Consumer Acquisition is seeing iOS revenue down 15-20% across their portfolio of companies, with different impacts for subgenres: the most impacted are games targeting narrow audiences (hunting whales) and apps monetizing with in-app ads.

💎 iOS revenue down since IDFA loss

What will be very important moving forward: onboarding flows, early monetization signals and a deep understanding of your personas (who you’re building for, what do they read/watch/listen to and their motivations in the external world). This will allow you to cluster creative and interest. Example of campaigns: targeting people that like to kill each other vs. people that like to relax vs. people that like to complete levels.

Onboarding and monetization

Upptic sees that on iOS, for certain apps, SDK Networks have started to represent a bigger proportion of the profitable spend than FB/Google. However a possible reason is that major networks are still relying on probabilistic attribution through MMPs, and this might not be a short-sighted approach.

Ad networks doing great (for now)

Some brands have a tendency to buy on a blended model, combining organic + paid. Smaller studios tend to focus on direct UA performance, so their KPIs will look worse because a large percentage of downloads are not tracked as well.

Harder for smaller studios

Read about it in the GameMakers newsletter: https://gamemakers.substack.com/ We talk about real-world data and the implications of IDFA deprecation. Now there has been a lot of VERY BAD information being published on this topic. So today we have with us 3 real-world practitioners and some real data about what’s actually happening. More specifically we will discuss: #1. Real world data and impact of IDFA Deprecation #2. Specific changes to how we do UA and Marketing based on the effects of IDFA Deprecation #3. Implications to product and monetization design #4. Who are likely winners & losers from these changes? SPEAKERS: 1. Brian Bowman, CEO of Consumer Acquisition: https://www.linkedin.com/in/brianbowman/ 2. Matej Lancaric, Independent UA & Marketing Consultant: https://www.linkedin.com/in/matejlancaric/ 3. Warren Woodward, Co-founder and Chief Growth Officer at Upptic: https://www.linkedin.com/in/warrendwoodward/ Overview: 0:00 Intro 2:15 Games Impact: Real Data 12:02 Winners, Models, Supercell 16:47 Algo Instability, Lookalikes 20:43 Google Performance 23:35 Unity Perf Explained 26:20 ROAS Loss 30:05 Specific Marketing Changes 36:43 SKAdnetwork Conv Value 43:17 Creative Testing on iOS 44:43 Reactivation Campaigns 46:13 Strategic Maneuvering 48:56 CPG Marketing 53:20 Product Implications 56:42 Winners & Losers NEW VIDEOS EVERY WEEK! ***Click the notification bell so you don't miss any!*** 👇 CHECK IT OUT Newsletter: https://gamemakers.substack.com/ GameMakers Podcast: https://anchor.fm/gamemakers 😃 —CONNECT WITH ME! — • MY INSTAGRAM → @jokim1 • TWITTER → @jokim1 • LINKEDIN → https://www.linkedin.com/in/jokim/ — POPULAR CONTENT — 🤑 Economy of the Metaverse with Tim Sweeney https://youtu.be/h6ClJxjuRvw ℹ️ How to Build the Amazon of Game Companies https://youtu.be/bkd2TOpKt4I 🔮 Gaming Trends | A Look Ahead at 2021 https://youtu.be/NejFzHtpiZI 🖥️ The Future of PC Gaming https://youtu.be/_QT7O3Wxi2s 🔴 Games Industry M&A https://youtu.be/65nyPk6WNrs 🔴 Netcode for Multiplayer Games https://youtu.be/tHq3PzmjhLw 🔴 IDFA Deprecation Product Impact https://youtu.be/Ojec4wGKpso 🔴 Trip Hawkins on the New High Score https://youtu.be/5egTSQ6AiRA 🔴 LiveOps F2P Best Practices https://youtu.be/tmzqqnYbjNY

personaldevelopment

Personal Development

moneyandinvestments

Money & Investments

computerscience

Computer Science

product

Product & Design

Read about it in the GameMakers newsletter: https://gamemakers.substack.com/

We talk about real-world data and the implications of IDFA deprecation.
Now there has been a lot of VERY BAD information being published on this topic. So today we have with us 3 real-world practitioners and some real data about what’s actually happening.

More specifically we will discuss:
#1. Real world data and impact of IDFA Deprecation
#2. Specific changes to how we do UA and Marketing based on the effects of IDFA Deprecation
#3. Implications to product and monetization design
#4. Who are likely winners & losers from these changes?

SPEAKERS:
1. Brian Bowman, CEO of Consumer Acquisition: https://www.linkedin.com/in/brianbowman/
2. Matej Lancaric, Independent UA & Marketing Consultant: https://www.linkedin.com/in/matejlancaric/
3. Warren Woodward, Co-founder and Chief Growth Officer at Upptic: https://www.linkedin.com/in/warrendwoodward/

Overview:
0:00 Intro
2:15 Games Impact: Real Data
12:02 Winners, Models, Supercell
16:47 Algo Instability, Lookalikes 
20:43 Google Performance
23:35 Unity Perf Explained
26:20 ROAS Loss
30:05 Specific Marketing Changes
36:43 SKAdnetwork Conv Value
43:17 Creative Testing on iOS
44:43 Reactivation Campaigns 
46:13 Strategic Maneuvering
48:56 CPG Marketing
53:20 Product Implications
56:42 Winners & Losers 

NEW VIDEOS EVERY WEEK!
***Click the notification bell so you don't miss any!***

👇 CHECK IT OUT 
Newsletter: https://gamemakers.substack.com/
GameMakers Podcast: https://anchor.fm/gamemakers

😃 —CONNECT WITH ME! — 
• MY INSTAGRAM → @jokim1
• TWITTER      → @jokim1
• LINKEDIN      → https://www.linkedin.com/in/jokim/

  — POPULAR CONTENT —
🤑 Economy of the Metaverse with Tim Sweeney https://youtu.be/h6ClJxjuRvw
ℹ️ How to Build the Amazon of Game Companies https://youtu.be/bkd2TOpKt4I
🔮 Gaming Trends | A Look Ahead at 2021 https://youtu.be/NejFzHtpiZI
🖥️ The Future of PC Gaming https://youtu.be/_QT7O3Wxi2s
🔴 Games Industry M&A https://youtu.be/65nyPk6WNrs
🔴 Netcode for Multiplayer Games https://youtu.be/tHq3PzmjhLw
🔴 IDFA Deprecation Product Impact https://youtu.be/Ojec4wGKpso
🔴 Trip Hawkins on the New High Score https://youtu.be/5egTSQ6AiRA
🔴 LiveOps F2P Best Practices https://youtu.be/tmzqqnYbjNY

Welcome to GameMakers! We try to bring as much information about the F2P game development industry to you with a focus on:

#1. the people in the industry
#2. insider tips and best practices
#3. origin stories and the stories behind successful games and companies

Pls subscribe and let us know what you think!

Thanks!