Trends in creatives are constantly changing — and that’s perfectly normal. The media buyer’s job is to stay on top of what’s happening and react quickly. We spoke with the creative agency BigPapaCreo, which analyzed over 25 000 creo to draw its conclusions. Read the article and don’t miss a great bonus!
In 2025, the team at BigPapaCreo noticed a clear shift in the approach to creatives and bundles in gambling. Slots like Sweet Bonanza, Plinko, Dog House, Joker, Aviator, and other previously ultra-popular games have started to lose their effectiveness noticeably.
The reason is simple: the audience is oversaturated. Most players have already played these slots dozens of times. The mechanics feel outdated, emotions are dulled, and a part of the audience has developed a negative experience due to repeated losses.
At the same time, it’s important to understand that classic games are not dead in certain GEOs.
For example:
- Gates of Olympus — in Turkey
- Crazy Time — in India
The Cyclic Nature of Creatives: Motion vs. Static
Month after month, we continue to observe the cyclical nature of formats. After a period dominated by static ads, motion creatives have started to deliver strong results again.
his once again proves that there are no eternal formats. Everything works in cycles — and the media buyer’s job is not to follow trends, but to anticipate them.
Andromeda
It’s also worth highlighting the Andromeda Meta update. After the recent updates, the ecosystem began to push UGC formats much more aggressively, which caused classic creatives to start losing performance.
The algorithms have become much better at reading behavioral patterns and engagement, which is why UGC creatives are now consistently at the top: they look like organic content, build more trust, hold attention longer, and provide a cheaper entry into the auction.
Thanks to our large network of UGC creators, BigPapaCreo’s clients always know where to get creatives that actually perform.
A Breath of Fresh Air — Interactive Slots
Last year’s standout trend was Chicken Road, and it truly became a turning point. It was the first slot in a long time that:
- didn’t look like just another clone,
- had an interactive mechanic,
- made users want to try it, not just “spin it”.
After its success, the market was flooded with similar formats — and this really started to work.
Our Top Games of the Last Six Months:
- Rabbit Road
- Chicken Road
- Tower Rush
- Ice Fishing
- Twist
- Forest Arrow
These are interactive, unconventional, and visually vibrant games that do a great job of engaging both new audiences and users who have grown disappointed with classic slots.
Playable Ads
It’s also worth highlighting the Playable Ads format. For this kind of interactive games, it’s a perfect match.
Instead of simply showing the game, we let users try it directly inside the ad. This:
- increases engagement,
- filters out non-target audiences,
- significantly improves traffic quality.
At BigPapaCreo, we are actively developing this direction and already see how it is becoming one of the strongest acquisition tools.
Pre-landers Are Back in Trend
Another interesting comeback is the return of pre-landers.
Today, they are used not just as a simple bridge page, but as:
- a warming-up tool,
- a traffic quality filter.
They perform especially well when combined with:
- interactive slots,
- Playable Ads,
- unconventional mechanics.
Conclusion
The creative market in gambling has become more complex, smarter, and more demanding. The “just take a popular slot and launch it” approach no longer works.
Success belongs to those who:
- work with interactive formats,
- understand the cyclical nature of creatives,
- test new mechanics,
- build full funnels instead of just ads.
Special Offer for New Clients
For new clients, we offer a 15% discount on the first order.
Our Contacts
Manager — t.me/bigpapacreo
Portfolio — t.me/BigPapaCreos
Let’s work together if you don’t want to fall behind modern trends 🚀
