State of Gaming for Marketers 2026 reveals how AI-driven scale, global UA spend, and China-based publishers are reshaping mobile gaming competition

Dubai, United Arab Emirates – January 15, 2026 – AppsFlyer, the Modern Marketing Cloud, has released the State of Gaming for Marketers 2026, an in-depth analysis of how AI, creative scale, and rising paid pressure reshaped mobile gaming marketing in 2025. Drawing on AppsFlyer data, the report examines how studios adapted as marketing activity expanded faster than player attention.


