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
World Number One
Gamelight recognised as #1 rewarded source in latest AppsFlyer Performance Index
AI-powered UA specialist Gamelight has been named the number one rewarded source - globally - in the latest AppsFlyer Performance Index
Social Superfans
Windwalk raises $4.5 million and launches "superfan" social software platform Harbor
Harbor is a hub for superfans in games, music and more
Ai Insight
How AI will shape the games industry: Exclusive insights from our AI Gamechangers newsletter
Get our AI Gamechangers newsletter for interviews and news about AI's impact on the games scene
Ua Advice
2024 UA Playbook: Diversifying beyond traditional channels and the rise of rewarded play
UA and marketing expert Matej Lančarič shares some best practices and top tips
Treasure Trove
AI-powered Treasure Play to reward players for finding new games
The platform aims to support mobile developers’ growth ambitions with UA and engagement tools
Mobile Matters
Mobile games an "integral element" of EA’s growth strategy but barely acknowledged at Investor Day
CFO Stuart Canfield did, however, discuss mobile’s potential to reach a wider audience
Case Study
How The Experimentation Group and Shallot Games increased Coffee Golf’s RPI by 75%
Tom Storr shares how consultancy group The Experimentation Group and Shallot Games successfully turned Coffee Golf around
Women In Games
From Candy Crush to Love & Pies: Trailmix’s Philippa Layburn shares her mobile marketing journey
As part of the Women In Games series, Liftoff speaks to Philippa Layburn, User Acquisition Lead at Trailmix Games about her career, the challenges of UA and the changing face of the games market
Profit Plummet
Huuuge Games’ profits down 30.6% YoY but top games hit major milestones
Despite declines in revenue and profit this Q2 Huuuge Casino and Billionaire Casino both surpassed $2 billion in lifetime revenue
Industry Spotlight
Developer Stories: Trailmix’s Philippa Layburn on her career in games and playing a part in powering Love & Pies’ success
In our developer stories series, we highlight the talented team members currently working in the games industry
Podcast
TapNation’s tips for 1bn downloads in under five years with CMO, Vincent Février | 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…
Engaging Audiences
How to engage with a broader audience in today’s tougher games climate
Proxima AI’s CEO Alex Song on how developers should adapt to market changes and the increasing role of social media
Industry Insights
Why Lifetime IRR is better than ROAS for measuring marketing performance
Mobile Finance Collective's Martin Macmillan on why marketeers should swap ROAS for an IRR-based approach when UA spending at scale
Mobile Marketing
Why attribution and marketing mix modelling aren't delivering results for games marketers
Incrmntal CEO and co-founder Maor Sadra delves into the mobile marketing landscape and analyses privacy challenges and solutions for campaigns
Podcast | Episode 19
Is Squad Busters a success or failure? | 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 19...
Podcast | Episode 16
Stop sexist UA ads, and is Netflix's games division falling off the rails? | 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 16...
Ditching Fatalism
Using first-party data: Your gold mine of insights, opportunities, and strategic potential
There's no point in fretting about tighter privacy. Nefta’s Fernando Pernica has all the advice you need to make best use of the data you already have
Ua Scaling
Game Analysis: Exploring Rivergame’s Last War UA scaling strategy
How does a game earn $2 million and 200k downloads a day? Game design consultant Jakub Remiar shares a deep dive into Last War's unique features and UA strategy
Revenue Share
How revenue sharing can support free-to-play
Zebedee’s CSO Ben Cousens discusses how times are changing and how strategies towards monetisation and UA need to change
Going Digital
Mattel’s Mike DeLaet on their big push into games and why the focus is mobile
“We are focused on mobile platforms and will be working very hard to create some of the most entertaining and engaging products on the market.”
Hot Five
Hot Five: Monopoly GO’s next-level UA, Supercell’s psychological analysis, and AI use for NPC dialogue
Our quick-fix roundup of the hottest stories on PocketGamer.biz
Week That Was
Week in Views - The return of M&A, killing your darlings and Monopoly WHOA!
The Pocketgamer.biz team pick their highlights from the headlines this week and deliver the stories behind the stories
Billion Brilliance
Monopoly GO makes $2 billion in 10 months with "less than a quarter" of that spent on UA
Over 70% of the game's 10 million+ players play the game every day
Think Games Istanbul
Is Monopoly GO actually making any money?
Or are UA costs outrunning the games growth and popularity that we see on the surface? Scopely's SVP of marketing Jamie Berger sets the record straight
Deconstructing The Future
Deconstructor of Fun's 2024 predictions: AI transforms the games industry, DMA will make Apple bleed, and UA recovers
Eric Kress and Michail Katkoff share their views on where the games industry is headed in 2024
App Marketer Insights
What game marketers need to know about driving user acquisition through ad campaigns
Liftoff's VP of Global Sales, Joey Fulcher dives into the results of the company's recent survey to lift the lid on why App Marketers are optimistic about the future - despite market challenges
Multi-platform
Why gaming is going cross-platform and how to tackle the user acquisition problem
Adjust’s Gijsbert Pols and Upptic’s Warren Woodward discuss the growing importance of cross-platform gaming