CTV is having a moment. Budgets are opening up, platforms are pushing it hard, and every growth team is being asked the same question: Should we be doing more here? The honest answer is yes… and no. CTV can outperform paid social in very specific situations. In others, it quietly burns budget while looking good […]
Most mobile growth teams treat CTV like a bigger version of Meta or TikTok. Same creatives. Same hooks. Same expectations. That’s the mistake. CTV isn’t just another channel you plug into your UA mix. It’s a completely different creative environment, where your ad is full screen, unskippable, and sitting right in front of someone on […]
Scaling creative in mobile gaming is already hard. Scaling creative in iGaming, sportsbook, or sweepstakes is a different game entirely. You are not just fighting for attention. You are navigating a moving set of rules, platform policies, and internal reviews that can slow everything down if you are not structured. Most teams run into the […]
Every ad lives or dies in the first few seconds. That has always been true, but the margin for error has gotten much smaller. Feeds move quickly, competition is intense, and users see a steady stream of game ads every day. If the opening moment does not create curiosity, tension, or excitement immediately, the rest […]
AI is everywhere in mobile marketing right now. Creative generation. Voiceovers. Script writing. UGC cloning. Gameplay edits. Thumbnails. Hooks. Landing pages. The tools are multiplying faster than anyone can test them. But if you spend any time scrolling ad libraries or TikTok feeds, something becomes obvious pretty quickly. A lot of AI-powered creative is terrible. […]
Most teams don’t have a creative shortage right now. They have a clarity problem. There are more tools than ever to produce ads quickly. Gameplay cuts, UGC-style edits, stat overlays, voiceovers, AI cleanups. You can spin up a batch of variations without a production crew or a massive budget. So naturally the next move becomes, […]
Everyone can make ads now. Not good ads. Not strategic ads. But ads. Lots of them. AI tools, template libraries, UGC cloning, gameplay editors, auto voiceovers. A small team can crank out 100 variations a month without hiring a production crew or blowing up a budget. Two years ago that was an edge. Now it’s […]
Work Dog Studios at Tokyo Game Show 2025
How overvaluing your brand identity can silently sabotage your creative performance—and what to do about it. Let’s get uncomfortable for a second. If you’re not Nike, Apple, or Coca-Cola, your brand doesn’t matter to your customer as much as you think it does. Not yet. That might sound harsh—but it’s the single biggest blind spot […]
You’ve seen them. The self-proclaimed “Game Ad Gurus” flooding LinkedIn with carousel posts, cold takes, and recycled theories about what they think makes a high-performing ad. They speak in absolutes: “This type of hook always works.”“UGC is king.”“Make it fail-based. No wait—make it Gacha-based. No wait—make it both.” And the worst part? Most of them […]
