With over 1.5 billion monthly active users worldwide, TikTok is a prime platform for developers to attract users to their games. But how can your game stand out on this platform? That’s where TikTok game ads can help you! This blog post will discuss what they are how they work, and share tips to help you boost downloads efficiently!
QUICK SUMMARY
- TikTok Game Ads use short, creative videos or gameplay clips to promote mobile games through engaging formats like Spark Ads, Playable Ads, TopView, and Branded Hashtag Challenges.
- These ads excel in game discovery, installs, and engagement, powered by TikTok’s massive Gen Z and millennial audience, advanced targeting, and low CPC rates.
- The blog explains TikTok’s key ad solutions for gaming—including Playable Ads, AEO, CBO, and Instant Pages—and how each supports different growth stages from pre-launch to monetization.
- Real-world case studies from Axlebolt and LoadComplete show how using Spark Ads, AEO, and creator collaborations can cut acquisition costs and boost installs.
What are TikTok Game Ads?
There are some TikTok ad types that fit brands’ objectives to promote mobile games. These ads are typically short and often feature gameplay footage or user-generated content. These ads leverage TikTok’s unique style, fast-paced, authentic, and visually engaging, to reach gamers, especially Gen Z and millennials.
Common formats of TikTok Game Ads
Now that you know what TikTok Game Ads are, let’s explore the most common ad formats you could have encountered on the platform. Each format offers unique advantages depending on your campaign goals and budget.
| Formats | Features |
|---|---|
| Spark Ads | Boosted organic videos from creators or brands with a CTA to download. |
| In-Feed Ads | Native video ads that appear in the For You feed with CTA buttons like “Download Now.” |
| Playable Ads | Interactive ads letting users try a mini-version of the game before downloading. |
| TopView Ads | High-impact video ads shown when users first open TikTok, ideal for awareness. |
| Spark Ads | Boosted organic posts from creators or brands to drive engagement and installs. |
| Branded Hashtag Challenge | Campaigns that invite users to join game-themed challenges with UGC. |
| Branded Effects | Custom AR filters or mini-games that users can interact with in TikTok’s camera. |
| Carousel Ads | Scrollable cards combining video and product pages for game features or characters. |
>>> Read more: All TikTok Ad Types You Need to Know [2026 Updated Guide]
Why should you use TikTok Game Ads?
TikTok isn’t just for dance challenges. It’s become a powerful engine for mobile game discovery and downloads. Here are the key reasons why TikTok Game Ads are worth your investment:
1. High discovery & Conversion rates
TikTok ads are a powerful driver of results and conversions because these ads leverage TikTok’s its user base, targeting options, and interactive capabilities to drive app installations.
According to TikTok’s data and a study by Material revealed that:
- Gen Z, the largest generation of gamers, accounts for over 60% of the platform’s active users.
- 75% of gamers found out about games they hadn’t heard of before on TikTok.
- 41% of people downloaded a game in the first time seeing.
2. Advanced targeting
You can target your ads to users based on their interests, demographics, and behaviors. For example, you can target your ads to users who have played similar games to yours in the past. This level of customization allows you to create very targeted ad campaigns that are more likely to convert.
3. Engaging formats
Game ads on TikTok can be interactive, with CTA buttons, interactive overlays, and gamified elements to make them more engaging and likely to convert.
For example, you can let users download your game directly from TikTok with a call-to-action button, or play a short demo within the ad with an interactive overlay.
4. Cost effectiveness
TikTok game ads are billed on a cost-per-click (CPC) basis, which means that you only pay when a user clicks on your ad. Plus, TikTok has an average cost of just $1.00 per click, much cheaper than other advertising.
>>> Learn more: TikTok Ads Cost: How Much Should You Budget for Your Campaigns?
