Effective Advertising Strategies: Harnessing Generative AI, Genre-Bending Content, and Gamification | AppLovin

AppLovin Releases 2023 Report on Performance-Driven Ad Trends

AppLovin has unveiled its second annual report detailing Performance-Driven Ad Trends, highlighting successful advertising strategies from 2023. The report reveals that generative AI is emerging as a valuable creative tool, while key trends include genre-bending in mobile games, as well as the use of creative metaplay and gamification—even for non-gaming products.

SparkLabs, AppLovin’s in-house creative team, emphasizes the role of generative AI in enriching ambitious ad campaigns. This technology enhances production efficiency and expands creative possibilities. The team has increased its use of generative AI across various workflows.

Jessica Dolan, SparkLabs’ creative director, shared insights during an interview with GamesBeat: “Incorporating diverse AI tools into our production workflow has been transformative. These technologies boost our efficiency in creative concepting, asset generation, and video editing, yet we still rely on human insight to connect authentically with customers.”

The report indicates that generative AI performs best when explored collaboratively rather than individually. Dolan states, “Fostering open discussions about AI tools is vital. We encourage our SparkLabs team to discover and test new tools that unlock creative potential and streamline production. Our motivation lies in innovating in ways previously deemed impossible, which defines our approach.”

Successful Ad Strategies of 2023

AppLovin’s report also outlines effective ad campaign strategies from the past year. A standout trend is “genre-bending,” where marketers borrow gameplay mechanics from various genres to craft unique material. The report identifies gamification in ads as a powerful tool for driving engagement, even for non-gaming products.

Jerome Turnbull, AppLovin’s general manager of games, explained during a GamesBeat interview: “Understanding user motivations is crucial. It informs how we can gamify an app through interactive playable ads that effectively convey what an app offers. For non-gaming products, gamification engages users in an entertaining manner.”

Another effective strategy highlighted is metaplay, which involves presenting simplified in-game mechanics in interactive ads to attract casual players. While some critics argue these ads may misrepresent the product, Turnbull insists their effectiveness remains unchanged.

“What viewers perceive about an ad versus their actual responses can differ significantly. The prevalence of mobile gaming ads featuring metaplay suggests they work. Our aim is to address the motivations behind gameplay, with metaplay usage varying based on the game's complexity.”