The marketing data company SocialPeta released an updated report showing that the mahjong Vita and Android platforms were the top of the advertising list in August for the second consecutive month of the Vita Studio puzzle game.
According to SocialPeta, the August ads for the game increased by 15 per cent over the July ring and covered mainstream channels such as Facebook, TikTok and Google Ads, with over 1 billion exposures. As a “elimination” of classic mahjong elements, since 2024, mahjong Vita has accumulated a total download of more than 65 million, peaking at 400,000 daily downloads, with an average advertising revenue of more than 150,000 dollars per day. The August report of SocialPeta, based on global advertising creative monitoring data (covering over 9 million pieces of material), reveals the power of Mahjongg Vita. On the iOS platform, the game is at the top of the list, going beyond the Lome Trading type of “Digital Baby” game “Emblem Assembly: Neo” , “Block Blast” by Hungry Studio, “Poem of Nightden” by Spredee Business and “Block Crush” by Wonderful Studio.
Specifically, the number of iOS advertisements in mahjong Vita has reached 25,000, with an increase of 20 per cent in the ring and a focus on “older-friendly” scenes, such as silver-haired players who easily match mahjong cards, with a conversion rate of up to 8 per cent. The United States market contributed 45 per cent of the iOS dropped, benefiting from the download momentum (over 1 million) of App Store ranking Top 1. The Android platform is also its “home site”: mahjong Vita Top 1, with an advertising volume of 25 per cent in the subcategory. This was followed by the Tile Explorer of Oakever Gomes, the Jigsawscapes, Black Blast and the Great Hot Prison Management Simulation Game, Lands of Jail, Singapore.
The twin-star strategy of Tile Explorer and Jigsawscapes highlights Oakever ‘ s matrix layout, which puts 18,000 ideas into the exploration of the subject, while the latter receives 15,000 exposures through a puzzle. Overall, there was a 12 per cent increase in the total number of Android puzzles advertised in August, to 18 per cent of global mobiles. mahjong Vita, developed by Vita Studio, has been on the line for almost a year and has become the pole of the “eliminate” category. The core game is a classic mahjong match, but the innovation is integrated into the “elimination mode”: the player completes the time-limited task, unlocks the story level and upgrades the prop, optimizes for middle- and senior-aged users – large fonts, low operating thresholds, and relaxes the BGM, with a retention rate of 55 per cent for the first day.
SocialPeta data show that in the first half of 2025, the number of global game advertisers exceeded 78,000 and YoY increased by 60 per cent, with a total of $250 billion. The most significant increase has been in the Zenian leisure subcategory, which accounts for 18 per cent of advertising, thanks to the Z generation’s “pressure demand” and the rise of the silver-haired economy, where the share of older users in downloads has risen to 30 per cent. However, “burning money” is also a double-edged sword: the CPI (installation costs) of mahjong Vita has reached $2.5, far higher than the industry average of $1.8, and is difficult for small and medium-sized developers to sustain.
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