Miniclip launches AdSurge AI ad platform for mobile games

Miniclip has launched AdSurge, a new AI-powered mobile advertising platform for third-party games publishers. The standalone company, which launched today, offers an integrated solution for user acquisition and ad monetisation, initially focusing on games monetised primarily through in-app advertising.

AdSurge has been crafted over three years, tested across Miniclip’s playerbase, and built with help from Tencent AI and Easybrain data. The platform operates independently, with all partner data managed in strict isolation from Miniclip to protect privacy. Work began three years ago, drawing on technical insights from Tencent’s advertising ecosystem.

AdSurge improves user experience with faster skippable ads

AdSurge directly tackles long-standing user experience issues in mobile advertising. Miniclip chief data officer Paul Bugryniec stated that user experience has been deteriorating for years, citing long waits before ads become skippable and close buttons that are difficult to find.

The new platform aims to reduce this friction. Paul Bugryniec said: "AdSurge ads become skippable in half the time and require half the clicks to close compared to commonly used formats on other networks." This focus stems from a desire to reclaim value for publishers, who face squeezed margins from platform fees, engine costs, and rising ad network margins.

AdSurge delivers strong returns and has clear growth plans

The platform is already generating results. Within Miniclip’s own portfolio, AdSurge has captured a low single-digit share of wallet on ad monetisation and delivers a double-digit margin for the company. Its algorithms were built from scratch around Miniclip’s own global traffic.

Performance is evaluated using a clear set of metrics:

Bugryniec emphasised the partner-focused approach. "Unlike other ad networks that prioritise network yield, AdSurge is focused on delivering results for our partners." The initial development focused on titles with in-app advertising. The next phase will broaden support to in-app purchase and hybrid-monetised games.

AdSurge leverages Miniclip’s scale and Tencent’s expertise

The platform's development was enabled by Miniclip’s scale and strategic acquisitions. The company's purchase of Easybrain in a $1.2 billion deal provided the range of games and data needed to commercialise AdSurge. As a company owned by Tencent, Miniclip also leveraged Tencent’s AI and advertising ecosystem expertise during the build.

AdSurge is positioned as a partner-focused alternative

AdSurge is presented as a direct alternative to traditional ad networks. It is designed from the ground up to deliver measurable results for publishers, prioritising partner performance over network yield. This positioning fulfills a stated part of Miniclip’s public mission to build its own ad network. The roadmap for the new company includes extending its technology to support games monetised through in-app purchases and hybrid models.