Best TikTok Ad funnels for Mobile Games
| Funnel | Goal | Formats | Role |
|---|---|---|---|
| TOF | Awareness | TopView, Pulse, Broad | Identify potential players |
| MOF | Installs | Spark Ads, UGC, Creators | Convert interest into downloads |
| BOF | ROAS | AEO, Smart+, Instant Page | Target high-value users & scale |
To achieve the best performance on TikTok, successful mobile game studios rarely run ads randomly. Instead, they follow a 3-stage TikTok Ad Funnel that guides users from awareness → interest → in-game monetization. This funnel structure aligns with how TikTok’s machine-learning system actually optimizes ad delivery, making it the most effective strategy for 2025.
Below is the proven TikTok Game Ad Funnel used by top-grossing mobile games worldwide.
1. Top of Funnel: Build Awareness at Scale
Goal: Introduce the game to a large and relevant audience while giving TikTok enough signals to understand who your potential players really are.
Why TOF matters in game marketing
TOF is not focused on immediate installs. Instead, it helps TikTok identify viewers who show natural interest in your game genre. Once TikTok collects enough TOF signals, it distributes your ads more efficiently at MOF and BOF, significantly reducing CPI and improving ROAS.
Best ad formats for TOF
- TopView: Premium placement shown when users open TikTok. Ideal for launches, major updates, or seasonal events.
- TikTok Pulse: Places your ads next to the top 4% of trending gaming content, ensuring your game appears alongside content players already love.
- Broad Targeting: Allows TikTok to explore the audience freely and find new “interest pockets” with high potential.
Best content types
- Fast 5–8 second game trailers
- Strong gameplay moments
- High-impact audiovisuals
- Teasers for new characters, maps, or story updates
2. Middle of Funnel: Convert Interest into Installs
Goal: Turn viewers who showed awareness into real installs by building trust, emotion, and native engagement.
Why MOF is essential
MOF is the decision-making stage where viewers evaluate whether your game is worth downloading. Because TikTok is an entertainment-driven platform, native, creator-style content performs significantly better than traditional ads.
Best ad formats for MOF
- Spark Ads (a must-use): Promote organic creator videos and give them paid reach. Delivers strong social proof.
- Creator Collaborations: Gameplay reactions, challenge videos, POV storytelling.
- UGC Gameplay Content: Makes your game look natural, relatable, and approachable.
Best content types
- Funny gameplay failures
- Reaction videos (“I did NOT expect this boss to be THIS hard…”)
- Story arcs from level progression
- Satisfying wins, combos, or puzzle solves
3. Bottom of Funnel: Scale Installs and Maximize ROAS
Goal: Optimize for high-value players (spenders) and scale budget safely without losing efficiency.
Why BOF drives revenue
BOF focuses on users who are most likely to spend money inside your game—especially during the first seven days (D0–D7). When your campaign uses AEO or Smart+, TikTok automatically prioritizes users with strong monetization potential.
Best ad formats for BOF
- AEO (App Event Optimization): Optimize for tutorial complete, specific level milestones, or purchase events depending on your game type.
- Smart+ (Target ROAS): TikTok predicts high-value players and allocates budget based on ROAS, not CPI—ideal for mid-core games, RPGs, and simulation titles.
- Instant Page: Loads up to 11x faster than a typical landing page, making it perfect for BOF traffic.
- App Profile Page Optimization: Boosts trust with ratings, gameplay demos, reviews, and clear CTAs.
Best content types
- High-impact “power moments”
- Reward loop showcases
- Clear CTAs (“Try the Level 5 Challenge”, “Unlock this hero now”)
- Content emphasizing in-game value
How to launch a Mobile Game ads campaign on TikTok?
TikTok offers a range of tools to help you at every stage of growing your mobile game. These stages collectively form a comprehensive growth journey, ensuring that you can effectively navigate the dynamic mobile gaming landscape and achieve your desired outcomes.
- Pre-launch: At this stage, you’re preparing to launch your game or update. It’s about understanding your potential players, optimizing content, and ensuring your game fits the market.
- Launch: This is when you want more people to download and play your game. It involves building your player base, increasing in-game revenue, and testing who’s interested in in-app purchases.
