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Influencer Marketing Framework

🧩 Your Influencer Marketing strategy won’t be scalable unless you follow a framework. Here’s Step 1 of the 3-step formula: The first stage is always all about gathering knowledge.- Start small, working with Nano and Micro Influencers- Identify initial content verticals based on your target demos- Test the potential of these verticals and sub-verticals- Examine data at scale to identify which verticals are worth scaling withWhen you have sufficient data to make reliable conclusions about a vertical's potential: Move on to Phase 2: Optimisation. 🧩 Profitably scaling Influencer Marketing - Optimisation. Phase 2 is where you optimise the creatives you use to actually convert the audiences in these niches.This involves iterating with- Visual elements of the integration- Talking points- CTAs- Different Live Ops and events- Initial additional incentives like gift codesOnce you've figured out the optimal setup, you can move onto […]

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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 […]

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Game Over for Sexist Mobile Ads

Mobile gaming’s fun, until the Ads get weird. And sexist. And downright disgusting. The UK’s Advertising Standards Authority just dropped the ban hammer on eight mobile game ads that crossed a line—hard. Think: women as props, porn tropes masquerading as game previews, and disturbing depictions of coercion wrapped in cutesy animation. The ASA called it what it is: shocking and unacceptable. See: Actions being taken on Sexualised Ads 🤯 Wait, This Is Still Happening? Jup. ¯\_(ツ)_/¯ Despite progress in other media, mobile game ads are stuck in a grim loop of clickbait and sleaze. Why? Low CPI = Business as usual :)) They’re not edgy. GROSS. And yet, they WORK. That’s the problem :)) Real Cost? 🚫 Misleading gameplay = player distrust 💔 Sexist content = alienating 48% of the mobile gamer base (yep, that many are women) 📉 Fake […]

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Supercell Supports Offroad Games in High-Speed Studio Launch

Buckle up: a crew of Space Ape veterans just launched Offroad Games, a brand-new London studio with one mission—drive car games into the future with full-throttle energy. Even better? They’re not doing it alone. In a bold move to keep beloved games alive and thriving, Supercell and Offroad Games have joined forces, handing over the keys to Chrome Valley Customs, Fastlane: Road to Revenge, and the long-dormant Go Race: Superkarts. This partnership protects jobs, powers up innovation, and fuels growth across London’s buzzing dev scene. At the wheel is Geoffrey Gilles, Offroad’s CEO and former GM of Chrome Valley Customs and original game lead on Beatstar. Backed by a team of ten (and growing), Offroad is already profitable and running at full speed, with no outside funding and no time to waste. “Offroad is buzzing with gallons of nitro energy! […]

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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 […]

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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 […]

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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 […]

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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 […]

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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 […]

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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 […]

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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 […]

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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 - […]

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