November 2025 Gaming and Adtech News Recap
With year-end planning in full swing, November leaves us with several major developments, from billion-euro gaming investments to platform updates reshaping the adtech landscape. Here’s a look at the key stories you might have missed.
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GAMING
Industry:
Tencent has completed its strategic investment in Ubisoft Nova SAS. The deal brings in €1.16 billion ($1.3bn) in cash and focuses on studios tied to major Ubisoft franchises such as Assassin’s Creed, Far Cry, and Tom Clancy’s Rainbow Six.
AdsAdvisor has introduced a new Playable Reformer tool that automatically adjusts playable ads for multiple ad networks. The tool reduces technical complexity and simplifies processes for both UA and creative teams.
Games:
Roblox announced it plans to roll out facial age estimation to help restrict chat interactions between minors and adults. The company says the feature represents a new “gold standard” in online communication safety.
Google revealed the winners of its Google Play best of 2025 awards. Pokémon TCG Pocket won best game of 2025, while Disney Speedstorm earned best multi-device game.
ADTECH
Singular’s Q4 Trend report is here. Some important highlights: Ad spend is surging and CPIs are soaring across the board, signaling a clear shift toward acquiring fewer but higher-value users, with iOS continuing to dominate monetization. Gaming has also rebounded strongly, led by Simulation, Match, and Word genres posting impressive double- and triple-digit growth. Meanwhile, TikTok stands out as the fastest-growing platform in terms of ad-revenue share, further reshaping the competitive landscape.
Google Play opens up third-party payments in the US. This means developers can now embed external payment channels directly, rather than being forced to use Google Play Billing.
AppsFlyer launches eight new products, including agentic AI suite. AppsFlyer stated that its eight new products underscore an evolution from “mobile attribution pioneer to modern marketing cloud.”
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