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10 Publishing Tips for Web Devs

Last week, Playgama, a game tech platform designed to give HTML5 developers access to the whole web market at once, introduced IAP functions. Their Head of Product, Pavel Polovinka, shares insights into web games distribution that could be useful for both newbies and mature developers. The game has changed Before we dive into applicable insights, let’s face the music: web games are not a niche anymore. Between 2021 and 2030, the HTML5 market is projected to grow from $ 23.4 billion to $ 31.8 billion — roughly the GDP of Iceland tacked onto the industry in less than a decade. Yet there’s no single ‘store’. Instead, thousands of landing zones overlap: CrazyGames and Poki fight for browser-first traffic; Microsoft Start promotes its own platform and pushes its games to an array of devices within the ecosystem; Samsung and Huawei bundle […]

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Six Ad Placements That Delivered in 2025 So Far

Happy Q3, everyone! As it’s now mid-July and we’re more than halfway through 2025, it’s a great time to reflect on the ad placements that have been converting well in the first half of this year. Hopefully, anyone reading this will be able to try some of these placements and derive value from them for the remainder of the year. Step Offer Chain Tired of the same old “limited-time offer” banners in your game? Here’s a better way. Try this sequence: Free → Free → Rewarded Ad → Paid Offer → Free → Free Here’s why it works: The first two gifts serve as a gentle introduction, encouraging users to engage with the offer flow. The rewarded ad creates a low-friction monetization touchpoint and primes users for value exchange. The IAP offer lands right after that, now bundled mentally with […]

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How Playtika Uses AI to Reshape Game Development

AI is no longer just enhancing graphics or optimizing game balance; it’s fundamentally reshaping how games are built, played, and evolved. And at the heart of this shift stands Playtika, one of Israel’s gaming giants, leading with bold internal changes and AI-driven innovation. Breaking Silos with AI At Playtika, AI isn't just a tool; it’s a cultural catalyst. According to Uri Rubin, CTO at Playtika, the company recently merged an independent game studio into its central technology division. The goal? To unify creative and technical forces around shared AI-powered workflows. “AI gives us the momentum to challenge long-standing structures,” Rubin says. “It’s not just about productivity—it’s about bringing teams together under one vision.” By embedding AI deep into development pipelines, Playtika is achieving more accurate solutions and faster iteration cycles. Rubin notes that if this model proves successful, it could […]

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Publisher’s Secret UA Sauce: Behind BoomBit’s Growth Machine

What's behind the scenes? BoomBit has been scaling their own games for years, and now they’re opening up that same tech stack to everyone. Got curious about what's behind the scenes to see what’s new out there and who it’s really for. Just sat down with our dear friend, Gonçalo, to break it down. Gonçalo Martins, VP of Marketing at BoomBit BoomBit's Data? Up & Up. Biggest Titles: Hunt Royale, Down of Ages, Darts Club, Crazy Plane Landing Data: AppMagic What led BoomBit to launch AppLifters? What gap in the market does it aim to fill? BoomBit launched AppLifters to bridge the gap between indie developers or smaller studios and the capabilities of top-tier mobile publishers. After years of successfully scaling our own games, we saw an opportunity to share our internal expertise - UA know-how, creative resources, monetization strategies, […]

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Ad Monetization in Mobile Games: Benchmark Report 2025

Earnings from showing ads in mobile games have seen better years, but despite the challenges, ad revenue opportunities remain strong. More and more game publishers are increasingly adopting “hybrid monetization” – a mix of in-app advertising (IAA) and in-app purchases (IAP). While experts continue to debate the realistic ratio of IAA to IAP, whether it should be 50/50, 70/30, or 80/20, one thing is clear: ad revenue constitutes a significant portion of revenue for the majority of mobile publishers. Tenjin has partnered with Clever Ads Solutions (CAS) to provide exclusive benchmark data to assist publishers. The report includes market share data for ad monetization channels and countries, based on a sample from Tenjin, as well as the average eCPM benchmark with a breakdown per country and format, based on data from CAS.AI. Ad Revenue Share by Platform in Q2 2025 Ad Revenue Share […]

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Quarterly Gaming Report by Aream & Co.

Great Report by Aream & Co. In Q2 2025, M&A activity stayed strong, reaching $6.2 billion across 33 deals, a solid rebound that matches levels from a year ago. Meanwhile, public offerings cooled, with $4.2 billion raised through 10 deals, down from Q1’s post-IPO spike. The market remains open but more selective. On the other hand, private investments are feeling the squeeze, with just $0.4 billion raised across 83 deals, marking the lowest funding level in two years. While deal count held steady, check sizes clearly shrank, reflecting a cautious VC environment. Overall, strategic deals are still moving forward, but risk capital continues to tighten. Strong M&A and public market growth Mobile led the charge in Q2 2025's biggest gaming transactions. The largest M&A deal was Scopely’s $3.5B acquisition of Niantic, followed by Tripledot’s $800M purchase of AppLovin’s gaming division, both in mobile. […]

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2025 State of Mobile Gaming: IAP Trends of Leading Apps

