New Partnerships
UMX Studio partners with Audiomob for in-game audio ads
Collaboration aims to enhance player experience while opening new revenue streams
Acqusitions
Aonic acquires Prime Insights in $250m deal to build global rewards platform
Prime Insights CEO Benjamin Ritzka stays on and reinvests to become a top Aonic shareholder
New Offerings
Unity launches Ad Quality as a free standalone SDK for all publishers
The tool gives developers transparency and control over in-game ads across 25 networks
Podcast | Episode 63
The Esports World Cup unpacked and lightning strikes twice for Supercell | Week in Mobile Games podcast
The PocketGamer.biz podcast team give you the state of play every week. Here's where to get it and what's inside this week's episode 63...
A New Vector?
Unity pins hopes on Vector AI ads platform to spark revenue growth
CEO Matt Bromberg claims inflection point despite revenue decline
How Oem Ads Can Deliver
User acquisition’s next level: How mobile OEM advertising is changing the game
"OEM channels allow marketers to reach users at crucial points, such as during device activation, system-level app discovery, and through native notifications."
Ua Truths
Why ad quality is the only game worth playing
The truth behind those bad ads that see installs rise at the risk of retention
Machine Learning
The revolutionary impact of machine learning on mobile advertising
"The adoption of machine learning in mobile advertising has accelerated dramatically following breakthrough AI technologies"
The Power Of Playables
Interactive ads surge 20% among top apps as advertisers bet big on playables
Liftoff’s latest report shows the playable ads formats grew eight times higher than non-playables for top spenders last year
Playable Ads For Mid & Hardcore
How to build great playable ads for midcore/hardcore games
"The ad we produced together allowed users to experiment with how different character combinations impact the battle experience"
Marketing Merge Mansion
How Metacore cracked Japan's mobile market with Merge Mansion
Shuhei Watanabe discusses advertising campaigns, cultural differences in Asia, and Merge Mansion’s successful marketing strategy
Ai Enhanced Ads
Enhancing ad performance with GeeMee's AI-powered advertising solution
Find out how GeeMee is enhancing ad impact through technological innovation, giving developers a competitive edge
Solitaire's Secret Sauce
Why are the world's top games publishers making solitaire games and has Playtika already won?
As solitaire installs rise for seven consecutive years to a record-breaking 347m, we ask game design consultant Jakub Remiar for further insight
Making Playtime More Rewarding
MAF’s Play2Earn launches on iOS, outperforming multi-reward by +80% ROAS
MAF’s Play2Earn for iOS is outperforming traditional multi-reward setups. Discover how it delivers +80% ROAS and redefines what rewarded ads can do on iOS
Anzu And Amex
Amex Ventures invests in in-game ads firm Anzu
The investment will help Anzu scale faster in key segments
Power Of Playables
Playable ads: When ads feel like experiences, not interruptions
AdQuantum Design’s creative production director Ivan Razmakhov talks playable ads, seamless experiences and potential developments
Partnerships
Moloco and Xiaomi partner to expand global ad reach with machine learning
Brazil, India, Turkey, and Germany account for most of Xiaomi’s ad exposure
Industry Insights
How France’s antitrust ruling could give a boost to app retargeting
Jenny Lin looks at the implications for app marketers of the French Regulator’s decision to fine Apple over its use of the App Tracking Transparency feature
In-game Advertising
Report: Mobile leads in reach while PC and console drive deeper ad engagement
New report from Anzu finds that advertisers can benefit by combining the deep engagement of PC and console with the broad reach of mobile
Podcast | Episode 51
Regulators poke the Apple and Google monopoly bear | Week in Mobile Games podcast
The PocketGamer.biz podcast team give you the state of play every week. Here's where to get it and what's inside this week's episode 51...
Rewarded Ua
Gamelight named as a top ROI-driving UA channel in Singular’s ROI Index 2025
Gamelight is among the best-performing platforms in terms of return on investment, scale, and campaign efficiency
Job Losses
Machine Zone CEO out as AppLovin lays off 97 staff
Machine Zone CEO and design director out as ad tech firm makes another round of job cuts
Fixing The Bad Ads Problem
Bad ads are killing the mobile gaming experience - here's how we fix it
Malicious. Sexist. Misleading - and often unskippable. How do we fix the mobile ads problem?
