Sensor Tower – Creative Highlights, Jul 2025

The main theme of the report is the analysis of creative trends in the mobile gaming industry for July 2025.

Key findings include the increasing popularity of AI-created influencers and images, especially in Lifestyle and Puzzle genres. Candy Crush Saga and Toon Blast have adopted 'save the king' style creatives previously used in Royal Match type games. The trend of using real people and influencers for social proof remains but has become less prevalent. Some games are using nostalgia to create familiarity and connection with players. In the Sports genre, only one new creative ad made it to the top list for the month. Fewer creatives used summer event themes this month. High-drama and fail scenarios continue to be popular.