Tiles Survive! Ad Creatives: An ad themed around AI and strategic management
FunPlus' tile-survival 4X ran 10,758 ad plans in 31 days; its ten biggest markets fit a 531-plan band, and only Japan and the US are bought alone.
Daniel Brooks
Creative Strategy Analyst
Published
Updated
Tiles Survive! is what a maximum-width global buy looks like from the inside. In the 31 days to October 8, 2026, FunPlus’s tile-placement survival 4X carries 3,180 creatives and 10,758 ad plans across 197 countries — and the ten largest markets all sit inside a 531-plan band, from Denmark’s 1,622 to the United Kingdom’s 2,153. Only two markets break the flatness: Japan, with 174 single-country plans, and the United States, with 168. No other top-ten market clears 80.
Key takeaways
- Tiles Survive! is a tile-placement survival and kingdom-building 4X by FunPlus International AG, the publisher behind long-running strategy franchises. The store listing has been live since March 13, 2025 with a 10M+ installs label, so this is a mature product in steady operation — not a launch story.
- The map is deliberately flat. 197 countries appear in the record, and the ten largest by plan coverage fit inside a band 531 plans wide (1,622–2,153). Seven of the ten sit between 15% and 20% of the whole plan record.
- Two markets are bought alone: Japan (174 single-country plans) and the United States (168). They are the only top-ten markets above 100, and each carries more than twice the next-largest pool (United Kingdom, 80). The other eight sit between 13 and 74.
- Delivery is one Meta family at scale plus a Google engine: Audience Network 8,259 plans (76.77%), Facebook, Instagram and Threads 8,226 each (76.46%), Admob 1,683 (15.64%), Messenger 931 (8.65%), AppLovin 669 (6.22%) — and four more networks, including Pangle, Vungle, Unity and WhatsApp, observed further down.
- The creative library splits by lane into three jobs: Google carries the giant single assets (one cut at 57.7 million lifetime estimated exposure, the largest single creative we have measured on a 4X record), Meta runs a Korean-captioned horde-defense loop in families of six to ten, and AppLovin ships the playables. Reinvestment sits at 38% of the library — high for this category.
Data scope
This breakdown uses CreativeScope’s advertising record for the primary Tiles Survive! listing published by FunPlus International AG (tracker token JNZyu1K0JfM=), over September 8 – October 8, 2026 (31 days): 3,180 creatives, 10,758 ad plans, 1,223 reinvested creatives, and a 690,131,031 lifetime estimated exposure for the creatives active in the window. Every count is deduplicated — one creative, one plan, counted once.
Three limits apply to every figure here. Country and network shares are target-coverage shares under multi-attribution: one plan can list several countries and several platforms, so shares overlap and never sum to 100%. “Exclusive” means a plan whose delivery-country set contains exactly one market — a targeting decision, not evidence of results. Lifetime estimated exposure is a relative delivery-scale signal for creatives active in the window, not an impression count. The record carries no spend, installs, conversions or revenue, and no country-level exposure.
One listing note. The tracker also carries a second Tiles Survive! record under the same publisher (848 creatives, 1,829 plans in the window), whose store field lists a July 3, 2025 release date. The two storefront records are tracked separately and never added together; every figure below is the primary record unless a paragraph says otherwise.
The game, and the publisher behind it
Tiles Survive! runs on a simple engine: place tiles, expand a settlement, and keep a stone-age band of survivors alive against beasts, winter and each other. The ads show three things on a loop — a junkyard that turns into a gold mine, a forest camp holding off woolly attackers, and a wall that must not fall. The store listing carries a 4X strategy tag, a building-and-defense tag, and a 10M+ installs label.
The publisher is the reason the scale makes sense. FunPlus International AG is a veteran mobile strategy publisher whose portfolio has run global 4X operations at scale for the better part of a decade. That is context about the organization, not a claim about this game — but it explains what kind of machine can keep 10,758 plans live across 197 countries in a single month, on fourteen networks, while refreshing the creative library daily.
Store facts worth keeping separate from ad facts: the tracked listing has been live since March 13, 2025 per the store field, carries a 10M+ installs label, and sits well past its launch window. Nothing in this record is an opening; every number below is maintenance at industrial scale.
