Marketing reports and market data
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Tenjin Dashboard vs DataVault
The Tenjin platform offers two primary analytical tools, the Dashboard and DataVault, which serve distinct purposes based on the level of data granularity required by mobile advertisers.
- Tenjin’s Dashboard provides an aggregated visualization interface for high-level performance tracking, supporting over 100 metrics including cohorted LTV and ROI.
- DataVault offers granular, user-level data access via a Redshift-hosted warehouse, enabling custom analysis and integration with external BI tools like Tableau.
- The Dashboard is organized into three specialized tabs dedicated to user acquisition, ad monetization, and SKAdNetwork performance tracking.
Mobile Game Marketing: Insights & Trends of Popular Game Genres Q3 2022
The analysis examines mobile-game marketing dynamics during the third quarter of 2022, concentrating on the performance of leading genres and the geographic distribution of traffic and revenue.
- The United States remains the dominant revenue driver for casual games, generating over $250 million in Q3 2022, which represents 46% of total revenue and an 11% year-on-year increase.
- Southeast Asia is the fastest-growing market for mobile game downloads, recording 11% year-on-year and 12% quarter-on-quarter growth.
- Casual games experienced stagnant download growth of less than 1% year-on-year, yet generated a 7% year-on-year revenue increase, totaling approximately $30 million in additional earnings.
SKAdNetwork Reporting in Tenjin (Dashboard Included)
Apple’s SKAdNetwork serves as a critical privacy-centric attribution framework for mobile user acquisition following recent industry-wide shifts in data tracking.
- Tenjin provides a centralized dashboard to ingest and analyze privacy-centric SKAdNetwork data for iOS 15 attribution.
- The platform enables side-by-side comparison of install data reported directly by ad networks via API versus data reported by Apple to verify data integrity.
- Integrated reporting supports major ad networks including AppLovin, Facebook, Google Ads, and IronSource.
SKAdNetwork 4.0: Everything mobile advertisers need to know
The introduction of SKAdNetwork 4.0 represents a significant evolution in Apple’s privacy-centric mobile attribution framework.
- SKAdNetwork 4.0 replaces single conversion values with a tiered system that provides fine-grained data in the first 48 hours and coarse-grained data (high, medium, or low) for subsequent time windows.
- The update introduces cohorted reporting and support for multiple conversions, designed to improve the measurement of user lifetime value (LTV) while adhering to Apple's privacy standards.
- SKAdNetwork 4.0 expands measurement capabilities by introducing potential support for web-to-app attribution, facilitating cross-platform tracking.
Finding Success with a Sex-Positive Game Hook Up
The premium mobile title Hook Up serves as a case study for the viability of sex-positive, narrative-driven games within the indie market.
- The premium mobile game Hook Up achieved the number one spot on the iOS paid charts by targeting niche audiences through viral TikTok campaigns and Pride Month promotions.
- The game’s success demonstrates that mature, sex-positive narrative content can outperform sanitized, mass-market alternatives despite initial publisher skepticism regarding its premium pricing model.
- The core gameplay mechanic—drafting and curating messages to reflect internal filters—successfully monetized the tension between intimacy and digital isolation.
5 Steps To Gorgeous Game Art
Achieving high-quality game aesthetics is a strategic endeavor that relies on fundamental design principles rather than raw artistic talent.
- High-quality game aesthetics are achieved through strategic design principles rather than raw artistic talent, allowing indie developers to prioritize intentionality over high-fidelity assets.
- Using established color harmonies—such as complementary, triadic, or analogous schemes—creates visual appeal that is naturally processed by the human eye.
- Scenes should be constructed as coherent compositions of basic shapes like squares, circles, and triangles before any complex details are added.
UA Apocalypse or New Era of Hope? | Jon Lau, Steve Palley, Warren Woodward
The mobile gaming industry is currently navigating a fundamental transition from an era of algorithm-dependent, performance-based growth to a more disciplined, holistic strategy.
- The mobile gaming industry is shifting from algorithm-dependent, performance-based growth to a disciplined model focused on long-term cohort health and strategic profitability.
- The deprecation of IDFA and reduced investor appetite for unprofitable scaling have rendered previous automated UA optimization strategies unsustainable.
- Successful growth now requires integrating UA with product design, community building, and brand identity to ensure the initial creative hook matches the actual in-game experience.
Panel: Two Years On From Major IDFA Updates, Have We Recovered?
The mobile advertising landscape has undergone a fundamental transformation following Apple’s IDFA updates, shifting away from granular, data-driven tracking toward more sustainable, privacy-centric engagement models.
- The mobile advertising industry has shifted from granular, user-level tracking to privacy-centric models, effectively avoiding the catastrophic revenue collapse initially predicted following Apple’s IDFA updates.
- Performance marketing strategies have been replaced by a holistic approach that prioritizes contextual signals, cohort-based analysis, and the strategic optimization of creative quality.
- Publishers are mitigating reduced targeting precision and rising acquisition costs by integrating monetization and growth teams to foster trust-based user relationships.
two & a half gamers session #26 - Unpacking Google ads "disaster", ASA Today's new ad, Google & MAX
Google’s recent implementation of stricter guidelines regarding full-screen interstitial ads marks a pivotal shift for the mobile gaming industry, particularly within the hyper-casual sector.
- The integration of Google AdMob bidding with AppLovin MAX removes the previous three-ad-placement limit, which is expected to increase fill rates and overall ad revenue for publishers.
- Google’s new, stricter guidelines on full-screen interstitial ads are forcing a shift in the hyper-casual sector toward rewarded ad formats to maintain monetization viability.
- Apple’s expansion of advertising into the App Store’s 'Today' tab is viewed with skepticism, as historical data indicates search-based placements often fail to scale complex gaming titles effectively.
Japan Mobile App Trends 2022: Essential App Performance Benchmarks and Insights
The Japanese mobile app market underwent a period of significant expansion between 2020 and mid-2022, characterized by a 19% increase in total installs and a 12% rise in user sessions.
- The Japanese mobile market saw a 19% increase in total installs and a 12% rise in user sessions between 2020 and mid-2022, driven primarily by a 52% year-over-year surge in gaming installs.
- Hyper Casual and RPG titles dominate the gaming sector, accounting for 15% and 13% of total installs respectively.
- E-commerce and Fintech are experiencing significant engagement growth, with sessions rising 29% and 13% respectively compared to 2020 benchmarks.
Drawing the Ethical Line for Misleading UA Ads - The Metacast by Naavik
The gaming industry currently faces a critical juncture regarding the balance between aggressive commercial tactics and consumer protection.
- The gaming industry is prioritizing self-regulation regarding loot boxes and in-game spending—including transparent odds disclosure and parental controls—to preempt restrictive government legislation.
- Developers are facing a critical tension between using misleading user acquisition ads to lower acquisition costs and the resulting erosion of long-term player trust.
- Industry consensus favors platform-enforced standards for ad accuracy as a preferred alternative to broad, government-mandated advertising regulations.
Panel: How To Successfully Scale Your Game Through Community Engagement
Successful game scaling depends on a shift from broad demographic targeting to a nuanced understanding of player archetypes, motivations, and behavioral data.
- Integrate community feedback directly into the product roadmap, as some firms have successfully derived nearly 50% of their recent game updates from player suggestions.
- Shift from broad demographic targeting to segmenting players into distinct archetypes—such as competitive core gamers versus social-first casual users—to improve long-term retention.
- Utilize active monitoring of user reviews and community platforms like Discord and Reddit as a critical early warning system to identify and mitigate potential churn.