Brutally Honest #102: User Acquisition in the Post IDFA World

This industry analysis explores the evolving landscape of mobile user acquisition (UA) and creative strategy in the post-IDFA era. The primary thesis emphasizes that efficiency and creative volume, rather than high production costs, are the critical drivers of success in modern mobile marketing. By examining the relationship between monthly spend and asset production, the analysis provides a framework for scaling creative output to maintain performance in a privacy-centric environment.

Key findings suggest that mobile marketers should allocate approximately 10% to 15% of their monthly budget toward creative production, a downward revision from the traditional 20% to 30% benchmark. Data points correlate monthly spending tiers with specific output requirements: advertisers spending under $50,000 should produce four unique concepts monthly, while those spending over $1 million require more than 20 unique concepts. The analysis concludes that high-budget CGI or live-action videos do not inherently increase the probability of finding a "winning" creative and suggests that leveraging AI is essential for maintaining the necessary volume of iterations.

The scope of the analysis focuses on the global mobile gaming industry in 2024, with specific attention to the 4X strategy genre and the impact of corporate restructuring at major firms like Electronic Arts. It highlights the trend of "combining teams" as a precursor to layoffs and critiques the rapid closure of underperforming titles. Methodology relies on professional consultancy experience, qualitative industry observations, and revenue analysis of specific titles like Top Heroes. The tone remains professional yet direct, advocating for a balanced approach to work culture while maintaining rigorous UA standards.