Panel: Monetisation In 2025 – Navigating The Evolving Landscape.

[Music] please give a round of applause to our panel looking into the future and monetization in 2025 thank you sh there we go okay cool a stick mics it's more legit this way anyway I don't like the head mic things it looks too like I don't know 2010 um cool hello everyone uh good to see you all oh it's a good house actually um so yes uh my name is Ryan uh I work for a company called nextbeat uh some of you may know me more as my role in the last eight years at quali where I ran UA a monetization there uh I've just started a new role at next be who are we are um like music first apps and games company spun off from spaceape games we

run beat Star and many other cool things to come um but less about me more about these lovely people um I think probably what you know the goal today is to really talk about monetization in 2025 you know I guess what are the Hot Topics what are the key things we're looking at worrying about and things in this vein um but before we get into the the real deal I think what would be nice if you guys can do the intros there's quite a lot of you so maybe try and keep it short and snappy so we don't spend all our time on that but Cia go for uh hi I'm May I'm Co in eleatics uh we're doing artificial intelligent engine to monetize mobile games uh through the smart purchases so we're bringing the personalization for your players to grow your LTV and uh to let them just enjoy the game and not stuck on tens of popups on every trigger nice my name is Fernando pernica I'm one of the founders and the chief officer wo and supporting the crew there

um of nefta um and we are first party data ad Network um and yeah working for public Publishers and and um advertisers as well to help them grow their businesses hey everyone I'm Alex JM at EP Harbor we're an ad Quality Tool that allows uh apps to see to have full transparency of on every single ad served in their apps and also to have full control over the ads meaning uh in real time avoid showing ads that violate your ad policy in any way and make sure that you actually show only ads that are good for your business without missing any request opportunities hi everyone I'm it Cohen uh I work for digital turbine we help developers throughout the entire growth life cycle so from the day of first device emerges in the market and we help developers reach those devices all the way throughout the lifetime of the app on the device where we have various ways to help monetize and uh maybe most recently an interesting Venture is around alternative app stores

uh in another Avenue towards monetization and distribution thank you hello my name is Joel Chang uh I represent bid machine we're actually one of the earliest head header bidding solution monetization solution um as as early as 2017 where uh we currently monetize for the top Publishers in the world um through our monetization platform and our ad ad exchange Solutions so uh certified across the the the the usual mediations that you're probably familiar with but uh just been you know been there from the from the beginning um writing the wave of a header bidding cool good okay so I find myself in an interesting and unusual situation I've very often been on the other side of this where it's a lot of Publishers uh basically in someone from an attech company getting to ask all the questions but I you know we're in a res reverse situation today which I quite like that me as a publisher and maybe representing quite a lot of people here um can ask

the questions to you guys and get what you think because the truth is I've lined up some questions here that are much more in the vein of what I want to know and then hopefully that will answer some things that you guys want to know um now one key thing that came into my mind when I first started putting this together and I put some questions to these guys was a bit of a classic that you kind of just heard maybe if you're around for the previous panel which is ADS versus I AP and things in that vein and Fernando brought the very fair point of okay but Ryan that's great but like everyone knows now that like ads and IP is important like come on that's just just like obvious which is absolutely true and so maybe the first thing I want to put to the group is is Fernando right is that is that now like is is is that the go-to does everyone have their established methodology for ads and I AP in combination are we all at this point now where we all accept that this this hybrid strategy in 2025 is absolutely critical or any counterpoints to that to that that you have to kick us off if not bad first question and we'll move on to the next one but I'm tonight I mean I I

could I could maybe start with that response I think uh the hybrid solution is uh is not a choice It's actually an action that was based on hey how do we maximize monetization how can we how how can we maintain the status quo and I think you know every gaming company has their own philosophy and gaming and gaming principles and I think the hybrid solution came somewhat of a of a desperate situation where like hey can we AB test this can we grow the business can we drive more revenue and I think a lot of the ones that that are finding success I mean namely Voodoo you know being one of the you know probably not sure if they're the first ones but they're one of the ones that have the most impact uh to really bring the solution but you you date back all the way to even the zingas you know Word with Friends franchise you know they inundate users with a ton of ads to the point where they decide okay they're sticky enough to stay within in the game they're willing to actually use you know pay for inad purchases so it just

