Brutally Honest #215

The newsletter delivers a candid snapshot of the mobile gaming and user-acquisition landscape for early 2025, focusing on post-IDFA realities, monetization strategies, and emerging creative trends. It opens with an invitation to Almedia’s exclusive summit in Berlin, highlighting the event’s invite-only nature and all-inclusive travel package as a rare opportunity for developers to engage with UA leaders. The core analytical section presents the Q1 2025 “Brutally Honest UA Report,” which dissects cohort ROAS curves, break-even thresholds under full 30% store fees, and CPI headroom. The report stresses that scaling only amplifies existing unit economics; studios must validate rising ROAS, store-tax margins, and LTV buffers before expanding spend.

The newsletter also examines creative innovation through the “Match Villains” case study, illustrating a shift from ad-to-game alignment to game-to-creative design. This reverse workflow signals a broader industry pivot toward building standalone apps around high-performing creatives, raising questions about long-term retention and monetization. Additional segments touch on Voodoo’s pivot to mid-core, IAP-heavy titles like Marble Sort, and the broader trend of “sort-category” puzzlers driving new revenue models.

Methodologically, insights stem from real-time UA data, cohort analyses, and case studies of high-profile studios. The coverage spans global mobile markets, primarily the U.S., Europe, and Asia, with a focus on casual to mid-core segments. The tone remains professional yet blunt, offering actionable metrics and strategic warnings for studios navigating the evolving UA ecosystem.