#Marketing

𝗪𝗵𝘆 𝗱𝗼𝗲𝘀 𝗶𝘁 𝘄𝗼𝗿𝗸? 👇 𝟭. 𝗡𝗮𝘁𝗶𝘃𝗲 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻 (𝗔𝗽𝗽𝗹𝗲 𝗡𝗼𝘁𝗲𝘀 𝗔𝗲𝘀𝘁𝗵𝗲𝘁𝗶𝗰)• The design mimics Apple's Notes app, making it look like a personal, organic, and trustworthy recommendation rather than an ad. This reduces ad blindness.• Users are familiar with this format, which makes it feel like a genuine tip from a friend rather than a promotional post.𝟮. 𝗖𝗹𝗲𝗮𝗿 𝗛𝗼𝗼𝗸 & 𝗨𝗿𝗴𝗲𝗻𝗰𝘆• The "Archero 2 Must-Knows" list creates curiosity and a checklist format that encourages engagement.• Gift codes immediately offer value, making users more likely to interact.𝟯. 𝗦𝘁𝗿𝗼𝗻𝗴 𝗩𝗶𝘀𝘂𝗮𝗹𝘀 & 𝗙𝗮𝗺𝗶𝗹𝗶𝗮𝗿𝗶𝘁𝘆• The in-game screenshot is visually appealing and relevant, reinforcing the gaming theme.• The play button suggests a video, increasing engagement and making it feel interactive.𝟰. 𝗦𝗼𝗰𝗶𝗮𝗹 𝗣𝗿𝗼𝗼𝗳 & 𝗙𝗢𝗠𝗢 (𝗙𝗲𝗮𝗿 𝗼𝗳 𝗠𝗶𝘀𝘀𝗶𝗻𝗴 𝗢𝘂𝘁)• Mentioning “Newbie Carnival” and build recommendations implies that experienced players know these tips, pushing new players to […]

Top 10 Shooters by Revenue In 2025, the genre’s monthly revenue surpassed $350M for the first time since 2021, fueled by PUBG Mobile and Call of Duty Mobile 🚀The top 3 revenue leaders remain stable: in the past year, PUBG Mobile holds 36% of the market, followed by Call of Duty Mobile (10%) and Cross Fire (7%), together making up over 50% of total revenue, not including regional versions of games!Only one game crossed $1B in annual revenue last year, with just five others exceeding $100M 🏁While most YoY changes were mild, newcomer Hunting Sniper surged 292% YoY 🎯Do you see a new contender breaking into the top 10 this year? Explore the Dashboard.

Hey, FAM! What’s up? 🦩Tip of the week This hierarchy highlights platform-specific creatives for user acquisition (UA) campaigns. Key Breakdown: Facebook: Prioritizes vertical formats for Reels/Stories with flexible video lengths. Google: Favors longer videos (30+ seconds) in both orientations. TikTok: Short, hook-driven TTCC videos for quick engagement. Moloco: Mix of static and mid-length videos. Applovin: Combines videos with interactive playables. Mintegral: Short videos paired with playables. 🐊 Cornelius: The Suspicious Investi-gator True detective-like exploration of creative trends and historical influences. Delving deep into the world of creatives to uncover hidden patterns and inspirations: 𝗛𝗲𝗿𝗼 𝗪𝗮𝗿𝘀 𝗺𝗮𝗸𝗶𝗻𝗴 $𝟲𝟬𝟬𝗸/𝗱𝗮𝘆 𝗮𝗴𝗮𝗶𝗻 𝗮𝗻𝗱 𝘀𝗰𝗮𝗹𝗶𝗻𝗴. This would have been my statement a few days ago, but now they are back to $200k/day. What is happening? Their revenue has been declining since January 2025. The stable $10-12 million/month revenue for the whole of 2024 is now […]

All in Hole by Homa scaled to $300K a day 🤑, which is 6x its revenue since we last did an episode on it in November. In the other corner of the ring Hole.io by Voodoo took notes, and it is currently doing 500K downloads a day 😲. Who is going to win the battle ⚔️ for this innovative core gameplay? All in Hole changed the original Hole.io gameplay to level-based progression with Royal Match style events metagame, turning the game into an IAP driven monster 🤩. There are boosters, level fail states, teams, battle pass, and some ads. We can see again here that Royal Match events metagame just works so well for literally any core gameplay that is done in a setup of a based puzzler. This is now a must-have feature set when doing these. I would […]

Reviews might be impacting your rankings more than you think. Metadata (title, subtitle, description) gets all the focus in ASO, but there’s another lever that’s often overlooked: user reviews.While it’s unofficial & not something we talked about at Apple Search Ads, I’ve recently started noticing apps get indexed for keywords in reviews, even when those keywords aren’t in their metadata.+ with iOS 18.4 bringing AI-generated review summaries, Apple could start surfacing frequently mentioned terms even more.A good example? When Squid Game Season 2 dropped, Roblox’s organic ranking for “Squid Game” spiked in the US (data from MobileAction). Not because they had the keyword in their metadata. Because users kept mentioning it in reviews. So how to take advantage of this?- Encourage users to mention key features- Respond strategically, reinforcing important keywords- Monitor AI summaries (once live) to see which terms […]

How much ad revenue should a game generate per 100k of DAU? “Quiet wealth” or “quiet luxury” emphasizes privacy and discourages overt displays of wealth that cause attention. In Mobile, once you earn IAP revenue, it’s akin to firing off a giant flare gun to the development community. Anyone with Sensor Tower access can, in real time, track your progress and if your project is worth copying or not. IAP revenue is loud, brash, and easy to track. Whereas ad revenue, the second income stream for mobile apps, is opaque, concealed, and difficult to estimate. In mobile, Ad Revenue is “Quiet Revenue”, and IAP is “Loud Revenue”. I estimate that the mobile ad monetization market pays mobile publishers between $38 and $55 million per day to show impressions in their apps. This means mobile publishers collectively receive between $14 and […]

📢If you run iOS campaigns on Google Ads and Meta using their modeling technologies simultaneously, you need to know this: 👉Google ALWAYS tends to overestimate conversions👉Meta ALWAYS tends to underestimate conversionsAnd to prove it, I will share a recent case I had with one new client which I recently audited and had NOT SKAN schema in place (they just had cv=0 for installs and that's it)First, let's analyze Google Ads numbers: They were running one AEO campaigns for "start_trial" in the US. Since they didn't set up any event in SKAN schema, these trials were purely modeled by Google.➡Google modeled installs: 537➡SKAN installs: 427➡ASC App Referrer: 419 installs With ASC and SKAN being so close, it’s hard to trust Google’s numbers. (I know ASC & SKAN are not attributed in the same way, and they're even different conversions)➡Google modeled trials: 139 […]