depends on every you know game Gamers philosophy or every publishing uh philosophy so that's just my you know my my two cent there maybe to expand on that I think that philosophically every game developer nowadays has to consider both but it really depends on your starting point so you know the voodoo example is a great one because I actually think that it's easier as a g as an ad game ad-based game to introduce inapp purchase more thoughtfully and kind of become become hybrid then the other way around and sometimes it's because inside of the game developers uh you know relationships within teams you know product doesn't want to integrate ads they think they have the game economy figured out for inapp purchase it's viewed as cannibalization it is it hurts the the user experience so wholeheartedly agreed that you have to consider it and you have to AB test your way I think that what we're seeing now is that it's not exactly the reality across everything the best examples are actually games that graduated from ads to hybrid and we see actually some examples of companies struggling to do

the other thing and thoughtfully integrate ads in a way that is additive to their user experience and I think that that should be ultimately the Northstar to how you figure your way out of this is you know what is the contribution of this thing to my LTV and if you do this right if you combine ads and inapp purchases well together then ultimately what you should be seeing is just better retention and better performance and better engagement not necessarily measured just by cents and dollars yeah I can also Chim into that and say that um uh I can see obviously I I try to talk to many game studios and and offer what what we have to offer try bringing them value and in the past literally quarter or two I see an increasing amount of large companies that in the past told me yeah we're making a lot of money but we're very in that purchases focused so ads are not enough of a priority to invest in that quality solution now saying okay we got to the point when we realized we have to go hybrid we have to grow the uh ad business and as itai said uh it was very

right it's much harder to introduce ads when you're IP focused than the other way around and then they're starting to talk to us see if we can help them mitigate the risk by having uh better ad quality from the get-go and make the new ads anyway it's difficult to introduce ads for the first time at least keep them uh uh less intrusive so I think it's a matter of a necessity if in the past uh some companies uh were very successful focusing on either only IP or only IA and could uh for the sake of focus stick to one and really perfect uh that business and and still be profitable and successful they could do it today's reality of uh you know you all know the the issues there's regulations and competition and simulation for all these reasons uh they try to diver diversify the portfolio and it's just a matter of necessity more companies realize that even trying to sacrifice focus and trying to sacrifice what users are used to for years they have to diversify in order to keep

having a sustainable business and keep growing and and thriving good morning I'm hearing is that Fernando was right but it's a bit more complicated than it seems on the surface okay yeah um so maybe maybe leing to that like something I'd love to hear from each of you uh you know it's it's good to talk about this Theory but I'm always Keen to hear about the examples or the things that are out there um I'd really love to get maybe from each of you an example of that you see in the market you know it could be apps games whatever it might be like a very tangible specific example of someone that has like either made that combination a good and effective reality or even someone that's just still persisting on pure I AP or pure ads is making at work I'll keep talking to give you like a second to think of that example and then whoever wants to go first I don't know maybe one of you two get a chance to talk maybe Fernando kick us off with someone that comes to mind as like use this as a good reference point on how toze this year actually

someone that was here earlier on um f games with Bitcoin miner they've doing really interesting job with um with that of course the game is an idler so there's ads involved in it but they're also combining with other methods of monetization with their reward system with you know um um part R zbd for example so I think that's a very interesting uh way to kind of not just look okay well this is what the market is offering right now that's the reality there's a downturn you know things are not great but like h how about try something different how about find a ntion so on so I think that's uh for me a way that you know you can sort of think a little bit outside the box um and and find different way to monetize a game and to sort of you know combine the the the real world sort of earnings with also um yeah ads nice nice all right big up Paul and the fun team go for it yeah I just you know would like to to agree with the colleagues and just to add that we have to remember that the people basically play the game and uh it's it

