H1 2026 Brutally Honest User Acquisition Report

The H1 2026 Brutally Honest User Acquisition Report provides a pragmatic assessment of the mobile gaming landscape, focusing on shifting channel efficacy and evolving creative strategies. By synthesizing real-world campaign data with insights from 115 industry professionals, the analysis aims to move beyond superficial industry trends to offer actionable intelligence for UA managers. The participants represent a diverse spectrum of the market, with annual advertising budgets ranging from $50,000 to over $70 million, ensuring the findings reflect both boutique and large-scale operational realities.

Key observations for the first half of 2026 highlight a significant transformation in how budgets are allocated. Playable advertisements have emerged as a dominant force, consuming a larger share of creative budgets as developers prioritize interactive engagement. Simultaneously, the report identifies a notable shakeup within the mobile measurement partner (MMP) ecosystem and confirms the continued momentum of rewarded user acquisition. Conversely, the data reveals that at least one previously utilized advertising channel has experienced a complete decline, signaling a shift in platform viability.

The analysis emphasizes the integration of AI and automation as critical components of modern UA workflows, while also documenting the primary concerns currently facing industry practitioners. By framing the provided percentages as directional indicators rather than absolute certainties, the report maintains a grounded, analytical perspective. Ultimately, the findings serve as a strategic guide for navigating the complexities of modern mobile game marketing, emphasizing the necessity of data-driven decision-making in an increasingly volatile digital environment.