- Expansion: Now, it’s about standing out and creating lasting connections. Engage with high-value audiences, be creative, and reach new people. Brands that excel here become cultural wonders.
- Retain & Monetize: In this phase, you focus on keeping your loyal players happy and maximizing long-term revenue. Use seasonal events, releases, and promotions to engage your core audience and boost ongoing retargeting efforts.
Which TikTok ad solutions fit for the gaming industry?
Not all TikTok ads work the same, especially when it comes to games. Many marketers wonder which formats drive installs and in-game engagement. Thus, we’ll break down TikTok’s top ad solutions for you to find the best fit for your TikTok ads game:
1. TikTok Playable Ads
TikTok Playable Ads are a special type of ad on TikTok that lets people try out a mobile game before they decide to download it. These ads are a fantastic fit for the gaming industry, and here’s why:
- TikTok gamers: TikTok has lots of people who enjoy playing games on their phones, with over 60% of its users falling into this category. So, it’s a great place to reach potential gamers.
- Super effective: TikTok Playable Ads are really good at getting people to take action. They’re about five times better at convincing users to download your game compared to regular mobile ads.
- Flexible ads: You can use TikTok Playable Ads to promote any kind of game, no matter if it’s a simple puzzle or a complex action game.
- Affordable: These ads work on a “pay-per-install” system, which means you only pay when someone actually downloads your game.
2. TikTok Pulse
TikTok Pulse is a premium contextual advertising solution that allows brands to reach users who are already interested in gaming content. Also, TikTok Pulse is placed next to the top 4% of trending gaming content on the For You Page, which means that they are seen by users who are more likely to be interested in what the brand has to offer.
Also, this ad type is highly visible and engaging. They are placed in a prominent position on the For You page, which means that they are more likely to be seen by users.
3. Spark Ads
Spark Ads helps game advertisers reach a wider audience by promoting their organic TikTok content as ads. This allows you to leverage content that your audience is already familiar with to promote your games.
Look at Genshin’s example, you could use a popular TikTok video showing a gamer’s enthusiastic reaction to your game. This engages users who resonate with such content.
4. TikTok Instant Page
TikTok Instant Pages are landing pages that are hosted directly on TikTok. They are designed to load up to 11 times faster than traditional landing pages and provide a seamless user experience. This makes them ideal for the gaming industry, where users are accustomed to fast-paced gameplay and expect a mobile-first experience.
- For mobile game developers: TikTok Instant Pages are ideal for launching a new game. These pages provide game details, screenshots, and a trailer, allowing users to download the game on TikTok.
- For gaming streaming platforms: TikTok Instant Pages are handy for promoting shows or tournaments. Users can access info, trailers, and even sign up for a free trial of the platform without leaving TikTok.
5. App Event Optimization (AEO)
App Event Optimization (AEO) is a powerful TikTok ad solution that can help you grow your gaming business. AEO allows you to target users who are most likely to perform specific actions in your app, such as making a purchase, completing a level, or signing up for an account.
Here are 3 ways to use AEO to grow your gaming business on TikTok:
- Target users who are most likely to make a purchase
- Target users who are most likely to complete a level
- Target users who are most likely to sign up for an account
To use AEO on TikTok, simply select the app event that you want to optimize for and TikTok will use its machine learning algorithm to identify users who are most likely to perform that event. TikTok will then show ads to these users.
6. Campaign Budget Optimization (CBO)
Campaign Budget Optimization (CBO) is a TikTok ad solution that allows advertisers to set a budget for their campaign and let TikTok allocate the budget across ad sets based on where it is most likely to drive results.
This is a great solution for TikTok ad campaigns in the gaming industry because it can:
- Save you a lot of time and effort by automating the budget allocation process.
- Allocate your budget to the ad sets that are performing the best.
- Give you more flexibility in how you manage your budget.