doesn't work like you know the hybrid monetization it's a new black means that everybody should use exactly this approach it doesn't work like that we just need to understand what's the right way to monetize every player in our game for someone it would be as for someone it would be our purchases for sure it depends on the game it depends on your player it depends on the behavioral patterns of your player and you have to know it and when you will answer to this question you'll know exactly the expectations of the people who are playing basically the game uh it will give you an answer on the question if you need the hybrid monetization uh model or you need to just lean on the ads or lean on the in purchases and so on for sure we have the market trends kind of we are living in the Privacy first world and for sure it makes the it's monetization quite difficult than it was maybe three years ago so we have to assume it as well and we cannot just you know to to lean only on ads monetization as it was before it's not so easy now uh but I mean if we are talking about about really effective

monetization approach we have to understand the expectations of our people and we have to understand that the for example genz players are uh like the must Master uh group are who are their uh for the best consu consumers now in the world and uh in the mobile gaming as well and we have to lean on their expectations as well so the point that I I I just would like to bring that both in ups and at should matter not just Bower the players so data first we need to know all right and you have a favorite publisher or Dev that's uh making this stuff work sorry do you have a favorite publisher or developer that is uh putting that into action uh yeah uh basically I I would like probably the my example uh it would be the uh supercell because they're really smart uh in uh investigation and and Analysis of data so basically they have the games that uh they really like uh can do that

they they they really lean uh to data they really lean to the players expectations to build bow and game plays and monetization so yeah cool guys any other examples that come to mind I would uh maybe add um say games as an example of again another hyper casual developer that has built hybrid casual games and thoughtfully introduced Ina purchases beyond the no ads uh option and they have titles including some new ones that are generating meaningful in a purchase Revenue uh and that's a new growth engine for that company and then I would also add maybe some non-gaming apps are now that are more like subscription based or and you see some of them experimenting with ads as well there's more than we typically think of ads as like am I going to I don't know spam my users with interstitials am I going to have a persistent Banner am I just going to do rewarded video some companies actually first dip their toes with something like an offer wall for example so it's still

complementary to their game economy it still highly involves transactions and helping users accumulate virtual currency and it's a mechanism for ad monetization that helps you do that without changing the user experience too much so there's more than one way to do this yeah I think almost no one does that pure blend of I AP and that'ss better than say games right now I would like Advocate if probably most people in this room are very familiar and do their research and know the team but if you don't already they're there for it and I'm looking at my man from Voodoo thinking maybe I should have said that about Voodoo rather than SE games um cool all right so okay so that's some of the some of the good things some of the positive things that we're taking from last year and maybe looking forward to next year but I want to stop on something a little more tricky a little bit maybe more negative which is sort of akin to my nature um you know ad quality is a big part of like how we look at and run and think

about monetization at the moment like you know I'm coming from the period of hyper casual where we were talking about the race to the bottom and you know the number of clicks you need and the number of end cards you have and the things that come up for a user we're just we're getting more and more complex it feels like we've got we've kind of Hit the Bottom now like we're there we're at rock bottom and the user experience has become like very annoying very difficult um you know I guess maybe what I'm Keen to hear from you guys who are uh as much a part of it as I am you know I'm a pro part of the problem too don't you worry but like how do we how do we get out of this kind of slightly difficult situation where uh ad user experience is very challenging very annoying for many users but is like effective from a purely Financial perspective like what's your Reflections on this and how do we like learn from it improve it move it into 20125 maybe I can add something I think the simplest way to get out of it is to generate more revenue for Publishers

right I think the reason why we have such a deteriation in the quality of ads and the experience of ads and it's Quicken out for you to close the game and then come back to it then actually to go through the whole rigma role of clicking and so on so forth um and how do we do that and I think that goes back to the the hybrid sort of you know ads IEP combination new methodologies and that's you know this the lines here are blurred now right we need to think Beyond this and look at what else is available to us and know thinking about you know why are we in the situation of course you know the the hyper casual industry sort of incentivized and let and we led us towards that but it's also the lack of signals on the on the way side so that you know cpms went down prices went down competition went up um it's much harder right so how do we regain a little bit of that territory and my idea here my my my belief is that we need to um again Empower Publishers to make more of that data to be able to use more of the stuff they already own both to you know generate better ad

