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AppLift's Jean Phillipe-Decka on getting high value users
Key insights
6 takeaways- 01Retargeting has emerged as a vital strategy for developers to re-engage lapsed players in an increasingly competitive mobile ecosystem.
- 02Only four percent of mobile game players typically engage in in-app purchases, making the acquisition of high-value users a critical priority over simple download volume.
- 03The industry is shifting away from a reliance on incentivized traffic toward more sustainable, multi-channel marketing strategies that prioritize long-term user retention.
- 04Apple’s evolving policies on attribution and tracking are creating a restrictive environment that threatens traditional third-party tracking services and established acquisition models.
- 05Native advertising is gaining traction as a high-quality traffic source that avoids the aggressive ad formats that can degrade user experience.
- 06Major industry players are diversifying their acquisition efforts by investing in branding campaigns and television advertising to reach broader audiences.
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Transcript
my name is chocolate Vidya I work for uplift and my role there is a chief revenue officer so I'm in charge of all the relations with advertisers and publishers okay so what exactly is it that a cliff does in case someone's watching you maybe it hasn't heard of you guys before I'm sure they have but just in case sure so the quick way to define a thief would be as an agency dedicated to mobile games so we have mobile game publishers to acquire traffic through large variety of channels such as like other apps exchanges TV and so on now so what are the challenges facing your industry of mobile could use of define what issues are going on maybe not even challenges perhaps opportunities are they like okay bring on the challenges like I think the domain one is definitely for the game ventures to find a cure what they call good traffic I mean something that's in
the end will be revalue able for them because what they're really want to is acquire users and we in the end games which is not anything especially when you know that only like four percent of the players an average of a nap purchases so it's definitely nice that's quite a challenge but is there any other any others that are coming to mind um I mean difficult now like and I think we can speak of the one of the main challenges you insane traffic with Apple like looking in on more or less and I would say a chase on instant traffic as it appears so far so I think this is why is it a challenge i would say more for the game producers because they used a lot in sent and insane video especially to monetize it's like a big part of the revenue that are getting from the games again because net purchases are not so strong and because they don't want too much advertising in the games also to keep user experience
pretty good so that's definitely something to chill out to look at a little bit deeper and what do you think what do you think's going to be happening throughout the rest of 2014 what do you think are going to be the major trends I mean particularly related to that do you see perhaps Apple closing and even further on that sector I mean do you have any thoughts on that in difficulty output is making a big move the moment with like a punching attribution and their lead TX know like again going after insect I mean we've seen what they've done with app discovery last year so it seems that they are doing exactly the same pattern like doing some tests that in some apps and then when the next device is truly developed then it closes everything down maybe to make some space for hire some people say we don't really know but that's difficulty gonna be like very interesting because I don't know what's going to happen also for all the traditional companies such as what I've
tracking adjust and so on if Apple already provides this so it's a bit of uncertainty it sounds like at the moment though physically but do you still think this is a really promising sector for people to be looking at you still think that there's real opportunity sure there are so many things to do I mean right now be two people so it's retargeting so like many game publishers or trying this out like an old Orlick to to launch users that can you stall or for a while seven like many companies are moving in that direction a lot of things are happening on the supply side after after business with no publishing native ads like native ads definitely could be big traffic at the moment so we are now I think Liam ethics also TV being an interesting topic and we see like mini game publishers like social Quentin LTG Kim supercell like doing some branding campaigns so there's also quite interesting to see yeah so it looks like branding apple and nights
about to some of the trends of the future but thanks very much for joining us shortly leisure
Summary
Mobile game marketing currently centers on the critical challenge of acquiring high-value users rather than simply increasing download volume. With only four percent of players typically engaging in in-app purchases, publishers face significant pressure to identify traffic sources that yield long-term revenue. This difficulty is compounded by the industry's reliance on incentivized traffic, which serves as a primary monetization stream for many developers who wish to avoid aggressive advertising that might degrade the user experience.
The mobile ecosystem is experiencing heightened uncertainty due to Apple’s evolving stance on attribution and app discovery. By tightening control over tracking and incentivized traffic, Apple is creating a more restrictive environment that threatens traditional third-party tracking services. This shift forces developers to reconsider their reliance on established acquisition models and adapt to a landscape where platform-level changes can rapidly disrupt existing marketing strategies.
Despite these regulatory hurdles, the sector remains ripe with opportunity through emerging engagement and acquisition channels. Retargeting has become a vital strategy for re-engaging lapsed players, while native advertising is gaining traction as a high-quality traffic source. Furthermore, major industry players are increasingly diversifying their reach by investing in branding campaigns and television advertising. These developments indicate a broader industry transition toward sophisticated, multi-channel marketing efforts that prioritize user retention and brand presence over the short-term gains associated with traditional incentivized models. As the market matures, the focus is shifting toward sustainable growth strategies that balance monetization with the preservation of user experience.
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