Liftoff(Vungle)7 Insights From Our Q&A With Rovio’s Kentaro Sugiura and Liftoff’s Christie Crable
Summary
Mobile user acquisition (UA) is increasingly competitive, requiring regular product updates and minigames to sustain engagement and appeal to diverse players. UA managers now play a key role in game development by analyzing data to identify successful features. User-generated content (UGC) on platforms like TikTok helps reach younger audiences, while longer video ads improve retention by accurately representing gameplay.
Different platforms serve varied goals: TikTok for awareness, DSPs for measurable outcomes like retention. Generative AI aids in scaling creatives and data analysis but requires quality inputs to enhance workflows effectively.
You Might Also Like
AppsFlyerThe marketer’s guide to first-party data
First-party data, collected directly from users with consent, is crucial for marketers due to privacy regulations limiting third-party data. It enables accurate personalization, compliance, and cost savings. Key steps include ethical collection, maintaining clean data, and using it internally for product/marketing optimization and externally via commerce media networks.
AdjustHow to launch and scale puzzle & match 3 games | Adjust
Puzzle and match 3 games remain a profitable segment, with 9.7 billion downloads in 2024 and 14% YoY IAP revenue growth. Key opportunities lie in LATAM and MENA, where session growth is high. Rising CPI and CPM emphasize the need for efficient UA. Incrementality testing and predictive LTV are critical for optimizing ad spend, ensuring budgets target high-value users. Adjust's tools—Measure, InSight, and Recommend—provide attribution, incrementality testing, and pLTV modeling to maximize ROI.
AppsFlyerThe marketer’s guide to buying an MMP
This guide helps app marketers select a Mobile Measurement Partner (MMP) by covering essential features like privacy-first measurement, unified attribution, fraud protection, and advanced analytics. It emphasizes choosing an MMP that integrates easily, scales with business growth, and provides reliable data for optimizing marketing ROI across teams.
SensorTowerSensor Tower APAC Awards 2024
Mobile users spent $150B on App Store and Google Play in 2024, up 13% YoY. APAC publishers dominate the top 100 highest-grossing mobile publishers globally. Key trends: short drama apps and hyper-casual games thrive; AI boosts productivity in education; mobile apps enable cross-border communication. Sensor Tower APAC Awards 2024 highlight standout games and apps from the region, recognizing innovation in user experience and market insights.
AppsFlyer2025 App Marketer Survey
The mobile advertising industry is optimistic heading into 2025, with 80% of marketers expecting the year to be as strong or stronger than 2024. Non-gaming apps are driving growth, with downloads up 12% YoY and IAP revenue increasing 20%+. Marketers are prioritizing profitability and ROAS, with over half reporting more aggressive KPIs. Generative AI is already benefiting creative production and optimization. iOS re-engagement remains underleveraged, and most marketers are still adapting to SKAN. Budgets are increasing, with a focus on ad networks and self-attributing networks.
TikTokTikTok Advertising Blog: Find Product Updates, Insights & Tips
TikTok is offering new advertisers up to $6,000 in ad credits through a tiered spend incentive ($100/$500/$1500) that includes 1-to-1 expert support at the top tier. However, eligibility is restricted to new SMB self-serve accounts, and credits expire. Alongside the offer, TikTok has rolled out several ad tech innovations—Symphony AI creative suite, Streaming Ads, Agentic Hub, Market Scope, and new MMM data—that provide actionable opportunities for testing and scaling performance. Ad ops teams should review eligibility criteria carefully and consider leveraging these tools to maximize ROI during the promotional window.
UnityExtend Your Holiday Success: Q5 Strategies for Mobile User Acquisition | Unity
Unity trademarks are owned by Unity Technologies. Other names and brands are trademarks of their respective owners. This notice clarifies trademark rights in advertising.
TikTokTikTok Advertising Blog: Find Product Updates, Insights & Tips
TikTok for Business is rapidly expanding its ad tech stack with AI-powered creative tools, new ad formats, and enhanced measurement. Key updates include the Symphony creative suite with Dreamina Seedance 2.5, the Agentic Hub for AI-managed campaigns, Streaming Ads for subscription growth, and GMV Max for TikTok Shop ROI. New analytics via Market Scope and the Attribution Portfolio promise deeper audience insights and full-funnel measurement. Salesforce CRM integration streamlines lead transfer. A limited-time offer provides up to $1500 in ad credits for new advertisers, incentivizing adoption of these advanced solutions.
More from Liftoff(Vungle)
A lighter SDK, without the trade-offs
The Liftoff Monetize SDK combines a minimal footprint with full monetization power. Under 1 MB on Android and 5.12 MB on...
The World Cup audience doesn’t disappear during halftime. It picks up a phone.
World Cup data from Liftoff's SSP shows ad impressions in sports scoring apps nearly doubled (+90%) and unique audience ...
Madison Avenue is missing out on in-app advertising
In-app mobile advertising is held back by three myths: low-quality inventory, intrusive ad formats, and reliance on Big ...
Is All Supply Created Equal? The Case for Choosing DSPs Based on Model Intelligence vs Inventory
Treating DSPs as interchangeable commoditizes ad buying. In reality, models differ sharply: two DSPs can view the same i...
In the Age of AI, Creative Taste Is the Last True Moat
Mobile marketing teams are scrutinizing whether AI improves creative output or just increases volume. Key insights: inad...
A Year of Spend Shifts: Inside the 2026 Finance & Crypto App Benchmark
The 2026 Finance & Crypto App Performance Benchmark reveals a 47% increase in UA spend and 2.15x re-engagement spend in ...