Ad Strategy Teardowns: Six Advertisers, Five Playbooks, One Public Index
The AdMapix teardown series reconstructs real advertisers' entire ad operations from public index data — creative lifespans, launch batches, synchronized resets, and the intensity decisions that write everything else. This hub collects every teardown, the full intensity ladder, and the live predictions board the series grades itself against.
Every mobile advertiser leaves a public trail: when each creative first appeared, how hard it ran, and the exact minute it was switched off. Read those timestamps carefully and an advertiser's entire operating model falls out — batch cadences, fatigue ceilings, format doctrines, even scheduled resets executed in nine-minute windows.
That's what this series does. Each teardown takes one advertiser, pulls its top creatives from the AdMapix index, and reconstructs the playbook from observable data only — with every claim carrying the conditions under which we'd retract it. This page is the series hub: all teardowns, the combined findings, and the predictions board we grade ourselves against in public.
The Teardowns
Every teardown published so far, newest last. Each one reconstructs a single advertiser's creative operation from public index data.
MONOPOLY GO! Ad Strategy in 2026: Inside a 7-Billion-Impression Creative Machine (2026-08-07)
Smash Fest! Ad Strategy in 2026: The Playable-Only Blitz Behind a Top-10 Chart Debut (2026-08-10)
Royal Match Ad Strategy in 2026: The Marathon Playbook — a 305-Day Creative, a Two-Year-Old Image, Zero Resets (2026-08-13)
Meowdoku Ad Strategy in 2026: The Quiet Machine — Two SKUs, No Batches, No Sweeps, 637 Million Impressions (2026-08-18)
Gossip Harbor Ad Strategy in 2026: One 25-Second Video File Carries 70.5% of Everything (2026-08-20)
Grand Games UA Playbook 2026: 13.7 Billion Impressions Built From Four Videos — Inside a Permutation Machine (2026-08-20)
Roblox Ad Strategy in 2026: Creatives Launched in Three Days Carry 61% of Current US Delivery (2026-08-20)
DramaBox Ad Strategy 2026: One Serial Hook Takes 75.5% of the Top 10 (2026-08-22)
Voodoo UA Playbook 2026: Paper.io 2 and Hole.io Are Not Being Advertised — They Are Being Harvested (2026-08-25)
Royal Smash! Ad Strategy in 2026: How Cypher Games Built a 1.06-Billion-Impression Fleet From Zero in 47 Days (2026-08-27)
Mahjong Blast Ad Strategy 2026: 92.7% Playable, 87.3% From One 16-Day Sprint, and the Opposite of Vita Mahjong (2026-08-29)
Mobile Game Ad Creative Lifespan Benchmarks 2026: Nine Fleets Compared (2026-08-30)
MONOPOLY GO! Prediction Check: The Successor Fleet Arrived on Schedule — and the June 18 Cohort Refuses to Die (2026-08-31)
Jewel Coloring Ad Strategy 2026: One 54-Second Video, Four End Cards, and a Fleet Built in 57 Days (2026-09-03)
Playable Ads vs Video Ads for Mobile Games: What Seven Fleets Reveal (2026-09-04)
Arrows – Puzzle Escape Ad Strategy 2026: Downloads Fell 34.65% and One 214-Day Playable Is Carrying the Account (2026-09-05)
Royal Kingdom Ad Strategy 2026: One Long Video, Three Playable End Cards (2026-09-07)
The Intensity Ladder
Correction (2026-08-20). An earlier version of this section reported a "top creative est./day" figure for each advertiser and concluded that creative lifespan and daily intensity trade almost perfectly inversely. That finding has been withdrawn. Both the column and the conclusion were built on dividing a creative's impressions by its days live — and the
impressionfield is a rolling 30-day window, not a lifetime total. Worse, days-live sat in the denominator of the "intensity" metric and served as the variable it was correlated against, which guarantees a negative correlation before any data is touched. Recomputed on a common denominator, the rank correlation between intensity and lifespan is -0.09 across eleven fleets — no observable relationship.
What survives is the part that never needed a rate: lifespan is a decision, not a property of the creative. The same formats live 30 days at one advertiser and 500 at another.
| Advertiser | Playbook | Creative lifespan |
|---|---|---|
| MONOPOLY GO! (Scopely) | Video blitz | 67 days, retired on schedule |
| Smash Fest! (Flow Games) | Playable blitz | ~35-day median, two-wave resets |
| Meowdoku! (Oakever) | Two-SKU drip | 68–81 days, still live |
| Coin Master (Moon Active) | Blitz maintenance | 25–48 days, batch-rotated |
| Royal Match (Dream Games) | Marathon | Up to 305 days, zero resets |
| Board Adventure (Moon Active) | Playable marathon | Up to 319 days |
| PineDrama (TikTok Pte. Ltd.) | Flood | 19–33 days by design |
Lifespan figures are date spans between first and last observation, so they are unaffected by the window issue above.
Two companion findings hold across every fleet profiled: format follows positioning (slot-machine rhythm → 22s video; try-first loops → playables; cozy pitches → 42s; episodes → 273s), and operational events reveal doctrine — synchronized sweeps mean generational ops, tight batches mean stockpiled pipelines, and a fleet with no events at all is itself a strategy.
Where the series started: the 7-billion-impression creative machine behind MONOPOLY GO!.
The Predictions Board
Every teardown stakes at least one falsifiable claim about its advertiser's next move. This board is graded on schedule, in public:
| Prediction | Source | Due |
|---|---|---|
| Scopely's June 18 cohort gets reset (~60-day cadence) | MONOPOLY GO! | Late August |
| Flow Games' July 23 batch gets reset (~35-day cadence) | Smash Fest! | Last week of August |
| A new visible PineDrama wave surfaces — or confirms the owned-inventory reading | PineDrama | Late August |
| Royal Match records no sweep; new entries escalate without retirements | Royal Match | Rolling |
| Coin Master's July 16 quartet is replaced (~25–48-day cadence) | Coin Master | Early September |
If the cadence claims hold, these operating-model readings graduate from description to forecast. If any miss, the miss dates a real change inside that advertiser's operation — either way, the check gets published.
The playable blitz: seven creatives in 48 minutes, an old generation cleared in nine.
The Method, in Five Steps
Every teardown runs the same repeatable workflow — no privileged access, just disciplined reading of public index data:
- Pull the advertiser's creative board — top 15–20 by model-estimated impressions, one market.
- Read the clocks before the numbers — first seen, last seen, days live. Impressions say what won; timestamps say how the operation works.
- Group by content fingerprint — entries multiplex assets at Scopely, Royal Match, and PineDrama alike; count assets, not entries.
- Sort retirements by final timestamp — synchronized end-times expose scheduled resets invisible at monthly granularity.
- Audit the estimates against themselves — impressions-per-tracked-show is stable within one operation and fingerprints placement mixes across them.
The same five steps classify any advertiser in your own genre in minutes. Create an AdMapix account to run them on the live index — pricing lists what each tier includes.
All figures across this series are third-party model estimates from the AdMapix index, cited with pull dates in each teardown, for research reference only.
Turn these observations into your next creative study
Open the creative library and select samples for your market, network and research question.
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