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CMOs stepping into 2025 need to prioritize AI integration, navigate the evolving privacy landscape, and leverage innovation to drive growth. ● Implementing AI/Machine Learning to drive more impactful marketing● Using dynamic creative engines● Investing in data infrastructure and compliance solutions● Bringing in external expertise that challenges internal thinkingThe year 2024 marked a significant turning point in the marketing landscape. The rapid evolution and adoption of AI forced CMOs and marketing leaders to adapt quickly to a new reality. As we move into 2025, this pace of change shows no sign of slowing down. CMOs need to be prepared to embrace the ongoing transformation and leverage these advancements to drive growth, efficiency, and success. Here’s a look at some key considerations for CMOs as they navigate the year ahead: Top 3 marketing priorities for the next 12 months Clear M&C Saatchi […]

Wanna launch an A/B test in iOS but don't want to wait 4 weeks for getting some significance? Here’s a faster way: Use paid UA to speed up your testing and decision-making process.Follow these steps:1️⃣ Create two CPPs: One should replicate your default page, the other should be the variant you want to test2️⃣ Create one CPI campaign in Meta, targeting the country you want to test (ideally the one that brings most of the revenue)3️⃣ Create 2 ad groups within the same campaign and put on each one your best creative (one of those that you know that will easily produce installs)IMPORTANT! the creatives MUST BE the same in both ad groups. Otherwise the A/B testing wouldn't make sense as more variables would affect the final conversion rate4️⃣ Spend $100/day in each ad group and wait 3-4 days.5️⃣ Enjoy […]

I think the next will be year of focus on user experience, better onboarding, building even more connetions between Growth/User Acquisition and Monetisation: ▪️once you look at Games and Apps data (here based on Sensor Tower), it is very easy to see that Revenue grows much faster than Downloads (of course in many apps categories revenue numbers in tools are just proxy as the monetisation lays somewhere else, although it still shows some trend) ▪️ once we add additional revenue growth coming coming from ads (a lot of data points shows that in many games and apps categories in-app, in-game ads revenue grows much faster than in-app and subscriptions), then the difference between growth of monetisation and growth of downloads will be even higher ▪️ I am not expecting this trend to be changing as in many markets growth of […]

With a snap of the Infinity Gauntlet, Tencent dominates another category. This time, ‘shooter/platformer.’  Economy designers, take notes!Feature scope and production values are as eyebrow-raising as we’d expect from TC.In April ‘23, Metal Slug Awakening’s CN release immediately took the market-leading position from Contra (2017, NetEase).Then in July ‘24, it finally released worldwide.Retention is on-par with Contra, but the post-IDFA handicap is a significant headwind.Looks like a $200-$250M product given this trajectory.Not bad for a platformer / run n’ gun.

Meanwhile, in telegram games...