Your strategy should include which ad networks you want to be visible on, with backups in case some of your chosen strategies and channels don’t work out. If you’re planning a UA campaign, you should plan at least three months ahead. Have a clear roadmap and build predictive models Below we've provided five of our top tips for the post-ATT landscape.ġ. It’s still possible to successfully scale good games using tools available to the masses. One big name, Playtika, even took an unprecedented step to temporarily suspend new releases “until the ROI for new games is economically viable”.ĭespite these challenges, all hope is not lost – far from it. Successfully growing a high-quality mobile game can require 10-15 specialist roles and a multitude of tools, and even major publishers are concerned. It’s harder than ever to launch and scale mobile titles, with marketers now needing to sift through complex datasets to find the best users. Fast-forward to 2023 and the reality couldn't be more different.
Two years ago, you’d plug in Facebook and an MMP, hire a freelance UA manager and watch your game reach 80% of its potential on a shoestring budget. The post-app tracking transparency (ATT) landscape, combined with post-pandemic and macro-economic dips, saw global mobile game player spend drop by 5% year-over-year (YoY) in 2022 – the first ever yearly decline. In this guest post CEO and founder at SuperScale, Ivan Trančík shares some insight into how to best scale your mobile game in a post-ATT market including keeping an eye on the competition and optimising your app store presence.Īpple’s changes to the accessibility of its identifier for advertisers (IDFA) upended the mobile market, sparking a massive shift in how users are acquired and games monetised. With changes to app tracking transparency studios need to evaluate and adapt their strategies to overcome these emerging challenges.
In an ever changing and complicated market it’s difficult for many to scale their games successfully.
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