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Sep 2024
Brutally Honest #137: UA in the Post IDFA World
Brutally Honest
This industry analysis explores the evolving landscape of User Acquisition (UA) in the mobile gaming sector following the implementation of Apple’s App Tracking Transparency (ATT) framework
Article
Jan 2022
Two & a Half Gamers Session #41: Q4 Ad Monetization Round Up and Goddess of Victory Review
Two & a Half Gamers
mobile gaming landscape in the fourth quarter is characterized by significant shifts in advertising monetization and a controversial evolution in user acquisition strategies. Analysis of the current market
Article
M8 World Championship in Turkey: MLBB Leaves SEA for First Time
Esports Charts
engagement across diverse global demographics. Through these initiatives, the competitive landscape for mobile gaming is poised for a period of accelerated international integration and increased institutional investment
Article1 pages
Mar 2024
State of Play: Spring Edition
Xsolla
Mobile gaming has solidified its position as the industry’s primary driver, currently engaging 1.9 billion players and tracking toward $118 billion in annual revenue by 2027. This
Report49 pages
Apr 2022
Form 20-F: Bilibili 2021
Bilibili
secondary listing in Hong Kong. Management continues to prioritize platform diversification—expanding from mobile gaming into value-added services, advertising, and e-commerce—while navigating a stringent regulatory
Financial1 pages
Playstudios, Inc. Third Quarter Results 2024
Playstudios
scaling, and function consolidation. Overall, PlayStudios demonstrated improved profitability margins amid a challenging mobile gaming environment while maintaining liquidity and pursuing strategic growth initiatives
Financial10 pages
Jan 2018
FY2018 4Q Financial Results Presentation Transcript
GREE
declining sales to a growth phase driven by a three-pillar strategy: mobile gaming, advertising and media, and the emerging live entertainment sector. For the full fiscal year
Financial7 pages
Jun 2026
Brutally Honest #215
Brutally Honest
newsletter delivers a candid snapshot of the mobile gaming and user‑acquisition landscape for early 2025, focusing on post‑IDFA realities, monetization strategies, and emerging creative trends
Article1 pages
Nov 2025
Investor Presentation: November 2025
Take-Two Interactive
billion by 2028, fueled by a 4% compound annual growth rate in mobile gaming and the continued maturation of ninth-generation console install bases. The company’s competitive
Financial35 pages
May 2021
Match3 Genre Snapshot: US iOS (May 2021)
GameRefinery
Match3 subgenre represents the largest individual segment of the US iOS mobile gaming market, accounting for approximately 16% of total market revenue as of May 2021. While
Report20 pages
Oct 2023
639 Days Later: Microsoft Closes Its Acquisition of Activision Blizzard
SuperJoost
buffet" of data for analysts, offering deep insights into cloud gaming, mobile strategies, and executive decision-making. The successful closure of this deal is likely to trigger
Article
Apr 2022
Store Intelligence Data Digest: Q1 2022
Sensor Tower
Although Google Play growth began to flatten as pandemic-era surges subsided, the mobile gaming sector showed signs of recovery with total downloads reaching 14.34 billion across both
Report75 pages
Aug 2025
FY2025 Q2 Financial Results (Consolidated): [Japanese GAAP]
Aiming
forecast for year-end dividends. Operating within a single segment of online mobile gaming, the company noted that its business environment is characterized by rapid short-term changes
Financial7 pages
Aug 2015
IGG Inc. 2015 Interim Report
IGG
million for the first half of 2015, driven by the continued dominance of mobile gaming, which now accounts for 93.4% of total earnings. This growth
Financial75 pages
Oct 2023
Financial Results for the First Half of the Fiscal Year Ending March 2024
Koei Tecmo
fueled by the successful launch of Fate/Samurai Remnant and record performance within the mobile gaming segment, specifically through titles like Atelier Resleriana. While operating profit experienced
Financial33 pages
Aug 2023
Form 10-Q: Playstudios Q2 2023
Playstudios
class action securities litigation and disputes regarding gambling statutes. Operating within the global mobile gaming sector, Playstudios faces significant concentration risk, with Apple and Google accounting
Financial1 pages
Jan 2022
AI Winning Creatives: Real Data Inside!
