#Marketing

What Game to Build, Why, and Which Publisher is Right for You?If you’re a game developer looking to pitch to publishers, the real question isn’t just what to build, it’s why you’re building it and who you should be partnering with. Here are three critical things to consider:1️⃣ Choose Your Development Strategy: Innovation vs. +1I see two main ways to approach game development:💠 True Innovation - Creating something the market has never seen before (think Roblox).✅ Upside: If you succeed, you own a genre and might be diving into money like Scrooge McDuck.❌ Downside: Most fail. It’s a high-risk, high-reward play.💠 The “+1” Strategy - Taking an existing, successful game and adding a new twist or meta.✅ Upside: Lower risk, faster validation, and a better fit for most publishers. a good example would Match 3D evolved from Match-3, creating a […]

The mobile app industry has long relied on Mobile Measurement Partners (MMPs) to track and attribute user acquisition efforts. These platforms provide deterministic attribution, helping advertisers understand which campaigns drive installs and revenue. However, with increasing privacy regulations, signal loss, and the rise of AI-driven analytics, a new measurement approach is gaining traction: Marketing Mix Modeling (MMM). As deterministic tracking becomes more challenging, will MMPs evolve into MMM platforms? Let’s explore the future of mobile measurement and the shift from event-level attribution to probabilistic modeling. The Challenges Facing MMPs MMPs have traditionally been the source of truth for app marketers, but their dominance is now being challenged by: 1. Privacy-First Changes • iOS 14.5+ (App Tracking Transparency – ATT): Apple’s privacy framework has drastically reduced the effectiveness of IDFA-based tracking, limiting MMPs’ ability to attribute users accurately. • Google’s Privacy […]

Source: Mobidictum Imagine you’re driving traffic with your best-paid channels, yet your organic growth stagnates. It sounds counterintuitive but could be the key to unlocking more sustainable revenue. As the UA landscape becomes more competitive and user ID tracking becomes more challenging due to privacy changes, marketing teams are under pressure to be more data-savvy than ever. The need for deeper analysis of UA has driven many to explore advanced models like Marketing Mix Modeling (MMM) and Incrementality in hopes of better understanding platform algorithms and optimizing performance. MMM is a separate topic that requires its own discussion. In this post, I will focus on the basics of organic incrementality—how paid UA impacts organic growth and highlight key situations where reevaluating your testing strategy with a robust model could enhance your marketing efforts. Incrementality in Marketing: Incrementality measures the true impact of a marketing campaign or channel […]