The Future of UA: Creator Programs

𝗧𝗵𝗲 𝗙𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗨𝗔! Creator programs. "𝗢𝗿𝗴𝗮𝗻𝗶𝗰𝘀". Roblox, Fortnite, MY.GAMES, and Supercell recruited over 𝟭𝟬𝟬𝟬 𝗰𝗿𝗲𝗮𝘁𝗼𝗿𝘀. Why? 👇 𝗪𝗲𝗹𝗹, 𝘁𝗵𝗲𝗿𝗲 𝗮𝗿𝗲 𝘀𝗲𝘃𝗲𝗿𝗮𝗹 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀 𝘁𝗼 𝘀𝘁𝗮𝗿𝘁𝗶𝗻𝗴 𝗮 𝗰𝗿𝗲𝗮𝘁𝗼𝗿 𝗽𝗿𝗼𝗴𝗿𝗮𝗺, 𝗶𝗻𝗰𝗹𝘂𝗱𝗶𝗻𝗴:↳Retention↳Feedback loops and positive PR↳Generate user-generated content↳Distribution↳Reduce fatigue↳Reward your most loyal fans↳Drive more revenue Supercell has recruited over 1,000 creators, claiming some have even increased viewership by 600%. I mean, you can’t pay bills with viewership, but still. That was their main UA channel until Brawl Stars blast, and it still is the main UA for some games: 𝗬𝗼𝘂 𝗰𝗮𝗻 𝗰𝗹𝗮𝗶𝗺 𝗶𝘁'𝘀 𝗻𝗼𝘁 𝗽𝗮𝗶𝗱 𝗨𝗔, 𝗯𝘂𝘁 𝗶𝘁 𝗶𝘀. Creator programs. Everyone and their mom has one, including Roblox, Fortnite, Rush Royale, and Supercell…but why? What’s the ROI? Well, there are several benefits to starting one, including: Retention: keep the community engaged, return for new content, and generate buzz around updates Feedback loops and […]

Matej Lancaric March 26

Highlights

Q1 2025 Korean Mobile Game Publisher Report

1. Supercent Dominates Global Downloads As of March 24, 2025, Supercent has secured the top position among Korean publishers in global downloads, recording an impressive 130 million downloads. Supercent has solidified its position as a leading player in the casual gaming market, consistently achieving strong performance worldwide. Following behind, Mobrix ranked second with approximately 18 million downloads. While casual game giants continue to lead, emerging publishers such as KIGLE and SUD have also entered the TOP 5, drawing industry attention. KIGLE specializes in kid-friendly content, offering games accessible to all age groups. Meanwhile, SUD, a two-person indie studio, has rapidly expanded by continuously releasing its ‘Dal-in’ game series, which means ‘master’. 2. Revenue Performance in the Global Market Despite their dominance in download figures, Korean publishers struggle to generate significant revenue from individual games in global markets. Among the Top […]

Myoungwon Kim March 26

Highlights

DoubleU Games Finalizes Paxie Games Acquisition

DoubleU Games has officially sealed the deal with Turkish game studio Paxie Games, completing the acquisition on March 26 following regulatory approval. The $29.9 million upfront payment secures 60% ownership, with the remainder to be acquired over three years via an earn-out structure. This bold move brings Paxie’s breakout title, Merge Studio: Fashion Makeover, under DoubleU’s wing—a hit that’s already clocked 28 million downloads and $34 million in revenue. Paxie’s expertise in the booming Merge-2 genre and its strong female user base align strategically with DoubleU’s global ambitions and core social casino business. "This acquisition supercharges our competitive edge in the global gaming market," said Jay Choi, CFO of DoubleU Games. "We’re committed to partnering with high-potential studios to drive long-term growth." Paxie CEO Direnç Çelik echoed the excitement: “Merge Studio is just the beginning. With DoubleU’s global reach, we’re […]

