two & a half gamers session #24 – 1 year after IDFA Apocalypse. State of the UA, Admon & retargeting

Matej Lančarič, July 19 2022

Welcome to our #24 episode of two & half gamers! In this episode we covered various topics:

We will be discussing one year after the IDFA “apocalypse” & tectonic shifts happened. Everything UA, Ad monetisation, retargeting and Skan 4.0 related. Whoop whoop!

2:34 How did our day to day job changed after IDFA bullshit happened?
8:05 Felix, you had some (secret) tips and tricks on how to increase it. Could you share? Why should companies test out pre-prompt windows?
12:10 How do gaming companies look at retargeting in general? Or, how was it before IDFA and how is it now? Is it a significant % of their spend?
13:20 How to incorporate retargeting spend into UA costs / CPIs?
16:44 How do MMP approach retargeting?
19:47 Retargeting & control groups!
20:16 How to approach retargeting on iOS?
22:52 UA & Retargeting is dead
24:06 Were companies pulling back spend on iOS?
26:27 Apple recently announced SKAN 4.0. Without going too geeky, what can we expect? How are these changes going to affect measurement?
31:00 Tip for SKAN 4.0
32:00 No SKAN no problem for retargeting
32:30 Creative testing on retargeting
33:30 Which game genres have the highest opt-in rates from what you can see? And why?
35:00 Singular Product innovations for iOS
36:50 IDFA dinosaurs vs Google privacy sandbox
41:00 iOS LTV prediction
42:00 last comments, tips & tricks, recommendations

Panelists: Kate Lovejoy, Niels Beenen, Felix Braberg, Matej Lančarič,

Listen in to learn more!

Please share feedback and comments – matej@lancaric.me

Latest news

Alien Invasion case study: How to scale a game with a small UA team

Let’s start with introducing the company that originally developed the game – Multicast Games. Multicast Games is a small team of mobile game creators from Cyprus. They sell casual and mid-core games worldwide, like Alien Invasion. Alien Invasion A mobile game created by Multicast Games, later sold to CrazyLabs Genre: Hypercasual Monetization: 50% in-app, 50% […]

How to stop sexist creatives in User Acquisition

There is no room in User Acquisition for exploiting creatives in a sexist, women attacking and rape suggesting way. Stop with sexist ads now!

The Art of Diversification: Alternative Mobile UA Channels for 2024

Mastering Facebook and Google are table stakes in mobile UA. But when the economy faces a downturn, you have to get creative. It shifts from growth-first to more scrutinized, shorter payback windows. The main benefit is diversification. More channels mean more experimentation and maybe a new and profitable channel. And when one channel suddenly stops […]

Squad Busters Soft launch & Global launch case study

Supercell has announced the global launch date of Squad Busters, the developer’s ambitious new mobile game. Oh boy. I fucking love this game! What is Squad Busters? Imagine a multiverse of all of Supercell’s previously released games. And the characters from these games all converged into one single battle arena. This is Squad Busters. The […]

Is Supercell Super Back? UA Lessons We Can Learn

Back in the day, Supercell ads were crazy. It really made you stop and think “how can a mobile game afford Liam Neeson?” Clash of Clans, Boom Beach, and Brawl Stars are all in the star-studded lineup of one of the most recognizable gaming developers in the world. Their impact is undeniable. It was unthinkable […]

Beginner’s Guide to Mobile User Acquisition: The No-Bullshit Guide

A city-building simulation game set in an ice and snow apocalypse. As the chief of the last town on Earth, you have to gather resources and rebuild society. Collect resources, assign workers, explore the wilderness, conquer tough surroundings, and use various methods in order to survive.

Contact

User acquisition mobile games consulting

Gentlemen’s s.r.o., Cukrová 2376/6, 811 08 Bratislava, Slovakia
IČO: 47877138, DIČ: 2024137797, IČ DPH: SK2024137797