Is CPI the new ROAS?

In mobile gaming user acquisition, return on ad spend (ROAS) hasn’t always been the go-to metric for success. Before ROAS took centre stage, cost per install (CPI) was the primary focus, with advertisers optimizing for the lowest CPI possible without much thought to what happened post-install.Then, as attribution improved, the industry shifted toward measuring D7 ROAS as a key performance indicator. This provided an early read on whether a cohort of installs would eventually break even. Over time, predictive lifetime value (LTV) models layered onto this, helping publishers refine their forecasts and ensure long-term profitability.Now, in a post-Zero Interest-Rate Policy (ZIRP) world, CPI is making a comeback alongside ROAS as gaming companies sharpen their focus on efficiency and profitability. Let’s explore why.The Risk of Unchecked CPIEvery mobile publisher operates under a simple equation:LTV - CPI = ProfitThe challenge? LTV isn’t […]

Paul Bowen March 26

Journal

A few thoughts on PGC London

A few thoughts on PocketGamer Connects London as I fly back to Seattle: 1. Main Themes: Rewarded UA and Web Shop Payment providers dominated the event - it seemed like 50% of attendees were from those verticals!2. Conference Value: Few events are truly worth the effort and time away from home, but PGC consistently delivers. It’s one I always tell my wife was worth the trip.3. Familiar Faces: Amazing to reconnect with so many from my 15 years in mobile - ex-Tapjoy, Unity, and Vungle/Liftoff colleagues, as well as so many others I’ve worked with over the years.4. Location & Vibes: Shoreditch House remains a fantastic spot for an event. London (my home for 15 years) still has its magic. Thanks to AppCharge, AppsFlyer, DoF, Unity, Applovin, ZBD, Adjoe, and Raptor PR for incredible parties!

Paul Bowen January 22

Journal

AppsFlyer Performance Index 17: Top 5 Takeaways

AppsFlyer’s 17th Performance Index offers valuable insights into the incentivized ad space, highlighting a strong year for rewarded providers. Here are my top 5 takeaways for gaming UA:Rewarded channels continue to gain importance for gaming UAiOS2023 : No rewarded channel made the top 12 global platforms by install volume.2024: Exmox, Adjoe and Adaction now rank 13-15, showing they’re gaining relevance and starting to compete with the big players.Android2023 : Three incentivized networks were in the top 20 global platforms by install volume: Mistplay (10), Tapjoy (12), and Adjoe (13).2024 : Five incentivized networks made the top 20: Mistplay (10), Adjoe (11), Tapjoy (12), Adaction (19), and Gamelight (20). Adaction and Gamelight made solid gains.Mistplay faces challenges:Mistplay held onto the 10th spot in 2023's Android Global Volume Ranking, but there was no improvement in 2024.Mistplay still has no iOS product (its […]

Paul Bowen October 17

Journal

Why Your Incentivized F2P UA Campaign Fails

Here is the link to the original article. Why your incentivized F2P UA campaign failed (And how to fix it) Imagine dedicating countless hours to launching your incentivized user acquisition campaign - negotiating terms, signing contracts, aligning on creative, and meticulously setting up attribution - only to watch it underperform. As a user acquisition manager, you know the sinking feeling of seeing the data trickle into your BI system, hoping for a turnaround that never comes. A month in, the decision is made: pause the campaign. It’s frustrating, disheartening, and feels like a colossal waste of effort. But why did it fail? Incentivized advertising campaigns can go wrong for several reasons - some within your control, others not. The good news? Most issues can be fixed, and with the right adjustments, a reboot of your campaign can succeed where the […]

Paul Bowen September 22

Journal

What I learned making the Incentivized Ad Platform Database

Here is the link to the original article. A few weeks ago, I asked LinkedIn for feedback on an “Incentivized Ad Platform” database. I wanted to provide transparency to user acquisition managers and the free-to-play gaming ecosystem into the burgeoning incentivized ad provider space. The goal was to shed light on the lesser-known networks that operate in this space and help UA managers make more informed decisions. Although AppsFlyer does a good job highlighting the top providers in the space on their AppsFlyer Performance Index, the focus is on the largest players. If you’re a network outside the top 4-5 incentivized providers, you’re not listed. Therefore, it's difficult for UA managers to discover new opportunities if they find CPE campaigns work for them. This is especially challenging in a space where innovation is rampant and new platforms frequently emerge. The response to my […]

Paul Bowen September 5

Journal

Incentivized Advertising For F2P Gaming UA: 101

Here is the link to the original article. Once dismissed as a cheap trick to game App Store rankings, incentivized advertising has transformed into one of the most sophisticated and data-driven strategies in modern user acquisition. Today, it’s not just about installs—it’s about aligning user intent with long-term growth, turning low-intent browsers into high-value players. Incentivized or rewarded advertising, as people like to rebrand it, has had a bad rap ever since Apple (and Techcrunch) went after early mobile f2p UA innovator Tapjoy in 2011. Incentivized advertising was blamed for sullying the App Store and making the App Store Top Charts something advertisers could buy to enter, not only gain a position because a game was popular. I was at Tapjoy in 2011, and it wasn’t that we were necessarily selling “App Store rankings” to our advertising partners, but it was a happy […]

Paul Bowen August 31

Journal

Introducing the Incentivized Ad Platform Database

I have created a comprehensive database of incentivized ad platforms tailored explicitly for free-to-play game developers to provide visibility and valuable insights for user acquisition managers. This database is the result of extensive crowdsourcing, gathering feedback from industry experts to ensure it covers the most relevant and effective platforms available. By exploring this database, user acquisition managers can: Identify Key Platforms: Discover a wide range of incentivized ad platforms that cater to the unique needs of free-to-play games. Understand acquisition sources: Provide visibility into where each ad platform generates its installs from. I am committed to continuously updating and refining this database to keep it current and useful. Your feedback is invaluable in this process, feel free to DM me! Link to database

Paul Bowen August 26

Paul Bowen