Mobile reports and market data
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Documents
Mobile Dev Memo55 min
S07, E30: MDM Mailbag #8 (with Thomas Petit)
Modern mobile marketing demands a sophisticated, multi-layered strategy that balances deterministic last-click attribution with rigorous incrementality testing.
- Incrementality testing cannot replace deterministic last-click attribution for mobile advertisers because ad networks like Meta, Google, and TikTok require user-level data to function effectively within their auction mechanics.
- Scaling creative production is shifting from a challenge of volume to a challenge of technical deployment and the creation of truly unique concepts that avoid being mere clones of previous assets.
- The transition to web-to-app funnels should be driven by the need for merchant flexibility and improved user onboarding rather than solely as a strategy to bypass app store commission fees.
Mobile Dev MemoAug 2026
Tenjin5 min
How to Add an App to Tenjin Using Claude | MCP Server Tutorial
The integration of the Tenjin Model Context Protocol (MCP) server with Claude desktop enables mobile marketing teams to automate administrative and configuration tasks through natural language processing.
- Tenjin has released an MCP (Model Context Protocol) server that allows users to perform mobile measurement and configuration tasks directly within the Claude AI interface.
- The Tenjin MCP server enables users to execute administrative tasks via natural language prompts, including creating, listing, updating, and deleting mobile apps.
- Beyond app management, the MCP server supports broader campaign operations such as listing ad accounts, managing channels, configuring callbacks, and defining tracking events.
TenjinAug 2026
Deconstructor of Fun15 min
NYT Games' Virality, AI, and the Future
The strategy behind New York Times Games centers on creating highly shareable, human-crafted experiences that foster social connection.
- New York Times Games prioritizes human-crafted, artisanal puzzle design over automated systems to ensure long-term brand value and high-quality player experiences.
- The core growth strategy relies on creating highly shareable, narrative-driven gameplay, such as Wordle and Connections, which naturally foster social connection and organic user distribution.
- The organization explicitly avoids Unity in favor of proprietary, shared technology and is currently hiring native iOS, Android, and web engineers to support internal development.
Deconstructor of FunAug 2026
PocketGamer.biz34 min
Did Apple really resolve its EU dispute? | Week in Mobile Games podcast
Apple’s recent attempt to resolve its regulatory dispute with the European Union regarding the Digital Markets Act remains contentious.
- Apple has updated its App Store business terms in response to EU Digital Markets Act (DMA) scrutiny, setting commission rates at 26% for standard App Store apps, 20% for those using alternative payment processing, and 15% for apps that link out to external payment methods.
- Roblox is facing increased pressure from international regulators, including a three-month mandate from Australian authorities to improve child safety measures after reports that adults could still contact minors on the platform.
- The mobile idle RPG 'Digimon New Century' (referred to as Digimon Up) generated $10 million in player spending across Google Play and the App Store during its first month following its July 15, 2024, launch.
PocketGamer.bizAug 2026
Two & a Half Gamers44 min
⚔️ 47 Rewarded Ad Placements and a "No Ads" Lie: Inside XP Hero's $400K/Day Idle RPG
XP Hero, an idle RPG developed by Supercent, represents a highly aggressive approach to mobile game monetization, currently generating an estimated $400,000 in daily revenue.
- Supercent’s idle RPG 'XP Hero' generates approximately $400,000 in daily revenue, with 53% of that income derived directly from a dense ecosystem of 47 rewarded ad placements and frequent interstitial ads.
- The game relies on a high-value cohort model where 20% of the player base generates 90% of total revenue, prioritizing aggressive short-term monetization over long-term retention.
- The developer utilizes an AI-driven creative strategy that produces over 1,300 marketing assets every three days to capture a broad audience quickly.
Two & a Half GamersAug 2026
PocketGamer.biz29 min
Xsolla on D2C's growing momentum and its biggest product wave yet
Xsolla is expanding its direct-to-consumer (D2C) infrastructure for the gaming industry, aiming to provide mobile, PC, and console developers with a comprehensive suite of tools that move beyond simple payment processing.
- Xsolla is launching six new solutions at Gamescom, headlined by the 'Web Shop Ecosystem,' a comprehensive direct-to-consumer (D2C) platform designed specifically for mobile games.
- The company reports that its D2C business volume doubled between 2023 and 2024, with that same total growth volume achieved again in 2025 alone.
- Xsolla’s new AI Toolkit features a command-line interface that allows developers to build functional storefronts in a single session, incorporating validation steps at every stage to prevent production errors.
