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Meeting User Expectations for Advertising

Meeting user expectations for advertising across different countries is a significant challenge for marketing and user acquisition teams. To better understand these expectations, this analysis utilizes data from a recent 2023 GWI survey. The data provides a detailed look at 12 countries, with further segmentation by internet users, smartphone gamers, and those with high incomes.Overall, the data reveals some key trends:▪️ While entertaining ads are particularly sought after in India and Western markets, the need for informative advertising remains strong across all countries, especially in India, the US, and Brazil. ▪️  Interestingly, ads that offer educational value are highly appealing to Indian users, a finding that supports other research on this audience. ▪️  Another notable trend is the positive reception of social themes and diversity in advertising within India and China. This is likely because these countries possess significant internal diversity, […]

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If it’s growing well, why are my eCPMs declining?

In the past, I frequently wrote and presented about the opportunities in ad and hybrid monetization. This led to questions like, "If it's growing so well, why are my eCPMs declining?". Such questions are challenging to answer, but it's important to understand one key point. Ad monetization has wider adoption and lower concentration than in-app revenue. This means the barrier to entry is lower, and the potential for competition in the long tail (when we simply add ads without innovation or a strong data-driven approach) is even higher than with in-app purchases.Here's data comparing Data.ai (in-app revenue) and Apptica (ad distribution) among top 1000 games and apps on iOS and Games. While comparing different datasets isn't straightforward, and tools have limitations, the difference is quite apparent. Data inludes worldwide data for 9.2023-8.2024 (last 12 months).Once again, ad and hybrid monetization […]

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S.O.S I Need A Coach!

I hit a wallBack in 2019, I vividly recall feeling overwhelmed and for the first time in my career, helpless at work. I was building one of the first casual studios at Voodoo. I was putting a lot of pressure on myself to succeed, prove myself, and build the Dream Team that would take us to the moon. Then, Covid-19 hit, and nothing was going according to plan. Still, management expected us to deliver our first title within 24 months. The clock was ticking.Before receiving coaching or therapy, I believed I didn't need any help. I prided myself on strength and self-reliance—if I had a problem, I would solve it on my own. Therapy and coaching were only for “others”. But deep down, this overconfidence masked a fear of confronting my weaknesses and blind spots. I was reluctant to admit […]

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Bain & Company’s very interesting report

Bain & Company published a very interesting report about gaming (not only mobile). I believe it adds value to go over the report.Main insights from the report🔹 𝐌𝐚𝐫𝐤𝐞𝐭 𝐯𝐚𝐥𝐮𝐞: According to Bain & Company report, the global market for video game revenue reached $196 billion USD in 2023, more than the combined revenue from streaming video ($114 billion USD), streaming music ($38 billion USD), and global box-office receipts ($34 billion USD)🔹 𝐆𝐫𝐨𝐰𝐭𝐡 𝐢𝐧 𝐭𝐡𝐞 𝐠𝐚𝐦𝐢𝐧𝐠 𝐢𝐧𝐝𝐮𝐬𝐭𝐫𝐲: The report forecasts the gaming market to grow at approximately 6% annually through 2028  reaching $257 billion by 2028. 🔹 𝐘𝐨𝐮𝐧𝐠 𝐠𝐚𝐦𝐞𝐫𝐬 𝐝𝐫𝐢𝐯𝐞 𝐭𝐡𝐞 𝐠𝐫𝐨𝐰𝐭𝐡: 52% of people surveyed play video games regularly. But the clearest source of future growth comes from the youngest players (2 to 18 years old), 80% of whom identified as gamers in the survey. Younger consumers spend a greater […]

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Quality of Internet in Different Countries

As internet quality improves, concerns about the size of mobile games or apps are becoming less of an issue. However, it's still wise to consider app size during development, particularly when targeting markets with relatively slow mobile and fixed broadband speeds.Fixed broadband and mobile internet speeds vary significantly across countries. In my opinion, it's useful to analyze this data in conjunction with a country's urbanization level. It seems that the lower a country's urbanization, the higher the likelihood that actual internet speeds will deviate from the average (especially in large countries). Here I looked at the data provided by The Speedtest Global Index by Ookla (speedtest.net/global-index).Generally, these countries can be divided into a few groups, including:- countries with very fast mobile and fixed broadband connections and very high urbanization, e.g., UAE, Qatar, South Korea, Singapore, Saudi Arabia, Norway, Netherlands (most of […]

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What’s up with paid growth in the mobile gaming market?

