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Mobile gaming gains as search habits shift with AI
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MADUP drives global growth with $23M backing
MADUP has raised $23 million to fuel global expansion of its AI marketing platform, LEVER Xpert. The company is developing this solution to support end-to-end marketing tasks, from data analysis to campaign execution. Already active in markets such as the U.S., Europe, and Southeast Asia, MADUP plans to list on the KOSDAQ in 2026 and establish a New York entity by late 2025. The platform is used by major Korean brands and aims to combine creative execution, performance strategies, and AI analytics. This expansion signals growing demand for AI agents that help marketers scale operations, optimise performance, and automate repetitive tasks.
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Adobe and Amazon deepen collaboration for marketing solutions
Adobe and Amazon are strengthening their partnership to deliver integrated AI-driven marketing and creative tools. This collaboration builds on Adobe’s Experience Platform and Amazon’s cloud services, enabling more robust customer experience orchestration, personalized interactions, and creative workflows. Organisations will be able to use Adobe’s data and AI tools with AWS and Amazon Ads to improve ad performance, create tailored experiences, and centralise customer profiles. The integrations aim to give marketers faster, more secure ways to manage campaigns and creative content at scale, benefiting from enterprise-grade infrastructure and combined analytics.
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Today’s Insight
Mobile gaming gains as search habits shift with AI
New research shows that as people use generative AI for search and information, traditional web browsing time is falling across major markets. This shift is creating more time for mobile gaming, which now sees strong growth across age groups. In the U.S., U.K., and Australia, mobile gaming time has increased even among casual AI users, while browsing declines. For marketers, this matters because mobile gamers are significantly more receptive to ads in gaming environments compared with the mobile web. Advertising infrastructure for mobile gaming is also maturing, with new standards and expanded ad capabilities across platforms. This presents new opportunities for brands to reach engaged audiences as attention shifts from search to immersive experiences.
Key Takeaways
Mobile gaming is gaining attention time as traditional browsing drops due to AI search tools.
Gaming audiences show higher ad receptivity than mobile web users.
Growth spans all age groups, widening the targetable audience.
Brands can leverage new gaming ad standards and platform partnerships.
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