A great piece by Moloco. Mobile Gaming in 2025: The Real Growth Drivers While headlines focus on slowing installs, the truth is this: mobile gaming is evolving fast and profitably. Moloco’s 2025 report reveals how the top studios are scaling revenue, squeezing more value per user, and winning the battle for high-spending players. 🧠 What’s Really Fueling Growth? Installs are flat (–0.2% YoY), but payer conversion is up 6% and D90 ARPPU is rising—meaning top games are earning more from fewer users. iOS is crushing it, now making up 55% of global IAP revenue. In the U.S., the top 0.02% of iOS players generate a staggering 20% of global gaming revenue. Legacy games dominate: Apps older than 6 years now drive 50% of IAP revenue, but new titles like Whiteout Survival and Monopoly GO are scaling fast. 🔥 Genres Winning […]

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Mobile Puzzle: Circle Games raises $7.25M

Turkish Studio Circle Games raised $7.25M in our Seed Round, led by BITKRAFT Ventures, with participation from a16z speedrun, Play Ventures, APY Ventures, and e2vc! The studio’s founding team brings heavyweight experience from Turkey’s mobile giant, Gram Games, Dream Games, and Good Job Games, and is now focused on building premium experiences for the casual puzzle market. Circle’s debut title, Sort Express, is currently in development and will be scaled globally with this new funding. The studio also plans to launch new puzzle games and expand beyond its 12-person team. 🧠 “We want to double down on our talent and scale our first title,” said CEO Göktürk Balıkcı. “Players today expect better visuals and UX because the casual puzzle space is more competitive than ever. We’re focused on delivering skill-based gameplay and innovating in the later stages of the game […]

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Million Victories secures nearly $40M to level up global expansion

Lyon-based mobile game studio Million Victories has raised nearly $40 million in a major funding round led by Haveli Investments, marking a pivotal moment in the company’s global growth ambitions. This round follows previous support from Griffin Gaming Partners and Eurazeo, bringing the studio’s total backing to over $46 million. This fresh capital injection will fuel a massive hiring push, market expansion, and further development of its flagship 4X strategy title, Million Lords, a streamlined, PvP-first twist on the traditionally complex empire-builder genre. Data? 🎯 Key Highlights Funding Round: Nearly $40 million led by Haveli Investments Backers: Follows earlier rounds from Griffin Gaming Partners and Eurazeo Flagship Game: Million Lords, a real-time multiplayer 4X strategy game Traction: Over 4 million players 100,000+ monthly active users (MAU) Revenue doubled year-over-year since launch Hiring Roadmap: Plans to double headcount by 2027 Currently […]

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DoubleDown Acquires WHOW Games for €55M, Eyes German Social Casino Market

In a bold strategic move, DoubleDown Interactive (NASDAQ: DDI) has entered into a definitive agreement to acquire WHOW Games, a Hamburg-based social casino operator, for €55 million upfront, with a potential €10 million performance-based earn-out over the next two years. This marks the fourth M&A deal by the DoubleU Games Group, and a major step into the European social casino market, especially Germany, a region that's been outperforming global trends. 💬 “This acquisition marks a significant step toward increasing our competitiveness in the growing German social casino market,” said In Keuk Kim, CEO of DoubleDown. 🧠 Why It Matters: WHOW Games 2024 revenue: €41.8M (unaudited) Proven portfolio: Proprietary hits like MyJackpot and Lounge777, plus licensed brands like Merkur24 Core market: Germany and wider Europe, where social casino growth outpaces global averages Synergy potential: Combines WHOW’s local expertise with DoubleDown’s global […]

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Apple Arcade launches four new games in August

🚀 Apple Arcade Just Dropped 4 Fresh Games! Starting August 7, Apple Arcade is getting juiced with four new exclusive titles, adding even more flavor to its already massive, ad-free, IAP-free game buffet. And this time? It’s all about imagination, nostalgia, chaos, and strategy. Let’s break it down 👇 🎨 Play-Doh World Developer: Scary BeastiesThe beloved childhood toy just went digital — and it slaps.Build your own Play-Doh creatures, from wild zoo beasts to salon-fresh weirdos, and bring them to life in a vibrant, interactive world. Tons of zones, tons of collectible dough, and no ads? Instant serotonin. 🧠 Think: Sandbox meets creativity therapy 🪱 Worms Across Worlds Dev Tag-Team: StoryToys + Behaviour InteractiveThe cult classic Worms franchise takes a quantum leap.Professor Worminkle has gone full evil genius, and it’s up to your squad of wriggly warriors to chase him […]

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Major Moves in AdTech & Gaming: Blackstone Exits Liftoff, Tripledot Acquires AppLovin Portfolio

Written by our Partner, InvestGame MERGERS & ACQUISITIONS🤝 UK-based casual mobile game developer Tripledot Studios has completed its $800m acquisition of AppLovin’s (NASDAQ: APP) entire mobile gaming business. The deal included 10 gaming studios: Athena Studio, Belka Games, Clipwire Games, Leyi, Lion Studios, Machine Zone, Magic Tavern, PeopleFun, Zenlife Games, and Zeroo Gravity. For a more detailed analysis, please refer to our deal deconstruction here. The South Korean government has launched the sale of its 30.6% stake in NEXON KOREA (TSE: 3659) holding company NXC via a structured block trade, with indicative bids due by the end of Aug’25 and the stake expected to be placed in one or more tranches, implying a $3.5B equity valuation. This marks the third attempt by the government to divest its shares in the company, following two previously unsuccessful efforts due to a lack […]

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