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Brutally Honest #140

Hey, FAM! What’s up? 🥃 Drink talk Alright, the San Francisco trip is happening on December 3! One day before (December 2), Supersonic is organizing a hybrid casual competition. If you have a hybrid casual game, check this out. 🦩Tip of the week Creatives should be about emotions because emotions are a powerful way to connect with an audience, inspire action, and create a lasting impact. Emotions make the videos/images more meaningful and relatable, as people often engage deeply with content that evokes strong feelings. Whether it's joy, sadness, excitement, or even anger, tapping into emotions can be a key driver of creative success. Key points about emotions in creatives: Connection with the audience: When a creative piece evokes an emotion, it creates a deeper connection with the viewer or listener, making them feel personally invested in the content. Inspiration […]

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AppLovin’s Adjust Faces Layoffs

Adjust Faces Layoffs Amid Leadership Changes Adjust just laid off 40% of its workforce. Adjust, the mobile app measurement and marketing firm acquired by AppLovin in April 2021, is undergoing significant changes, including staff layoffs and leadership restructuring. Adjust laid off 40% of its workforce, while AppLovin is reporting record profits. Why? Consolidation rocks. » AppLovin Monopoly Layoff Reports Surface Reports of layoffs at Adjust have surfaced across social media, although specific details regarding the number of employees or departments affected remain unclear. A WARN notice filed in California on November 13th indicated that AppLovin plans to lay off 120 employees. Additional filings suggest earlier layoffs, including 58 employees in October, 65 cuts in early October, and 61 layoffs in August. It is uncertain whether these layoffs are part of the same restructuring effort or separate rounds of job reductions. […]

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AppLovin Empire: Monopoly in Mobile Gaming?

Everyone is talking about Applovin. They have been reshaping Mobile Gaming, building an ecosystem that covers everything. It's become a one-stop shop spanning Ad Tech, UA, CTV, Monetization, Creatives, and even its own Games! Alright - Let's start with the fun part - NASDAQ! +625% since Jan. YES, your 100K would have been 625K in a year. How? Special thanks to Brian Truman for putting his 2 cents out here: Since ATT, on iOS Meta has had trouble with attribution. Yes, APP has a great team and killer ML chops. Their prediction algorithms are remarkable. But what makes APP truly the best is winning the attribution game. They have benefited tremendously from Apple’s shift toward privacy and SKAN.When serving an ad that they created via their own SDK they are collecting strong data points that are passed to the MMP […]

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Mobile Gaming Today: 36

Hey Fam,Tired of bullshit posts on LinkedIn? 👎🏻I tried "Not Interested & Unfollow" to fix my feed, but still the same.Any tips? 🐿️Mobile Marketing» Major Trend: Celebrity Effect in Creatives💰 Pokémon TCG has earned $100M in IAP🔥 Burny Games: Making Millions from Ads💸 Pokemon’s Winning Formula: $4M/Day» Data Series: Say Games & Homa📘 Beginners Guide to ASO⭐️ Hexa Sort Segment: Growth, Challenges, Lessons🎯 Multiplacement Strategy on Apple Search Ads» New Program in TikTok Ads🐿️ How does a Live Ops system work?🚦 Smart Live-Ops Integration at Level Start/EndIndustry Highlights» AppLovin’s Adjust Faces LayoffsAppLovin in eCommerce?🎲 AppLovin Monopoly👑 Royal Kingdom to Grow Match-3 GDP💰 $1B Playbook behind Royal Match success🧩 Next Hit Merge Games: Innovation Meets Depth🔥 Google & Korean Game Giants in Hot WaterRovio Could be Poison to SEGA☃️ How to make your game look stunning?🚀 8 Things to Do & […]