The structure: a 531-plan band with two spikes
Coverage reaches 197 countries, and the striking part is not the breadth — it is how little the top of the map varies. The ten largest markets by plan coverage all land inside a band 531 plans wide:
| Market | Plans covering | Single-country plans | Share of 10,758 plans |
|---|---|---|---|
| United Kingdom | 2,153 | 80 | 20.01% |
| Japan | 1,967 | 174 | 18.28% |
| Germany | 1,930 | 74 | 17.94% |
| Canada | 1,850 | 30 | 17.20% |
| France | 1,845 | 54 | 17.15% |
| Switzerland | 1,792 | 55 | 16.66% |
| Australia | 1,713 | 36 | 15.92% |
| United States | 1,693 | 168 | 15.74% |
| Austria | 1,644 | 13 | 15.28% |
| Denmark | 1,622 | 26 | 15.08% |
Bars are drawn to a fixed axis — full width equals 2,400 plans covering the market, and all ten markets land in the last third of it, which is the point: the same buy lands almost everywhere. The first figure in each row is the number of plans covering that market, the second is the single-country count. Inside the bar, orange is the slice bought for that market alone and teal is bought alongside other markets.
Coverage says “everyone gets the same thing”. Exclusivity says who does not. Japan (174) and the United States (168) are the only top-ten markets with more than 100 single-country plans, and each carries more than twice the next-largest pool — the United Kingdom, at 80. Austria’s 1,644 plans contain just 13 exclusives; Canada’s 1,850 contain 30.
That is the signature of an equal-width buy with two deliberate exceptions. One shared layer paints 197 countries with the same plans; a second, thin layer exists only where the advertiser wants a market addressable on its own terms. The record cannot say what runs inside the Japanese and American pools. It can say that those are the only two pools worth building.
Distribution: one Meta family at 76%, plus a Google engine
Fourteen delivery platforms appear in the record, and they divide into a Meta block, a Google block and a long, thin tail.
Bars are drawn on a true 0–100% axis: each bar’s length equals the share printed beside it, so none of them reaches the end of the track. Plan-coverage share under multi-attribution; overlapping shares do not sum to 100%. The record also observes TikTok, Pangle, Vungle and WhatsApp below the top-ten cut — fourteen networks in total, most of them carried at trace weight.
The Meta block is a package, and the numbers prove it: Facebook, Instagram and Threads each report exactly 8,226 plans, and Audience Network sits 33 plans above them at 8,259 — a five-surface buy with a small Audience Network extension. Messenger adds a 931-plan subset. Four surfaces reporting the same count to the plan is the clearest possible signature of one placement decision, not four.
The non-Meta story is a Google engine with a long tail. Admob carries 1,683 plans (15.64%) — roughly a fifth of the Meta package’s size — and it is where the largest individual creatives live, as the next sections show. AppLovin adds 669 (6.22%) and the playables; Unity, YouTube and ironSource, then TikTok, Pangle, Vungle and WhatsApp, fill out fourteen networks. The width here mirrors the market width: everything is on, nothing dominates except the package at the top.
The creative read: three lanes, three jobs
The library divides by network so cleanly that the media plan is legible from the art style alone.
- Google carries the giants. The largest single creative in the record is an Admob-and-YouTube video at 57,692,063 lifetime estimated exposure, in a family of 21 similar cuts; a second Google cut sits at 35,528,579, head of a family carrying the copy line “Enter the world of ‘Tiles Survive!’”. These are the assets that give the record its 690 million exposure total.
- Meta runs a captioned horde loop. The top Meta family leads with Korean copy — the title reads “여러분! 게임 과몰입 조심하세요!” (“Everyone, be careful not to get too absorbed in the game!”) with the body simply “Tiles Survive!” — over horde-defense footage in families of six to ten cuts. The lane recycles; it does not refresh.
- AppLovin buys interactivity. The AppLovin lane is dominated by playable builds — several live since April 2026 and still running at the window’s end — alongside single-cut videos. The sampled playable preview ships with Chinese on-screen instructions and a localized call-to-action, one build carrying 3.07 million in lifetime estimated exposure.
- Reinvestment is the norm, not the exception. 1,223 of 3,180 creatives — 38% — stay in active reinvestment, and the biggest Google families are all reinvested. Old cuts do not retire here; they keep delivering.
Read together, the split is a division of labor: Google does the volume and the scale, Meta does the cheap repetition, AppLovin does the interactive experimentation. Three lanes, three budget lines, one flat map.
Creative Spotlight
Spotlight 1 — The junkyard that prints money (Google-side lane)
At t=1s the cut opens on an isometric junkyard of wrecked cars with a coin counter at 13 and a 53m progress marker; at t=11s a survivor smashes piles between red spring traps with the counter back at 0; and at t=22s the yard has become a mountain of gold coins beside a factory chimney, counter at 300 and the marker reading 500m. The t=36s end card is the Tiles Survive! logo over a PLAY button and a route card. The coin and distance counters are native UI, visible throughout.
