Playio Blog

Google shut down Privacy Sandbox in October 2025. Here is what actually changes for Android game marketers, and how to build UA that does not depend on ad IDs.

Calculating LTV accurately is the foundation of every UA budget decision. Here's how to move from the basic formula to cohort analysis and predictive modeling — and what to do with the number.

Automated UA platforms have become the foundation of mobile game marketing. But understanding when automation works and when it doesn't is what separates teams that scale efficiently from those that waste budget.

Bidding strategy is not a technical setting. It is a strategic choice that determines which users the algorithm finds. Here's how to choose, set, and optimize bidding strategies for mobile game ads.

Playio shares key takeaways from PGC Barcelona 2026, covering global game growth, UA, monetization, AI, market expansion, and the evolving role of rewarded user acquisition

SLG and 4X games account for 4% of mobile game downloads but 21% of revenue. Scaling UA in this genre requires a fundamentally different approach from every other category.

Playio shares key takeaways from GAME FUTURE SUMMIT 2026, where Japan’s game industry gathered to discuss marketing, production, user acquisition, and long-term growth.

Privacy regulation didn't stop at ATT. From cookie deprecation to GDPR and Privacy Sandbox — here's how to redesign UA strategy for a privacy-first world.

Playio shares key takeaways from MAU Vegas 2026, where mobile growth leaders discussed the future of UA, retention, AI, measurement, and rewarded user acquisition for mobile games.

A low CPI is not proof of good UA. Here's how to read the trade-off between CPI and retention — and what you should actually be optimizing for.

Mobile game growth is not about optimizing UA, retention, and monetization separately. When the three work as one connected system, sustainable growth becomes possible.

Launch day performance is decided before launch. Here's why pre-registration campaigns matter, how to design them, and how to connect them to Day-One momentum.

Playio and Youdao Ads break down the shift in Korea's mobile gaming UA landscape, reward user behavior, and creative, DSP, and influencer strategy in their new 2026 insight report.

Hyper-casual and mid-core are both mobile games — but their UA strategies differ on almost every dimension. Here's a data-backed comparison of CPI, creative, measurement, and scaling approach by genre.

Seasonal events are the most powerful revenue lever in mobile game marketing. Here's how to plan, execute, and connect seasonal marketing to UA and retention strategy.

Re-engaging lapsed players costs five times less than acquiring new ones. Here's how to build a re-engagement framework that actually brings players back — and keeps them.

In 2026, targeting and bidding in mobile game UA are already handled by algorithms. Here's what UA teams actually control — and how to work with algorithms rather than against them.

The boundary between mobile and PC gaming is dissolving. Here's why cross-platform marketing matters now — and how to design strategy differently for each platform.

Scaling mobile games globally without a massive budget is possible. Here's how to maximize efficiency through market selection, channel allocation, and creative strategy.

Creative testing is not about improving ad assets. It is the most direct lever for structurally improving ROAS. Here's how the two are causally connected — and what that means for how you run campaigns.

Programmatic advertising is a standard component of mature mobile game UA — but how it works and where it fits in a growth strategy remains unclear to many teams. Here's a practical breakdown.

Over-relying on Meta and Google is a structural UA risk. Here's why channel diversification improves performance — not just resilience — and how to build a balanced channel mix.

Creative fatigue isn't solved by making more ads. Here's how to detect it early, build a pipeline that stays ahead of it, and structure a creative system that keeps performing.

Apple's ATT changed how iOS user acquisition works at a structural level. Here's what has actually changed, and which strategies are producing results in the post-IDFA environment.

Offerwalls reach the user segment that IAP and rewarded video can't. Here's how offerwalls fit into a hybrid monetization structure — and what they actually add to the revenue mix.

CPI measures the cost of an install. CPE measures the value of engagement. Here's how the two models differ structurally — and how to choose the right one for your game.

How do you prove rewarded ads are actually working? Here's why incrementality measurement is becoming the defining metric for rewarded ad strategy.

Setting reward values is a structural problem, not an intuition problem. Here's how to design in-game rewards that sustain player motivation without triggering reward inflation.

Ads don't have to hurt the player experience. Here's what makes an ad intrusive — and the design conditions that make the same ad feel like part of the game.

The conventional wisdom says rewarded ads belong in casual games, not mid-core. The data says otherwise. Here's how rewarded ads actually work in mid-core — and why studios that figured this out are pulling ahead.

IAP and rewarded ads are not competing revenue streams. Here's how designing them together creates a structure that raises overall LTV.

Rewarded ad benchmarks for 2026 — broken down by format, region, and metric. Knowing the numbers matters. Knowing how to read them matters more.

Adding an offerwall to your game doesn't automatically maximize revenue. Here's what publishers actually need to do to improve offerwall performance.

CPI shows the cost of an install. It doesn't show the value of the user. Here's the structural reason CPE campaigns produce high-LTV users — and how the model actually works.

The impact of rewarded ads on retention is proven in data. Here's the structural reason rewarded ads raise retention — and what real campaign results show.

How an offerwall is integrated determines everything about its performance. Here are the core principles that actually produce revenue and retention from offerwall implementation.

The reason users voluntarily engage with rewarded ads lies in psychology before data. Understanding user motivation changes how rewarded ads are designed — and how UA strategy is built.

Rewarded advertising is not just a monetization tool. When designed correctly, it becomes a mechanism that structurally raises LTV. Here's how rewarded ads actually move the number.

Offerwall ad fraud is the biggest risk in incentivized advertising. Here's how offerwall fraud happens — and what actually prevents it in mobile games.

Playio partnered with GMO TECH to host TECH & PLAY in Ebisu, an in-person networking event for game and app marketers in Tokyo's Ebisu district.

Rewarded video ads and offerwalls are both opt-in formats — but they work differently. Here's a data-backed comparison of when each works best, and why the answer is often both.

Offerwall ads align naturally with RPG monetization structures and user behavior patterns. Here's why offerwalls work particularly well for RPG games — and how they drive real outcomes.

Mobile game marketing needs to be designed differently for each genre. Here's how UA strategy differs by genre — and the one principle that applies across all of them.