Latest News
Liftoff’s 2025 Mobile Ad Creative Index Reveals UGC Is a Key Differentiator for Top Apps

Major findings from the newly launched report include playable ads having the potential to deliver impression-to-install rates 16 times that of non-playable formats for emerging gaming apps and a 20% increase in spending on interactive ads year over year.
Liftoff, a leading AI-enabled growth platform for the mobile app economy, has published its seventh annual Mobile Ad Creative Index. The report explores top creative trends that are attracting and scaling in ad spend across consumer apps and games. It also highlights the expanding role of AI in creative production, testing, and optimization.
This year’s Mobile Ad Creative Index specifically analyzes creative concepts that have excelled in scale for Liftoff’s highest-spending advertisers over the past 12 to 48 months. It is based on findings from over 4.7 trillion impressions, 263 billion clicks, and 1.1 billion installs between 1 January 2023 and 31 May 2025.
Highlights from the report include:
Top consumer apps are investing in interactive ads to compete for engagement
In 2024, the share of spend on interactive ads for top apps increased by 20% year over year. The share of spend increased by 2% for spenders outside the top tier. Top-spending apps differentiate their campaigns by adding innovations to evergreen concepts such as social scrollers, carousels, and scratch-offs.
Playable ads deliver returns across ad budgets for mobile game advertisers
In 2024, the share of spend on playable ads for top games averaged 35% higher than other games. Across all ad budgets, however, playable ads delivered higher conversion rates. Impression-to-install rates were 8 times that of non-playable formats for top spenders and 16 times that of non-playable formats for other game advertisers.
Tailoring “metaplay” elements to motivations can improve performance
“Metaplay” elements—gameplay that diverges from an app’s core design to appeal to a broader audience—are widespread, but top games gain an edge by tailoring their metaplay ads to the publisher audience. The report found that aligning “metaplay” creative with publisher audiences resulted in a 93% increase in installs-per-mille.
UGC is becoming a key differentiator in driving scale for consumer apps
The share of spend on user-generated content (UGC) increased 11% for top-spending apps, with social and utility apps seeing the most significant jump of nearly 30% between 2023 and 2024.
Widespread adoption of Gen AI leads to more customized ad experiences
Creative teams increasingly leverage AI to enhance top-performing assets with 3D and motion and to create and test variations. Top advertisers also use AI to recombine their assets in customized ad experiences that break away from standard video to playable formats.
Yann Zeller, Chief of Staff, Creative at Liftoff, said: “Today’s creative landscape is shaped by a single, powerful truth: attention is the commodity, and brands, games, and influencers are all vying for it. Great mobile ad experiences can earn attention by aligning context with behavior. As ad formats become richer and AI expands our ability to personalize and adapt creatives at scale, we’re able to unlock new insights into user behavior and motivation. We see users spend meaningful stretches with the right content, sometimes 60 to 90 seconds when the ad feels personal or prompts meaningful participation. This isn’t just a better way to advertise—it’s a better way to tell stories and the most exciting brief we’ve had in years.”
Soren Steelquist, Director of Creative Production, said: “The proof is in the data—more and more consumer apps are incorporating UGC into every stage of their marketing, and programmatic is no different. UGC works because it’s authentic and relatable, and users are more likely to be influenced by ad when it’s coming from a trustworthy source. To see higher impact from UGC creatives, work with a partner that can match the right creator with your brand and develop winning concepts that resonate with audiences.”
Latest News
SlotMatrix ignites the reels of West Virginia with Wild Extravaganza launch

SlotMatrix, the world’s largest casino content aggregator, has expanded Wild Extravaganza’s reach in the U.S launching in West Virginia, alongside existing markets, New Jersey and Michigan.
Wild Extravaganza is a high-energy 5×3 video slot that packs vibrant visuals, dynamic gameplay, and huge win potential in a 10-payline experience. The game pays left to right, right to left, and even from the middle, offering players multiple chances to win on every spin.
The core feature of Wild Extravaganza is its multiplying wilds, which can stack on three of the five reels and can reveal a 2x, 3x, or 7x win multiplier.
Wild Extravaganza is fully supported by EveryMatrix’s suite of advanced engagement tools, including free spins, leaderboards, and tournaments, helping operators drive acquisition and retention in regulated U.S markets.
This U.S release is part of a recent surge of SlotMatrix exclusive games entering the market, including 3 Coin Treasures, Lara Jones Treasures of Egypt 2, and Glorious Diamonds.
EveryMatrix holds licences in key North American markets, including West Virginia, Michigan, Pennsylvania, Connecticut, and Ontario, and powers more than 300 customers globally.
Stephen Orchard, Head of Commercial Operations, SlotMatrix, said: “Wild Extravaganza is all about giving players thrilling, fast-paced action and the chance to land some seriously big wins. We’re excited to bring this experience to West Virginia as we continue our expansion across the U.S.”
Latest News
Esportes Gaming Brasil introduces LOTTU, its new digital betting platform focused on innovation and user experience

Esportes Gaming Brasil has just launched LOTTU, its new digital betting and entertainment platform. Modern, bold, and interactive, the brand was created with the purpose of delivering a faster, more personalized, and more efficient experience for bettors.
With this launch, the group now operates with the maximum limit of three brands authorized by the five-year federal license granted by the Secretariat of Prizes and Betting of the Ministry of Finance (SPA/MF), as established by Law 14.790/2023. In addition to LOTTU, the portfolio includes Esportes da Sorte and OnaBet.
“LOTTU reflects everything we’ve learned in recent years, but with a real leap in performance and usability. It is a platform built from the ground up, with a focus on speed, real-time promotions, and navigation tailored to different bettor profiles,” says Darwin Henrique da Silva Filho, CEO of Esportes Gaming Brasil Group.
With proprietary architecture and a high degree of customization, LOTTU offers features that allow greater flexibility for promotions, dynamic layouts, and a smoother user journey. The applied technology expands interaction and engagement possibilities, with an emphasis on responsiveness and operational intelligence.
“The arrival of LOTTU represents more than just a portfolio expansion. It materializes a brand that combines technology, aesthetics, and dynamism to deliver a truly differentiated experience. From concept to design, every detail was crafted to connect with the modern bettor, who values agility, trust, and innovation,” highlights Marcela Campos, Vice President of Esportes Gaming Brasil.
The system also incorporates monitoring tools that proactively identify signs of risky behavior—redirecting users to specialized support channels and reinforcing the group’s commitment to responsible gaming practices.
More than expanding its portfolio, the launch of LOTTU consolidates Esportes Gaming Brasil as one of the leading groups in the sector, with a strong institutional presence in Brazil’s sports and cultural scene—through initiatives such as sponsorships of clubs like Corinthians, Ceará, Ferroviária, and Náutico, and support for regional events such as Carnival, São João, and the Parintins Festival.
Gambling in the USA
NYC Mayoral Front-runner Zohran Mamdani Says He Won’t Oppose Casino Development

As a state lawmaker, Zohran Mamdani generally opposed plans to open full-scale casinos in New York City. In June, when he walked past a billboard showing betting markets for the city mayor’s race, he even quipped that “gambling is haram,” an Arabic word meaning forbidden.
But on Wednesday, Mr. Mamdani said that he did not intend to use his newfound political clout as the Democratic mayoral nominee and the race’s front-runner to try to stop the arrival of casinos that are widely considered a fait accompli.
Speaking alongside the leader of a union pushing the gambling expansion, Mr. Mamdani told reporters that while he still had doubts about the casinos backed by corporate giants, he respected the views of state voters who had approved the downstate gambling expansion more than a decade ago.
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