Spotlight 2 — The 60-second survival loop (Google-side lane)
This is the closest the record comes to actual gameplay. At t=1s the frame shows an autumn forest, two woolly bears and a club-wielding survivor under a resource HUD reading 0 meat and 0 wood, with a Korean subtitle burned into the lower edge; at t=17s the HUD reads 96 meat as red stacking towers and turrets hold the clearing; at t=35s a Lv.3 tower fires at a dark boss creature with the HUD at 85; and the t=58s frame closes on a mammoth beside a timber fortress at 100 meat and 50 wood. The copy line above it is the plainest in the record: “Enter the world of Tiles Survive!”.
Spotlight 3 — The horde loop Meta recycles (Meta)
At t=1s the frame shows two blue turrets firing at a horde of pink-and-purple creatures with the score counter at 0; at t=11s a green energy beam cuts through the horde as gold coins spill across the ground with the score at 35; and at t=22s the coins have piled up around the turrets with the score at 142. The t=36s frame resets to a base under pressure with the counter back at 0. No English text appears anywhere in the sampled frames — the copy above it is Korean, and the loop is what repeats across the family.
Spotlight 4 — The playable that has been running since June (AppLovin)
The AppLovin lane’s contribution is interactivity that outlives the window. This playable preview shows an ice-floe puzzle scene with the survivor at the center of a frozen tile, a Chinese drag-to-move instruction overlaid on the play area, and a localized play button under the Tiles Survive! logo. It has been live since June 3 — more than four months — and it is one of several AppLovin builds still active at the window’s end, which is what a 38% reinvestment rate looks like at the asset level.
Cadence: three 600-plan days, then the holiday
| Date (2026) | New creatives | New ad plans | Read |
|---|---|---|---|
| September 10 | 98 | 627 | Early plan-heavy day |
| September 12 | 102 | 462 | Creative-led follow-through |
| September 17 | 86 | 437 | Mid-month pulse |
| September 20 | 126 | 896 | The spike: the window’s largest day on both counts |
| September 24 | 136 | 602 | Second-largest creative day |
| September 26 | 126 | 734 | Plan-heavy again |
| September 27 | 115 | 496 | Six heavy days inside eight |
This is not a drip. Seven days in the window add 437 or more plans each, and they cluster: between September 20 and September 27 the record adds 126, 136 and 126 new creatives and 896, 602 and 734 new plans — a refresh cycle running at a scale most records reserve for a launch week, in month nineteen of the product’s life.
The reinvestment number is what makes that cadence sustainable rather than wasteful. 1,223 creatives — 38% of the library — stay in active reinvestment, and the biggest Google families are all reinvested cuts. New supply lands on top of a base that keeps working; nothing is thrown away to make room.
The second listing next door
The tracker carries a second Tiles Survive! record under the same publisher, and it is roughly a sixth of the size: 848 creatives and 1,829 plans in the same window, with 528 in reinvestment and 216.8 million in lifetime estimated exposure. Its store field lists a July 3, 2025 release date, and its top markets read differently — Canada, Saudi Arabia and the United Arab Emirates lead, with the US at 478 plans and just 7 exclusives.
Two storefront records for one title is normal for a global operation, but the shapes differ enough to matter: where the primary record isolates Japan and the United States, the second record isolates almost nothing — no top-ten market there clears 23 single-country plans.
We report the two records side by side and never sum them. If you quote one of these numbers, quote it with its listing attached.
What the record cannot say
Three claims sit just outside the evidence, and are worth refusing out loud.
- It cannot say why Japan and the US. Two isolated pools are a fact about targeting. The record carries no spend, no auction data and no results, so any story about Japanese or American performance is outside the evidence.
- It cannot score the creatives. Lifetime estimated exposure measures delivery scale for assets active in the window, not response. A 57.7 million cut and a 491,000 cut may be doing very different jobs at very different prices.
- It cannot rank the listings. The primary and secondary records differ in size and shape, but neither number is a result. Both are targeting and placement decisions made by the advertiser.
CreativeScope take
Most breakdowns on this site describe concentration — a market bought alone, a channel left off. This one describes the opposite discipline: a buy so evenly spread that its ten biggest markets fit inside a 531-plan band, sustained for a month at 10,758 plans, on fourteen networks, with a third of the creative library on reinvestment.
The transferable details are three. First, even width is a choice: 197 countries share one Meta package plus a Google engine, and the sameness is the strategy. Second, exceptions are cheap when the base is flat — two pools, Japan and the United States, are all it takes to make the map addressable where it matters. Third, scale is a supply-chain problem: three 600-plan days inside eight only works if 38% of the library is still delivering. If your 4X is going global, the question this record asks is not where but how flat you can afford to be.
