There’s a number making the rounds in mobile marketing circles right now that deserves more attention than it’s getting. Top-performing advertisers, the ones spending $4 million or more per quarter on UA, produced between 2,400 and 2,600 creative variations in 2025. That’s per quarter. And that number is up 25 to 30 percent from the […]
Google changed its gambling advertising policies 18 times in 2025 alone. Let that sink in for a second. Eighteen updates in one year. It’s a push to reshape how an entire industry operates, and doing it faster than most teams can keep up with. 2026 has picked up where 2025 left off. Several major policy […]
The sweepstakes casino industry built a multibillion-dollar business by finding a gap in U.S. gambling law and running through it at full speed. That gap is closing. State by state, legislature by legislature, the legal ground that sweepstakes operators have been standing on is shrinking fast. What started as isolated regulatory pressure in 2025 has […]
Acquiring players in regulated markets has never been cheap. But the last two years have pushed costs into territory that’s forcing operators to rethink how they approach growth from the ground up. CPAs are up across sportsbook, casino, and iGaming categories in nearly every competitive market. The reasons aren’t mysterious. More licensed operators chasing the […]
Every year, the industry produces a fresh batch of “state of mobile” takes. AI is going to change everything. CTV is the next big channel. Casual gaming is dead. Hypercasual is dead. Social is dying. Privacy will kill performance marketing. Some of it is true. A lot of it is the same prediction recycled with […]
Most UA teams look at competitor ads the wrong way. They open an ad intelligence tool, scroll through what’s trending in their category, find the creative everyone is running, and then either copy it or get discouraged because a competitor seems to be spending more than they are. Neither of those is the point. Competitor […]
Rewarded user acquisition doesn’t get talked about the way Meta and TikTok do. It’s not as flashy. It doesn’t dominate conference panels. And a lot of teams either dismiss it as “incentivized junk” or quietly use it without fully understanding why it works. Both are mistakes. When rewarded and loyalty-based UA is set up correctly, […]
CTV is having a moment. Budgets are opening up, platforms are pushing it hard, and every growth team is being asked the same question: Should we be doing more here? The honest answer is yes… and no. CTV can outperform paid social in very specific situations. In others, it quietly burns budget while looking good […]
Most mobile growth teams treat CTV like a bigger version of Meta or TikTok. Same creatives. Same hooks. Same expectations. That’s the mistake. CTV isn’t just another channel you plug into your UA mix. It’s a completely different creative environment, where your ad is full screen, unskippable, and sitting right in front of someone on […]
Scaling creative in mobile gaming is already hard. Scaling creative in iGaming, sportsbook, or sweepstakes is a different game entirely. You are not just fighting for attention. You are navigating a moving set of rules, platform policies, and internal reviews that can slow everything down if you are not structured. Most teams run into the […]
