3月正值妇女历史月,文章回顾了由Singular、Craftsman+和Adikteev联合举办的Elevate早午餐会(GDC版),汇聚游戏与科技领域的女性领导者,讨论行业挑战与机遇。
核心主题之一是通过构建支持性和包容性社区,让女性在男性主导的行业中感到被看见、被倾听。活动鼓励女性相互支持、分享经验,从而从边缘走向中心,实现个人与职业成长。
第二主题强调将逆境转化为机遇,女性领导者展现了强大的韧性,将挑战视为成长的催化剂,以目标为导向引领变革,将挫折变为成功阶梯。
第三主题是“想象更好的自己”——鼓励女性超越现状,设想自己的最大潜能,克服自我怀疑,拥抱大胆的抱负。这种心态不仅促进个人成长,也激励他人追求更高目标。
文章结尾指出,尽管妇女历史月结束,但女性领导力的未来光明。类似活动为分享故事、交换见解、相互支持提供了平台,共同构建赋能的社区。特别致谢Susan Kuo、Nancy Roberts、Alex Ivachef和Beth Berger的贡献。
Merge Mansion boosted revenue by doubling live events and introducing innovative types like Merge It Up! mini battle pass, Secret Supply casino-merge minigame, and Circus Caper decoration event. Revenue spikes correlated with battle pass cycles and IAP offers. Key takeaways: events should drive premium currency use, PvE mode overlaps increase engagement, and unique mechanics deepen gameplay. For ad ops, focus on event-driven monetization and data-informed LiveOps strategies.
Web-to-app strategies boost conversions by 77% and achieve 13.6% average paying user rate. Brands like adidas saw 2.4x higher ROAS from deep-linked users, while AirAsia improved bookings by 19%. Key challenges include measurement gaps, siloed teams, and onboarding friction. Solutions involve Google Ads Web-to-App Install and Web to App Connect with AppsFlyer Smart Banners and deep linking. Actionable steps: set tracking, import conversions, activate smart bidding, and deep link users.
Influencer marketing drives app growth by building trust and authenticity beyond traditional UA. Budgeting should start with target markets, CPM benchmarks, and a 25% uplift in daily organic installs. Choose creators based on data: audience demographics, recent views, and content alignment. Measure performance with granular attribution links (e.g., AppsFlyer OneLink) to track installs, conversions, and ROI. Avoid vanity metrics; focus on CVR, retention, and long-tail effects. Start with small campaigns to gather benchmarks before scaling.
Cross-platform measurement resolves the common problem of fragmented, device-level reporting that inflates ROAS and misallocates budgets. By unifying customer identity across web, mobile, CTV, and other surfaces, marketers gain a single view of LTV and attribution. AppsFlyer provides this via CUID stitching and Product Line grouping, enabling real-time, deduplicated insights without manual BI work. Key benefits include accurate cross-platform ROAS, elimination of duplicate attribution, and reliable data for AI-driven optimization.
AppLovin CEO Adam Foroughi refutes a short report questioning its e-commerce ad business and pixel practices. He highlights rapid growth to a billion-dollar run rate, noting 80% of sales occur within 24 hours, proving incrementality. The pixel is standard, comparable to Meta and Google, and Shopify auto-appends data similarly. Foroughi emphasizes that the ad models are young but improving fast, and the web ad market offers massive opportunity. He urges investors to dig deeper and use AI tools to verify claims. The response underscores AppLovin's commitment to innovation and execution.
Unity's 2025 mobile gaming report highlights key trends including expansion of rewarded marketplaces beyond games and mobile, increased adoption of ad-supported models by subscription apps, resurgence of midmarket titles, hybrid-casual game dominance reshaping ad strategies, APAC developers expanding globally, and long-format playables for scaling. Ad ops decision-makers should focus on diversifying ad formats, leveraging rewarded video, and optimizing for user engagement with longer creatives.
Messaging Ads on TikTok enable real-time conversations between businesses and customers via Direct Message or third-party apps like WhatsApp and Messenger. Benefits include shorter conversion paths, immediate lead qualification, and enhanced customer experience. Best practices include using Smart+ automation, replying within three minutes, and aligning creative with CTAs. Key results show up to 67% lower cost per conversation and conversion rates up to 22.5%. Available in select markets, these ads help drive measurable business outcomes.
One person built, shipped, and marketed a mobile game in 14 days using AI tools, achieving 5,563 installs at $0.39 eCPI on $2,200 spend. MCPs (Model Context Protocol) were critical for agentic workflows. The AI agent CLAW managed ad campaigns via AppsFlyer MCP and BigQuery. Data Locker streamed raw data for analysis. Key takeaway: vendors must offer MCPs for fast, agentic data access; measurement stack (Data Locker, ROI 360, Creative Optimization) is essential for solo teams; human+AI beats AI alone.
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