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.
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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.
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.
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.
Think about the onboarding as a separate product: there is so much value to derive from optimizing the onboarding. You don’t want to just put together a couple of screens while you over-engineer the rest of the product.
Sovereignty is directly linked to power. A king or a state are sovereign through the power they can exert on your body. But we tend to think that our minds are free from any intervention and that we can maintain our sovereignty.
Money matters, in this situation, because they represent our thoughts turning into action. They are also a form of speech because the value of money reflects our daily interactions. When a ruler maintains power over money (like modern states) they deny our rights to free thinking & to free speech.
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