AI App Wars: Deep Dive in a Heated Race

AI is everywhere. On our laptops, on our phones. Artificial Intelligence has become a part of daily life. From removing the background of a photo to generating lyrics for a new song or making an email more friendly, there are endless use cases, and even more apps to choose from. But the AI app space is changing, and fast. With the category growing so quickly, we’re seeing both exciting opportunities and major challenges, like rising competition in regional markets. This article looks at ChatGPT’s revenue boom, the competition bringing challenges in specific regions, and the advertising strategies these apps are using to keep up. Insights shared in this article come from the Sensor Tower report “ChatGPT Maintains US Lead; Share Weakens in Emerging Markets”, with graphs and additional insights & analysis sourced from Mobile Action. The Rise of ChatGPT No […]

Julie Tonna January 15

Journal

User reviews = your ASA & ASO Cheat Sheet

⭐️ User reviews = your ASA & ASO cheat sheet ⭐️ While prepping for PocketGamer.biz London, I dove into MobileAction App Intelligence insights and discovered something really interesting.I analyzed a variety of games: Exploring App Store pages, creative strategies, keywords, ratings, rankings... But one discovery really stood out while looking into Love & Pies by Trailmix Games.Out of the last 620 US reviews, a few keywords kept popping up, pointing to the 3 things players loved most about the game:- Story (59%)- Graphics (23%)- Inclusivity/characters (10%)This completely changed how I approach ASO, ASA keyword optimization, and especially Custom Product Pages (CPPs):- For returning users, spotlight updates to the story they’re already invested in.- For new users, highlight visuals and inclusivity to stand out from competitors.Reviews aren’t just feedback; Use them as a goldmine for your ASO, ASA, and UA strategies.

Julie Tonna January 7

Journal

iOS Games: Top Free ASO & ASA Tools

Here’s my little gift to you: Top free tools for ASO & ASA. 🌍 Switchr – App Store looker | https://lnkd.in/ewMD_Dit🔎 Ad Repository – Competitor research | https://lnkd.in/eynfFNGz📸 Scrnshts Club – Design inspo | https://scrnshts.club💬 ASO CustomGPT – Strategy tool | https://lnkd.in/eNep5fbZ📊 MobileAction Action – App Store insights | https://lnkd.in/eyX9n2nA⭐ Sensor Tower – Top charts WW | https://lnkd.in/eac3PCSk

Julie Tonna December 30

Journal

Predictions for Mobile Ad Tech 2025

As user behaviors shift and technology evolves, 2025 is a make-or-break year for advertisers navigating this dynamic landscape. 2025 isn’t just a year of change—it’s a year to redefine the rules of mobile advertising. From the dominance of AppLovin to the rise of alternative app stores, the landscape is evolving rapidly. This article explores the key trends shaping the future of mobile advertising, highlighting opportunities and challenges for advertisers, developers, and brands. 1. How AppLovin’s diversification is shaping the Ad landscape AppLovin’s position as a leader in the mobile advertising space has never been stronger. Known for its advanced AI-driven ad optimisation and massive inventory, the network has been the backbone for many gaming companies for years. However, 2025 brings a notable shift as e-commerce brands enter the auctions, driving up competition. E-commerce advertisers, traditionally focused on Google and Meta, […]

Julie Tonna December 16

Journal

Sonic Rumble is dropping globally on February 28th!

Sonic Rumble is dropping globally on February 28th! ➜ SEGA is entering the multiplayer mobile space➜ Sonic the Hedgehog 3 movie is out soon (transmedia strategy!)➜ The IP is now part of the Angryverse from Rovio Entertainment➜ The lore is bigger than everHaving worked on many collaborations before, here’s how I’d launch it on Apple Search Ads (ASA):1️⃣ Leverage the AngryverseA Sonic x Angry Birds collab is the perfect way to drive installs. Promote exclusive skins, themed events, and cross-promos with tailored Custom Product Pages (CPPs).2️⃣ Dominate searchesRun campaigns on high-intent keywords like [sonic], [party game], and [multiplayer] to capture fans and prevent competitors from hijacking the IP.3️⃣ Start early, go bigKick off ASA campaigns a few days before launch to build momentum and capitalise on the hype.4️⃣ Strategic placementsUse Today Tab and Search Tab ads to maximise awareness.

Julie Tonna December 13

Journal

Infinity Nikki takes the mobile gaming world by storm!

