Outfit7
CompanyCyprus · Founded 2009
Documents about Outfit7
Beyond Almedia’s Freecash Ban: What’s up, REWARDED UA?
The rewarded user acquisition sector is currently navigating a critical period of transition following the removal of major platforms like Freecash from the Apple and Google app stores.
- Apple and Google removed the rewarded UA platform Freecash from their app stores due to concerns over misleading advertising practices and sensitive data handling.
- The rewarded UA model is shifting from simple 'install and delete' mechanics to a focus on long-term engagement, play, and monetization.
- Advertisers in the rewarded space often face challenges with profitability, as some top-tier games like Monopoly Go may pay $15–$25 per user, making it difficult to recoup costs within a one-year window.
How's it going, Outfit7? Learnings from 2025 to New Projects in 2026
Outfit7, the developer behind the Talking Tom franchise, navigated a challenging 2025 by shifting from a KPI-driven, siloed organizational structure back to its core creative roots.
- Outfit7’s Talking Tom IP remains the global leader in mobile game downloads, surpassing 27 billion lifetime downloads as of 2025.
- To combat declining organic reach and rising user acquisition costs, Outfit7 shifted its strategy back to its core roots by focusing on clear project goals, remastering original titles, and expanding into the kids' segment with new products like Talking Tom and Friends World.
- The company successfully launched the survival roguelike game 'Vampirio' by empowering a small, autonomous team with full trust and resources, demonstrating that focused, silo-free teams outperform larger, distracted groups.
Curated Panel: How Brands & Publishers Are Navigating The New Gaming Media Landscape In 2026.
The gaming media landscape in 2026 is undergoing a fundamental transition as publishers and brands move away from a singular focus on performance-based advertising toward more sophisticated, brand-centric strategies.
- The gaming media landscape in 2026 is shifting from performance-based advertising to brand-centric strategies that prioritize user retention and revenue diversification.
- Publishers are increasingly integrating non-intrusive, custom in-game placements to keep users within their ecosystems and prevent churn to external competitors.
- Measurement is evolving beyond simple app-install KPIs to include first-party data, brand lift studies, and attention-based metrics that align with broader marketing objectives.
🚨📢 BREAKING NEWS: Ubisoft Restructures, IAP Hits $167B, Turkey Keeps Raising, Pokémon Goes IRL
The gaming industry is currently undergoing a structural shift characterized by a transition toward a monetization-first era.
- Global mobile in-app purchase revenue reached $167 billion in 2025, confirming a strategic industry shift toward maximizing lifetime value over user acquisition scale despite declining download volumes.
- Ubisoft is reorganizing into five specialized creative houses to achieve $200 million in cost savings, a process that includes canceling projects like the Prince of Persia Sands of Time remake and mandating a full-time return to the office.
- Major publishers are prioritizing stability by leveraging legacy intellectual property and diversifying platforms, such as Outfit7 expanding into PC development and Rovio relaunching the Angry Birds franchise in China.
Outfit7’s Nina Oblak & Kayzen’s Ryan Goeden On Harnessing Split Testing To Develop Winning Campaigns
Rigorous A/B testing serves as the cornerstone of successful mobile game development and user acquisition, transforming the production cycle from a speculative process into a data-validated strategy.
- Outfit7 utilizes a 'fake store' environment—a non-live landing page equipped with heat maps—to track user behavior, such as screenshot engagement and review reading, before a player reaches the actual app store.
- To ensure A/B test reliability, Outfit7 maintains a strict control environment by ensuring equal traffic splits across variables, including consistent traffic mixes across platforms, countries, and game genres to avoid bias.
- When evaluating A/B test winners, Outfit7 now incorporates market-specific revenue data, ensuring that high-volume install sources from lower-value markets do not disproportionately influence the decision-making process.
