Mintegral unveils AI-powered tools for India’s game studios

Mintegral, a programmatic and interactive advertising platform provider and a subsidiary of Mobvista, has launched market insights and automation tools for mobile app and game developers in India.

Leveraging artificial intelligence (AI), Mintegral’s mobile supply side platform (SSP) aims to help local studios overcome marketing and monetisation hurdles—enabling them to seize opportunities in India’s booming mobile gaming industry. The Chinese mobile SSP provider Mintegral specialises in user acquisition, retargeting, and in-app monetisation.

India's mobile gaming market is expected to reach $11 billion by 2033, from $3 billion in 2024, growing by a compound average growth rate (CAGR) of 15.5% during 2025-2033 period, according to the research data released by IMARC Group. The mobile gaming business India has seen a rapid growth in the recent past. Lumikai India estimates that India has more than 900 gaming companies already and their numbers have been growing.

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 tools 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. The system’s machine learning (ML) capabilities help advertisers fine-tune their ad creatives, bidding strategies, and recommendations to improve their campaign performance and to meet the return on ad spend (ROAS) goals.

The SSP also features bidding solutions like ‘Target ROAS’ and ‘Target Cost per Engagement (CPE)’ for developers to tailor campaigns for cost-efficiency. Through its AI-powered mobile SSP, Mintegral provides game developers including small and mid-sized Indian studios with tools to optimise campaigns, boost ad performance, and drive global revenue.

The 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 tools by Mintegral allow 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 to target global markets. Its unified system for programmatic ad placements, real-time bidding, and performance optimisation can allow developers scale their campaigns.