How big is In-App Advertising?

In my opinion, ad monetization and hybrid monetization will significantly influence future discussions about potential and growth in the mobile industry: - on the one hand, they have become essential elements in almost every discussion about monetization in mobile gaming.- on the other hand, people rarely explicitly mention this market segment. Even within mobile gaming, while the importance of ads is acknowledged, estimations of the market often focus solely on in-app purchases.𝐇𝐨𝐰 𝐛𝐢𝐠 𝐢𝐬 𝐢𝐧-𝐚𝐩𝐩 𝐚𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠?There are few sources that estimate the size of the in-app advertising market. Statista, one such source, forecasts that worldwide ad spending in this market will reach $352.70 billion in 2024 and grow to $534.10 billion in 2029 (an average yearly growth rate of 8-10%).According to that data, the main drivers of in-app advertising are Social Networking, Games, Shopping, Entertainment, News & Magazines, Music, Books […]

Mariusz Gąsiewski August 1

Journal

You Need To Be VERY Patient with Google Ads

Today I want to share more real data (as usual!) about a case I had with a client in Google Ads. This client wanted to scale their UA efforts because we have drastically improved the metrics over the last months (I already posted about them in the past, so I will put the link to that post in the comment section to give you more context). Since we were already running the deepest campaigns on Google Ads (meaning tROAS and tCPA for purchases), we discussed the possibility of creating a proxy event that could gather the behavior of our whales on day 1 🐳🐳🐳 I know this kind of thing sounds well on paper but not in practice but in this specific case, it made sense because the whales had a very specific behavior during day 1 so we could […]

David Vargas August 1

Journal

Creative Decode #7

The 7th issue of Creative Decode is here ✌️In this one, Ivan Razmakhov, the Production Director at AdQuantum, delves into the creative strategy behind Redecor - Home Design Game by Reworks. A Playtika Studio. The analyzed ad achieved a ranking of #23 on the AppLovin Network, according to Sensor Tower data. Check out the creative here: https://lnkd.in/dfsRrp2Z Keep on reading to get the insights behind this creative ⬇️

Ivan Razmakhov August 1

Journal

Insightful in gaming this week

A round-up of the interesting & insightful in gaming this week: Stormgate, a promising RTS (Real-time Strategy) game made by an ex-Blizzard team with inspiration from C&C and StarCraft (two of my all-time favorites), was released this week in early access.So far I'm enjoying it and have not experienced the issues which produced some negative reviews.https://lnkd.in/eGm3UrX5Simon Lockerby and the fantastic team at Fateless Games is getting closer to demo at Gamescom.If you don’t know this team yet, you will soon!https://lnkd.in/eP7iKzS6I loved Hendrik Lesser’s very real assessment of the Songs of Silence, I’ve been playing this game a lot lately and really do recommend giving it a go!https://lnkd.in/euiFP8KyCentury Games’ Whiteout Survival, a mobile strategy game, reached an astounding $1B in revenue in less than a year and a half. Unlike Monopoly GO!, this game didn’t have a real IP. What a huge success story.https://lnkd.in/e9pSUfNQBen Sarraille’s […]

Adam Smart August 1

Journal

Wondering How Ludo Games Are In The Top Charts?

Check out some insights into the trend and dive into the fastest-growing Ludo games in the world! 🔥 In my opinion, these games are a great way to play with friends 🟥🟨🟩🟦 1- Ludo King by Gametion 2- Ludo Club by Moonfrog 3- Ludo SuperStar by Blacklight Games