Revenue through better ad targeting but also to to fill their own set of decisions within the game right so that's that's my my take here yeah um I guess for me uh that's literally what we do try to help a publisher deal with a quality challenges and from what I see when I um from our customers and and Prospects that that they have a need and we try to get a solution for their main challenges are transparency and control so firstly they don't have an effective way to be aware of the issues as as they first appear so many times they'll do something like manually review some of the ads or go to an ad Network ad review tool once a week and there's it's a tiny sample so there's only so much you can see usually you know about the issue when it's already detrimental once you see an increase in churn rates or a wave of one star reviews and you'll start analyzing and you'll realize ah it's it's because because I already have an ongoing

significant issue right now with a specific Network or campaign and or whatnot and secondly most of them don't have mechanisms to effectively enforce so even if you know that the issue persists you need to uh try and figure out which ad Network it's coming from and then talk to that n network and hope they can resolve it and then potentially the same buyer can Target you with the same problematic campaign from a different network the the other the next day so whether you do it in the house or or using a a third party tool I think the two most important things is a find a way to uh uh see in real time what's going on in your app what type of ads your users see across all of your inventory segments and secondly try to have in place mechanisms that that give you control that if you need to take action uh you can be proactive and not uh rely on third parties or have great delays of communication in in execution

so uh the short answer transparency and control is what you need to strive for I think that there's a triangle here that anybody in our business in either you're a game developer or in attech you need to be mindful of because the user exper the quality of the user experience it starts with how did the developer Implement ads right you can Implement them in a way that is more intrusive less intrusive and everybody the race to the bottom was not just about how aggressive the ad creative became it was also how many ads am I going to show and how disruptive are they going to be and so on so being thoughtful about the user experience which is the leads you to the other point in the triangle which Alex uh you know spoke about and also has great tools for but any developer can measure churn and should measure churn but measuring churn in relation to the ad experience just focusing just on that is going to go a long way in improving user experience and then the third one is your attech partners your ad advertising

partners and not all ad experiences were created equal right just because you put a placement some somewhere in the app each SDK might offer a different ad experience within that and so what is the blend and diversity of the creatives that are coming through are my users getting bombarded with the same ad again and again and again and it's a very aggressive user experience or is it more diverse um what else can I do in terms of improving the user EXP experience across different markets that have a different demand profile is there a way for me to create a better mix between brand ads that make my game look more premium because it's not a another game it's a whatever H&M ad or whatever it may be so there are different layers to thinking about this and I think that developers more than ever have the tools to look at it but what we've seen in the last couple of years is just a you know the race to the bottom was also just a copycat game everybody's showing more ads I will show more ads too everybody's having bad reviews I will tolerate bad

reviews too and there's no such thing as Publishers there's no Union out there that will change this it's each individual game developer that needs to take the steps to actually change the Paradigm yeah I I like to follow that because um you know ad quality is also uh you have to take ownership on ad quality and it's funny because there's some developers that come and tell you know across slack channels or or email and say hey we're seeing these ads coming into our inventory please remove it as as soon as possible but then on the other side you have the same UA team from the same company running the same kind of ad that is that is basically infiltrating the the rest of the inventory and so there needs to be some level of accountability it does start with the community it start with with the developers we also know some of the biggest networks run these these uh these questionable ads that really affect the quality and affect the user and uh the user retention and engagement

so I think one it's like self-reflect you know and also hey can we also communicate that across the UA team and vice versa to say Hey how do we also collectively you know maintain a level of quality and in and and and then based on that also try to push the other networks to say like Hey we're trying to as as as the as the as the developer Community is building this we are very bullish about this we we we're trying to stop this how can we as a collective group of uh developers and and uh and Studios you know um you know uh respond to this to to the big at networks that are also running you know these these creatives so that's that's that's one of the things that I've noticed as well that uh you know getting the feedback and also seeing UA of the same company running you know these these uh these quality or lack of uh quality ads to these uh other inventory so okay I mean I do find that a very funny point because I would say that while I was at quali I was running both

