Native ads for games, from headline to payer.

Native ads look like the content around them: a headline, an image, sometimes a short video, shown in the recommendation blocks under articles and in the feeds of news, sports and entertainment sites. They are bought on native networks, which place one campaign across thousands of publisher sites at once.

For a game this means meeting people while they read rather than while they scroll a social feed. The reader is not looking for a game yet. A headline about building an empire or leading an alliance has to earn the click, and what comes after the click has to turn that interest into a registration.

Native networks reach large audiences outside the social platforms. Taboola, for example, runs the native advertising on all of Yahoo's sites under an exclusive long-term agreement, and Outbrain merged with Teads in 2025 to form one of the largest platforms on the open web. A publisher that buys only on social and search leaves those readers to its competitors.

The format also suits games with a story to tell. Strategy, RPG and survival games sell a world, a hero or a rivalry, and that fits a headline and a strong image. A reader who clicks "Build an empire that outlasts your rivals" has already chosen the theme, which is a good start for the steps that follow.

Native also keeps a campaign independent of any single platform. When prices rise on one network or a creative wears out, budget can move to the next one while player numbers keep growing.

Three things decide it: a headline and image that fit the page they appear on, a step between the click and the landing page that warms the reader up, and tight control over where the ads run. Native networks sell across thousands of sites, and readers on some of them become players while readers on others only click. Every site is judged on what its readers do next.

• Headlines and images written per angle and per market, in 20+ languages
• A prelander or interactive funnel between the click and your landing page
• Bids and budgets steered per site and placement, on registrations and paying players
• Tracking on every stage: click, registration, install, retention, payer
• New creatives tested side by side against the current winners

The same four steps as every campaign. Brief: the game, the markets that matter and where your numbers sit today. Build: headlines, images, video and the funnel are ready before the first euro is spent. Launch and test: campaigns start in a limited set of markets and placements, and angles, sites and funnels are tested side by side. Scale: budget follows the combinations that bring in registering and paying players, and the rest is switched off.

You see the same live numbers we do, per market, per creative and per day, from the first test to a campaign at full scale.