Tiktok Lovin
AppLovin wants to partner with "undermonetised" TikTok globally
CEO Adam Foroughi opens up on the ad tech firm's interest in acquiring TikTok and its plans for the video-sharing platform
Industry Insights
Mastering the ad experience: Three KPIs to track
Unity’s Amir Tapiro shares insight on three important KPIs to track for a healthy ad experience
Ai Platform
AI-powered ad creative platform INCYMO.AI launches
"AI won’t replace those who embrace it — it will replace those who fear it"
Short Report
AppLovin shares dive 19% after latest short-seller report
Muddy Waters claims ad tech firm violates platforms' terms and conditions; AppLovin CEO says it's "easy to discredit a short report like this in minutes"
New Partnerships
Anzu and Claritas partner to offer improved attribution metrics for in-game ads
The partnership aims to bring transparency and performance optimisation to in-game advertising
Podcast | Episode 44
AppLovin vs. short-sellers | Week in Mobile Games podcast
The PocketGamer.biz podcast team give you the state of play every week. Here's where to get it and and what's inside this week's episode 44...
Short Reports
AppLovin labels short-seller reports “nefarious” and “misleading” as shares sink
Ad tech firm goes on the offensive after research companies make series of accusations against its business practices
Company Restructure
Unity cut workforce to 4,987 staff in 2024 at cost of $214m
Game engine and ads firm also appears to have closed 23 offices last year
Financials
Unity revenue falls 25% in Q4 as engine and ads segments see declines
Game engine division Create Solution saw sales fall 47% Y/Y
Ads Vs Apps
AppLovin to sell apps business for $900m as it focuses on ads
But ads firm didn't disclose which company would acquire its games portfolio
New Partnerships
Xsolla partners with AppsFlyer for improved web shop analytics and ad tracking
Deal aims to provide improved ad tracking for web shop purchases
Global Games Marketing Trends
SocialPeta released mobile game white paper: global mobile game advertisers surpass 250,000
SocialPeta's 2024 Global Mobile Games Marketing Trends & Insights White Paper features insights from industry leaders at Google, AdQuantum, App Masters, Gamelight and many more
Power Of Ai
Nefta set to unveil new AI-powered ad platform at Pocket Gamer Connects London
Nefta’s AI agents categorises games based on their style and genre, making it easier for game makers to market them effectively
In-game Advertising
Audiomob launches new CPI audio ad product for mobile game developers
The product is powered by algorithms that personalise ads based on factors like location, time, device, and user behaviour
Speaker Spotlight
Nefta's Daniel Bowen on embracing new tech and opportunities in advertising
The firm's VP of sales will be speaking at Pocket Gamer Connects London, which takes place on January 20th to 21st
Podcast
How to keep players loyal, playing, and paying in a crowded market | Podcast
The PocketGamer.biz podcast team and guests give you the state of play every week. Here's where to get it and what's inside this week's episode…
Levelplay X Bigo Ads: Win-win
BIGO Ads Integrates with Unity LevelPlay: Boosting Revenue for Mobile Game Developers
Global Demand Meets Massive Traffic: A Win-Win for Developers and Advertisers
Game Ads
Creative trend: The evolution of the near-death snake experience in game ads
In this regular column UA and marketing expert Matej Lančarič shares his thoughts on some of the biggest topics in games
Sale Boost
Zynga sells Chartboost to LoopMe
Publisher had previously bought mobile ads and monetisation platform in a $250 million deal in 2021
Loot Box Investigation
Are the UK's top grossing mobile games really breaking loot box rules?
We delve into the BBC's claims that only two out of the top 45 revenue-generating titles are following the ASA's rules on loot box disclosures
Rewarded Ua
The rise of rewarded user acquisition platforms
Almedia CEO and founder Moritz Holländer delves into one of the industry's hottest trends in 2024
No Bs Fridays
The celebrity effect in mobile game advertising: When stars collide with games
In this regular column UA and marketing expert Matej Lančarič shares his thoughts on some of the biggest topics in games
Ai Ads
Reforged Labs begins open beta for generative AI-created mobile game ads following $3.9m investment
The open beta allows developers to upload gameplay and automate animated, voiced game ads
Job News
Almedia goes on recruitment drive with 17 new hires
Hires form part of Almedia's growth plans across Europe and North America over the next year
Stars Of The Show
Monopoly Go star-powered ad campaign summons Will Ferrell, Chris Pratt, Jason Momoa and Keke Palmer
Will Ferrell’s role as Mr. Monopoly will be an ongoing one as part of a "long-term creative concept"
Rewarded Ua
How Almedia is riding the rewarded play wave
Freecash has become one of the top newcomers in the rewarded user acquisition space that has taken off this year
Ad Advice
Creative fatigue in mobile games marketing: How to identify and combat it
AdQuantum’s Anton Kuzmin shares how you can avoid creative fatigue and keep your audience engaged