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Mobile UA Landscape Impact on Gaming Companies (Pixels & Profits #7) ft. Matej Lancaric
IDFA deprecation and the end of fingerprinting *in theory* would end targeting and the ability to do user acquisition as well as in the past. What is the current state of the market and what will the impact of new changes - meaning the end of fingerprinting - have on mobile game companies?We talk to Matej Lancaric, mobile user acquisition specialist and podcast host on 2 and a half gamers for his take on what is going to happen.
OUTLINE:
0:00 Intro
2:00 History of UA spend
3:00 UA spend data points - growth vs. profitability
6:15 UA terms explanation: Payback period, ROAS, bad modeling, AEO/VO
9:00 Will the end of fingerprinting kill off event optimization?
11:24 Max and why Applovin has a major advantage as an ad network
14:44 Back to the history of UA spend - current day
15:55 Current market comps for UA spend - G5
17:00 Current UA strategies
21:30 Demand vs. supply side explanation
22:50 Applovin vs. Ironsource
24:14 End of fingerprinting: Will changes in UA cause publishers to push games now?
28:28 What is the impact of end of fingerprinting?
29:57 Is Apple’s ad network good for industry?
31:49 How does web shops impact UA?
33:05 Typical UA budgets for new game launches
35:55 What’s driving success for games Matej is pushing?
38:10 Asia gamedev strength before the rest of the world
39:30 Last words from Matej
👇 EPISODE LINKS: - Matej Lancaric: https://www.linkedin.com/in/matejlancaric/, www.lancaric.me- Matthew Kanterman: https://www.linkedin.com/in/matthew-kanterman-cfa-b6345133/- Joseph Kim: https://www.linkedin.com/in/jokim/- Brian Peganoff: https://www.linkedin.com/in/brian-peganoff/
SUBSCRIBE TO GAMEMAKERS:
- Spotify Podcast: https://spoti.fi/3Cpyq7i
- Newsletter: https://gamemakers.substack.com/
😃 —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
View all episodes
By Joseph Kim
4.9
77 ratings
IDFA deprecation and the end of fingerprinting *in theory* would end targeting and the ability to do user acquisition as well as in the past. What is the current state of the market and what will the impact of new changes - meaning the end of fingerprinting - have on mobile game companies?We talk to Matej Lancaric, mobile user acquisition specialist and podcast host on 2 and a half gamers for his take on what is going to happen.
OUTLINE:
0:00 Intro
2:00 History of UA spend
3:00 UA spend data points - growth vs. profitability
6:15 UA terms explanation: Payback period, ROAS, bad modeling, AEO/VO
9:00 Will the end of fingerprinting kill off event optimization?
11:24 Max and why Applovin has a major advantage as an ad network
14:44 Back to the history of UA spend - current day
15:55 Current market comps for UA spend - G5
17:00 Current UA strategies
21:30 Demand vs. supply side explanation
22:50 Applovin vs. Ironsource
24:14 End of fingerprinting: Will changes in UA cause publishers to push games now?
28:28 What is the impact of end of fingerprinting?
29:57 Is Apple’s ad network good for industry?
31:49 How does web shops impact UA?
33:05 Typical UA budgets for new game launches
35:55 What’s driving success for games Matej is pushing?
38:10 Asia gamedev strength before the rest of the world
39:30 Last words from Matej
👇 EPISODE LINKS: - Matej Lancaric: https://www.linkedin.com/in/matejlancaric/, www.lancaric.me- Matthew Kanterman: https://www.linkedin.com/in/matthew-kanterman-cfa-b6345133/- Joseph Kim: https://www.linkedin.com/in/jokim/- Brian Peganoff: https://www.linkedin.com/in/brian-peganoff/
SUBSCRIBE TO GAMEMAKERS:
- Spotify Podcast: https://spoti.fi/3Cpyq7i
- Newsletter: https://gamemakers.substack.com/
😃 —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
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