Advertising reports and market data
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Speed Panel: Using Preloads as the Ultimate Playable Ad
Mobile user acquisition faces significant hurdles as traditional advertising methods increasingly struggle with consumer ad fatigue, misleading creative, and the widespread adoption of ad blockers.
- Approximately 26% of gamers identify pre-loaded games as a more effective discovery method than traditional television or online advertising.
- Preloading bypasses traditional ad funnels and reduces friction by installing games directly onto devices, which results in superior user retention rates compared to standard digital marketing.
- Platforms like Digital Turbine’s Ignite enable fraud-free, high-intent installations by integrating directly into the device lifecycle rather than relying on conventional ad placements.
How Automated App Ads can Help You Achieve More for Less
Automated App Ads represent a fundamental shift in mobile user acquisition, moving the industry away from granular manual targeting toward machine learning-driven optimization.
- Automated App Ads shift user acquisition from manual targeting to machine learning-driven optimization by consolidating campaigns into single ad sets to reduce audience fragmentation.
- To ensure campaign stability and exit the initial learning phase, advertisers must generate a minimum of 50 conversions per week.
- Effective creative strategy requires uploading up to 50 diverse images and videos to provide the algorithm with sufficient data for testing.
Think Forward 2021: The Social Reset
The digital landscape is undergoing a fundamental transformation, moving away from passive content consumption toward a collaborative ecosystem defined by active community building, education, and social advocacy.
- Digital platforms are shifting from passive entertainment hubs to collaborative ecosystems focused on active community building and shared knowledge.
- Consumers are prioritizing authentic, value-driven interactions and tangible real-world impact over traditional social media vanity metrics.
- Brands must transition from traditional gatekeepers to facilitators by providing tools that allow audiences to participate in co-creative processes like remixes and community-driven feedback.
FY2020 Presentation Material
CyberAgent achieved record-high financial performance in fiscal year 2020, reporting consolidated sales of 478.5 billion yen and an operating profit of 33.8 billion yen.
- CyberAgent achieved record FY2020 performance with 478.5 billion yen in sales and 33.8 billion yen in operating profit, marking year-over-year growth of 5.5% and 9.9% respectively.
- The Game business served as the primary growth engine, generating 155.8 billion yen in sales driven by legacy titles and the successful launch of Project SEKAI, which reached two million users in three weeks.
- The Media segment, anchored by ABEMA, grew annual sales by 22.6% to 57 billion yen, supported by a cumulative base of over 59 million downloads.
Panel: New Ad Formats - The Next Generation
The modern gaming industry is undergoing a fundamental shift toward non-intrusive, context-aware monetization strategies that prioritize player retention alongside revenue generation.
- The gaming industry is shifting from disruptive interstitial ads to non-intrusive, context-aware formats like rewarded videos, audio ads, and dynamic in-game product placements to prioritize player retention.
- The deprecation of traditional tracking identifiers like IDFA has forced a transition toward privacy-compliant, contextual advertising models that do not rely on deep individual behavioral tracking.
- Developers are utilizing cross-platform SDKs for Unity and Unreal to maintain consistent monetization strategies across mobile, PC, and web environments.
UA in iOS 14: Tips for Success in a Post-IDFA World
The transition to Apple’s iOS 14 privacy framework represents a fundamental shift in mobile user acquisition (UA), necessitating a move away from individual-level tracking via the Identifier for Advertisers (IDFA) toward aggregated, privacy-centric measurement.
- The deprecation of IDFA necessitates a shift from individual-level tracking to aggregated, privacy-centric measurement via Apple’s SKAdNetwork (SKAN).
- SKAN limits conversion data to six bits, restricting marketers to a maximum of 64 distinct values that must be strategically encoded to track critical user milestones like revenue or tutorial completion.
- Because SKAN sends data directly to ad networks rather than MMPs, developers must implement robust internal data aggregation and standardization processes to maintain visibility.
The Game Developer's Guide to iOS 14: Expectations & Preparations
The introduction of Apple’s App Tracking Transparency (ATT) framework represents a significant shift in mobile privacy, moving permission management from the device level to the individual app level.