PocketGamer.bizAug 2026
Two & a Half Gamers9 min
🚨📢 BREAKING NEWS: Will GTA 6 PC build be leaked? Roblox problems, Makers $250 Mil. raise
The gaming industry is currently navigating a period of significant structural shifts, characterized by corporate divestments, heightened regulatory scrutiny, and the disruptive potential of artificial intelligence.
- Rockstar Games faces a critical security threat from the group 'Cyber Leak,' which is threatening to release a playable PC build of Grand Theft Auto 6 unless the developer removes single-player monetization and adopts an all-digital release strategy.
- Roblox is under formal investigation by U.S. and Australian authorities regarding child safety, following reports of 65,000 suspected instances of child sexual exploitation on the platform in 2025.
- Makers Fund has raised $250 million to support interactive entertainment startups, bringing their total assets under management to $1.5 billion with a strategic focus on AI-driven platforms and consumer apps.
Two & a Half GamersAug 2026
Deconstructor of Fun19 min
The 'Impossible' Evolution Of Toy Blast
The evolution of the mobile game Toon Blast serves as a case study in revitalizing aging titles through rapid feature adaptation and aggressive live operations.
- Toon Blast achieved a significant revenue surge in late 2023, successfully decoupling its financial performance from the broader, declining blast subgenre.
- The rapid integration of the 'Super Light Bulb' mechanic—adopted from Royal Match within three months of its industry emergence—was the primary catalyst for growth.
- The Super Light Bulb feature revitalized the game by adding strategic depth to the core loop, allowing players to clear entire colors or double special item effects.
Deconstructor of FunAug 2026
Deconstructor of Fun68 min
TWIG #397: Roblox’s Congressional Crisis, Apple’s EU Overhaul & Netflix Games’ Down to One Studio
Roblox currently faces a critical juncture as it navigates intense congressional scrutiny regarding child safety and systemic exploitation.
- Roblox faces significant operational and valuation risks due to intense congressional scrutiny over child safety, compounded by slowing viral growth and declining daily active user metrics.
- Apple’s revised EU fee structure replaces per-install charges with a flat commission on alternative distribution, a change that disproportionately benefits large-scale operators while disadvantaging smaller developers.
- The gaming industry is experiencing a structural correction from a period of over-valuation, leaving small-to-mid-sized public entities vulnerable due to their inability to achieve the scale required for a hit-driven economy.
Deconstructor of FunAug 2026
Mobilegamer.biz21 min
Apple's EU App Store changes, Supercell, PUBG, MTG, Poinpy, Gamescom, July's top games, more
The mobile gaming industry is currently navigating significant regulatory shifts, most notably Apple’s revised EU App Store terms.
- Apple has introduced new EU App Store terms that include a 15-20% commission for alternative payment processing and a 5% fee for apps distributed via alternative stores, though critics like Epic Games argue these changes violate the Digital Markets Act by maintaining high 'junk fees' and friction.
- Pokémon Go experienced its best revenue month since June 2022, with July 2026 in-app purchase earnings exceeding $100 million due to 10th-anniversary events and live-ops.
- Supercell is considering the future of its monster-hunting game 'Mo Co' after a recent reboot failed to meet performance expectations, though the company currently views a total shutdown as unlikely.
Mobilegamer.bizAug 2026
Deconstructor of Fun45 min
WEBTOON Is Bigger Than Monopoly Go: Inside a New Game Marketing Channel
WEBTOON has established itself as a potent marketing channel for the gaming industry, effectively bridging the gap between brand awareness and performance-based user acquisition.
- WEBTOON reaches a global audience of 160 million monthly active users, 90% of whom are under the age of 35, providing direct access to a core gaming demographic.
- The platform’s 'Coin Hunter' offerwall tool currently generates 10,000 verified Steam wishlist additions per week, demonstrating its capacity for measurable lower-funnel conversion.
- Brands can integrate into existing comic narratives through branded epilogues and creator partnerships, moving away from disruptive advertising to achieve higher engagement rates.
Deconstructor of FunAug 2026
Two & a Half Gamers46 min
🎯 The 2026 D2C Survey: Why 41% of studios still DON'T have a web store (and why they're wrong)
The mobile gaming industry is currently undergoing a strategic pivot toward direct-to-consumer (D2C) channels, with 59% of studios now operating web stores.
- Direct-to-consumer (D2C) web stores now account for 30% to 46% of total revenue for studios that have successfully integrated them.
- While 59% of mobile studios currently operate web stores, 41% remain hesitant due to perceived technical, legal, and platform-friction barriers.
- Studios are shifting their primary D2C motivation from margin optimization to gaining brand visibility, first-party customer data, and control over pricing and promotional strategies.
Two & a Half GamersAug 2026