Marketing reports and market data
Documents
Maximise the Efficiency of Your Custom Store Pages Strategy - SIMON THILL, AppTweak
Custom store pages—referred to as Custom Product Pages (CPP) on iOS and Custom Store Listings (CSL) on Google Play—serve as specialized landing pages designed to align store assets with specific advertising campaigns.
- Custom Product Pages (iOS) and Custom Store Listings (Google Play) allow developers to create tailored landing pages for specific acquisition campaigns, moving beyond the traditional 'one-size-fits-all' store page.
- Meta now supports Custom Product Pages for its ad network, enabling developers to align ad creative directly with specific store page messaging to improve conversion rates.
- Google Play's 'custom store listings via URL' feature allows for deep-linked, personalized store experiences, though direct ad network compatibility is currently limited and expected to favor Google App Campaigns in the future.
ASO + RETENTION = Game Changer - Sergio Martinez, Agatha Bejan, Phiture
App Store Optimization (ASO) and retention marketing function as interdependent pillars of mobile game success, directly influencing a title's Lifetime Value (LTV).
- ASO and retention marketing must be integrated as interdependent pillars to maximize Lifetime Value (LTV) and signal game quality to platform algorithms.
- ASO success requires a dual-focus strategy: increasing visibility through metadata, localization, and featuring, while simultaneously driving conversion via optimized visual assets like icons and screenshots.
- Retention marketing should be integrated during the pre-production phase of the development lifecycle rather than treated as an afterthought.
Panel: Using In App Events To Power Up Your Mobile Growth Strategy
In-app events on iOS and Google Play have become a standard component of mobile game growth strategies, primarily serving as a mechanism to maintain store page visibility and foster ongoing relationships with platform curators.
- In-App Events (IAEs) serve primarily as a tool to increase store page vibrancy and engagement, though developers struggle to quantify their direct impact on growth due to limited reporting and attribution data from Apple.
- There is no clear evidence that IAE metadata, such as descriptions or titles, significantly boosts organic keyword rankings or search visibility in the App Store.
- The editorial featuring process for IAEs remains opaque, with developers reporting that even with proactive outreach to Apple representatives, there is no guaranteed correlation between submission quality and being featured.
CTV…the Next Big Thing in UA - ARTHUR QUEROU, Vibe
Connected Television (CTV) is emerging as a significant channel for user acquisition (UA), shifting the paradigm of TV advertising from a branding-only tool to a measurable, performance-driven medium.
- Connected Television (CTV) has transitioned from a branding-only tool to a measurable, performance-driven user acquisition channel by utilizing deterministic measurement and household-level targeting.
- Advertisers can link ad exposure to app installs by using static IP addresses to track users on home Wi-Fi networks, allowing for precise audience profiling and re-engagement.
- Attribution is primarily driven by organic search behavior following ad exposure, with Mobile Measurement Partners (MMPs) tracking the user journey from the initial impression to the app store install.
Panel: Are We Over IDFA Tips & Methods To Rebuild Your Data
The mobile gaming industry has undergone a fundamental transformation following the 2021 deprecation of the Identifier for Advertisers (IDFA), necessitating a departure from granular, user-level tracking toward more sophisticated, privacy-centric methodologies.
- The 2021 deprecation of IDFA has forced a shift from deterministic, user-level tracking to privacy-centric methodologies like predictive modeling and cohort-based analysis.
- Developers must prioritize first-party in-app event data to project lifetime value and return on ad spend while remaining compliant with regulations like the UK’s Age-Appropriate Design Code.
- Successful growth strategies now require a cross-functional alignment between data science, product development, and user acquisition teams to interpret anonymized telemetry.
How Can Publishers & Developers Maximise Audio Ad Revenues - PAUL CRANWELL
Audio advertising represents a significant, underutilized revenue stream for mobile game developers and publishers, offering a non-intrusive alternative to traditional video and display formats.
- Audio ads offer a non-intrusive monetization alternative that improves retention, with research showing gamers have 36% to 39% higher memory recall for audio compared to video ads.
