A New Vector?
Unity pins hopes on Vector AI ads platform to spark revenue growth
CEO Matt Bromberg claims inflection point despite revenue decline
Lean Ai Driven Ua Strategies
UA is broken - Here’s how developers can fix it without hiring a bigger team
MStars.AI marketing director Efrain Aldaz explains the shift toward lean, AI-driven strategies
Pgc Barcelona
Tilting Point’s Sylvain Etard talks rewarded platforms, retargeting and the "UA jungle"
Etard spoke at PGC Barcelona 2025, revealing insights into reaching users
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
Ambitions And Aspirations
"We had no idea what we were doing": Herman Narula on Improbable's early years and its future
The Improbable co-founder and CEO discusses the UK company's journey, industry trends, and advice for founders
The Future Of Rewarded Ua
Beyond the initial engagement: Almedia's VP of Product on data-driven rewarded UA
"I said earlier that not all users are equal, but with deep data and a better understanding of player behaviour, it’s possible to encourage users to become more valuable"
Pgc Barcelona
The value of retargeting players and when to do it
RTB House gaming account director Vera Manhoso talks data preparation and integrating an MMP at PGC Barcelona 2025
Growing Trend
Embedded finance: A new breed of lending products in mobile games and apps
Mobile Finance Collective founder Martin Macmillan shares his insights on a new financing mechanic for games that hasn’t been seen before
Industry Insights
VCs launching credit funds: Opportunities and conflicts
Mobile Finance Collective's Martin Macmillan on the growing trend of venture capital firms launching credit funds to finance user acquisition
Industry Insights
How UA expert Claire Rozain scales creative production with AI
Rozain will be attending Pocket Gamer Connects Barcelona which takes place on June 3rd and 4th
New Offerings
AppOnBoard launches Quvy to speed up user acquisition
“Discoverability shouldn’t be limited to those with the biggest budgets”
New Offerings
Mistplay launches LoyaltyPlay to help mobile publishers boost retention and monetisation
Rewards hub is currently available to iPhone users in the US
New Offerings
Adjust launches beta for AI-powered Growth Copilot for marketers
The AppLovin subsidiary claims its platform represents a new class of AI for growth teams
Mobile Mavens
How to launch a new game in 2025
Our Mobile Mavens share insights and advice on launching a new game in today’s market
New Offerings
Aarki launches privacy-first mobile growth platform Encore
Service provides support for UA and retargeting
Ai Insights
AI creative production performance: What can we learn from it
Claire Rozain shares her insights on launching AI ads and how to build a system that learns
Company Spotlight
Company Spotlight: Almedia
Find out more about Almedia, the Berlin-based rewarded user acquisition and loyalty platform, which also is the fastest-growing ad company in Europe
New Partnerships
Reach Labs and B3 partner to power user discovery in open games ecosystem
The platform will harness social network effects and financial incentives
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
Marketing Strategies
Dream Games taps LeBron James, Jimmy Fallon, Shakira and more for Royal Kingdom marketing campaigns
Actors from The Big Bang Theory also brought in for celebrating marketing campaigns
Pgc London 2025
"Sometimes increasing your marketing budget doesn’t mean you’re going to scale up"
Adjust head of sales, central Europe Cansu Agaoglu talks the "science of success" at PGC London 2025
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"
Funding For Games
Tilting Point launches $150m UA fund to support game developers
Developers retain “full autonomy" over their marketing strategies
Week In Views
Apple’s ATT privacy policies finally face the music, and Pokémon GO’s stellar Unova event | Week in Views
The Pocketgamer.biz team pick their highlights from the headlines this week and deliver the stories behind the stories
Achievement
Rewarded play platform Almedia ranks as Europe’s third fastest-growing company in FT1000 listing
Rewarded play firm’s inclusion highlights its impressive 18,773.2% growth between 2020 and 2023
Capturing Audiences
Why people click: The power of creative hooks
Supersonic creative lead Giacomo Maragliulo details how mobile game creatives make players click
Industry Insights
Boosting app engagement with retargeting: Proven tactics for games and beyond
Mintegral’s Jenny Lin shares why retargeting is such a popular tactic for games and e-commerce companies
Shares Surge
Unity shares rally 36% after earnings beat and new AI-powered ads platform
Unity’s market cap currently sits at $11.68bn, compared to rival AppLovin's $146.42bn
Rainbow Revenue
Rainbow Six Mobile revenue surges as Ubisoft chases a global launch
Ubisoft’s troubled mobile shooter gets a rise in downloads and player spending as publisher aims to improve title's fortunes
Sponsored
Mastering non-conventional UA channels - emergence, growth and trends for 2025
How important are non-conventional user acquisition channels in the game marketing mix today?
Partnership
Homa and Gnarly Game Studio on surpassing 100m downloads through the power of collaboration
Homa and Gnarly Game Studio released the action FPS game Agent Hunt and Frontline Heroes together
Week In Views
PGC London’s hot topics from GTA 6 hype to insights on AI, alternative app stores and UA | Week in Views
The Pocketgamer.biz team pick their highlights from the headlines this week and deliver the stories behind the stories
Women In Games
From Space Ape to Ubisoft and beyond: Saikala Sultanova shares her decade-long marketing journey
Liftoff invites inspirational women to discuss their achievements, challenges and aspirations. This time, we hear from Saikala Sultanova, Co-founder of the UA Society.
Pgc London 2025
Vera Manhoso: Focusing on UA is "holding back your mobile game" - focus on retargeting too
RTB House gaming account director Vera Manhoso talks UA and retargeting working in tandem
Pgc London 2025
PGC panel talks rewarded UA’s renaissance and the "clear" demands of users
Panellist Lenny Rabin advised against copying another game’s rewarded UA model, instead suggesting a focus on personal goals and targets
Understanding Ua
72% of mobile devs plan to increase UA spending in 2025 as reward-based campaigns rise
95% of those using reward-based marketing campaigns feel at a competitive advantage
Speaker Spotlight
AppLovin's Sarah Lafferty on the evolution of user acquisition in 2025 and beyond
"One of the biggest challenges for gaming companies is finding that delicate balance of monetising their apps in an effective manner, while still providing an enjoyable user experience..."
Trends
The evolution of pull-the-pin: Why is this a good thing for the games industry
In this regular column UA and marketing expert Matej Lančarič shares his thoughts on some of the biggest topics in games
Browser Games 101
GameDistribution: Expand Mobile Game Reach with Zero Acquisition Costs
Learn more about the opportunities for developers and publishers in the cross-platform browser market, with the help of GameDistribution by Azerion
Global Trends
Global Trends: Mattel163 CEO Amy Huang on accessibility, user acquisition, and DEI
We catch up with industry leaders to get their insights on the state of play in the games sector
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
New Offerings
My.Games launches MGVC Publishing with $100m marketing budget to scale mobile games
The new division is on the hunt for games in soft launch and released titles ready to scale
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
Tiktok Webinar
Watch: How to unlock your game’s next level with TikTok
Gain insights into live ops and marketing through TikTok during Q5 and beyond
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
Burning Out
Are developers burnt out on mobile?
Start-ups eye a new future for mobile games
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
Mobile Marketing
71% of marketing spend is focused on just 10 countries
A new study from Moloco suggests potential high-value users in many regions are being overlooked
Podcast | Episode 34
Subscription without upsell is death! And IDFA changes are good now? | 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 34...
A New Path Forward?
Why the ex-Supercell and King devs at Antihero think IDFA changes are a positive turn for the mobile games industry
CEO Brice Laville Saint-Martin discusses his new studio's big ambitions for social gaming and why the games industry lacks marketing innovation