The celebrity effect in mobile game advertising: When stars collide with games

This article was written by Two and a Half Gamers founder and co-host and user acquisition and marketing consultant Matej Lancaric.

Mobile game advertising has levelled up over the years, and one major trend continues to shine: the use of celebrities to create unforgettable campaigns. 

It’s no longer just about gameplay; it’s about storytelling, engagement, and star power. Let's take a look at how some of the biggest names in Hollywood and beyond have entered the world of mobile gaming.

Arnold Schwarzenegger in Mobile Strike

The Governator himself brought a commanding presence to Mobile Strike, combining action-packed gameplay with Arnold’s iconic “military leader” persona. His involvement wasn’t just about lending his face - it tied directly into the game’s theme of power and strategy.

The result? Massive brand awareness and a memorable campaign that still gets referenced today. These were the times when Arnold was everywhere. You opened your fridge, BAM! Arnold. Toilet? BAM! Arnold. TV? Arnold. Good old MZ days. 

Jennifer Lopez in Coin Master

Coin Master, Moon Active brought J.Lo on board, and the combination of her star power and the game’s addictive mechanics created a campaign that resonated with a diverse audience. She also shared a few of these ads on her social media, getting 5+ million views.

You have probably seen a Kardashian playing Coin Master. Those ads started rolling back in 2019. It was June 2020 when they introduced new celebrities into the mix. This creative campaign features not only the Kardashians, but Cardi B, Jennifer Lopez, Ben Higgins, Rick Harrison, Rae Sremmurd, Terry Crews, Joan Rivers, NeNe, and Emily Ratajkowski. It was J.Lo that accelerated the number of downloads and revenue growth.

Pedro Pascal in Merge Mansion

When Merge Mansion revealed Pedro Pascal as their spokesperson, it took their narrative-driven approach to the next level. But only a narrative-driven approach; the revenue didn't follow the “next level”, unfortunately.

His mysterious, charming presence added depth to the game’s already intriguing “family secrets” storyline. Pascal’s ability to carry the suspense turned the campaign into more than just an ad - it became a mini-event.

People expected a Netflix TV show but received a series of ads instead. Rumour has it this wasn't really the top creative in the UA mix and was used for PR and hiring purposes instead. Very expensive hiring. 

Squad Busters’ celebrity squad

Supercell’s Squad Busters showcased a creative twist on the celebrity trend, leveraging influencers and gaming personalities to connect directly with their audience.

Instead of a Hollywood face, they made players feel like they were part of a squad filled with relatable “heroes” they already followed online. Also rumored to be the second biggest flop in the UA creative history, right after Pedro. I'm not sure about that. I like the ad, but I would definitely wait a bit longer to launch something like this. 

Chris Pratt and friends in Monopoly Go

Scopely's Monopoly Go launched its first global campaign, "Friendship Pays," just a few days ago with a star-studded cast including Chris Pratt, Jason Momoa, and Keke Palmer, with Will Ferrell voicing Mr. Monopoly himself.

This comes as Monopoly Go’s player spending has fallen to a 15-month low, down 58% from its peak this October. Great timing to salvage the revenue drop. Remember the J.Lo example? Up and to the right!  Also, this game has been profitable every day, every week, and every month since the global launch. I am pretty sure this is money well spent!

But there is more! Initially, I wanted to talk about only five examples, but I started digging deeper and found Simon Cowell in Royal Match (Dream Games) or Sarah Jessica Parker playing SGH (Playtika), so I had to include also my favourite David Beckham. or Anthony Starr, who was the most recent Celebrity UA creative - leaving some of his fans very surprised. 

Whether it’s Arnold commanding troops, J.Lo spinning the slot, Pedro unravelling mysteries, or Chris Pratt bringing Monopoly to life, celebrities are redefining how we market games or, to be more precise, how we look at ROAS of these videos.

I also see a pattern here: games with high LTV can afford to spend millions for celebrities. Others, not really. No shit, Sherlock.