The era of the straightforward 'win' ad is fading. This month, creatives that leverage 'odd visual' hooks with 'teaser to reward' narratives, featuring both clever AI bots and expert players, are driving top performance. Crucially, a strong trend emerged for 'noob player' narratives leading to 'cliffhanger' or 'failure CTA' endings – players want to see relatable struggles and be challenged to do better.

AppLovin and Vungle have fully pivoted, thriving on challenge-driven content, puzzle logic, and unresolved narratives that end in failure or a cliffhanger. Facebook, however, continues to excel with aspirational 'streamer persona' content and 'mystery question' hooks, consistently delivering success with classic 'teaser to reward' arcs.

In the US and Great Britain, 'streamer personas' and 'mystery question' hooks reign supreme, coupled with suspenseful cliffhanger or failure endings. India, notably, made a significant leap towards 'puzzle logic' and 'choice branch' interactive narratives, showing a strong appetite for intellectual challenges over previous social themes.