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 […]
Every ad lives or dies in the first few seconds. That has always been true, but the margin for error has gotten much smaller. Feeds move quickly, competition is intense, and users see a steady stream of game ads every day. If the opening moment does not create curiosity, tension, or excitement immediately, the rest […]
AI is everywhere in mobile marketing right now. Creative generation. Voiceovers. Script writing. UGC cloning. Gameplay edits. Thumbnails. Hooks. Landing pages. The tools are multiplying faster than anyone can test them. But if you spend any time scrolling ad libraries or TikTok feeds, something becomes obvious pretty quickly. A lot of AI-powered creative is terrible. […]
Most teams don’t have a creative shortage right now. They have a clarity problem. There are more tools than ever to produce ads quickly. Gameplay cuts, UGC-style edits, stat overlays, voiceovers, AI cleanups. You can spin up a batch of variations without a production crew or a massive budget. So naturally the next move becomes, […]
