The hole has become one of mobile gaming’s most recognizable toys.
From hypercasual hits like Hole.io to hybrid casual games like All in Hole, the category has successfully expanded over the years.
But when the core interaction is basically the same: swallow objects, grow bigger, swallow bigger objects – how do you keep selling it?
I used Ad Insights by GameAnalytics to look at how the biggest hole games approach their creatives and how newer titles are trying to compete.
At the center, they all focus on delivering the same satisfying feeling. But depending on the audience they target, they sell that feeling very differently.
Hole.io sells Chaos
Starting from a tiny hole, things escalate quickly. Swallowing crowds, trains, buildings, and even entire cities gives a clear sense of power progression. Hooks like chained holes and liquid barrels add even more spectacle, while bold captions, UGC clips, meme-like openings help grab attention right away.
All in Hole sells Order
Here, everything is structured and clearly readable. Smooth camera transitions, an ASMR-like game feel, challenge-based message hooks, recognizable objects, and carefully arranged patterns create a controlled buildup toward a satisfying clear.
But after All in Hole’s success, plenty of newcomers have entered the market, following the same template not only for the game itself but also for its ads. Moon Active’s Hole Stars, however, tries something different.
Hole Stars sells Variety
Instead of fully depending on that sense of order, it mixes things up, and that’s not just through more UGC clips and AI hooks. Its ads borrow ideas from other genres, introducing additional goals beyond simply clearing the level and making the gameplay feel more varied, lively, and purposeful without changing the interaction at its core.
And that’s what makes the hole such an interesting toy. The interaction stays familiar, but the context around it keeps changing.
What’s the most innovative hole game ad you have seen recently?
This post is sponsored by GameAnalytics.
