Creatives featuring "noob players" grappling with "relatable fails" or "timed challenges" dominated, especially on AppLovin and Mintegral. The key isn't just showing failure, it's immediately following it with a "failure CTA" – daring viewers to prove they can do better.

Unresolved endings are a massive win. Ads that build suspense with a "teaser to reward" setup but end on a "cliffhanger" are proving incredibly effective, leaving players curious and eager to find out what happens next.

Direct viewer engagement, like ads "breaking the fourth wall" or incorporating "choice branches," is a top-performing technique. This personal challenge resonates across networks, pulling viewers directly into the narrative.

While AppLovin and Mintegral thrive on player struggle and unresolved tension, Facebook continues to excel by leveraging "competitive envy" and showcasing "expert player" success, often within that same suspenseful, interactive framework.

The US craves direct challenges, India responds to "shock value" hooks and "split-screen" dynamics, and GB leans into "humor or meme" openers with "streamer personas" to balance relatability with challenge.