💫 Infinity Nikki has taken the mobile gaming world by storm! ✨ After a cozy weekend playing Infinity Nikki, I really think it nails the cosy games trend perfectly. It’s all about peaceful exploration, crafting outfits, and getting lost in a beautiful world. No action-packed chaos in sight, just pure, chill vibes.Here’s why it's in the Top 3 iOS Apps Worldwide:🌸 Targeted experience: designed with women in mind.🌸 Chill gameplay: no intense battles, just a relaxing experience.🌸 Stunning visuals: Unreal Engine 5 really brings the world to life, even on my iPad Mini!🌸 Strong IP: from Nikki UP2U released in 2012, to Love Nikki - Dress Up Queen (100M installs, $285M revenue) and Shining Nikki - Fashion Makeover ($400M+ since 2019).🌸 Looots of rewards: the game was built with Eastern players in mind, so lot of menus, rewards, and dopamine […]

Julie Tonna December 9

Journal

2025 Mobile Ad Tech Predictions

As user behaviors shift and technology evolves, 2025 is a make-or-break year for advertisers navigating this dynamic landscape. 2025 isn’t just a year of change—it’s a year to redefine the rules of mobile advertising. From the dominance of AppLovin to the rise of alternative app stores, the landscape is evolving rapidly. This article explores the key trends shaping the future of mobile advertising, highlighting opportunities and challenges for advertisers, developers, and brands. 1. How AppLovin’s diversification is shaping the Ad landscapeAppLovin’s position as a leader in the mobile advertising space has never been stronger. Known for its advanced AI-driven ad optimisation and massive inventory, the network has been the backbone for many gaming companies for years. However, 2025 brings a notable shift as e-commerce brands enter the auctions, driving up competition.E-commerce advertisers, traditionally focused on Google and Meta, are now […]

Julie Tonna December 6

Journal

Multiplacement Strategy on Apple Search Ads

🚀 High season is here, and if you’re thinking about testing new placements on Apple Search Ads, like the Today tab or Search tab, you might be asking if it's worth it. The truth is, it all depends on your goals. Each placement serves a different purpose:👉 Today tab: Great for awareness.👉 Search tab: Perfect for targeting users just before they search.👉 Search results: Ideal for intent-driven users.👉 Product pages: Great for catching users who are browsing other apps.🌀 I’ve broken it all down in this carousel so you can figure out which placement fits where in your funnel.

Julie Tonna November 19

Journal

Countdown to PEAK Season is on!

✨ The countdown to peak season is on! Only a few weeks left until Thanksgiving, Black Friday, Cyber Monday, and Christmas 🎄 and then, New Year’s Eve and Lunar New Year. To make sure you are ready, I’ve put together an ASA Checklist.If you’re primarily running in Search Results, you’ve probably noticed that while high season means more volume, it doesn’t necessarily lead to higher CPIs. Why? 🤔It’s because ASA is keyword-driven. As an ex-Apple employee, I've seen it first-hand.While e-commerce and retail apps are competing fiercely on their terms, you’re competing only for terms in your own category. This means you’ll see higher search volume without the steep CPI hikes that other platforms experience.To help you make the most of it, here’s a quick checklist to maximize your ASA campaigns during this period.❄️ Feel free to reach if you'd like […]

Julie Tonna November 13

Journal

Meta New Ad-free Subscription is here!

🚨 Meta new ad-free subscription is here! 🚨 After the whole DSA (Digital Services Act) and a €390M fine, it’s official: ad-free subscriptions for Instagram & Facebook are available in the EU. - Subscription plan: ➡️ €12.99/month, no ads! 🤑 An extra 8€ for each additional account... a bit much, don’t you think?- Free with ads: ➡️ The usual setup🤔 Does it give Meta a free pass to add even more ads for non-subscribers?So many questions on my end:Does this mean Meta values user LTV at around €12.99/month (let's remove the store fees but you get my point)? Who came up with that price point? And if this model catches on, would it even be profitable long-term if more people pay to avoid ads? Maybe we’ll see this option spread globally?🚨 This could be bad news for advertisers. If lots […]

Julie Tonna November 11

Journal

Top must-read reports & webinars this week for Marketers

⚡️ Top must-read reports & webinars this week for Marketers! 1️⃣ Put AI to Work for Marketing Teams [Webinar] by OpenAIA deep dive into how AI can streamline marketing processes, where OpenAI shares insights on integrating AI tools effectively, from content generation to predictive analytics.🔗 https://lnkd.in/eCRzkK9c2️⃣ Q3 Quarterly Trends Report [Report] by SingularHighlights the latest in mobile marketing trends, attribution challenges, and key industry benchmarks, with insights from Digital Turbine, Mobile Growth Association, RevX, yellowHEAD, SHAMSCO & Marcus Burke.🔗 https://lnkd.in/ec3gUhAV3️⃣ State of Digital Advertising 2024 [Report] from Sensor TowerFor understanding shifts in ad spend, format performance, and consumer behavior trends in 2024.🔗 https://lnkd.in/eUHHcsM3

Julie Tonna November 8

Journal

App Store gets a More Powerful Search

🌟 The App Store gets a “More Powerful Search” … but what does it mean? 🌟 With the latest iOS 18.1 update, Apple has rolled out a “More Powerful Search” for the App Store.It allows users to find apps using natural language - like on ChatGPT, for example.On paper, this sounds like a game changer for app discovery.After giving it a try, I was not really convinced…I did a couple of test searches before updating my iPhone.First, I looked for “Best travel app to book everything for my city trip” - no results.Then, I searched for “Popular games to match candies & sweets” and only found small, unknown apps (even for me, who works in the gaming industry).So, what happened after I updated to iOS 18.1?Well, honestly, not much changed…I got the same results for both.A bit disappointing, to be […]

Julie Tonna November 7

Julie Tonna

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