Brutally Honest #57: No BS Newsletter About UA in the Post IDFA World

This industry update provides a strategic overview of user acquisition (UA) and monetization trends within the mobile gaming sector, specifically focusing on the challenges of the post-IDFA landscape. The primary thesis emphasizes the necessity of diversifying UA channels and leveraging specific ad-revenue-based optimization tools to maintain profitability. The analysis is geared toward mobile game developers and marketers, offering a blend of tactical advice and commentary on current industry events.

Key findings highlight a successful UA playbook for games with a balanced revenue split between in-app purchases (IAP) and advertising. For titles with a 50/50 split, the data suggests prioritizing Applovin for AdROAS and IAP ROAS campaigns in the US and Tier 1 markets, while utilizing Google and Unity for broader global reach. The analysis identifies a recurring pattern where top-performing games pair high spending on these platforms with playable ad formats to maximize impressions. A specific case study of the idle RPG Legend of Slime illustrates the scale of this success, noting the title generates approximately $30 million per month with a revenue split of 70% from ads and 30% from IAP.

The scope of the commentary extends beyond marketing tactics to include legal and distribution trends, such as the use of BitTorrent for game playtesting following platform delisting. Methodologically, the insights are derived from recent UA reviews of active mobile titles and qualitative industry observations. The tone remains transparent and critical of standard agency practices, advocating for a realistic portrayal of the difficulties inherent in independent consulting and game growth rather than focusing solely on curated success stories.