Brutally Honest
Artificial intelligence significantly enhances the mobile game advertising creative process by accelerating the transition from static concepts to video production. The primary thesis centers on using
Article
May 2026
Playtika Form 10-Q: Q1 2026
Playtika
liquidity, and a disciplined approach to debt and risk management across its global mobile gaming operations
Financial1 pages
Summary of Financial Results: Fiscal Year Ending December 31, 2018
KLab
under Japanese GAAP. Revenue rose 22.0 % to ¥32.67 billion, driven by mobile game titles such as Love Live! School Idol Festival, BLEACH Brave Souls, and YU HAKUSHO
Financial18 pages
Leveraging Customer Lifetime Value for User Acquisition Campaigns
AppLift
analysis is to demonstrate how accurate Customer Lifetime Value (LTV) modeling can transform mobile game user‑acquisition strategies from volume‑centric to value‑centric, thereby maximizing return
Article
Jan 2022
Brutally Honest #35
Brutally Honest
workflow for marketing partners. The scope of these insights focuses on the mobile gaming industry and user acquisition trends, particularly during high-competition periods like the fourth quarter
Article
Apr 2024
I Am Sorry, but Supercell Is Superdead: UA Lessons We Can Learn From
Brutally Honest
stabilized its portfolio and positioned itself for continued growth in an increasingly competitive mobile gaming landscape
Article1 pages
Mar 2021
Skillz Annual Report: 2020
Skillz
Skillz Inc., a publicly traded skill‑based mobile‑gaming platform, reported FY 2020 revenue of $230.1 million, a 92% increase driven by a doubling of paying monthly active
Financial1 pages
Oct 2023
Global Apps in September: September 2023 Market Analysis
SocialPeta
September 2023 analysis of non‑game mobile apps highlights a surge in AI‑driven offerings and sustained growth across health, navigation, education, and entertainment categories
Article1 pages
Feb 2020
Summary of Main Supplementary Explanations Questions and Answers at the FY2020 Second Quarter GREE Results Briefing Held on February 3, 2020
GREE
second quarter of fiscal year 2020 reflects a strategic diversification beyond core mobile gaming into investment, advertising, and live entertainment sectors. Operating income for the upcoming third quarter
Financial1 pages
Jul 2025
New Dates: 1-Hour 1:1 AMA Consultation for Paid Subscribers
Brutally Honest
seeking direct guidance. The sessions are intended to facilitate high-level discussions regarding mobile game marketing and industry strategy, leveraging the author's expertise to address specific challenges
Article1 pages
Aug 2011
Financial Results for the Fourth Quarter of the Fiscal Year Ended on June 30, 2011
GREE
rapid transition from a domestic Japanese social networking service to a global mobile gaming platform. A major milestone highlighted is the expansion of the global user base
Financial25 pages
Feb 2026
Financial Results: Fiscal Year Ended December 31, 2025 (Japan)
GungHo Online Entertainment
million. The downturn is attributed to higher development costs and a flat mobile‑gaming market, while total assets increased to ¥169,474 million. Cash balances fell sharply
Financial20 pages
Apr 2025
The Soft Launch Bible: Full 2025 Blueprint
Brutally Honest
soft launch blueprint serves as a strategic framework for mobile game developers aiming to mitigate risks and optimize performance prior to a global release. In an increasingly saturated
Article1 pages
Mar 2026
Brutally Honest #29
Matej Lancaric
User acquisition strategies for mobile gaming must evolve to address the limitations imposed by Apple’s SKAdNetwork (SKAN) and the resulting privacy thresholds. Successfully navigating the post-IDFA
Article
Brutally Honest #137: UA in the Post IDFA World
Sep 20242k words
Summary
This industry analysis explores the evolving landscape of User Acquisition (UA) in the mobile gaming sector following the implementation of Apple’s App Tracking Transparency (ATT) framework. The primary thesis asserts that the era of universal creative assets is over; developers must now employ platform-specific creative strategies and rigorous testing frameworks to maintain performance across fragmented channels like Facebook, TikTok, Google, and SDK networks such as AppLovin and Unity.
Key findings emphasize the rise of specific creative archetypes, including User-Generated Content (UGC) with text overlays, AI-generated statics, and hyper-casual mechanics. Methodological recommendations for creative testing involve utilizing Tier-4 countries for initial Install Per Mille (IPM) and Mobile App Install (MAI) validation before scaling "winners" to Tier-1 App Event Optimization (AEO) or Value Optimized (VO) campaigns. The analysis highlights a shift toward "passive play" and hybrid genres, exemplified by the success of Habby’s Capybara GO, which generates approximately $800,000 in daily revenue by blending RPG elements with social casino mechanics.
The scope of the analysis is global, with specific mentions of market trends in the United States and emerging creative strategies for various tiers of geographic markets. It also addresses broader industry shifts, such as the increasing role of generative AI in game development and the competitive dynamics between major publishers like Voodoo and Rollic. The tone is professional yet direct, providing actionable insights for UA managers and game developers navigating the complexities of post-IDFA attribution and creative fatigue.
Insights
- The post-IDFA landscape requires platform-specific creative strategies rather than universal assets to maintain performance across fragmented channels like Facebook, TikTok, Google, and SDK networks.
- Hybrid-genre titles are driving significant revenue, exemplified by Habby’s 'Capybara GO,' which generates approximately $800,000 in daily revenue by blending RPG elements with social casino mechanics.
- Developers should validate creative performance by testing in Tier-4 countries for Install Per Mille (IPM) and Mobile App Install (MAI) metrics before scaling winners to Tier-1 Value Optimized (VO) campaigns.
- Effective creative archetypes in the current market include User-Generated Content (UGC) with text overlays, AI-generated static images, and hyper-casual mechanics.
- The mobile gaming sector is experiencing a strategic shift toward 'passive play' mechanics as developers adapt to creative fatigue and the complexities of post-IDFA attribution.