#Marketing

Candy Crush Solitaire by King had it global launch two weeks ago (Feb.6th). Looking at the numbers the game did just $260K in revenue on 3 Mil. downloads in that time. This doesn't seem like the result King was looking for? why is this happening? 🤔 Compared to competitors, and there are many, there is one major change in core gameplay, where players can store 1 extra card as another "connecting" card, instead of just linear connecting of all the cards on the board. This gives them much more tactical gameplay ⚔️, where they can save this card for later, when they run out of their current chain to immediately start the next one. Because of predominantly older female players, this seems like a step too far into the puzzle, strategic depth direction, which makes the game much more niche, […]

Hey, FAM! What’s up? 🥃 Drink talk So much stuff happening at 2.5gamers! GO listen to our album or get our Merch. 25gamers.com/shop 🦩Tip of the week Look, testing new channels is always risky, but you can’t grow without taking risks. New channels will underperform at first. That’s normal. Expect 20–30% higher CPIs and lower ROAS initially. Your goal is to learn, not to profit immediately. Kill Fast, Scale Faster: If a channel isn’t showing promising signals (e.g., decent ROAS, install volume, or retention) after 2–3 weeks, cut it. Don’t waste time or money. But if it works, double down aggressively. When to Say It’s Enough and Move On? This is where most people mess up. They either give up too soon or waste money chasing a dead end. Here’s my rule of thumb: Set Clear KPIs: Define what success […]

Meta is this for real????? 😳 😨 I mean, this looks like a clear intention to me. I honestly expect that they will get rid of manual campaigns at some point and this is scary. This is forcing advertisers to feed their crappy inventories!!!Man, this industry really kills me more times than I deserve.I CAN'T EVEN FIND AN OPTION TO DISABLE THIS SH****!!!!!!

“What’s the secret to growing on iOS?”.It’s the question I get asked the most. My answer? There’s no one-size-fits-all strategy.Looking back at the game developers and UA teams I’ve worked with at Apple & ironSource, I noticed one thing:1. The most successful teams know their strengths. 2. Then they double down on them.Take Trailmix Games.With Love & Pies 🥧, they stood out in the competitive Merge category through strong storytelling, inclusive characters, and sweet visuals.And it worked: looking at their App Store reviews, 40% of players mentioned loving the game for these exact reasons.The next step? Leaning into it and making sure their UA campaigns + ASO strategy highlight what players love.That’s exactly why I built the DICE Framework - to help teams identify their strengths and use them to drive growth, focusing on 4 key UA pillars:- Data- Innovation- […]

Color Block Jam: The New Leader of Block Puzzle Games 👑 New releases continue to flood the Top Trending chart, and this time, we’re focusing on №4—Color Block Jam by Rollic ⭐️Since Nov 2024, the game has been steadily increasing its revenue, securing its position as a genre leader by Jan 2025 🥇To put it into numbers, Color Block Jam’s revenue in Jan 2025 reached $2.39M and is nearly 4x higher than its closest competitor—and it’s still climbing! 🔥In just a few months, it also claimed the №5 spot among Rollic’s top-grossing games 🚀Will Color Block Jam maintain its dominance? We’re watching closely 👀Have closer look at the game using its AppMagic public page

💪Who are the 10 Biggest Networks on Mobile, and How do they make money? 💸 After Applovin’s end-of-year statement and the subsequent LinkedIn carousel of congratulations🎠 I felt like taking a step back and discussing how ad networks actually make money and which networks are currently the largest ones on mobile from a volume of impressions perspective. Mobile ad Networks, at its core, offer three distinct products: A direct SDK connection to mobile apps and their users The UA algorithms they’ve built on the traffic using their AI prowess End cards that make users more likely to click and download the advertised apps or games At its core, an ad network provides the plumbing and the algorithms that will show the best ad for the users who are most likely to convert to the content. This means that mobile ad […]