As we’ve previously discussed, we’ve noticed a trend away from AI-generated creative in recent weeks – brands are focusing on highlighting authentic, human-made content. Many have even changed the way they market their content altogether, putting out creative that doesn’t push itself into the forefront of the consumer’s mind. And while this may seem counterintuitive, their creative ends up performing better for it.
In mobile marketing, this is showcased via ads that stop looking like ads at all – gameplay-only ads with little to no extra embellishments, like this one for Sled Surfers:
Credit: Sled Surfers via Meta Ad Library
Showing the consumer what the average minute-to-minute gameplay looks like in your title shows them exactly what to expect: there won’t be any surprises when they download and launch the game themselves.
With a quality product, marketing becomes less about getting your brand to stand out, and more about letting consumers find your content naturally. Consumers are growing weary of ads as a whole, so it’s time to stop formatting your creative as an ad altogether. We suggest running a gameplay-only ad side by side with an embellished version (one with copy, motion graphics, the works) and comparing their performance – the results might surprise you.
Share this article
Related Articles
What We Stopped Doing in 2025 (And Won’t be Bringing into 2026)