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Jobs in Mobile Gaming: 20

🎨 1036 Jobs in Mobile Gaming » 18-22 November 📆 👉🏻 Data from Gamigion.com/jobs 🕺🏻 Dev 💻 Art 🎨 Product 📱 Marketing 🎯 Business 💰 Data 📈 QA ⚒️ 💻 Dev Head of Publisher Operations, External Development Scopely 🇺🇸 Client Engineer Scopely 🇪🇸 Senior Analytics Engineer Scopely 🇪🇸 🇮🇱 Senior Software Engineer Scopely 🇪🇸 Staff Engineer - Monopoly GO! Scopely 🇪🇸 Senior Producer - External Development Scopely 🇺🇸 External Development Manager Supercell 🇬🇧 Lead Technical Product Manager Zynga 🇨🇦 Principal Software Engineer Zynga 🇨🇦 Unity Developer Playtika 🇵🇱 Senior Unity Developer Playtika Senior Site Reliability Engineer Playtika Full Stack Developer Moon Active 🇮🇱 Technical Support Engineer (Tier 3) Moon Active 🇮🇱 Unity Developer Moon Active 🇺🇦 🇹🇷 🇮🇱 AI Technical Art Specialist Moon Active 🇵🇱 Full Stack Developer - GenAI Moon Active 🇮🇱 Automation Developer Moon Active 🇵🇱 Game Developer […]

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Brutally Honest #139

Hey, FAM! What’s up? 🥃 Drink talk Planing a day trip to San Francisco. Anyone around Nov 26 or Nov 28? 🦩Tip of the week *BREAKING NEWS* AdROAS is live on Facebook. Start campaigns ASAP. It's already rolled out to 50% of advertisers, and you need to track the AdImpression event properly. No more shitty workarounds. Meta is finally getting on the AdROAS trend. It is only 2 years later than it should be, but better late than never! Jokes aside, Google, AppLovin, Unity, and Mintegral have already enabled AdROAS campaigns, but Facebook has historically lacked this functionality.     For instructions on how to implement the event, see the official documentation. Adjust vs. Singular toggles: Adjust:   Singular:   Unfortunately, I couldn’t find any guidance for Appsflyer. After integration, follow these steps: Create an App Promotion campaign. Works with […]

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Mobile Gaming Today: 35

Hey Gamers,So many industry friends don’t play Mobile Games.Are you one of them?Mobile Marketing» AdROAS is Live on Facebook. Start ASAP🚫 Meta’s New Ad-free Subscription is here!💰 Pokemon TCG Makes $5.3M/Day in IAP🧩 Ad-Free Options in Tetris Block Puzzle👑 TOP 3 Long-term Retention Champions⏳ Countdown to PEAK Season is On🦄 The Future of UA📊 Analysis of New Games📈 Understanding eCPM Averages🐿️ 20 Traps that Ruin Your Live Ops🤘🏻 Releases & Transfers in November🎨 No-Ads UI Integration by Lion Studios📉 How Organic was affected by UA Campaign🎮 Skip-it Strategies in Coin Sort by Lion Studios🏰 Age of Empires Mobile is earning $500K a DayPopular UGC Ad Concepts for your UA StrategyIndustry Highlights» AppLovin Empire: Monopoly in Mobile Gaming?🛠️ Mobile Gaming: 27 Success Proven Tools List⏱️ Time Boosters: Engagement & Monetization🚀 Supercell Acquired Space Ape: Next?💀 WTF Are These 3 Battle Pass […]

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Jobs in Mobile Gaming: 19

🎨 1189 Jobs in Mobile Gaming » 15th November Week 📆 👉🏻 Data from Gamigion.com/jobs 🕺🏻 Dev 💻 Art 🎨 Product 📱 Marketing 🎯 Business 💰 Data 📈 QA ⚒️ 💻 Dev Technical Director Scopely 🇪🇸 Unity UI Engineer - Scopely 🇪🇸 Senior Engineer - Monopoly GO! Scopely 🇪🇸 Senior Fullstack Engineer - LiveOps Automation Team Scopely 🇪🇸 Senior Game Programmer, London Supercell 🇬🇧 Engine Programmer, Platform Supercell 🇫🇮 Engine Programmer, Editor Supercell 🇫🇮 Senior Software Engineer 1 Zynga 🇮🇳 🇨🇦 🇺🇸 Senior Manager, Engineering Zynga 🇮🇳 Mobile Game Engineer Zynga 🇹🇷 Principal Software Engineer 1 – Game of Thrones: Legends Zynga 🇨🇦 Senior Software Engineer 2- Unity Zynga 🇮🇳 Senior External Development Manager Zynga 🇨🇦 🇺🇸 Principal Software Engineer 1 - Game of Thrones: Legends Zynga 🇨🇦 🇺🇸 Principal Software Engineer 2 - Game Services, ZMGT Zynga 🇨🇦 🇺🇸 […]

