad content vibrant and engaging. Emphasizing creative production can help mitigate the effects of ad fatigue and sustain campaign performance.


Crafting a winning mobile creative strategy for your game app requires a blend of art, data, and strategy. By focusing on personalization, relevance, and diversity in your creative approach, you can effectively re-engage lapsed players and strengthen your mobile retargeting campaigns. Remember, the goal is not just to catch the eye but to reignite the passion for your game.

  • Good creatives are crucial for enhancing mobile retargeting strategies, leading to improved engagement and higher revenue.
  • Diversify messaging and creative formats and invest in retargeting to avoid ad fatigue.
  • Tailor ad creatives to different stages of the user journey, from onboarding to promoting new content.
  • Employ personalization and relevance in your ads to make them more compelling to your target audience.
  • Continuously explore and test different creative approaches to optimize your retargeting campaigns.


Ready to elevate your game app's mobile creative strategy? Connect with the YouAppi team today and discover how we can help you design and implement effective retargeting campaigns that resonate with your audience and drive results.