Claire Rozain 🏳️🔜PGC LONDON’s Post

The top four channels of AppsFlyer’s performance index benefit from sitting at the bottom of the funnel, which is what AppsFlyer MMP is tuned to measure, while giving zero credit to top and mid funnel channels with different forms of user interaction like Meta, TikTok, Snapchat (i.e. scrolling). Interested in alternative measurement solution which includes a holistic approach to full-funnel measurement? Ask me about MetricWorks

In today’s hybrid-casual landscape, studios that take several years to develop a mobile game are falling behind for a few key reasons. Speed to market has become critical, and big studios can’t compete with agile teams that can produce and iterate quickly. Here’s why: 1/ Competitive Advantage Through Speed: Rapid development cycles allow smaller studios to capitalize on trends, design innovations, and adtech advancements while they’re hot. This ability to pivot and iterate quickly gives them a competitive edge in a fast-evolving market, whereas games stuck in multi-year production cycles risk becoming outdated by the time they launch. 2/ Admon DSPs Learning Phases: New releases benefit from the exploration phase, where ad networks experiment with placements, formats, and audiences at higher eCPM. 3/ Almost no admon historical learnings: Today’s ad formats are more interactive and gamified, enhancing engagement. Hybrid-casual games that integrate seamlessly into these ad networks achieve faster growth, as they’re designed for quick iterations and monetization testing. The more traditional approach of bigger studios limits their ability to keep pace with these ad innovations, often resulting in lower conversion rates and less effective ad spend and the reality is that being best in class in admon to have immediate cashflow and generate growth is now a must. An Admon test much more simple than a product test to launch (without any dev involved) can double your ARPDAU. 4/ Traffic Sources and Genre Blacklisting: Long development cycles mean that by the time a game is finally released, it may be blacklisted from valuable ad sources within the same genre, as networks prioritize fresher titles. This reduces the available reach and exposure, effectively squeezing out studios that can’t keep up with rapid deployment cycles. With ad network share-of-voice now a top media spend factor according to AppsFlyer performance index, UA teams need to leverage adnetwork channel fast and efficiently for those new games to capture the most valuable audience prior being blocked as competitors ad in my game can cause churn. 5/ Operational and Design Gaps in admon: Many traditional studios lack the design agility and operational knowledge needed to succeed in the hybrid-casual space. Hybrid games require continuous testing, ad optimization, and fast data-driven iteration—skills that studios accustomed to long development cycles often underutilize. For any mobile game studio, success now hinges on rapid time-to-market, flexibility, and a deep understanding of UA and ad network dynamics.

📊 Exciting news for mobile publishers! The 'From Hyper to Hybrid in 2024' report has just been upgraded with a major update, packed with fresh insights to fuel your growth strategies. Now, the report showcases the top ad networks boasting the lowest CPIs across key countries, on both #Android and #iOS platforms. Curious to see what the breakdown for India looks like on Android? Find the sneak peek below👇 Check out similar breakdowns for other crucial countries like USA, Brazil, Japan, China, and many more here: https://lnkd.in/ePpANVuH Mintegral Unity Google Ads (Google Partner) AppLovin ironSource Meta for Business #benchmark #adnetworks #CPI #mobilepublishers #mobilegaming #hypercasualgames

Apple enters a huge iGaming market with their new app. Apple Sports will provide live stats, results and most importantly - live odds. Everyone, who is working is the iGaming sector knows, how huge this market is and how diffucult is competition there. Mastodonts like Apple will definetely play a part in the ecosystem, with their resourses, loyal audience and positive company profile - this new app can bring a lot of changes in the current iGaming industry. Just think about it: how many people will try to search for live odds/other info in the 3d party apps/web, when they can get it directrly in the official Apple App? Even on lock screen? Ofcourse, this will take time, but Apple has both the resources and time in their hands. Even right now Apple Sports is #1 in Apple Store - 24 hours after release. First, Mask's X, now Apple - this market attracting really big players now. Future of this segment is really interesting. #apple #iphone #igaming

Discover how our team helped a US media company to upgrade their virtual network that would unite artists, event managers, and fans, and reach the Daily Active Users increase of 40% and the revenue growth x2 in the first month: https://lnkd.in/dsUeceXW 🎸 #virtual #media #mediasolutions #virtualplatform #android #softwaredevelopment #dailyactiveusers #businessgrowth #revenue #upgrade