- Apple’s App Tracking Transparency (ATT) framework mandates that developers obtain explicit user consent to access the Identifier for Advertisers (IDFA), which is critical for user acquisition, retargeting, and ad monetization.
- Approximately 30% to 40% of users in major markets like the United States already have 'Limit Ad Tracking' enabled, meaning they will not receive the ATT prompt and will effectively opt out of IDFA tracking by default.
- Because the ATT prompt can only be displayed once per app, developers must strategically determine the optimal timing and placement to maximize consent rates while minimizing user churn.
Fireside Chat: Behind the Retargeting Success of Huuuge Games
Huuuge Games utilizes a data-driven retargeting strategy to address the high churn rates inherent in the mobile gaming industry, where approximately 90% of new players cease engagement within the first seven days.
- Huuuge Games combats a 90% first-week churn rate in mobile gaming by prioritizing the re-acquisition of lapsed users, which is more cost-effective than acquiring new players for high-LTV social casino titles.
- The company employs rigorous incrementality testing via internal uplift dashboards to distinguish between paid retargeting impact and organic user returns, ensuring marketing spend delivers genuine incremental value.
- To maximize reach beyond Facebook’s matching capabilities, the company utilizes demand-side platforms (DSPs) to engage the 30% to 35% of their user base not accessible through Facebook.
How to Nail ASO with Apple Search Ads
Apple Search Ads (ASA) serve as a high-intent user acquisition channel that provides actionable data to refine organic App Store Optimization (ASO) strategies.
- Allocate 20% of your Apple Search Ads budget to a discovery campaign to identify new, high-performing keywords, while reserving the remaining 80% for established, high-conversion terms.
- Optimize keyword selection by targeting a balance of high search volume, high relevance, and low competitiveness, using tools like the SearchAdsHQ Chrome extension to view specific numeric popularity values.
- Maintain a clean campaign structure by adding high-performing search terms to exact-match ad groups while simultaneously adding those same terms as exact-match negatives in your discovery campaigns to prevent data overlap.
Panel: The K Factor - How Your Campaigns can also Improve Your Organic Growth
The K-factor, defined as the ratio of organic to paid user growth, serves as a complex and highly variable metric that defies universal application across the mobile gaming industry.
- The K-factor is a highly variable metric that cannot be reduced to a universal formula because organic uplift is heavily dependent on unpredictable factors like app store algorithms and influencer activity.
- Developers should prioritize optimizing app store listings, metadata, assets, and keywords over chasing a singular growth metric to maintain visibility in evolving store environments.
- Paid user acquisition acts as a catalyst for organic discovery, but the two channels are so inextricably linked that isolating the precise impact of marketing spend on organic performance is functionally difficult.
Esports & Entertainment. A Success Story for Brands PG Connects Digital #2
Esports represents the professional, competitive pinnacle of the global gaming industry, currently commanding an audience of nearly 500 million viewers.
- Esports commands a global audience of nearly 500 million viewers, serving as a primary engagement channel for the 18-to-25-year-old male demographic.
- While the broader gaming market is valued at $150 billion, esports functions as a high-influence sector where the distinction between player and spectator is blurred, driving deeper user integration than traditional sports.
- Brands are utilizing tiered strategies to reach specific goals, with youth-oriented companies seeking immediate preference and luxury brands focusing on long-term positioning.
Social Media Influencers and Non-Traditional Marketing: Legal Pitfalls and Loopholes
The Federal Trade Commission mandates that any material connection between marketers and influencers must be transparently disclosed to consumers to prevent deceptive advertising.
- The Federal Trade Commission requires transparent disclosure of all material connections between marketers and influencers, including cash, cryptocurrency, free games, and in-game assets.
- Companies bear ultimate legal responsibility for the conduct of their influencers, even when marketing campaigns are managed by third-party agencies.
- Disclosures must be immediately visible and cannot be buried within excessive hashtags; live streams require both audible and text-based notifications at the start and throughout the session.