Brutally Honest #126: UA in the Post IDFA World

This newsletter provides a strategic overview of mobile user acquisition (UA) and creative operations within the 2024 gaming landscape. The primary thesis emphasizes a data-driven, streamlined approach to creative testing, arguing that feedback loops should be restricted to UA and creative teams to avoid subjective interference from non-expert stakeholders. By prioritizing performance metrics over personal opinions, developers can more effectively navigate the complexities of the post-IDFA environment.

The analysis covers several key industry segments, including merge games, match 3D titles, and the evolving soft launch process. Notable findings include a significant 100% revenue uplift for Supercell’s Squad Busters following a major update that replaced Mega Troops with cosmetic skins and introduced chest multipliers. This case study suggests that prioritizing player satisfaction and simplifying monetization mechanics can drive substantial financial growth, even when reducing the number of direct purchase options.

The scope of the insights is global, focusing on mobile gaming trends and marketing benchmarks relevant to mid-2024. Additional commentary addresses industry consolidation, specifically critiquing Microsoft’s handling of Tango Gameworks, and highlights the rising dominance of merge games as a primary puzzle subgenre. The methodology relies on professional experience, real-world campaign data, and qualitative industry observations shared through a network of performance marketing experts. The findings conclude that successful UA in the current market requires a combination of lean creative frameworks, rigorous soft launch testing, and the agility to pivot game economies based on player feedback.