Brutally Honest #150: User Acquisition in the Post IDFA World

This analysis examines current trends and strategic shifts in mobile user acquisition (UA) within the post-IDFA landscape, focusing on the resurgence of major ad platforms and the integration of artificial intelligence. The primary thesis suggests that despite years of volatility following privacy changes, the mobile gaming industry is entering a period of stabilization characterized by the return of Meta as a dominant UA channel. Observations from late 2024 indicate that Meta’s performance has improved significantly due to the introduction of AdROAS optimization and the re-emergence of playable ads in social feeds, a trend currently utilized by major titles such as Last War and Whiteout Survival.

The strategic recommendations emphasize that achieving low Cost Per Install (CPI) is insufficient without a simultaneous focus on Lifetime Value (LTV) and retention. Effective UA in 2025 requires a three-pronged approach: precise audience segmentation, rigorous testing of high-quality creative assets, and platform-specific optimization for networks like TikTok, Google, and Meta. Furthermore, the integration of AI is identified as a transformative force in marketing, specifically for generating "scroll-stopping" ad creatives and automating the production of User-Generated Content (UGC) to reduce production costs and improve campaign efficiency.

The scope of this analysis covers the global mobile gaming industry, with specific mentions of market leaders like Scopely, Supercell, and Zynga. It highlights a shift in the labor market, noting a high volume of open roles in growth, monetization, and App Store Optimization (ASO) across Europe, Asia, and North America. The methodology relies on qualitative industry observations, creative trend analysis, and performance data from late 2024 to project a positive outlook for the 2025 fiscal year.