The holidays of 2025 promise to be the most competitive to date. Yes, there are more people in the ecosystem than ever. Yes, user behavior is more unpredictable than ever. But when smart planning and clear ideas are combined with precise execution, experienced app marketers can attract more valuable and engaged users during this critical time of year.

Analysts at Moloco DSP have analyzed how key traffic metrics change on different holidays:
• CPM / CPI (cost of purchase),
• ARPPU / ROAS (revenue from users),
• Ad Opportunities (volume of available impressions).
For media buyers, this is a map of seasonal auction behavior: when the purchase is more expensive, when volumes grow, and when the market gives the opportunity to buy traffic cheaper.

Seasonal rating by metrics

What does the Moloco report show?

CPM / CPI increases during peak demand periods-October → December.
At this time, more advertisers enter the auction, and competition for impressions increases, which automatically increases eCPM.
User revenue (ARPPU / ROAS) increases during festive in-game events — Halloween, Christmas, and New Year.
Advertisers launch promo codes, bonuses, and holiday promo mechanics that increase the average player's paycheck.
Ad Opportunities (impressions) increase during long weekends — Christmas, New Year, Lunar New Year.
Users spend more time in apps, interact more actively with ads, and Moloco records an increase in the total number of impressions available.

Impact of seasonality on the auction

As a result, the seasonality of iGaming is directly reflected in the auction:
• December — peak of competition and monetization,
• February — market discharge while maintaining good volumes,
• March — return to basic values.

What does Profit Rental recommend?

• Be prepared for the fact that CPI may increase on regular creatives. Therefore, adapting and offering special offers for holidays is the way to ensure stable performance.
• We recommend adapting creatives to current events, for example, using holiday-themed elements like Halloween. It is important to maintain a consistent visual style between the offer and creatives: this increases user trust and improves conversion.
• Request pre-landers, promo codes, and special bonuses from advertisers to increase the attractiveness of your offer and reduce your CPI.
• And, of course, if your ROI is showing good results, increase your budgets for these campaigns to scale your success.

Get started with Moloco DSP

Holidays are not only about rest, but also about proper scaling. And you can start working with such a promising source as Moloco DSP today.
To rent an account in this promising advertising source, write to us in the bot, and we will quickly integrate and answer all your questions. Subscribe to our channel to stay up-to-date with the latest news from the world of In-app traffic.

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