- Approximately 61% of mobile gamers listen to music while playing, creating a natural, high-engagement environment for audio-based advertising.
- Developers can increase CPM rates by shifting from internal reward-based ad loops to high-quality, third-party brand integrations.
Panel: Know Your Audience How To Choose Between Subscription or Ad Models -
The mobile gaming industry is shifting away from binary monetization strategies, moving toward sophisticated hybrid models that integrate subscriptions, advertising, and virtual goods to maximize revenue and user retention.
- Mobile game monetization is shifting from binary strategies to hybrid models that integrate subscriptions, advertising, and virtual goods to maximize both revenue and retention.
- Monetization frameworks must be embedded into the early stages of game design rather than treated as secondary features to ensure long-term sustainability.
- Developers should abandon one-size-fits-all approaches in favor of data-driven, personalized experiences that align with specific game genres and player behaviors.
Discovery – Conversion – Retention All at Once! - ARUNABH MADHUR, SHAREit
SHAREit operates as a global peer-to-peer file-sharing utility and content platform, positioning itself as a significant, yet often overlooked, player in the mobile user acquisition ecosystem.
- SHAREit operates a global ecosystem with 2.5 billion users across 150 countries, functioning as a 'day zero' utility for app and file transfers without requiring internet connectivity.
- The platform's 'Game Center' hosts 2,500 to 3,000 titles, including APKs and HTML5 games, serving as a primary hub for user discovery and engagement.
- Advertisers can execute full-funnel campaigns—from awareness to performance-based installs—by leveraging device-specific data and usage patterns to create cohorts based on spending potential and interests.
Panel: Turning Ads Into Success Stories
Successful in-game advertising requires a delicate equilibrium between maximizing revenue and preserving player retention.
- Developers are shifting from intrusive ad models to native, non-clickable brand placements and rewarded videos to protect player retention while maximizing lifetime value.
- Post-ATT user acquisition strategies now rely on continuous creative testing and the use of early proxy signals to forecast long-term player retention.
- Monetization management has transitioned from manual waterfall processes to product-centric, automated bidding systems that utilize granular analytics for better user segmentation.
Audio is the New Video - MUNIB TAHIR, AudioMob
Audio advertising is emerging as a non-intrusive, user-centric alternative to traditional video interstitials in mobile gaming.
- Audio advertising serves as a non-intrusive revenue stream that allows mobile gamers to continue playing while ads run in the background.
- 61% of players aged 18 to 24 listen to external audio while gaming, providing a significant target demographic for this format.
- Rewarded audio, which offers in-game benefits for listening, consistently generates the highest listen-through rates and user engagement.
A New Way To Level Up Your Multi platform Strategy - EMILIEN EYCHENNE from Adikteev.
The mobile gaming industry faces significant challenges in user acquisition and monetization following the implementation of App Tracking Transparency (ATT) and increased market competition.
- Publishers are shifting focus toward maximizing the lifetime value of existing players to counter rising user acquisition costs and measurement difficulties following App Tracking Transparency (ATT) implementation.
- Approximately 40% to 60% of revenue remains untapped in many mobile games, representing a significant opportunity to drive repeat transactions among current paying users.
- Publishers are increasingly utilizing predictive modeling and affinity scores to identify potential churners and match them with relevant titles within their own portfolios, moving away from inefficient mediation platforms.
5 Ways To Make $100,000 By Making Games
Achieving a six-figure income in the independent game development industry requires a diversified revenue strategy that extends beyond standard unit sales.
- Prioritize building a direct audience through email lists and social media to reduce dependency on platform algorithms and ensure long-term financial autonomy.
- Diversify revenue beyond unit sales by participating in curated sales events and bundles, such as Steam daily deals or Humble Bundles, to generate significant short-term income spikes.
- Secure professional publishing partnerships to obtain upfront capital ranging from $30,000 to over $1 million in exchange for a percentage of future revenue.