TikTok Ads and Mobile Games: Best Match Made in Heaven

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Welcome to the fascinating world of TikTok, a platform we bump into every day. It has become a part of our daily lives and has the most influence on social media. TikTok has 1 billion monthly active users across the globe.

We’re witnessing a significant evolution in advertising, with platforms like TikTok leading the charge. Meanwhile, mobile gaming is growing every day. The convergence of these two dynamic forces seems like a perfect synergy, but is it?

In this blog, we will dive deep into the relationship between TikTok ads and mobile games.

Power of TikTok Ads

TikTok creates a distinct advertising landscape. The strength lies in its ability to deliver engaging, personalized content that resonates with users on a deeper level.

It stands out for its authenticity. Its algorithm promotes content users can relate to, making it fertile ground for effective marketing. Brands, including games, leverage authenticity to connect with users and promote genuine relationships.

Full-screen video formats offer advertisers a clean space to showcase their products. Also, video ads allow advertisers to show their games’ unique sides and gameplay in an interactive environment.

Exploring TikTok’s Advertising

The array of ad formats allows marketers to create ads that best fit their mobile game. From in-feed ads that blend into the user’s ‘For You feed to branded takeover ads that offer full-screen dominance for a few seconds, advertisers are spoilt for choice.

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For You Feature

Beyond the multitude of formats, Ads Manager is a central hub for managing and optimizing. It’s a comprehensive tool that streamlines the ad creation process and offers detailed analytics to measure success.

Targeting Capabilities

Advertisers use sophisticated targeting capabilities. TikTok allows advertisers to reach a specific audience using a multitude of targeting options.

Lookalike Audiences Feature

These options include demographic targeting, such as age, gender, and location. Also, include behavioral targeting based on user interests and activities and custom audiences created from existing customer lists. By using the Lookalike Audiences feature, you can find existing users who resemble your target market.

Machine learning algorithms optimize ad delivery. These algorithms learn from the ads’ performance and refine the targeting to reach users likely to install and engage with the mobile game.

Benefits of Advertising Mobile Games on TikTok

Here, we outline some advantages of TikTok advertising

1. Increase User Engagement: TikTok ads that draw attention and highlight entertaining gameplay will persuade users to play.

2. A wider Audience: The app has a massive global user base. It ‌appeals to a wide range of people. Their sophisticated targeting capabilities allow them to reach a more relevant audience. As a result, there are more opportunities to attract players who stick around and play the game regularly.

3. Cost Effective: A flexible ad pricing structure makes advertising cost-effective. With budget-friendly options available, game developers can design effective ad campaigns without breaking the bank, making it ideal for both small indie developers and multinational gaming studios.

4. Driving App Installs and User Acquisition: Video format and viral potential boost awareness of mobile games and app downloads.

Strategies for Effective Mobile Game Advertising on TikTok

Let’s dive into strategies to make mobile game advertising effective on TikTok

The first step is creating compelling content that resonates with your target audience. For mobile games, this usually entails developing advertisements that engage in gameplay, incorporate various game mechanics, and have attractive graphics.

It’s imperative to make the most of the first few seconds of your ad, as this is when viewers decide to continue watching or scroll away. A strong hook, combined with a call-to-action (like ‘Download Now’), can increase app installs.

Harnessing Creative Tools

They provide many creative tools to make your ads engaging and appealing. Use features like the Video Creation Kit, which offers many video templates and custom images suited to mobile screen dimensions.

Mobile games need automated creative optimization tools. It allows you to input various ad formats, including videos, images, and CTAs. The system generates different ad combinations and delivers the best-performing one.

Optimizing Ad Campaigns for Maximum Results

Ad Manager is a key campaign optimization tool. Data-driven insights refine your ad delivery for impact. This involves tweaking your ad’s target audience, budget, schedule, and bid amount based on campaign performance.

One tip is to leverage the fact that running ads with variations in visuals, text, or CTA provides valuable insights into what resonates most with your audience.

Measuring Success

Success is critical to any advertising campaign, and TikTok is no exception. Ad Analytics provides detailed performance reports. Your ads can be evaluated based on impressions, clicks, conversions, and return on investment.

To measure the success of a mobile game ad campaign, pay attention to app install metrics and user engagement within the game. These will help you assess the current campaign and provide insights for future strategy.

Ads Policy and Guidelines

Navigating TikTok’s advertising landscape requires a thorough understanding of its policies and guidelines. Following these rules is essential if you want your ads to meet platform standards and connect with the audience.

The policy lists advertising rules of conduct. These policies promote a safe, positive, and diverse community.

For instance, ads should not contain offensive or inappropriate content, respect user privacy, or depict dangerous acts or behaviors. Advertising should avoid explicit violence, inappropriate language, or content deemed offensive or harmful.

