PvX Partners×Brutally Honest Newsletter

Never Ending Creatives

Tap into a one-of-a-kind database of gaming insights

appmagic

Powered by AppMagic

SUBSCRIBE NOW to Unlock full Article

Puzzle - December 2025 Creative Trends

cover

Puzzle

Jan 6, 2026-5 min read

Welcome to Never Ending Creatives — a fast, structured breakdown of what’s performing across today’s ads and why it matters. If you are new here, we recommend starting with our section to get the most value from these insights.

Monthly Creative Distribution by

Hook Type

Executive Summary
December 2025 UA Creative Trends

December shattered creative playbooks for mobile puzzle games, proving that direct viewer engagement isn’t just a trend—it’s the new baseline for conversion. Forget passive showcases; this month's winners leveraged a powerful 'fourth wall break' to challenge players directly, turning universal emotions like envy, frustration, and the thrill of triumph into actionable install drivers.

The "Can You Do Better?" Challenge

Ads that put players in the hot seat—whether through "Interactive Puzzle Success," "Frustrated Player Fails," or "High-Stakes Rookie Mistakes"—outperformed, especially when ending with a direct, aspirational call-to-action. This is about making the puzzle personal.

Flashback Narratives Are Underrated Gold

Across networks like AppLovin and Facebook, and notably in the US and France, flashback sequences consistently drove high engagement and impressions, signaling a deep, untapped potential for enriching ad narratives.

Network Niches Got Sharper

AppLovin cemented its dominance in emotionally charged, competitive upgrade race scenarios. AdMob refined its focus on AI bot-guided curiosity and moments of relief. Facebook, meanwhile, thrived on odd visual hooks and surprise twist endings, with a clear rejection of stale social drama.

Bottom Line

Regional Resonances Differed Wildly The US and France leaned heavily into envy-driven competition, while India emphatically rejected it, soaring with high-pressure timed challenges and triumph through puzzle logic. Understand these cultural nuances, or miss the mark entirely.

Unlock the full commentary, creative breakdowns, and strategy insights by creating an account. Subscribe now!

What more you get?

  • Deep Dive: Winning Creative Concepts.
  • Ad Network Insights & How to Leverage them.
  • Country-Level Insights & How to Leverage them.
  • Conclusion.

Join to the “Never Ending Creatives” newsletter

Stay connected and receive the latest updates, stories, and exclusive content directly to your inbox.