the UA and the monetization and I was this person saying both of the things at the same time so yeah you're totally right oh God it's it's just really hard for you to justify know all the ideal of having know Ching by partners and so on but then when it comes down you know on a Friday afternoon you present the the details to your to your manager and you'll be like well but we lost money but we did the right thing yes that's not going to go right you got to show me the money and talk after talk after talk here we were talking about that they data data give me the numbers and now as a service provider the first thing thing that Publishers come to me and say show me the data show me the money not the data the money even so I think it's really important to have of course have those goals um but we need to service providers of course deliver on that right be able to actually to generate Revenue my my bet of course is on first party data but ultimately I think you know there's a something that you said that makes a lot of sense is that Publishers also have to take the leap right we can't just do it ourselves we need help from publish for them to believe in us and to help us build a

better and a different industry it's a tough thing though isn't it like just the same way I I've seen so many times Publishers try to get together to sort of create a group to say hey stop doing all this suspicious stuff but then we are all literally doing it in the group at the same time and kind of suspiciously looking at each other figuring out who's going to do the next weird thing like is is it similar then on the attech side itself this kind of like competitive but difficult environment of trying to one up each other I assume it's a similar kind of situation I think that as you know the underlying technology of the ecosystem evolved in light of priv privacy regulation and it changed the you know the math around cpms and they changed the math around roas we've seen more aggressive ads because you chase signal on the demand side you chase like the conversions and then you chase monetization so you're just like let me increase the frequency let me increase the Ed intensity and so on and at the

end of the day we also are getting better at running analysis with whether it's with you know better data science and analytics teams or better tools that are emerging and I think that measuring the ultimate impact of yeah I increased the arpd Dow but did I actually increase churn as well the math has an like there's a there's a mathematical answer to this but I think we have the habit of only looking at one side of the equation so when you actually we look at the long-term growth of the of the game based on churn and AD Revenue then you get the actual impact of of the ad quality by the way the same I think related to the N purchases uh so we have to understand that the revenue from monetization is not one day metric uh so it's like long term and even if you get like very good Spike on your uh s Revenue Trend or in ortes Trend uh but it's very short term you can understand that yes now you get this numbers but you lost something in the future so this

balance I mean the balance not between the enough purchases and ads monetization but the balance between day-to-day uh actions and monetization balance between the good game play and not interrupting this game play with the valuable ads and in purchases will build the long-term strategy that will bring the maximum effectiveness of your game and maximum effectiveness of the monetization that you can get uh I really um quickly want to touch on the part that that made everyone smile when you mentioned that everyone tried to like make alliances and call out like bad ads but then they run them ourselves that just to be fair you can say something similar about ad networks as well right just in the past year ad mob which used to be like the ad quality King and arguably that was one of their main sales points they saw the great success of of of appin who pulled it off despite much looser templates and they changed their templates also to be more more loose and more and more similar so I think it's a bit of a universal thing

where you can blame like networks and Publishers alike everyone wants you know a cleaner environment a better world for their kids to have a safer environment but also everyone wants the best bottom line for their business so it it reflects on both sides to be to be honest definitely okay I'll move on interesting topic though and before I move on to this next question I just need to do a quick Scout of the audience okay all right right mediation um is a very interesting world at the moment I think we all know we're living in a in a fairly singular environment um where like okay it I'll just say it where obviously app and Max is taking quite a big share of the market at the moment which is good for some Publishers and certainly making the most of it but how does that impact the market what's going to happen with that in 2025 really interested in your guys' opinions because that one affects me and probably a lot of this group very

directly who's brave enough to go first on this one yeah I'm happy to break the ice um I I think that um there are so well two things one is we talk a lot about mediation in the context of it being a solution that Publishers choose and then they run their ad monetization through that the reality is actually quite different um mediation today especially given the dominant position that Max has in the market is a UA decision not a monetization decision and there are bundle deals and dependencies that were created in the market today that make it very challenging uh and it's a very smart business move right the switching costs are just so much higher when both sides of your business are at stake um the question is again for the developer Community what type of reality they want to create for themselves in terms of being able to both Challenge and test and have a different conversation with their partner ERS because again there are other Solutions out there in the

