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TV ads featuring celebrities have become part of the marketing arsenal of mobile game studios. Rising marketing costs are leading studios to look to branded games as an alternative to gaining visibility in the app stores.


  • The stakes are getting ever higher in mobile game marketing, with TV advertising increasingly part of the mix. Game studios are increasingly turning to celebrities to add glamor, and user suction, to games and marketing campaigns.
  • Studios are rethinking their user acquisition tactics as the most valued weapons in their paid-promotion arsenal – incentivized ads and notifications – either lose their effectiveness or fall out of favor.

Features and Benefits

  • Learn about the latest trends in mobile game user acquisition.
  • Learn about the growing role of TV and celebrities in the mobile games market.

Key questions answered

  • What are the latest trends in mobile game user acquisition?
  • Why are developers increasingly turning to celebrities and brands to create and market mobile games?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Market status

  • Ads are a must
  • High costs

Market dynamics

  • TV advertising
  • Video advertising
  • Notifications
  • Incentivized ads
  • Other UA tricks
  • Viewability


  • Methodology
  • Further reading
  • Author

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