In gaming, just 2 per cent of video ad creatives absorb 53 per cent of total ad spend. In non-gaming, that figure drops to 43 per cent. This 10-point gap signals a shift toward broader creative testing, fatigue mitigation, and audience segmentation. Based on the analysis of 1.1 million video ad creatives, across 1,300 gaming and non-gaming apps the AppsFlyer’s 2025 Creative Report reveals that overall creative winners still matter, but marketers are starting to diversify creative investment.
High-spending non-gaming apps grew their creative output by 18 per cent year-over-year, now averaging 2,365 variations per quarter and outpacing gaming’s growth by 80 per cent.
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