TikTok game ads mistakes to avoid
Even though TikTok is one of the most effective platforms for mobile game advertising, many studios still struggle to maintain stable installs, scale their budgets, or achieve sustainable ROAS. Most failures come from a few predictable—and avoidable—mistakes. Below are the most common TikTok Game Ad mistakes that weaken performance and disrupt the algorithm’s learning cycle.
| Mistake | Impact | Fix |
|---|---|---|
| Optimizing for CPI | Low-value installs | Use Smart+ Target ROAS |
| Non-native creatives | Low CTR, high CPI | Use creator-style TikTok-native videos |
| Missing events | TikTok can’t learn value | Send purchase + revenue events |
| Too few creatives | Reset learning | Run 6–8 creatives per ad group |
| No organic content | High CPM | Combine organic + Spark Ads |
| Slow landing | Drop-offs | Use Instant Page |
| Aggressive scaling | Learning resets | Scale gradually |
5 Best practices to launch TikTok Mobile Game ads
Leveraging TikTok’s immense potential for app marketing requires creating a compelling ad that entices users to download and engage with your game. Here are some key considerations when crafting a TikTok ad for your mobile game:
1. Find your TikTok vibe
Before creating any content, define your brand’s personality on TikTok. Ask yourself: What parts of your game align with TikTok culture? Is it quirky characters, intense gameplay, or meme-worthy moments?
Create a consistent “vibe” that fits your game’s identity, whether it’s chaotic humor, wholesome fun, or competitive edge. Let’s take a look at the adorable vibe culture of @amongus:
@amongus leans into a playful, relatable personality with casual memes, humorous skits, and fan references. In this video, they use simple animations and trending sounds to reflect their quirky community. This stimulates users’ instant recognition while staying true to their brand.
2. Get creative with content ideas
With your vibe in place, brainstorm content that entertains and connects. Repurpose game assets in a fun way, share bloopers, sneak peeks, character intros, or in-game challenges. A game studio, for instance, might show a “day in the life of a character” or react to comments with in-character responses.
You can also join TikTok trends and memes, especially those with high visibility in the gaming community.
3. Connect with TikTok influencers
Collaborating with TikTok content creators and game streamers is a great way to boost exposure and downloads. Skit creators can turn gameplay into an approachable video, while streamers offer live reactions and authentic reviews. Both styles drive curiosity, especially when paired with a clear CTA.
4. Boost Interaction
The heart of TikTok is interaction! Don’t just broadcast, create opportunities for viewers to respond and feel involved. Ask your viewers questions, encourage them to comment, or even invite them to join your videos through Duets or Stitches.
Some effective TikTok call to actions could be like “Which boss was the hardest?” or “Stitch this with your win!”. You can also encourage users to duet your trailer or rate your game intro to generate UGC and boost visibility.
5. Mix Organic and Paid Strategies
Balance your organic charm with a sprinkle of paid magic. Use Spark Ads to give a boost to your already successful organic content. When it’s time to level up, consider paid solutions like Branded Effect and Branded Hashtag Challenge to reach a wider audience and achieve your marketing goals.
Examples of TikTok Mobile Game Ads
Below are real examples of brands that successfully used TikTok ad solutions to drive installs, in-app purchases, and strong ROAS:
1. Axlebolt
While Axlebolt built a complete campaign across multiple stages to increase awareness and engagement, LoadComplete prioritized high-intent users and ROAS-driven strategies. Let’s take a look at how they approached it!
Objective
Axlebolt, a mobile game developer, aimed to promote its game, Standoff 2, and its seasonal in-app updates in Turkey and Brazil by leveraging TikTok’s gaming community.
Solution
- Teaser Stage: Axlebolt created a teaser campaign to build anticipation for the update. They used TikTok’s Reach & Frequency buying to target males aged 18+.
- Announcement Stage: TopView and Top Feed placements were used to announce the update and boost awareness of Standoff 2 upon app launch.
- Performance Stage: Axlebolt focused on driving game installs and in-app purchases. They used App Event Optimization (AEO) to target engaged users and utilized Spark Ads with over 20 creators to showcase their preparations for the update.
