2025 Mobile Ad Tech Predictions

As user behaviors shift and technology evolves, 2025 is a make-or-break year for advertisers navigating this dynamic landscape. 2025 isn’t just a year of change—it’s a year to redefine the rules of mobile advertising. From the dominance of AppLovin to the rise of alternative app stores, the landscape is evolving rapidly. This article explores the key trends shaping the future of mobile advertising, highlighting opportunities and challenges for advertisers, developers, and brands. 1. How AppLovin’s diversification is shaping the Ad landscapeAppLovin’s position as a leader in the mobile advertising space has never been stronger. Known for its advanced AI-driven ad optimisation and massive inventory, the network has been the backbone for many gaming companies for years. However, 2025 brings a notable shift as e-commerce brands enter the auctions, driving up competition.E-commerce advertisers, traditionally focused on Google and Meta, are now […]

Julie Tonna December 6

Journal

US Only soft-launch: Top Girl scaled to $80K/Day

Top Girl by A3 Games (ehm, tap4fun 😅) scaled to $80K a day in US only a soft-launch release. Is the Japanese Idol Master genre finally coming to the West? NO NOT, it is again another, ehm, ..., read the rest here 😅 The game starts as Idol Master, and you as CEO manage a company of girls that produce music 🎵, have different abilities to increase the sales of the music itself and it is all nicely wrapped around the Idle generation mechanic, where dollars per second is the main progression of the game. Girls are given through gacha, there is a tour mechanic, which gates the upgrades, and the idle timer mechanic as you sell the new songs. And EVERYTHING is done with AI - the characters, the videos, the creatives, the "animations" 😱 . So what's next? […]

Jakub Remiar December 6

Journal

4 Important Questions on FTUE

I highlighted 4 important questions on First Time User Experience (FTUE), so you can improve it. What is FTUE?Simply, it’s your golden ticket for retention.It’s your chance to get your player’s attention!Why?Because those are the very moments,Players decide whether it's worth coming back.And you want them to come back.How to offer an excellent FTUE?↳ Avoid Distracting or Unnecessary Steps↳ Use Comparisons to Highlight Benefits↳ Simplify Navigation and Onboarding↳ Leverage Data-Driven Adjustments↳ Fix Bugs and Improve Performance↳ Introduce Core Features Early↳ Personalize the Onboarding

Gökhan Üzmez December 5

Highlights

Mobile Game Leaders: November 2024

Helloii! Welcome to the November version of Mobile Game Leaders. To compare the data with the previous month, check our October Report. Data source: AppMagic Global Leaderboard: Game Publishers Something Major? Pokémon TCG Pocket is dominating! We're talking about 140M$ IAP & 26M Downloads in November. Just started on October 29th, crazy... Hypercasual Studio Rankings Out of 171,535 Creatives on iOS Top GEOs by Impression U.S: 26% Japan: 6% U.K: 5% S.Korea: 5% Brazil: 5% France: 4% Canada: 4% Turkey: 3% Saudi Arabia: 3% Top Ad Networks by Impression AppLovin: 35% Facebook: 19% Unity: 11% YouTube: 7% Mintegral: 7% Tiktok: 4% Out of 351,705 Creatives on Android Top GEOs by Impression India: 11% U.S: 7% Brazil: 6% Mexico: 6% Turkey: 5% S.Korea: 5% Indonesia: 5% Ukraine: 4% Top Ad Networks by Impression AppLovin: 37% YouTube: 17% Facebook: 17% AdMob: 9% Mintegral: 7% […]

Ömer Yakabagi December 5

Journal

Capybara GO Global Launch UA Case Study

Fond of Capybaras? Then, you can now play with the lovable, oversized creature in Capybara Go! It’s a text-based roguelike RPG from Habby, the team behind hits like Archero and Survivor.io. So, is it a typical cute pet game? Almost! I already published a Capybara GO global launch case study, but this one is now updated with the US global launch data and some additional interesting soft launch stuff! Keep reading to know. Why Capybara GO is Unique The game lets you dive into the world of the adorable rodent in a completely unexpected way. It puts you on an epic journey where chaos and adventure go hand in hand. Your adventure begins and ends with a capybara, literally. You’ll bond with your new furry friend, kit it out with gear and set off on an endless series of randomized […]

Matej Lancaric December 5

Journal

Arcane: Bringing a New Audience to League of Legends: Wild Rift 💎

Arcane: Bringing a New Audience to League of Legends: Wild Rift 💎 59K downloads in a single day—the highest number Riot Games’ legendary mobile MOBA has seen in 2.5 years (since May 2022).This is the power of Arcane, my favorite animated series that introduced League of Legends to me and countless others. Here’s what Wild Rift developers did to take maximum from the show:— Two new characters from Arcane: Heimerdinger and Ambessa 👸🏾— An Arcane Battle Pass featuring two exclusive skins from the series 🎟️ — Special puzzle quest with Arcane characters and landscapes 🧩— Six Arcane-themed skins available in the store 🎨— ASO changes featuring Arcane characters📱What really impressed me, though, was how Riot planned to retain players after the series concluded and the initial hype began to fade:1️⃣ Exclusive skins were released after the final act, encouraging players […]

Andrei Zubov December 5

Journal

How to Leverage AI in ASO?

