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APPOCALYPSE NOW: MOBILE ADVERTISERS HAVE THEIR SAY ON PRIVACY-FIRST MARKETING

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APPOCALYPSE NOW: MOBILE ADVERTISERS HAVE THEIR SAY ON PRIVACY-FIRST MARKETING
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– Industry defining report from Tenjin and Growth FullStack sheds a light on mobile marketing one year on from Apple’s privacy changes –

Tenjin, a leading mobile measurement platform for indie and mid-sized mobile game publishers, together with Growth FullStack, a platform powering custom business intelligence for mobile advertisers, today release the full report of their revelatory research findings about the state of mobile marketing.

With billions of people shopping, socializing, scrolling and, of course, gaming on mobile for up to a third of their waking moments, it’s hardly surprising that mobile ad spend reached a spectacular $300 billion in 2021. This amount could hit as much as $350 billion in 2022, reflecting the strength of an industry boosted by permanent changes to user behavior brought about by the global COVID-19 pandemic.

Yet, for an industry that is so accustomed to knowing whom its dollars target and the return on investment they deliver with pinpoint granularity, the last year has been a rude awakening. Privacy-first changes have forever altered familiar ways of targeting and measuring ad performance, particularly on what is often seen as the most lucrative ecosystem of them all – Apple’s iOS.

Between the doomsaying predictions and a picture of booming ad spend, the reality mobile advertisers are operating in is much more nuanced. Tenjin and Growth FullStack wanted to drill deeper, and commissioned market research agency Atomik Research to conduct an online survey of more than 302 mobile advertisers in the UK and US.

Christopher Farm, CEO and Co-Founder of Tenjin, said:

“While the appocalypse may not have materialized as first predicted, our research shows that there are indeed some tectonic shifts underway. The reality is that the full ramifications of privacy-first marketing aren’t yet understood, even by people like us who spend their days entirely focused on deciphering them and coming up with solutions.”

Key findings:

  • Expectations vs reality – Despite feeling reasonably well prepared for Apple’s privacy changes (53% fairly, 15% very), the majority (55%) of mobile advertisers say that mobile advertising became more difficult in 2021. This had a considerable negative impact on advertisers’ revenues – The median estimated revenue loss due to Apple’s privacy changes was 39%.

  • Patchwork strategies – Mobile advertisers are using a patchwork of strategies to achieve success. 85% used probabilistic attribution or fingerprinting in 2022, despite more than three-quarters (77%) expecting Apple to clamp down on fingerprinting.

  • Teething problems with SKAN – Making the most of Apple’s anonymized SKAdNetwork data is a challenge for mobile advertisers. Few (32%) of companies have access to in-house data science talent, but three-quarters (75%) have implemented some form of marketing automation to gain insight from large, disparate datasets.

  • Gaming – Mobile games advertisers felt the impact of Apple’s privacy-first changes most keenly of all. They were more convinced that mobile marketing became more difficult in 2021 (gaming 68% vs 43% non-gaming), more likely to shift budget to Android (63% vs 48%), and use attribution methods such as probabilistic attribution or fingerprinting (91% vs 70%).

  • Optimism for 2022 – Despite a tough 2021, mobile advertisers are largely positive and bullish. 85% were optimistic that marketing would be less challenging in 2022, while almost two-thirds (65%) planned to increase rather than decrease their ad spend.

 

Christopher Farm commented on the findings:

“Mobile marketing can be best characterized as in a zombified state that’s somewhere between the familiar era of unrestricted targeting and the new, privacy-first one. The sustainability of the current patchwork model remains to be seen. It’s likely that, in the not too distant future, committing to understanding SKAN will become imperative rather than optional. And yet, despite a rough 2021 for mobile advertisers’ bottom lines, and with more change ahead, our research shows that advertisers’ optimism remains strong. After all, one thing is unchanged: the best mobile content and services are in high demand from billions of people the world over, on both iOS and Android.”

The research fieldwork took place with 302 companies with no known affiliation to Tenjin or Growth FullStack, and was conducted by Atomik Research, an independent creative market research agency that employs MRS-certified researchers and abides to MRS code.

Gaming

Turbo Mode in the Game ‘Mines’ is On – Fasten the Seat Belts

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Classics are eternal, but classics with new improvements are captivating. One of the first
Turbo games has undergone visual and functional changes and has transformed into one
more game Turbo Mines.

