Deconstructor of Fun 297. Mobile Marketing in 2025: What Still Works (and What’s Dead)
Jul 28, 2025
In this insightful discussion, Josh Chandley, COO at Wildcard Games, Warren Woodward, Chief Growth Officer at Uptick, and Paul Bowen, Chief Revenue Officer at StreamElements, explore the future of mobile marketing. They debate the evolution of user acquisition strategies post-IDFA and the impact of AppLovin in the ad tech space. The trio critiques traditional growth tactics and emphasizes the importance of creative optimization and collaboration. Listeners will gain actionable insights on navigating the challenges of user acquisition amidst shifting market dynamics.
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User Acquisition Is Alive
- User acquisition (UA) is alive and easier now post-IDFA pain points, contrary to popular belief.
- Many misconceptions exist about viable UA sources and the scale needed to succeed.
Market Maturity and Time Spent
- Time spent on mobile devices keeps increasing while downloads and new games entering the market decline.
- Market maturity means competition for user attention is fierce and growth is zero-sum.
AppLovin's Mediation Dominance
- AppLovin dominates mobile mediation with 80% share, owning crucial data for efficient ad targeting.
- They charge competitors a 5% fee, reinforcing their market power and data advantage.