Results
Axlebolt’s campaign led to a 24% decrease in cost per unique purchase and a 15% increase in app install conversion rate. Spark Ads achieved a 3x higher 6-second view-through rate compared to non-Spark Ads, while ad recall exceeded the market average by 21%, strengthening brand visibility.
Key Takeaways
- Use teaser campaigns to warm up your audience
- Time TopView placements with major updates
- Combine creator content with AEO for better conversions
2. LoadComplete
Objective
LoadComplete, a Korean mobile games developer, aimed to increase ROAS and in-app purchases for its game “Legend of Slime” among mobile gamers in Canada and the US.
Solution
- Partnership with Adjust: LoadComplete collaborated with TikTok Measurement Partner, Adjust, to create an iOS14 Dedicated Campaign.
- App Event Optimization (AEO): LoadComplete optimized the campaign for in-app purchases on TikTok, utilizing high-intent actions from the App Profile Page for efficient performance.
- Broad Targeting and Lowest-Cost Bidding: To maximize conversions, LoadComplete employed broad targeting and lowest-cost bidding strategies.
- Customized App Profile Page: LoadComplete customized elements on the App Profile Page to highlight game ratings, number of ratings, and the free price to build credibility. They also included a clear CTA “Play” to drive immediate actions.
Results
The campaign led to a 51% increase in conversion rate, while cost per acquisition dropped by 6% and cost per install decreased by 8.3%.
Key Takeaways:
- Use AEO to target users more likely to purchase
- Broad targeting and cost bidding help scale efficiently
- Optimized app pages with strong CTAs can directly impact conversions
FAQ
Low ROAS on TikTok usually happens when the algorithm doesn’t receive enough high-quality signals to find valuable players. The most common causes include:
– Optimizing for CPI instead of purchase events
– Missing revenue postbacks from MMP
– Creatives that attract non-paying users
– Too few creatives (algorithm can’t explore audiences)
– Smart+ not receiving stable value signals
When TikTok receives consistent purchase-level events and value data, ROAS improves significantly.
Smart+ under-delivery occurs when TikTok doesn’t have enough data to predict high-value users. Common reasons:
– Insufficient conversion or purchase events
– Low budget below learning threshold
– Poor creative performance (low engagement signals)
– Narrow targeting restricting delivery
– New account with low trust score
– Missing revenue values or misconfigured MMP postbacks
Attribution discrepancy between TikTok and MMP is normal due to different measurement models. Common causes include:
– Different attribution windows (TikTok last-touch vs MMP multi-touch)
– Postback delays from SKAN or privacy filters
– View-through attribution counted by TikTok but not MMP
– Timezone mismatches
– Limited conversion values on iOS
– Duplicate events or missing mapping
The solution is to align attribution windows, check event mapping, sync revenue postbacks, and compare data over a rolling 3–7 day window instead of hourly.
Creatives often fail to convert payers when they attract the wrong audience. Top reasons include:
– Videos emphasize “funny/satisfying moments” that attract non-spenders
– Creatives don’t highlight the game’s value loop or meta progression
– Gameplay scenes don’t appeal to paying user segments (RPG, SLG, mid-core)
– The creative tone mismatches the actual game experience
– Call-to-actions don’t lead into high-value onboarding
To convert paying users, creatives must reflect the actual economics of the game—progression, power, rarity, rewards, strategy—not just viral entertainment.
>>> Read more: In-App Purchase (IAP): A Guide to App Revenue Growth
Wrap Up
Launching a game ad on TikTok is a smart move. With its massive and youthful user base, global reach, and proven effectiveness in driving game discovery and engagement, TikTok game ads offer a unique opportunity for mobile game marketers. So, don’t miss out on the TikTok advantage!
If you want to further unlock the full potential of TikTok game advertising, you can find expert help from a trusted TikTok agency like Mega Digital. With consultation and campaign support, you maximize your game’s reach and impact!
