Brutally Honest #69: No BS Newsletter With Useful Stuff About UA in the Post IDFA World

This analysis examines user acquisition (UA) strategies and market shifts within the mobile gaming industry, specifically focusing on the transition to a post-IDFA environment. The primary thesis suggests that mobile game developers must move beyond single-channel testing and hypercasual models to achieve sustainable growth. Strategic recommendations emphasize a multi-channel approach during the soft-launch phase, specifically suggesting that developers benchmark at least two to three channels, such as Facebook and Unity, before entering the monetization phase.

The scope of the findings covers the global mobile gaming market, with specific mentions of industry players like SayGames and Ubisoft. Data highlights the significant financial shift toward hybrid-monetization models; for instance, SayGames reported a 350% year-over-year increase in in-app purchase revenue, reaching $37.5 million in 2022. This growth is attributed to a strategic pivot from pure hypercasual titles to "hybridcasual" games that prioritize deeper gameplay mechanics and long-term retention. The portfolio performance of such publishers, reaching over 4 billion total downloads, underscores the scale of this industry transition.

Methodological insights are drawn from practical UA consultancy experience and industry news synthesis. Key conclusions indicate that Android remains the preferred initial testing ground for UA data collection, with iOS integration recommended only after several months of optimization. Furthermore, the analysis notes a trend of corporate restructuring within game studios, where external consultants are often the first to be impacted by budget shifts despite ongoing hiring for high-level internal UA roles. The overall tone is one of direct industry critique, warning that studios relying on outdated hypercasual formulas must adapt to more complex game experiences to survive.