Mastering the latest trends in mobile game user acquisition requires a deep understanding of the evolving landscape. Insightrackr, in collaboration with XMP by Mobvista, has released the Global Mobile Gaming UA Trends & Strategy Report (Q1–Q3 2026), revealing the critical shifts that are reshaping the industry.

The AI Revolution in Creative Production

As the global mobile gaming market continues to grow, with revenue reaching $82.5 billion (+13.2% YoY) and 38.9 billion downloads (+7.4% YoY), AI-powered creatives are elevating authenticity and engagement across genres. Word Search Explorer's AI-avatar testimonial videos generated 6.9 million impressions, while Screwdom 3D's AI-generated 3D construction-style video achieved 3.0+ million impressions.

Hybrid Ads and Data Trends

The report highlights the dominance of hybrid ad formats, with video creatives accounting for ~81% share. Image (~13.7%) and playable (~5%) follow. Hybrid formats – where video transitions directly into a playable moment – have accelerated rapidly, as emotional narrative hooks plus instant interaction have proven highly effective in improving conversion performance.

Mobile Gaming Market Insights

The global mobile gaming market is characterized by Android's dominance (80.8% of installs) and iOS's strong revenue generation (39.6%). Puzzle games remain the most-downloaded genre, with 5.7 billion installs, ahead of Hyper-Casual (4.5 billion) and Action (3.3 billion). Shooting and Puzzle genres rely heavily on ad-driven income, each with ~70% and ~80% ad revenue in total.

Key Takeaways

  1. Global mobile gaming revenue accelerates to $82.5 billion, up 13.2% YoY.
  2. Hyper-casual remains the most-downloaded genre, while Puzzle games sustain both scale and revenue strength.
  3. Hybrid monetization gains traction, with Shooting and Puzzle genres relying heavily on ad-driven income.
  4. Video creatives dominate with ~81% share, hybrid video–playable formats surge in adoption.

Genre-Level Insights

Across major mobile game genres, Insightrackr observed distinct advertising and growth patterns:

  • Puzzle Games: Maintaining steady momentum, Puzzle Games saw 12,000+ titles running ads from Q1 to Q3 2026.
  • Strategy Games: Strategy Games showed a stronger iOS focus, with 31.2% of ad-active titles running on iOS.
  • Casino Games: Casino Games exhibited seasonal ad bursts, with activity surging 50%+ in January (Lunar New Year) and again mid-year during promotional seasons.

Inside the Campaigns

The report features five in-depth case studies highlighting titles that redefined creative and UA strategies in 2026:

  • Word Search Explorer: Expanding globally with AI-driven relatability.
  • Kingshot: Achieving 44M downloads with a blended-genre & creative blitz strategy.

Unlock the Full Report

For a comprehensive analysis – including genres not covered and detailed breakdowns of all winning campaigns – download your free copy of the Global Mobile Gaming UA Trends & Strategy Report (Q1–Q3 2026).