Eser began her career in communications and digital advertising before transitioning to mobile gaming at Netmarble Turkey, where she honed user acquisition skills across various game genres. As a User Acquisition Manager at Product Madness, she designs campaigns for social casino games, emphasizing data-driven optimization and player-centric approaches. She notes industry evolution toward automation and personalization, addresses challenges like rising costs through new channels and data analysis, and highlights the importance of audience understanding, creative testing, and trend adoption such as user-generated content.
Marketing attribution identifies which channels drive conversions, helping allocate budgets effectively. It uses models like single-touch (first/last click) or multi-touch (linear, time-decay) to assign credit across customer journeys. Challenges include privacy changes and tracking difficulties, but solutions like MMPs and AI can help optimize campaigns.
Mobile marketing experts recommend trusting teams, embracing authentic UGC ads, leveraging AI for personalization, simplifying creatives, updating funnels, focusing on user motivations, testing continuously, and building strong partnerships.
Playable ads drive mobile game installs by letting users try gameplay before downloading. Understanding player motivations through frameworks like GameRefinery's helps target ads effectively. Key features include simple mechanics, visual appeal, and motivational CTAs.
AppsFlyer MCP connects Claude directly to live attribution data, replacing manual reporting and CSV exports. Gaming teams catch budget anomalies overnight, finance teams compress multi-hour analysis into minutes, and e-commerce teams close the gap between measurement and spend decisions. Setup takes under 60 seconds, enabling real-time queries on channels, cohorts, and ROAS. The key insight is that AI-powered analysis requires live data connections, not stale exports.
Solotopia's success with IAP-based game Alice's Dream highlights APAC's lead in mobile gaming revenue. Key insights: integrating mini-gameplay extends lifecycle, focusing on select ad channels (AppLovin, Facebook, Google) improves UA, and creative strategy must combine gameplay, IAA, and story. Data-driven growth and adapting to user preferences are crucial for scaling.
Mobile market outlook is optimistic with smartphone sales rebounding and gaming revenue growing 4% in 2024. Marketers get bigger budgets using AI, but face privacy and competition challenges. Key reports provide data on ad trends, gaming benchmarks, and subscription insights.
Mobile performance marketing succeeded by building a signal infrastructure—independent attribution, fraud protection, and structured postbacks—that fed optimization-grade data to ad platforms. Web measurement has lagged, relying on fragmented, platform-reported metrics. As AI-driven campaign optimization becomes standard, bad signals amplify errors. AppsFlyer’s Web Performance Measurement brings mobile-grade signals to web: independent attribution, server-to-server postbacks, cross-platform closed loops, and unified cost/revenue measurement. For ad ops decision-makers, this means one truth source, actionable optimization signals across networks, and complete omnichannel ROAS visibility—enabling AI to compound advantage, not error.
At MAU 2026, the industry agreed that attention, not production, is the bottleneck. Cross-platform web-to-app attribution is now achievable with AppsFlyer's mobile-grade measurement extending to web, giving ad ops a unified view. AI is in production, with Square's team shipping six live workflows. Web-to-app is the most efficient top-of-funnel for app businesses, and retention overtakes acquisition. Ad ops must prioritize clean signal layers and incrementality testing over single-metric attribution.
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