Notes from Play is out, capping off an exciting year for Google Play! 2024 has gone by so quickly, but moments like this remind me how important it is for us to pause and reflect on all that we’ve accomplished together.  Watch our end-of-year recap video featuring Sam Bright, VP & GM, Google Play + Developer Ecosystem or read about it at g.co/play/notes to see the strides we’ve made to support developers.  Here’s some highlights: • Confident launches: New tools to help avoid issues before launch, so that you can put your best foot forward with users • Accelerated growth: AI-powered discovery and enhanced store listings, because great apps deserve to be spotlighted • Deeper engagement: Collections that give people easier access to engage with your apps directly on their home screens • Optimized revenue: Expanded payment options for diverse needs, so that you can run your business your way • Reinforced trust: Robust security measures to protect your business, giving you peace of mind in knowing your users are protected • Investment in our community: Programs like the Indie Games Accelerator and the Indie Games Fund to create more opportunities for developers to shine It’s been heart warming to see the impact of these various initiatives and I can’t wait to see what innovative apps and games this community will create with our tools in the year ahead!  Let's Go Play! #GooglePlay

🎮 Mobile Game Market Insight: Golden Timing of In-App Purchases >>> https://bit.ly/4cYona3 - What is the Golden Timing? - How to Seize the Golden Timing? - What If the Timing is Missing? #IAP #InAppPurchase #AppStore #GooglePlay #gamemarketing #gamedesign

📱 As the smartphone has become an integral part of the rising debate in the present world, every person has carrying him and almost always active on it. 📻 Also, the rise of OTT platforms have increased so many possibilities for the person to use the apps while doing many things. 🏟 Now there are many cricket fans (including me) who are having apps like Disney+ Hotstar as the essential ones in their list when the cricket season like the reputed #BorderGavaskarTrophy is on. But here, after so many years, there is a feature seems missing that you can not hear 🎧 the app when you have made a screen lock of the phone. Now imagine when you are working like cooking, washing clothes or doing your dishes or something else, you can not watch the screen but want to listen to the match when the phone is in your pocket. Right now, to listen this you need to have the screen on when it is in your pocket and sometimes the unwanted touches makes a mess and you might make multiple big mistakes. It is a high time that the app must have that kind of a feature which people can get in an audio player app where the users can listen to the content even though the screen is locked. Hope that will be seen soon. #feature #mobileapp #featurerequest

In the last few weeks, I've received several questions about the marketability of mobile games, particularly regarding 𝐍𝐞𝐱𝐭 𝐝𝐚𝐲 retention rates. What constitutes a really good (and achievable) next day retention rate across different genres? 𝐃𝐚𝐭𝐚 𝐢𝐧𝐬𝐢𝐠𝐡𝐭𝐬 To address this, I'd like to share some insights. I've compiled data from discussions with many developers (thanks to my extensive network in the industry, built through past activities with Google teams in Europe, Brazil, China, Vietnam, India, and Africa), along with data occasionally shared by Google Play teams (ie. genre reports some time ago) At the attached chart, you'll find ranges for Day 2 retention rates (where the install day is considered Day 1) 𝐋𝐢𝐦𝐢𝐭𝐚𝐭𝐢𝐨𝐧𝐬 𝐚𝐧𝐝 𝐚𝐬𝐭𝐞𝐫𝐢𝐬𝐤𝐬 Of course from the start I will add a few asterisks:   ✱ This is my personal view based on limited data points. Please treat this information with caution, as in some cases, it relies on a very small sample size.  ✱ Typically, Android versions have slightly lower retention rates than average, while iOS versions have slightly higher rates  ✱ It's important to note that game genres and subgenres encompass a wide array of titles with significant differences. Some genres and subgenres are less clearly defined.  ✱ These are averages taken from T1 markets. In most cases, these rates will be slightly lower for T2 and T3 markets. At the same time, it would be great to hear any feedback: - ✅ Is it useful in this form anyway? If yes, feel free to reshare, comment, add "Like" - ✅ Do you agree or disagree with some of the points? It would be great to improve this based on your views and data #mobilegaming #mobilegames #data #marketability #gaming

🎧Listen to Faheem break down innovative #AppMarketing strategies like Rewarded Playtime, AppSamurai DSP, and OEM with Pathmonk! Learn how we help mobile games and apps grow their user base and boost revenue: https://bit.ly/3YsKnEn #AppSamurai #OneStopShop #UserAcquisition