Mintegral reveals market insights for India's mobile app and game developers

Mintegral, a subsidiary of Mobvista, has unveiled new market insights tailored for India-based mobile app and game developers in 2025. Mintegral is a data-driven programmatic and interactive advertising platform specialising in user acquisition, in-app monetisation, and retargeting. 

Leveraging artificial intelligence (AI), Mintegral aims to help local studios overcome marketing and monetisation hurdles, enabling them to seize opportunities in India’s booming mobile gaming industry. The Singapore-headquartered company is data-driven programmatic and interactive advertising platform specialising in in-app monetisation, user acquisition and retargeting.

While the category has been demonstrating such expansive growth, the game developers have to tackle various issues such as inadequacy of funds for marketing, cut-throat competition, and an absence of monetisation models that work. Mintegral’s solutions aim to help developers overcome these hurdles with the help of AI-powered targeted user acquisition strategies.

Managing access provisioning to 20,000 crore daily ad requests, the platform assists in targeted campaign delivery. Mintegral's machine learning (ML) capabilities aim to help advertisers fine-tune their bidding strategies, improve their campaign performance, and meet their campaign goals. The platform also has other capabilities, offering advertisers and marketers end-to-end adtech solutions and enabling them to tailor campaigns for cost efficiency. Through its AI-powered approach, Mintegral provides game developers, including small and mid-sized Indian studios, with solutions to optimise campaigns, boost ad performance, and drive global revenue.

Game genres such as puzzle, match, and simulation management generate the highest engagement and ad impressions. Mintegral’s platform aims to help developers optimise these genres for maximum impact by using AI to improve real-time campaign performance. Indian gamers prefer culturally relevant themes and games like Raji: An Ancient Epic and Ludo King, underlining the importance of local narratives in engaging users.

The creative automation tool by Mobvista, Mintegral's parent company, allows developers to use A/B testing ad formats and incorporate local themes to improve user engagement and click-through rates. Mintegral also intends to help Indian game development studios target global markets. Its unified platform for programmatic ad placements, real-time bidding, and performance optimisation can allow developers to scale their campaigns.