Before launching a campaign, read the policy. Once you read and understand the policy, your ad will have a better chance of being accepted.

Compliance and Best Practices for Advertisers

Their advertising policies are just beginning. More best practices are available for mobile game advertisers.

  1. Transparent and Honest Advertising: Avoid misleading claims about your game. Be transparent about in-game purchases and respect the user’s right to accurate and simple information.
  2. Age-appropriate Content: Control your ad content to align with your game’s age rating. Advertisers should target ads for games with a higher age rating to prevent content from reaching a younger audience.
  3. Quality and Creativity: A strong message, high-quality production, innovative ideas, and a strong message are more effective.
  4. Encourage Engagement: Encourage your players. This could be through challenges, hashtags, or asking users to share their experiences.
  5. Continual Monitoring and Optimization: Track campaigns. Use Ad Manager and Ad Analytics to improve ad performance.


Pricing works like other social media platforms. This means you bid on ad placements. To determine the price of your advertisement, we look at three variables: your bid amount. The quality of your advertisement, and the level of competition for the same audience.

There are two main pricing packages: cost per mile (CPM), where you pay for every 1000 impressions your ad gets, and cost per click (CPC), where you pay each time a user clicks on your ad.

For mobile games, there is another option, cost-per-install (CPI), an ideal model if your primary goal is to drive app installations.

With the cost-per-mile (CPM) model, the advertiser pays $10 or $9 for every 1,000 views. And if the average cost per click is around $1 or less based on bidding, you can expect to budget for a monthly ad spend of around $5000. This is an average of around $10 for a CPM model.

But remember, there is a minimum spend: it requires a $500 minimum ad spend, with an average campaign-level daily budget of $50. AdGroup requires a daily $20 budget. A Brand Takeover: TikTok guarantees five million impressions with this advertising strategy.

Several factors affect costs. Like the target audience’s location, the level of competition, the time of year (with costs generally increasing during peak advertising periods), and the specific goals.

Budgeting Strategies

Budgeting for a strategic approach is crucial. Here are some strategies to consider.

  1. Set Goals: Define what you want to achieve with your ad campaign. Whether it is brand awareness, user acquisition, or boosting in-game purchases, having precise objectives will help you divest your budget.
  2. Start Small: If you have not launched a campaign before, it might be smart to start with a smaller budget. It will allow you to test different ad formats, messaging, and targeting options to see what works best for your mobile game.
  3. Optimize Based on Performance: Use Ad Analytics insights to optimize your ad spend. If an ad or a specific target audience performs well, it might be worthwhile to allocate budgets in that direction.
  4. Consider Seasonality: Advertising costs change throughout the year, especially ‌during holiday seasons or global events. Keep this in mind as you plan your budget.

Successful Mobile Game Campaigns on TikTok

Analyzing successful mobile game campaigns provides insights and inspiration for advertising efforts. These serve as TikTok ad campaign examples that leverage the platform’s unique characteristics to engage users and drive game installs. Here, we’ll look at some notable successes.

MISTPLAY: Utilizing User-Generated Content

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MISTPLAY, a loyalty platform for gamers, capitalizes on user-generated content. The app launched a hashtag challenge, #MISTPLAY, to encourage players to share videos of themselves enjoying games on their platform. The campaign helped to app ‌reach a younger audience and the hashtag garnered millions of views, driving up MISTPLAY’s app installs.


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Gardenscapes used video to showcase gameplay. They created various video ads featuring dynamic puzzles and appealing garden designs from the game. Delivering fun and entertaining ads, the campaign boosted user engagement and game downloads.


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Voodoo leveraged TikTok’s creative tools, the Video Creation Kit, to create engaging and visually appealing ads for their games. They showcased different gameplay, targeted different user interests, and optimized ad delivery. As a result, their games saw a significant increase in app installs. Voodoo achieved a 49% higher CTR and 52% lower CPI.

Key Findings and Takeaways

In our exploration of TikTok advertising for mobile games, several key findings have emerged that highlight its potential as a successful method of mobile game advertising. With a vast, engaged user base and robust ad capabilities, this app is suitable for mobile game marketers. From enabling user engagement to facilitating a wider audience reach, the platform offers several inherent advantages.

Marketing success relies on strategies such as compelling content and ad campaign optimization. Meanwhile, adhering to advertising policies and best practices safeguards brand reputation and enhances ad effectiveness.

Pricing structure and smart budgeting strategies maximize return on investment (ROI). Advertisers can learn valuable insights and helpful advice from successful campaigns to promote mobile games effectively.

In conclusion, TikTok provides an exciting and promising avenue for mobile game advertising. With strategic navigation, advertising goals can be achieved. From boosting user engagement to driving game installs and a community of players, advertising opens up a world of possibilities.