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

Highlights

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 […]

Ömer Yakabagi March 26

Journal

Actions being taken on Sexualised Ads

It’s encouraging to see action finally being taken on sexualised ads in our industry. The UK’s ASA has just banned ads from five mobile games for breaching guidelines, including ones featuring hyper-sexualised and stereotypical portrayals of women. This follows a string of similar cases, and it’s clear the industry is now under real scrutiny; who knows how long before the IAB enforces something even further?I covered this issue in detail last year with Gamesforum, pointing out how this kind of advertising doesn’t just fail morally, it also fails commercially. It undermines trust in the product, the platform, and ultimately the industry, which reduces retention rates and other qualitative gaming metrics. These aren’t edge cases, they’re still far too common.This ASA ruling is a much-needed first step, but we’ve got a long way to go. It’s not enough to quietly hope […]

John Wright March 26

Journal

Why Mukbang Games are in the top charts?

Who's Hungry? Let's see why Mukbang Games are in the top charts 🍔🍜 Check out some insights into the trend and dive into the fastest-growing Mukbang Games in the world! 🚀In my opinion, these games are great for those who love food🔥

Zack Weiss March 26

Highlights

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! […]

Gamigion March 26

Journal

10 Ways to Monetize a Game

10 Ways to Monetize a Game Here are 10 common game monetization models: 𝟭. 𝗣𝗿𝗲𝗺𝗶𝘂𝗺 – 𝗣𝗹𝗮𝘆𝗲𝗿𝘀 𝗯𝘂𝘆 𝘁𝗵𝗲 𝗴𝗮𝗺𝗲 𝘂𝗽𝗳𝗿𝗼𝗻𝘁 𝗳𝗼𝗿 𝗳𝘂𝗹𝗹 𝗮𝗰𝗰𝗲𝘀𝘀. • Instant revenue, full experience • High price can deter players 𝟮. 𝗙𝗿𝗲𝗲-𝘁𝗼-𝗣𝗹𝗮𝘆 (𝗙𝟮𝗣) – 𝗙𝗿𝗲𝗲 𝘁𝗼 𝗱𝗼𝘄𝗻𝗹𝗼𝗮𝗱, 𝗯𝘂𝘁 𝗺𝗼𝗻𝗲𝘁𝗶𝘇𝗲𝗱 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗶𝗻-𝗴𝗮𝗺𝗲 𝗽𝘂𝗿𝗰𝗵𝗮𝘀𝗲𝘀. • Large player base, high revenue potential • High competition, requires constant updates 𝟯. 𝗗𝗟𝗖 (𝗗𝗼𝘄𝗻𝗹𝗼𝗮𝗱𝗮𝗯𝗹𝗲 𝗖𝗼𝗻𝘁𝗲𝗻𝘁) – 𝗔𝗱𝗱𝗶𝘁𝗶𝗼𝗻𝗮𝗹 𝗽𝗮𝗶𝗱 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗽𝗼𝘀𝘁-𝗹𝗮𝘂𝗻𝗰𝗵. • Extends game lifecycle, ongoing revenue • Requires continuous development, balancing paid vs. free content 𝟰. 𝗣𝗹𝗮𝘆-𝘁𝗼-𝗘𝗮𝗿𝗻 – 𝗣𝗹𝗮𝘆𝗲𝗿𝘀 𝗲𝗮𝗿𝗻 𝗿𝗲𝗮𝗹-𝘄𝗼𝗿𝗹𝗱 𝘃𝗮𝗹𝘂𝗲 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗶𝗻-𝗴𝗮𝗺𝗲 𝗮𝗰𝘁𝗶𝘃𝗶𝘁𝗶𝗲𝘀 (𝗰𝗿𝘆𝗽𝘁𝗼, 𝗡𝗙𝗧𝘀). • Attracts players with rewards, player-driven economy • Security risks, regulatory challenges 𝟱. 𝗥𝗲𝗮𝗹 𝗠𝗼𝗻𝗲𝘆 𝗚𝗮𝗺𝗯𝗹𝗶𝗻𝗴 – 𝗕𝗲𝘁𝘁𝗶𝗻𝗴 𝗿𝗲𝗮𝗹 𝗺𝗼𝗻𝗲𝘆 𝗼𝗻 𝗶𝗻-𝗴𝗮𝗺𝗲 𝗼𝘂𝘁𝗰𝗼𝗺𝗲𝘀. • High revenue, strong player engagement • Legal restrictions, ethical concerns 𝟲. 𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗽𝘁𝗶𝗼𝗻 – 𝗥𝗲𝗰𝘂𝗿𝗿𝗶𝗻𝗴 𝗽𝗮𝘆𝗺𝗲𝗻𝘁𝘀 𝗳𝗼𝗿 𝗮𝗰𝗰𝗲𝘀𝘀 𝘁𝗼 𝗮 𝗴𝗮𝗺𝗲 […]

Anton Slashcev March 26

Highlights

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

Journal

Supercell global launched Mo.co last week. And?

Supercell global launched Moco last week. Their Action RPG, that got out of its long periodic beta (since Oct. 2023). With around a week of data, there is $350K revenue and 2,5M downloads, which does not seem so super 😟. Let's look deeper into the game 🕵. This is as streamlined ARPG as it gets. You don't collect weapons from the ground and compare them in your inventory, you don't craft specific items, there are no skill trees, there are no gear sockets or enchants, there is not even the armor 🛡️ part of the inventory. You just choose 3 active and passive skills + weapon, which determines your playstyle, and that's it. Later, you get 3 more stat-based elite rings. I think this streamlining process went a little bit too far, or as a veteran ARPG player, I am […]

Jakub Remiar March 25

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

Journal

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