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Until mid-2020, developers knew how to grow their mobile games. A good game was by no means a guarantee of success, but the rules of mobile marketing and user acquisition (UA) were familiar and clear. And there was always time to make more games!
Apple’s changes to its identifier for advertisers (IDFA) and particularly the release of iOS 14.5 changed the rules of the mobile marketing game beyond recognition.
With attribution of users taken in-house by Apple, a 24 hour data privacy threshold introduced and no real-time marketing events available, it became incredibly difficult to determine where games’ users were