market and if you have more than one app if you have just one app in your portfolio then that's a different conversation you're making just a very narrow specific choice and that's how you grow your business if you have a portfolio you need to take a portfolio approach to your Partnerships different games have different strengths in different markets they could have different add and Mon and and I AP uh strategies and so on you can also experiment with different tools and take a take a Plunge at taking also that user acquisition risk outside of that ecosystem for the benefit of being more connected to more types of partner and testing other options that are out there yeah I mean um not to create a Eco chamber Echo chamber but um I think that is very much at the heart of the problem right because um the main issue that we come across now is that there is a slowing down of innovation around this well Publishers are in the back mobile games in the bag and they're fine right and now let's move on to the next big whale eCommerce for example so that you know opens up you know for a lot of I think distrust in the in the industry

but it's so hard for Publishers actually to go at it alone and I think you know make makes a lot of sense to say well you know try what else is out in the market you know what are the Technologies what the ways of working what the partners are out there for me to try and you know recoup some of that that Revenue but also recoup some of the freedom that I have to make that decision right and by the way maybe the ad experience is a little different and maybe the user experience is a little different and maybe the row as to um to moneti equation looks a little different right and not necessarily better just maybe different and maybe it gets you a step closer to you know addressing some of your other core fundamental issues around churn and things like that so it's just that the the scariest thing is to take that first plunge and to change platforms and the switching costs are real and so I would advise developers only developers that have a a portfolio to to take this approach but there are hidden benefits to doing that that a lot of developers are just avoiding from uh

actually experimenting with right now so I I want to add that as well because uh you know everyone's chasing for deals bonuses you know guarantees and and different kind of uh you know monetization ways to to increase revenue for the year and I we understand that Studios and and and different game developers uh understand kind of what they they have to uh face every year but sometimes we also have to take a look as that that is that is mediation uh uh well I would say look under the hood and say hey are we actually also maximizing our value or our dollar uh within mediation and and and see like how much mediation platforms are taking or how much uh how well the tech is is actually uh working or operating um some of the maybe certified demand partners that you've never you know used before or integrated is that something you would consider um also think outside the box and be a little more creative maybe

there's some different ad units that you can you know you know uh discuss you know especially in this environment in this in this event to see what helps you guys help grow the business but also I think you have to kind of you know go beneath and check and see what what are we are you know with the current mediation that we have what can we do to improve and and I think you know right now and the second point that I want to bring up is that you know it's it's a monopoly right now right I mean if you take a look at history of of mediation we had the ad Marvel haap fiber uh admob I mean they you know there's these cycle of just highs and and now we have we have you know one and a half which is uh Max and and uh and iron Source mediation just uh you know being kind of the Forefront right now uh maybe it's time for even again going back to my earlier kind of point it's like a group of developers considering how to improve maybe uh improve the mediation uh platform maybe exploring other OPP opportunities not to put all your eggs

on one basket but to to maybe sample to try others um and to kind of consider hey maybe maybe we can do some AB testing if there's time but also look you know underneath the hood to see hey what what can we do to improve internal optimization and Drive pricing within within your uh mediation so that's that's maybe one one thing that I've talked to different developers um you know over the course of the couple years is like we only have one choice in mediation uh and well we we want to explore but we also have one choice so but but at the same time it's like hey we we we're here for you we we want to work collectively together to to kind of expand that opportunity and and see what's what's out there too so uh I think to be fair it's like note noteworthy that also app Aven um achieved that this current status with like good strategy and and and great execution if it's m&a strategy that gave them you know presence throughout the supply chain abundance of data ability

to like double and triple deep across the the supply chain and also um this uh like Ty said maybe people don't like it but mediation sometimes it's a UA decision and then they manage to like by by packaging encourage people to to use uh the whole uh are products with that said of course no one wants a monopoly everyone are afraid because then they're you know they're worry about what what PR practices they may start doing once they they're for real Monopoly they can get away with with everything um so I believe to to to the point of of the guys on my right people want to see other companies rise and they want a more balanced market and I think people in principle are willing to give a chance to to to to new players but they need to see enough to not feel that they're jeopardizing their business I mean that they're happy to test but uh like I said now that it's like a 360 thing there's there's a risk in

