Tripledot Studios serves as an industry benchmark, currently generating $1.3 million in daily revenue by pioneering value-optimization campaigns on Facebook.

According to "Brutally Honest #154": Tripledot Studios serves as an industry benchmark, currently generating $1.3 million in daily revenue by pioneering value-optimization campaigns on Facebook.

Hero Wars experienced a significant revenue decline from $12 million per month in 2024 to $8 million in early 2025, driven by high ad frequency and rising CPIs.

According to "Brutally Honest #154": Hero Wars experienced a significant revenue decline from $12 million per month in 2024 to $8 million in early 2025, driven by high ad frequency and rising CPIs.

Successful mobile UA requires platform-specific creative strategies, such as vertical Reels for Facebook, long-form video for Google, hook-driven clips for TikTok, and interactive playables for AppLovin and Mintegral.

According to "Brutally Honest #154": Successful mobile UA requires platform-specific creative strategies, such as vertical Reels for Facebook, long-form video for Google, hook-driven clips for TikTok, and interactive playables for AppLovin and Mintegral.

Advertisers are increasingly shifting toward fresh storytelling and new creative concepts to combat performance fatigue and rising acquisition costs in the post-IDFA landscape.

According to "Brutally Honest #154": Advertisers are increasingly shifting toward fresh storytelling and new creative concepts to combat performance fatigue and rising acquisition costs in the post-IDFA landscape.

The current mobile UA environment necessitates a transition toward value-optimization strategies to maintain profitability amidst evolving privacy constraints and platform algorithms.

According to "Brutally Honest #154": The current mobile UA environment necessitates a transition toward value-optimization strategies to maintain profitability amidst evolving privacy constraints and platform algorithms.

Future industry benchmarks will be shaped by data-driven insights from upcoming surveys focused on mapping UA spending, campaign optimization, and payback periods.

According to "Brutally Honest #154": Future industry benchmarks will be shaped by data-driven insights from upcoming surveys focused on mapping UA spending, campaign optimization, and payback periods.

ArticleBrutally Honest

Brutally Honest #154

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6 takeaways · ~2 min read

01
Tripledot Studios serves as an industry benchmark, currently generating $1.3 million in daily revenue by pioneering value-optimization campaigns on Facebook.
02
Hero Wars experienced a significant revenue decline from $12 million per month in 2024 to $8 million in early 2025, driven by high ad frequency and rising CPIs.
03
Successful mobile UA requires platform-specific creative strategies, such as vertical Reels for Facebook, long-form video for Google, hook-driven clips for TikTok, and interactive playables for AppLovin and Mintegral.
04
Advertisers are increasingly shifting toward fresh storytelling and new creative concepts to combat performance fatigue and rising acquisition costs in the post-IDFA landscape.
05
The current mobile UA environment necessitates a transition toward value-optimization strategies to maintain profitability amidst evolving privacy constraints and platform algorithms.
06
Future industry benchmarks will be shaped by data-driven insights from upcoming surveys focused on mapping UA spending, campaign optimization, and payback periods.

Summary

The newsletter delivers a candid overview of mobile user acquisition (UA) trends and creative strategies for 2025, with a focus on the post‑IDFA landscape in the United States. It outlines platform‑specific creative preferences—vertical Reels and Stories on Facebook, longer videos on Google, hook‑driven short clips on TikTok, mixed formats on Moloco, and interactive playables on AppLovin and Mintegral—highlighting how advertisers must tailor content to each network’s strengths. The author references an upcoming survey designed to map UA spending, campaign optimization, and payback periods, indicating a data‑driven approach to future insights.

The piece also examines real‑world case studies, such as Hero Wars’ revenue decline from $12 million/month in 2024 to $8 million in early 2025, attributing the dip to high ad frequency and rising CPIs. It notes a shift toward new creative concepts, suggesting that fresh storytelling can revive performance. Tripledot Studios is showcased as a benchmark UA team, achieving $1.3 million daily revenue and pioneering value‑optimization campaigns on Facebook before Meta’s own rollout.

Methodologically, the author plans to collect anonymized survey data from industry participants, though specific sample sizes remain undisclosed. The content is geared toward U.S. mobile game marketers operating in a post‑IDFA environment, with an emphasis on adapting creative formats to evolving platform algorithms and user privacy constraints. The newsletter concludes by promoting additional resources, such as a “Creative Bible” guide and monthly playable ad trend reports, positioning itself as a practical toolkit for UA professionals navigating 2025.

Brutally Honest #154

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