The Head of Product at Turbo Games says:

“Visually, this is the successor to the super hit of our classic Mines. We are a young
progressive team that improves our product regularly, but not just observes what works
well. There is no limit to perfection, especially when you can change quickly and
qualitatively to open an even wider potential of Turbo hit.”

What does it mean for the players?

The rules remain the same as in Mines, but some additional features modify the perception
of the interface and the game pace.

Firstly, it is possible to change the game field size: to 3*3, 5*5, 7*7, and 9*9. Such
modification gives a player a chance to work on their strategy and choose the risk rate. So
to say, every round can be absolutely different from all points of view.

Secondly, those players who enjoy speed can experience it in Turbo Mines too. Such a
function enables a player to choose the same pattern for opening the blocks for many
rounds in a row. If a player sticks to the strategy that they believe in, they will win for sure
because dripping water wears away a stone not with its strength but with its constancy.
But there is no need to wait, do it in Turbo mode with Turbo Mines.

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eSports

Strafe.com expands its global provision and opens its doors to the Dutch market

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Strafe.com, the ever-growing esports affiliate, has expanded its global provision once more. Now, esports enthusiasts from the Netherlands can enjoy the exceptional daily content, news and reviews that have made Strafe.com such a popular choice across the industry.

Just six months ago, we saw Strafe.com add German, Japanese and Swedish to its list of available languages, allowing the platform’s unique content to reach many more viewers. As we fast forward half a year, we can see that the esports giants are showing no signs of slowing down and are already looking to offer the same superb insights and views on the esports world to an eagerly-awaiting Dutch crowd.

Strafe.com started out as an esports only brand that targeted the Anglosphere. Today, we see a leading esports affiliate that accommodates bettors from all sorts of betting backgrounds and igaming interests. No longer can Strafe.com be considered a one-trick pony; instead, you can expect to find all of your online betting and wagering needs met under one roof.

The introduction of the Dutch language is just another stepping stone on the Strafe.com roadmap. In a short time, we have already seen the expansion of its global offering, including the addition of sports betting, strategy guides, online casino reviews, and much more. What’s next for Strafe.com? We will have to wait and see!

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Gaming

GORDON RAMSAY ANNOUNCES GIVEAWAY TO WIN AN ALL-EXPENSES PAID TRIP TO LAS VEGAS

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GORDON RAMSAY ANNOUNCES GIVEAWAY TO WIN AN ALL-EXPENSES PAID TRIP TO LAS VEGAS
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Players that defeat 10 levels in Gordon Ramsay: Chef Blast can enter a giveaway for the chance to win an all-expenses paid trip to Las Vegas, including restaurant experience & stay

Outplay Entertainment, the largest independent mobile game developer in the UK, has partnered with Gordon Ramsay to set a new challenge for players of its culinary mobile puzzle game, Gordon Ramsay: Chef Blast, to win an all-expenses paid trip to Las Vegas and restaurant experience.

Due to the popularity of last year’s giveaway, Outplay Entertainment have decided to run the competition for a second time. For the chance of winning the free-to-enter competition, starting at 00.01am BST on September 23rd, players must defeat 10 levels in the game and enter before the competition closes on October 21st.

The competition prize includes free flights, accommodation in a premium suite at Caesars Palace and an exclusive dining experience at any of Gordon Ramsay’s five Las Vegas restaurants, including Gordon Ramsay Hell’s Kitchen or Gordon Ramsay Pub & Grill, during their stay. The competition is open to players in the US, Canada and UK and the winner will be notified by the end of October.

Douglas Hare, CEO of Outplay Entertainment, said: “It’s great to announce the return of our Las Vegas competition for Gordon Ramsay’s Chef Blast, giving one lucky player the chance to win a dream escape. This will be a truly unforgettable experience with a stay at the luxurious Caesar’s Palace and an incredible dining experience at one of Ramsay’s restaurants.”

Outplay Entertainment’s last in-game competition for Gordon Ramsay: Chef Blast took place between 18th March and 15th April, with the chance to win a kitchen makeover worth up to $10,000 with Wren Kitchens.

Gordon Ramsay’s Chef Blast is Outplay Entertainment’s acclaimed title featuring the Culinary Genius™ himself. Released in January 2021, already downloaded 4m+ times and nominated for best puzzle game game at the TIGA Games Awards 2022, players can blast their way through the puzzle game by tapping and matching cubes to win levels and unlock some of Gordon’s most impressive recipes.

 

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