Zack Weiss August 1

Journal

Do’s and Don’ts for Growth Marketers

Do's and Don'ts for Growth MarketersUser acquisition (UA) is the lifeblood of any successful app or platform. But navigating the ever-evolving marketing landscape can be tricky. Here's a breakdown of key do's and don'ts to optimize your UA strategy:✅Do:✦Target the Right Audience: Laser focus your efforts on reaching users who truly need and value your product. Utilize data-driven targeting methods to identify your ideal customer profile.✦Craft Compelling Creatives: Attention spans are short, so grab users with engaging visuals, concise messaging, and a clear call to action (CTA). Test different creatives to see what resonates best.✦Embrace Experimentation: Don't be afraid to try new channels and tactics. Constantly analyze your data and adapt your strategy for continuous improvement.✦Invest in Organic Growth: Optimize your app store listing, leverage social media effectively, and build a strong brand reputation to attract users organically.✦Utilize Measurement & […]

Doruk Kasoglu August 1

Journal

Testing R.I.S.E. Pre-Alpha, The New Game from Supercell

We tested R.I.S.E. pre-alpha, the new game from Supercell, which is the reboot of Clash Heroes. You could play for 3 hours each day over the weekend and I must say we were positively surprised by the amount of innovation in the game 😁.Before playing the game I was concerned that another Action RPG on Supercell portfolio, where there is Mo.co already 🤔, would end up competing against each other, similarly to Squad Busters vs Flood Rush. But R.I.S.E. is a Coop Rogue-lite Action RPG with extraction elements! 😱 You heard it right. Let me pinpoint the biggest differentiators.Even though the build was very early production, you could see the idea they were going for. Players are matched before every floor (level) into 3 man parties consisting of 6 different heroes. During the gameplay as they clear the level ⚔ […]

Jakub Remiar August 1

Journal

How did Azur Games get past 10 Billion installs?

How did Azur Games get past 10 Billion installs 😱? And how is their newly launched Hybrid casual title, Slime Castle scaling past $30K IAP a day? We got to talk to 🎮Sergey Marcinkiewicz, a Publishing Manager and head of Studio 😎.Sergey shared a lot 💡 about some of the unique strategies of Azur, such as launching Hyper casual (Not Hybrid!) games with a focus on long-term Roas and retention targets. Games that were rejected by other publishers were successfully scaled in Azur's portfolio 📈. Because of this "flexible" publishing strategy, Azur got an edge in different than "mainstream" markets.Slime Castle, which is published by Azur is actually developed by RedTail Games, a developer from China. It is a very clever iteration of Doodle Magic, (the rogue-lite tower defense without a road) which we talked about during our Christmas prophecy […]

Jakub Remiar August 1

Journal

Want To Be A Top 1% Game Producer?

Here are 20 harsh truths you need to embrace: 𝟭. 𝗣𝗮𝘀𝘀𝗶𝗼𝗻 𝗳𝗼𝗿 𝗴𝗮𝗺𝗲𝘀 𝗶𝘀 𝗺𝗮𝗻𝗱𝗮𝘁𝗼𝗿𝘆↳ You must be a gamer to understand gamers.𝟮. 𝗢𝘄𝗻 𝘆𝗼𝘂𝗿 𝗺𝗶𝘀𝘁𝗮𝗸𝗲𝘀↳ Hiding errors creates secrecy and distrust within the team.𝟯. 𝗡𝗼 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗶𝘀 𝗮𝗯𝘀𝗼𝗹𝘂𝘁𝗲𝗹𝘆 𝗿𝗶𝗴𝗵𝘁↳ Every choice comes with uncertainties and trade-offs.𝟰. 𝗧𝗵𝗲𝗿𝗲 𝗶𝘀 𝗻𝗼 𝘀𝗲𝗰𝗿𝗲𝘁 𝗶𝗻𝗴𝗿𝗲𝗱𝗶𝗲𝗻𝘁 𝗳𝗼𝗿 𝗴𝗮𝗺𝗲'𝘀 𝘀𝘂𝗰𝗰𝗲𝘀𝘀↳ Chasing mythical insights can lead to failure.𝟱. 𝗬𝗼𝘂 𝗵𝗮𝘃𝗲 𝘁𝗼 𝗶𝘁𝗲𝗿𝗮𝘁𝗲 𝘁𝗼 𝗮𝗰𝗵𝗶𝗲𝘃𝗲 𝗴𝗿𝗲𝗮𝘁𝗻𝗲𝘀𝘀↳ No game is perfect from the start. Iteration is key.𝟲. 𝗜𝗱𝗲𝗮𝘀 𝗮𝗿𝗲 𝘄𝗼𝗿𝘁𝗵𝗹𝗲𝘀𝘀 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝗼𝗻↳ Cool ideas are common; cool execution is rare.𝟳. 𝗥𝗲𝘀𝗽𝗲𝗰𝘁 𝘆𝗼𝘂𝗿 𝗽𝗹𝗮𝘆𝗲𝗿𝘀↳ Treat them like valued guests, or they’ll leave.𝟴. 𝗙𝘂𝗻 𝗶𝘀 𝗞𝗶𝗻𝗴↳ If the game isn’t fun, no features or monetization will save it.𝟵. 𝗦𝘁𝗮𝗿𝘁 𝘀𝗺𝗮𝗹𝗹, 𝘀𝘂𝗰𝗰𝗲𝗲𝗱 𝗯𝗶𝗴↳ If you can’t make a small game work, more resources won’t help.𝟭𝟬. 𝗣𝗿𝗼𝗳𝗶𝘁 𝗶𝘀 𝘁𝗵𝗲 𝘂𝗹𝘁𝗶𝗺𝗮𝘁𝗲 𝗺𝗲𝗮𝘀𝘂𝗿𝗲 𝗼𝗳 […]

