Mobile Gaming Today #113
Highlights of the week ¯\(ツ)/¯
What’s NEW?
After many months of PAIN, our Gamidex: New Games Radar product is fully ready.
We believe you’d LOVE IT, so worth checking :))
OK. What’s HOT? 🦧
🦄 AppsFlyer Secures $1B Investment from Google, Meta, Unity & Moloco
AppLovin acquired Adjust back in 2021, becoming the ONLY major ad platform with its own MMP.
Google, Meta, Unity & Moloco backing AppsFlyer feels like a counterweight to AppLovin’s growing dominance. Buying AppsFlyer outright at a $2.7B valuation was probably never a realistic option for any one of them.
⚡️ Lower Store Fees & Alternative Billing by Google Play
Devs in US, UK & EEA can offer alternative billing providers, direct players to external webshops, or build their own billing choice screens alongside Google Play Billing.
💸 Walmart Acquires Vibe.co to Expand Access to CTV Advertising
Vibe scaled to 5,000+ brands & $100M revenue run rate within its first two years.
👀 Playtika Vets Raises $10M to Bring AI Agents Into Mobile Game LiveOps
Building an AI operating system that automates retention, monetization, and player engagement in real time.
♟️ CVC Invests in Chess.com as Platform Keeps Scaling!
Well… Investing in “never-dying” stuff sounds cool, right?
🦧 Seen Gamigion Deconstructions?
Product & Publishing Teams’ LOVE ❤
🌏 Global Games Revenue Cracked $200B in 2025!
Organic Traffic keeps dying! 💀
$113.3B (+10.7% YoY)
CPIs rose 30% in 2025 to $0.56 globally
Paid-to-organic install ratio increased 61%
🙀 Meowdoku Segments Users Ad Experience By Tenure
Meowdoku is running one of the smartest ad setups in casual gaming, and you can only see it if you play for a week.
🚨 CAREFUL with Google campaigns showing Limited by Budget status!
Starting August 17, Google will begin blindly optimizing toward your target CPA even when the algorithm was naturally achieving a better CPA on its own 💀
⚡️ Meta does NOT optimize towards the event you target!
A friendly reminder that when a creative easily captures attention on Meta, performance metrics stop mattering to the algorithm..
⚽️ These football games STILL GROW
With the 🏆 ⚽ World Cup here, just broke down the three realistic football giants: 𝗗𝗿𝗲𝗮𝗺 𝗟𝗲𝗮𝗴𝘂𝗲 𝗦𝗼𝗰𝗰𝗲𝗿, 𝗲𝗙𝗼𝗼𝘁𝗯𝗮𝗹𝗹, 𝗮𝗻𝗱 𝗘𝗔 𝗦𝗽𝗼𝗿𝘁𝘀 𝗙𝗖 𝗠𝗼𝗯𝗶𝗹𝗲
Last??
JOBS-JOBS 🤟🏻
After all these LAYOFFS…
Doing our best for ya 🌿
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