Gamigion March 26

Highlights

Scopely x CD Projekt: Mobile Power Combo Incoming

CD Projekt x Scopely: A Mobile Power Combo Is ComingWitchers, Cyberpunks… and Monopoly? Witcher Puzzle-RPG? 😅 Big news in gaming: CD Projekt, the studio behind The Witcher and Cyberpunk 2077, is teaming up with mobile giant Scopely, the force behind Monopoly Go, to bring one of its iconic franchises to mobile. The collab was quietly dropped during CD Projekt’s earnings call. No title yet, no gameplay, just a hint: something big is brewing. And with Scopely recently buying Pokémon Go dev Niantic for $3.5B, the timing is exciting. Imagine Ciri leading a monster-hunting AR game. Or a neon-lit Cyberpunk squad battler. This could be the moment deep RPG storytelling truly hits mobile, powered by Niantic’s tech and Scopely’s hit-making magic. Meanwhile, CD Projekt has 400+ devs full speed on The Witcher 4, starring Ciri. “We can do a lot of […]

Gamigion March 26

Highlights

Mobile Gaming Today: New Games & New Money

Hey Fam, My buddy, Andre, prepared a cool Gaming Recruitment Survey. Both for Founders & Employees. Let’s support our industry. 🤟🏻 Candidate Survey Employer Survey 👌🏻 Top Gaming Content » Engaging Mini Games & Where to Find Them! Mini games have become the secret sauce for keeping players hooked. While strong core loops get things rolling and long-term motivation keeps them around, it’s mini games that fill the gap—offering variety, quick fun, and a break from the grind. Hits like Royal Match, Toon Blast, and Monopoly GO are leading the charge, using them to boost retention and bust boredom. What once started as “fake advertising” turned into actual mini games :)) As LiveOps takes center stage, expect mini games to level up, built into calendars, tailored to genres, and optimized for engagement. What started as ad bait is now baked […]

Gamigion March 25

Highlights

Public Mobile Gaming Publishers: Resilience & Adaptation in a Shifting Landscape

Written by our Partner, InvestGame. Survival Strategies, Market Trends, and the Path Forward The mobile gaming market remains one of the largest segments in interactive entertainment, with in-app purchases (IAP) generating ~$60B in 2024. However, the mobile gaming industry has undergone a significant transformation over the past five years, shifting from a high-growth expansion to a mature market characterized by operational efficiency, financial discipline, and single-digit growth. During the 2020–2021 boom, mobile gaming saw record-high UA spending, valuation surges, and aggressive M&A activity. Between 2020 and 2022, mobile gaming accounted for over 60% of all gaming M&A transactions’ value, with major deals such as Zynga’s $12.7B acquisition by Take-Two and Scopely’s $4.9B sale to Savvy Games Group. Even in Q4’24, mobile remained at the center of industry consolidation, with three of the four largest M&A deals involving mobile gaming assets. The momentum has continued into 2025, with Dream […]

Gamigion March 25

Analysis

Engaging Mini Games and Where to Find Them

Like any business, games exist to generate revenue. Without a solid monetization strategy, even the most passionate developers struggle to sustain their projects. But every successful developer knows that a game’s ability to make money is deeply tied to its retention metrics. While revenue is the ultimate measure of success, retention serves as a crucial intermediate indicator that is often prioritized even over direct revenue figures. And the strategies to ensure strong retention evolve over different stages of a game’s lifecycle. In the short term (call it D1 to D7), a compelling core loop is essential: a mechanic that is easy to pick up but challenging to master, providing endless variations without becoming stale. In the long term (call it D180 and beyond), retention hinges on intrinsic motivation: social engagement, a thriving community, and compelling end-game content. But what about […]

Ahmetcan Demirel March 23

Highlights

Jobs in Mobile Gaming: 22 March

» 886 Jobs in Mobile Gaming This Week! 👉🏻 Data from Gamigion.com/jobs 🕺🏻 Dev 💻 Art 🎨 Product 📱 Marketing 🎯 Business 💰 Data 📈 QA ⚒️ We support Gaming Recruitment 🌿 Here's the State of Recruitment Survey, an opportunity to share your experience! More? You can win a Nintendo Switch Lite, Meta Quest 3, or vouchers! Let's give it a shot 🤟🏻 💻 Dev Unity Client Engineer - Scopely 🇬🇧 Associate Technical Product Manager - Star Trek Fleet Command Scopely 🇮🇪 Platform Account Engineer Scopely 🇲🇽 Senior Software Engineer I Zynga 🇮🇳 Senior Manager, Engineering Zynga 🇮🇳 Senior Software Engineer- Unity Zynga 🇮🇳 Principal Software Engineer I Zynga 🇮🇳 Senior Director of Engineering - ZMGT Zynga 🇨🇦 Senior UI Engineer - Echtra Games Zynga 🇨🇦 Senior Software Engineer (Client) - Words With Friends Zynga 🇨🇦 Gameplay Technical Director - […]

Gamigion March 22

Analysis

Mo.co’s Exclusive Launch Strategy Works!