Anton Slashcev August 1

Journal

Zenless Zone Zero by miHoYo: $50M in 3 Weeks

Zenless Zone Zero by miHoYo already went past $50 Million in the first 3 weeks 🤑 Just on mobile with more than 12 Million Downloads, still doing around $1 Million a day on mobile only. How does it compare to the other portfolio titles? We see the winning formula of miHoYo being in use here again, where the tried and tested metagame gacha progression is the same as with Genshin and HSR. Again as with HSR, there is a different core gameplay, where here we have a fast-paced visceral hack-and-slash style points combat ⚔. What could go wrong here? It seems not everything is going according to the plan.The combat itself is the biggest highlight of the game, but it is unfortunately buried under loads of additional loops, that don't add that much value to the overall power progression. The […]

Jakub Remiar August 1

Journal

Squad Busters: Revenue Drop by 50%

Is it time for Supercell to worry? 📉 In June, daily revenue fell from $1.2M to $600k, a 50% drop. ↳ This was expected as the initial spike was due to organic downloads from pre-registrations.↳ A decline was anticipated once those settled and user acquisition shifted to paid traffic.📉 But in July, daily revenue dropped another 50%: from ±$600k to <$300k.This isn't just normalization: User Acquisition can’t attract enough traffic at this price. The game probably is far from reaching profitability. Why did the decline happen again? • Very low medium- and long-term retention• Day 30 retention does not exceed 3%• For comparison, Brawl Stars has nearly 20% Day 30 retentionCauses:• Insufficient gameplay depth• Weak further gacha mechanics• Lack of content• UX problemsIt's time for Supercell to take more decisive measures to improve the game.Data Source: AppMagic

Anton Slashcev July 31

Journal

Trending Live-Ops Events: Choose Your Reward

Welcome back to my segment on Live-ops events in mobile games! This week, we're diving into a cool event concept: Letting players choose the complexity and reward. Let’s explore how it works and why it’s so effective! ❓ What Makes These Events Effective? ❓ How They Work: Players are presented with three different choices: Small, Medium, or Large.✅ Small Reward: Typically includes basic in-game resources.✅ Medium Reward: Often adds a mid-tier bonus or collectible item.✅ Large Reward: Usually comes with high-value items and bonuses. ❓ Impact on Players ❓ When these events first appear, most players probably go for the biggest reward, which means they need to spend more resources like lives, energy, or coins. The interesting part is how behavior changes in future events. Players may choose rewards more wisely, making the event more engaging and increasing their playtime […]

Michael Kopelovich July 31

Journal

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