It’s a little funny.
I’ve been writing about the death of the IDFA and the age of privacy and massive changes to the entire mobile ecosystem for almost a year now. Now that we’re here and huge swaths of the mobile ecosystem still aren’t ready, there’s been a degree of chaos.
Major tech companies — global logos that everyone would recognize — have had their app updates refused by Apple, or let in “just this once.” And so much of what mobile marketers knew and understood doesn’t work anymore. As a massively performance marketing driven category, mobile gaming is getting hit particularly hard.
I recently detailed 14 ways mobile gaming user acquisition is changing for my client, Singular.
One of the key drivers of economic growth in high tech economies over the past decade has been performance marketing on mobile. In no vertical has that been so obvious as mobile gaming, an ecosystem with almost 3 billion customers we call users and revenues approaching $100 billion/year.
But mobile user acquisition for games is entering a new age, and much of what we know and how gaming studios and publishers act will have to change.
We are entering the era of privacy: scarce IDFAs, aggregated data, limited targeting.
The critical question for anyone who makes a living making, managing, or marketing mobile games now has to be: what’s changing with mobile user acquisition in 2021 and beyond? What remains from the best practices of the past decade?
And what will I have to learn — or unlearn — to be successful?