User Acquisition

My first app at serious scale During the first half of 2026, I spent quite some time managing UA for my first app at serious scale. Think multiple millions in monthly ad spend. I had managed these kinds of budgets for ga…

The other day I had a conversation with three co-founders, for which we ran their first UA campaign for a newly released title. The game is actually close to my own interests and I enjoy playing it on weekends. Maybe it…

We took a close look at how mobile gaming changed in the first quarter of 2025 compared to last year. It’s clear the market is shifting, and not always in the ways you might expect.  Overall, downloads dropped on bo…

For every studio – the collaboration between User Acquisition (UA) and Product is essential to achieve success. By aligning UA strategies with product development goals, studios can create games that identify potential i…

In the world of game marketing, visuals are everything. To captivate players and drive conversions, your game banners need to stand out. This guide will show you how to leverage AI tools like Midjourney to craft high-qua…

Mobile gaming companies are facing tougher times than ever, with layoffs becoming a weekly occurrence. Adding to the challenge, the EU is tightening regulations on data collection and pushing to dismantle the duopoly of…

Every year around June during the WWDC, since the release of the SKAdNetwork (SKAN) back in 2021, Apple announces a new version of SKAN. This year instead of the anticipated SKAN 5.0, Apple surprisingly came up with the…

Understanding the Changes In response to the European Commission’s Digital Markets Act (DMA), Google Ads is tightening its regulations on user data. This means advertisers using Google solutions must now obtain and commu…

So, Google has decided that what the world of marketing needs is Gemini in its Performance Max suit: they are making their asset generation available everywhere, beginning with English, and they will add more languages s…

Google Play will start supporting more real-money gaming (RMG) apps starting June 2024 beginning in India, Mexico and Brazil. Yes, you heard right. It’s like suddenly finding out your quiet neighbor throws the wildest pa…