It’s hard to imagine AppAgent’s daily processes without a touch of AI “magic”. ✨ Why? Because automating repetitive tasks gives our team the freedom to dive deeper into the strategic and creative work that no machine can replace. From refining keyword research to uncovering performance insights, AI serves as a powerful enhancer-saving time and sharpening our focus on the big picture. Here's a “day in the life” of AppAgent ASO Manager, Tatiana Vasylieva, to see how AI seamlessly integrates into each step of her process, elevating expertise while keeping the human touch at the heart of everything we do. AI Morning Routine: Catching Up on Industry News and Project Updates If you’re hungry for knowledge and have FOMO you’ll miss important stuff, AI can help. Staying informed used to be time-consuming, requiring us to sift through algorithm changes, updates from Google […]

Peter Fodor December 4

Journal

Smart Monetization Approach for Hard Levels in Match-3 Games

🔥 Smart Monetization Approach for Hard Levels in Match-3 Games 🔥The game's brilliantly designed "hard level bundle" system demonstrates how thoughtful player psychology integration can drive both revenue and player satisfaction. The strategy revolves around offering premium bundles at precisely timed moments when players face challenging levels, with offers that include unlimited boosters, lives, and extra moves. What makes this system particularly innovative is its integration with a streak mechanic. The system goes even further with sophisticated player segmentation, offering different bundle variations based on player profiles and behaviors. The addition of ad-watched unlimited boosters shows how the system continues to evolve, creating multiple monetization pathways while maintaining player engagement.

Oxana Fomina December 4

Journal

10 Rules every game designer must follow

10 rules every game designer must follow: 𝟭. 🎁 𝗡𝗲𝘃𝗲𝗿 𝘁𝗮𝗸𝗲 𝗮𝘄𝗮𝘆 𝗲𝗮𝗿𝗻𝗲𝗱 𝗿𝗲𝘄𝗮𝗿𝗱𝘀 ↳ Players hate losing something they worked hard for. • It feels unfair if it’s taken without their input. • Let them give it up only by choice (e.g., selling or swapping). 𝗘𝘅𝗰𝗲𝗽𝘁𝗶𝗼𝗻: During the FTUE, you can give something cool & powerful to hook them and then take it away. Players are fine with this because they didn’t 𝗲𝗮𝗿𝗻 it. 𝟮. 🎯 𝗔𝗹𝘄𝗮𝘆𝘀 𝗽𝗿𝗼𝘃𝗶𝗱𝗲 𝗮 𝗰𝗹𝗲𝗮𝗿 𝗼𝗯𝗷𝗲𝗰𝘁𝗶𝘃𝗲 ↳ Players should always know what to do next. • The path can be hard, but the goal must be obvious. 𝟯. 🏆 𝗠𝗮𝗸𝗲 𝘃𝗶𝗰𝘁𝗼𝗿𝘆 𝗮𝗻𝗱 𝗱𝗲𝗳𝗲𝗮𝘁 𝗰𝗿𝘆𝘀𝘁𝗮𝗹 𝗰𝗹𝗲𝗮𝗿 ↳ Avoid confusing win/lose conditions. • Players need to understand how they can succeed, and why they failed. • Visual cues like progress bars or danger symbols (e.g., red […]

Anton Slashcev December 4

Journal

Coin Master’s Build-Your-Own Offers! 🐷

🎯 Coin Master’s Build-Your-Own Offers! 🐷✨ Check out these two custom offer options in Coin Master, where players can create their own deals by mixing and matching rewards. Whether you’re hunting for spins, coins, or XP, the choice is in your hands. This personalized approach not only enhances player engagement but also creates a feeling of ownership over purchases—smart move, right? 🤔 What do you think about this level of customization in offers? Let me know! 💬

Michael Kopelovich December 4

Journal

Match 3D Puzzle Games: A Bright Future for 2025 🧩

Match 3D Puzzle Games: A Bright Future for 2025 🧩🌟 The #Match3D puzzle game segment continues to dominate, showcasing resilience and strong growth in both revenue and downloads. According to AppMagic (Source, titles such as Triple Match 3D by Boombox Games, Match Factory! by Peak, and Match 3D by Lion Studios have established themselves as leaders by combining engaging #puzzlegame mechanics with good-fitting meta-features. These games have not only captivated casual players but also maintained their positions as high-performing titles in #mobilegames markets.Why They’re ThrivingMatch 3D games succeed because they tap into core player motivations—simplicity, relaxation, escapism, and mental stimulation—while layering on exciting advancements:🎯 Dynamic Refreshment: Regular updates with fresh content ensure players stay engaged.🏆 Progression Systems: Unlockable themes, collectibles, and personalized upgrades create a sense of accomplishment.🤝 Community Play: Asynchronous leaderboards and challenges foster a sense of competition and […]

Antti Kananen December 4

Journal

The 11 Sins of Mobile Marketing: Lessons from Growth Audits

As the mobile game industry matures, many companies struggle to keep up with the latest trends and adapt through innovative strategies. As a solution, mobile growth audits like GamePlan™ have become an increasingly popular method for identifying gaps in businesses’ growth plans and unlocking their maximum scalability potential. GamePlan™ is a 360° growth diagnostic for mobile games. Through it, we analyze your past UA efforts, ASO performance, competitive landscape, tech stack, and monetization strategies. We then use these insights to build a growth strategy and an actionable growth backlog. Read about how GamePlan™ helped Etermax’s Trivia Crack in this case study. In this article, we will present 11 key learnings we’ve gained from conducting over 30 mobile growth audits at AppAgent. The 11 Sins of Mobile Marketing Wrath: The Absence of an “Integrated” Growth Model Stagnation: Lacking a Clear UA Creative Testing Methodology […]

Peter Fodor December 3

Journal

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