Related reading
- Bulldozer Master Ads: Unlock Epic Bulldozers, Aimed at the US — the narrow counterpart: one market isolated above all others, on a record a twentieth of this size.
- The Zero-to-Hero Hook: What Three Strategy Titles Share — what the copy systems of three 4X records have in common, and where this one fits.
- Marble Sort Ads: One of Voodoo’s New Three Horses Sells With a 98% Fail Hook — another four-surface Meta package, this time in casual, with a hook built on failure.
Want the raw structure behind this breakdown — every plan, creative and network for Tiles Survive! and 4,000+ other tracked games? Explore the data at creativescope.ai/mcp.
FAQ
What is Tiles Survive!?Tiles Survive! is a mobile tile-placement survival and kingdom-building 4X strategy game. Players place tiles to expand a settlement, gather resources, and defend a stone-age camp against beasts and raiders. This breakdown reads its advertising record rather than its gameplay.
Who publishes Tiles Survive!?FunPlus International AG, a veteran mobile strategy publisher. The tracker carries two store records for the title under the same publisher; this breakdown reads the primary listing, whose store field lists a March 13, 2025 release date and a 10M+ installs label.
How many ad plans does Tiles Survive! run?In the tracked window of September 8 to October 8, 2026, CreativeScope recorded 10,758 ad plans and 3,180 creatives on the primary listing, with 1,223 creatives still in reinvestment and 690.1 million in lifetime estimated exposure. The second store record is tracked separately (1,829 plans, 848 creatives) and the two are never added together in our breakdowns.
Which countries does Tiles Survive! target most?Coverage reaches 197 countries, and the ten largest markets by plan coverage all sit inside a 531-plan band, from Denmark at 1,622 to the United Kingdom at 2,153. Only Japan (174 single-country plans) and the United States (168) are bought with their own exclusive plans; no other top-ten market clears 80.
Which ad platforms does Tiles Survive! use?Fourteen platforms appear in the record. The top four are one Meta package: Audience Network 8,259 plans (76.77%) and Facebook, Instagram and Threads at 8,226 each (76.46%). Admob carries 1,683 (15.64%), Messenger 931 (8.65%), AppLovin 669 (6.22%), and Unity, YouTube, ironSource, TikTok, Pangle, Vungle and WhatsApp appear further down. Shares overlap under multi-attribution and do not sum to 100%.
What is unusual about its ad creatives?The scale of the individual assets. The largest single creative in the record is a Google-side video at 57.7 million lifetime estimated exposure in a 21-clip family, and a second Google cut sits at 35.5 million. Meta recycles a Korean-captioned horde-defense loop in families of six to ten, and AppLovin runs playable builds that have been live since April 2026.
Data notes
- Advertising figures: CreativeScope record for the primary Tiles Survive! listing published by FunPlus International AG (tracker token
JNZyu1K0JfM=), window September 8 – October 8, 2026, deduplicated by plan and creative: 3,180 creatives, 10,758 ad plans, 1,223 reinvested creatives, 690,131,031 lifetime estimated exposure, 14 delivery platforms observed, 197 countries named anywhere in the record. Coverage and platform shares are overlapping target-coverage shares under multi-attribution and do not sum to 100%. “Exclusive” = a plan whose delivery-country set contains exactly one market. Lifetime estimated exposure is a delivery-scale reference for creatives active in the window, not an impression count; the record contains no spend, install, conversion or revenue data and no country-level exposure. - Dual-listing disclosure: a second Tiles Survive! record under the same publisher is tracked separately — 848 creatives, 1,829 ad plans, 528 reinvested, 216,821,991 lifetime estimated exposure, store field listing July 3, 2025, and no top-ten market above 23 single-country plans. The two listings are never combined or cross-summed in this article.
- Top-ten band arithmetic: highest coverage 2,153 (United Kingdom), lowest 1,622 (Denmark), spread 531 plans. Single-country plans: Japan 174 and United States 168 are the only top-ten values above 100; the remaining eight sum to 368 and range from 13 (Austria) to 80 (United Kingdom). Single-country plans outside the top ten are not included in that sum.
- Store facts: release date and install label as shown by the tracked store field at the time of writing.
- Creative observations: copy lines (“Enter the world of Tiles Survive!”, the Korean Meta title line), on-screen counter readings, subtitle language and similar-creative family sizes are read directly from the tracked creative records and from frames extracted from the delivered media files cited in the Creative Spotlight section.
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