What's happening with paid growth in the mobile gaming market? It's a question I get asked frequently, and of course, there are many ways to approach it. I decided to examine it from a data perspective (based on data ai data). I analyzed data comparing the share of paid downloads within the total download pool for various mobile gaming segments (top 10 games worldwide by revenue, top 11-50, etc.) across different years. Naturally, such an analysis has limitations. For instance, it is very hard for any tool to distinguish all paid downloads, and this analysis considered worldwide data (perhaps focusing on a single country, like the US, would be more insightful).Nevertheless, even from this data, we can observe the following:🔹 On Android, paid downloads saw strong growth from 2019 to 2021, with a significant dip in 2022, followed by a […]

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130,000+ layoffs in the tech industry so far in 2024.

130,000+ layoffs in the tech industry so far in 2024.20,000+ layoffs in the gaming industry since 2023. These are depressing numbers. Every time I open my LinkedIn and read another post about someone being laid off and still looking for a job, I feel compassion and wonder what more I can do to help 😔What resources do you use to stay motivated and keep moving forward during those times? Over the past few months, I’ve discovered through my coaching calls that what people need most is #motivation #energy, and #clarity to take the right next steps 💪But hiring a coach is expensive 💸 —so what are the alternatives? That’s when my partners, Marko Kecman Martha Pierce, and I sat down to design a scalable solution for millions of job seekers who need coaching but can’t afford it.With Olivya, you can […]

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4P of Networking

#Networking: most of us don't enjoy it. It feels unnatural and uncomfortable, especially when you're the only one (of your 'kind' 🙋🏻‍♀️) at an event. But remember, #Networking is Power 💪 (your SocialCapital):💼 It can unlock your next job opportunity, even when you are not looking🤝 It can lead to new business opportunities (clients, prospects, partners)💸 It can secure your next round of fundingSo, how do we overcome the discomfort and show up at networking events? We PLAN and PREPARE. Here are my #4Ps of Networking:Preparation 📝Presence 👁️Post-connection 🤝Practice! 💪With Gamescom just around the corner and over 20,000 layoffs in the gaming industry since 2023, #networking is more valuable than ever.You don't build a network only when you need it; you build it every day.

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Mobile Gaming and Apps in Central Asia

Central Asia is a region with strong potential for growth, particularly within the mobile sector. This includes mobile gaming, non-gaming apps, and the overall mobile industry. I saw it being a speaker at the most important events in the region (Central Asia Game Show, Digital Bridge 2023, and some initiatives at Astana Hub). Since a lot of data points about mobile technology, gaming, and apps are scattered across various sources, I promised to create some analysis/reports about that region (especially Kazakhstan, Kyrgyzstan, and Uzbekistan). It starts with more general data and then it gets more and more detailed.- general data about Central Asia and mobile there- detailed data about mobile gaming in the most important markets of Central Asia- detailed information about apps in the most important markets of Central Asia

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Is Management Dead For Leaders, Coaches and Unicorns?

Is a Leader a Manager? Is a Manager a Leader? What is Leadership? Through my experience as a “leader”, “people manager” and today as a “leadership coach” I often needed to clarify to my clients and partners what is the difference between those roles as they are often used interchangeably at work, leading to deep confusion. I hope to provide some light in this article on the distinctions between these roles as I believe it is essential for navigating today's evolving workplace. Manager vs. Leader: Is There A Difference? A manager is a title assigned within an organization. Managers are responsible for overseeing projects, managing time, allocating resources, and coordinating teams. Their role is centered on maintaining order, ensuring efficiency, and meeting organizational objectives. Management is about OPTIMISATION and CONTROL. Managers have their part to play in an organization. However […]

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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 […]

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State of Gaming & Non-Gaming After H1 2024

What's the state of the gaming and non-gaming industries after the first half of 2024? Dive into this presentation for a detailed analysis and summary of key trends (based on Sensortower data).In general:▪ iOS outperforms Android in both gaming and non-gaming revenue. ▪ Following a period of growth, both sectors experienced a sharp decline in June 2024, with Android gaming revenue dropping 15% year-over-year (YoY) 😮.▪ This decline is notable, although it is good to know that June 2023 was also the weakest month of 2023.▪US gaming revenue in June 2024 was particularly weak, decreasing 31% YoY 😮. ▪ However, summarising H1 2024 revenue for both Android and iOS (excluding China) reveals a slight overall growth compared to H1 2023.▪ Most of the gaming revenue growth came from the Strategy, Action, Puzzle, and Casual genres. ▪ In non-gaming, strong revenue […]

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