Brutally Honest #76: UA in the Post-IDFA World

The mobile gaming landscape in a post-IDFA environment requires a strategic approach to user acquisition (UA) that balances platform-specific targeting capabilities with the technical requirements of early-stage development. Facebook remains a primary recommendation for the soft launch and early testing phases of free-to-play mobile games. Despite its perceived decline in long-term dominance, the platform offers superior targeting options and allows developers to benchmark key performance indicators against historical data and industry peers without the immediate necessity of implementing a Mobile Measurement Partner (MMP), as the Facebook SDK alone suffices for initial testing.

Analysis of the hybrid-casual 4X title Empire Takeover reveals shifting trends in channel distribution and revenue sustainability. The game reached a peak monthly revenue of approximately $1.3 million to $2.5 million in mid-2022 before entering a gradual decline. Notably, the title maintained significant monthly earnings even after ceasing active user acquisition, with 50% of revenue originating from Tier 1 markets such as the United States, Germany, and Taiwan. The UA strategy for this title deviated from modern norms by prioritizing Unity over Facebook and Google, sourcing heavy traffic from hyper-casual titles like Monopoly Solitaire and various bridge-building games.

The broader industry context includes high-stakes intellectual property acquisitions and the volatility of professional consulting relationships within the UA sector. Krafton’s move to bring Dark and Darker to mobile despite ongoing legal disputes in South Korea highlights the aggressive nature of current M&A strategies. Furthermore, anecdotal evidence suggests a precarious environment for UA professionals, where internal shifts in company strategy can lead to the sudden devaluation of marketing roles during critical soft launch phases. These findings underscore an industry currently defined by technical adaptation, unconventional channel mixes, and high corporate risk-taking.