migration and there's pains and they want to kind of um see whoever they test with enough to show for to feel that their risk is mitigated and they're not going to waste a lot of time and money just because they want to help someone to to like break break the Monopoly but by doing so hurt their business badly so agreed agreed okay well good points and fair and I for one welcome our app and overlords so um last thing for me uh you know I I get a very skewed view of the market from talking to Publishers and kind of being on my side of the fence but I'm really interested to hear like from from your guys side of the fence I suppose from the adtech side what what what do you see as the big potential changes the tech that's coming in on your side the things that are evolving the things that are going to make a real difference in 2025 like what what's the stuff that you think's actually going to matter we got a few minutes to talk about this one and cassia kick us off yeah uh so basically as I mentioned before I think that the all decisions in

the business and mobile gaming first of all it's the big business uh should lean on data and uh when I when I'm saying lean on on data it's not just about the tracking kpis and making some you know using some decision support systems like we get used to do uh like in Mobile gaming but it's about analysis of Big Data analys of the Big Data of behavior of the players analys of the big data I mean of of same kpis but in long term analysis of the big data on the market and so on and so on one I what I'm talking about that I think it's like obvious thing right everybody knows that we have to lean on the data but what doesn't what does it mean and uh how the tech can help us so if we are talking about analysis of the Big Data only ml can help us to uh you know to manage that because uh nobody I mean not me not my famous colleagues not we cannot analyze tens thousands of parameters for

every player in the real time it's just impossible and for making it possible we have to use the high-tech it's uh machine learning it's artificial intelligent and it's not for the future it's like our current days and we have the uh great tools on the market which can help us to do that from all perspectives from the user acquisition from the N purchases monetization from the ads monetization and the really good smart approach that we can use nowadays it's to build the full cycle from it can be different tools it can be one tool if you know this solution where you start to analyze the data from the user acquisition and when you invest some budget to the user acquisition and you know following data how you will monetize this traffic that will come to your to your game so you analyze the user acquisition you do it by the smart way and you know for every cohort how you are going to monetize it the potential of the players in this cohort

and it's better to monetize through the ads it's better to monetize through the purchases or to makeing hbd model it should be exactly lean only on the data on the prediction on the prediction LTV for every cohort and only ML and artificial intelligent can help you to make it by the smart way with not leaning on some hypothesis but to using very high accuracy um agree um but also um I think Publishers should consider making a big bet on and I'll say of course first party data right first of all is future proof to know you own this data it's yours how can you leverage that to not just you know power better decisions within your game but also to uh make better decisions when running ads within your game not just your campaigns which can now be used as well um as a tool but also just to sort of to help your monetization so I think you know first pataa it's it's helps you be compliant um helps you reach users that AR be able to reach and of course um it's something that you own and therefore makes it

future future proof yeah uh I think um not only what they're going to use but what they're going to do with this so yeah data is King and now we have better technology like ML and AI to utilize it uh what I think we're going to see I'm curious to see how much it will mature this year but I'm sure we're going to see a trend now is hyper personalization Based on data so if at the past you may be segmented on the GE level or paying versus not paying we're reaching to the point where you can customize the entire app experience per user so maybe if cya plays it she'll see less ads but more uh in a purchase campaigns because she's inclined to it and Fernando will see mostly ads but all the creatives will be readed and with a call to action because that's what he responds to and he clicks through and installs and you all get the point uh uh we can reach we can reach the world when they're if you have 1 million players you have 1 million

segments where for each of them you can customize the content of the app their experience and placements and and content the they in a purchase strategy and really maximize every single session in order to uh to improve your Roi sorry guys I'm going to have to stop you there because uh we're at our time um so thanks very much for everyone it's been an interesting discussion and thanks for dealing with my jabby questions thank you we've been uh feeling warm-up panel thank you very much