A significant pivot saw "noob player" protagonists become a breakout success, particularly in India and on YouTube. This isn't just about aspirational heroes anymore; showing relatable struggles and mistakes is proving a powerfully engaging hook.

Don't shy away from "failure CTAs." Facebook, Indonesia, and India are proving that inviting players to "do better" after a perceived loss is a high-performing call to action, directly challenging viewer ego.

This underutilized creative structure, where ads elegantly start and end on the same frame, delivered astonishingly high performance in the US and Indonesia. It creates a satisfying, continuous loop that keeps eyes glued.

Facebook continues to thrive on emotional, narrative-rich drama; YouTube craves unique, often humorous, and open-ended tales; and AppLovin doubles down on urgency, with "timer overlays" proving critical for direct offer CTAs.

The US is embracing mystery and social drama alongside looping arcs, while India's dramatic shift to "noob player" leads and Indonesia's continued love for social conflict highlight the necessity of localized, nuanced approaches.