Supercell mo.co’s Exclusive Launch Strategy Is Working – Here’s Why 👇🏻 mo.co by Supercell is out globally, but is it? You can’t play unless you’ve received an invite. This growth hack is a masterclass in product marketing and might just be a groundbreaking way to launch a game globally while reaching a massive audience. Before diving into the growth strategy, let’s first break down just how polished the experience is, given its invite-only launch. For the TL;DR, check out my video below 🤟🏻 monetisation_polished.pdf From day one, the game has all key monetization elements in place. However, instead of following the traditional monetization model of dungeon crawlers, where items, wearables, and cosmetics often provide power, mo.co separates cosmetics from gear. This approach aligns its monetization closer to Fortnite rather than conventional freemium mobile games, let alone dungeon crawlers. The monetization […]

Jesse Lempiäinen March 20

Highlights

U.S. Economy Shapes Mobile Gaming’s Future

𝗠𝗼𝗯𝗶𝗹𝗲 𝗚𝗮𝗺𝗶𝗻𝗴'𝘀 𝗦𝘂𝗿𝘃𝗶𝘃𝗮𝗹 𝗶𝘀 𝗠𝗮𝗿𝗿𝗶𝗲𝗱 𝘁𝗼 𝘁𝗵𝗲 𝗨.𝗦. 𝗘𝗰𝗼𝗻𝗼𝗺𝘆. 𝗜𝘁 𝗦𝗵𝗼𝘂𝗹𝗱 𝗔𝘀𝗸 𝗙𝗼𝗿 𝗔 𝗗𝗶𝘃𝗼𝗿𝗰𝗲 If you're European, you need the U.S. economy to grow. If you're Canadian, you need the U.S. economy to grow. This sobering reality underscores nearly every Western mobile development hub today: for mobile gaming to grow, the U.S. needs to grow. Although optimistic narratives from developing markets like India and Brazil are abundant, their growth rates still pale compared to the U.S.'s real spending power growth. For the foreseeable future, it's U.S. or bust in mobile gaming, a reality suggesting mobile gaming doesn't control its destiny. Political literature in the early 2000s enthusiastically promoted the BRIC nations (Brazil, Russia, India, and China) as future economic powerhouses. Since then, however, these countries have largely underperformed expectations. Rather than converging with the U.S., the gap has widened, […]

Phillip Black March 19

Analysis

What the Hex! is Going On? Agave Games’ New Soft Launch

Soft-launching in Canada & Brazil. Data: AppMagic Casual puzzle game lovers, it’s time to pay attention—Agave Games just dropped a new title into soft launch, and if you’ve been following their recent $18 million investment, you know the industry has its eyes on them. The game? What the Hex!—a mix of color-sorting puzzles with a Monopoly GO! style town-building meta. I played it, and here’s the scoop on what it’s all about, how it plays, and why people are curious about Agave’s next move. A Hexagonal Spin on Sorting Puzzles If you’ve played Hexa Sort, you’ll feel right at home with What the Hex! The gameplay is simple but strategic: you stack and merge hexagonal tiles of the same color to clear space and meet level goals. Sounds easy? Well, not so much. The game doesn’t hold your hand for long—later levels introduce more colors, trickier […]

Aylin YAZICI March 18

Highlights

Sensor Tower Acquires Video Game Insights

Sensor Tower has been expanding fast (remember their 2024 data.ai Acquisition?), and this latest move cements them as the go-to source for gaming intelligence. Sensor Tower has taken a major step in gaming intelligence by acquiring Video Game Insights (VGI), a leading provider of PC and console game performance data. This strategic move expands Sensor Tower’s capabilities beyond mobile gaming, offering a unified view of gaming trends across all major platforms—mobile, PC, Xbox, and PlayStation. A Powerhouse of Gaming Data VGI is renowned for its in-depth analysis of Steam, the world’s largest PC gaming platform, tracking sales, engagement, and player behavior. Recently, VGI extended its expertise to Xbox and PlayStation, making it an invaluable asset for developers and publishers seeking competitive intelligence. Now operating as Video Game Insights by Sensor Tower, the combined platform delivers unparalleled insights into gaming market […]

Gamigion March 18

Highlights

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