iOS remains the primary driver for high-value user acquisition, with a recommended budget allocation of 70% for iOS and 30% for Google Play in global launch strategies.
TikTok is the premier channel for achieving global scale, supplemented by a secondary marketing mix of AppLovin, Meta, Moloco, and Mistplay.
Marketers should integrate generative AI into Google campaign workflows by creating dedicated ad groups of AI-generated static assets to benchmark performance against traditional creative.
The report identifies the United States, South Korea, Germany, and Japan as the key focus markets for localized UA campaigns in early 2024.
Eroding player goodwill through controversial monetization or matchmaking decisions, such as those seen in Escape from Tarkov, poses a significant risk to long-term game success.
Successful UA in a post-IDFA environment requires a data-driven framework that prioritizes aggressive creative testing and platform-specific automation tools.
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