When MobilityWare reorganized its teams and reimagined its creative strategy, the result wasn’t just a fresh perspective—it delivered a 21% boost in CTR, powered by the tools and insights of key partners InMobi and AppsFlyer. That transformation didn’t happen in isolation; it was the product of smart collaboration, bold experimentation, and a laser focus on performance. 

We turned this episode of the PocketGamer Podcast into a masterclass in all three. Joining our hosts, Peggy Anne Salz and Brian Baglow, are Chris Kim, the UA mastermind behind MobilityWare's transformation, Adam Smart, AppsFlyer's Global Director of Product - Gaming and master of measurement, and Dharak Desai, the VP of Performance for North America & EMEA at InMobi Advertising, where he's written the playbook on a privacy-first growth strategy. Listen and learn from this group of unmatched UA experts as they dive into MobilityWare's success story, noting the tactics and tools that revealed a 13.5% drop in eCPI and a 38% increase in US-based iOS user growth for the studio—while offering smaller studios advice on standing out and mastering discoverability on a shoestring budget.

Chris Kim - https://www.linkedin.com/in/cjkim213/

MobilityWare - https://www.mobilityware.com/

Adam Smart - https://www.linkedin.com/in/adam-smart/

AppsFlyer - https://www.appsflyer.com/

Dharak Desai - https://www.linkedin.com/in/dharak-desai-a3034231/

InMobi Advertising - https://advertising.inmobi.com/

CHAPTER TIMESTAMPS

00:00 - Intro

03:53 - MobilityWare challenges post-ATT

06:06 - A dramatic restructuring

08:00 - InMobi & AppsFlyer partnerships

10:00 - Balancing UA and retention

11:47 - InMobi's role

18:26 - AppsFlyer's SSOT

24:45 - Lessons in getting back on track

27:20 - MobilityWare's three incrementality tests

30:56 - Standing out on a shoestring budget

34:43 - Rapid fire cheatsheet

38:32 - Favourite games Q&A