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Embracer Sells Easybrain for $1.2 Billion

Miniclip has just scored big, acquiring Easybrain—Casual Puzzle Game Giant—for $1.2 billion. This deal not only reshapes Embracer's financials but also cuts their debt down to nearly zero, setting them up with a strong cash position to drive future growth. The acquisition is expected to close in early 2025. Embracer CEO Lars Wingefors highlighted the impact, saying, “Easybrain has been a core part of Embracer for over three years, driving incredible value. As the market shifts, Miniclip is the perfect home for Easybrain to keep leading in the ad-driven mobile gaming scene.” Based in Cyprus, Easybrain is known for its smash-hit casual puzzles like Art Puzzle, Pixel Art, Number Match, and Blockudoku, plus the globally popular Sudoku.com. These titles bring a loyal fanbase to Miniclip’s growing lineup, which already features recent acquisitions like Sybo and FuturLab, giving Miniclip a major […]

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Brutally Honest #138

Hey, FAM! What’s up? 🥃 Drink talk My US road show is going well. I'm meeting people here in Santa Barbara / LA, to have real conversations. A recent lunch with Diana reminded me just how powerful real conversations and in-person connections are, even though sometimes I would rather stay home and not talk to anyone. Sometimes = most of the time. 🦩Tip of the week What's the best benchmark KPI to test the creatives for a completely new game? Would it be CPI? Ah, the classic "What's the best KPI?" question – it's like asking a gamer how to choose between pizza and tacos! 🍕🌮 So, CPI (Cost Per Install) is a metric to keep your eyes on when testing creatives for a brand-new game. But don’t just stop there! To get the full picture, you should also examine […]

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Mobile Gaming Today: 34

Hello.ioo 👾Who else is done with those "too good to be true" Game Ads? 😅One of the best examples is War & Order.It’s a Midcore 4X Strategy. But its Ads? 0 similarity, lol.Should be illegal, my 6-year-old nephew is getting mad!1!Mobile Marketing» Getting Started with Ad Revenue: Applovin MAX💸 Hybrid Casual Games: Key Monetization Insights💰 Capybara GO Makes $800K/Day without U.S🌊 River Fence: The Evolution of a New Trend🏆 My Supermarket Simulator is the Winner🌍 Best GEOs for your Game Soft Launch📊 Mobile Games Heatmap for 2024📈 Games on the Rise #5 - October📲 ASO Depends on Daily Install Volume📢 New PROMOTION Assets in Google Ads🏝️ Boom Beach: Long-term Engagement Decline📉 Stumble Guys Faces Downhill Slide in Engagement♻️ Trash Tycoon Idle Empire By Supersonic & FuncellIndustry Highlights» 200+ Layoffs: Playstudios to Cut 30% of Workforce🚀 Supercell ran 2nd Beta Test […]

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MTG Acquires Plarium for $620M, Adding RAID to Its Portfolio

Aristocrat Leisure has agreed to sell Mobile Game Studio Plarium to MTG (Modern Times Group) for up to $820M, shifting focus to real-money gaming. The deal includes $620M upfront and up to $200M based on financial targets from 2025 to 2028. Who's MTG? Modern Times Group is an international Gaming group that owns and operates gaming studios with popular global IPs across a wide range of casual and mid-core genres. Portfolio? MTG’s portfolio is stacked with powerhouses like InnoGames, Hutch, PlaySimple, SnowPrint, Ninja Kiwi, alongside its dynamic VC Fund. How about Plarium? MTG’s acquisition of Plarium for $620M marks a pivotal moment in the mobile gaming industry, elevating MTG as a top-tier mobile gaming leader with a combined revenue surpassing $1.1 billion and an EBITDA over $277M. This acquisition brings RAID: Shadow Legends, an iconic mid-core RPG with a substantial […]

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