Marketing

Microsoft is spending tens of millions of dollars promoting games. According to analytics firm Sensor Tower, from January 1 to August 3, 2025, the corporation invested $44.2 million in game advertising in the U.S. alone—this figure only includes projects on PlayStation, Xbox, and Steam, excluding Nintendo Switch, mobile, and other platforms.

The management of AppsFlyer is planning to sell the marketing company, according to Calcalist, citing sources. The portal reports that managers are already in talks with a private investment firm, whose name has not been disclosed.

AppsFlyer's management is planning to sell the marketing company, reports Calcalist citing sources. According to the portal, managers are already in negotiations with a certain private investment firm, whose name has not been disclosed

Roblox has released its financial report for the second quarter of the fiscal year, announcing that the Q2 2025 outcomes "surpassed previous top line and cash flow expectations, driven by widespread strength across the platform and the rise of viral hits."

Indie developers continue to share pitches for their projects on our pages. This time, the team ChooKotka shared the story of their game. They are working on the creation of a 2D Metroidvania of the same name.

The user acquisition platform Gamelight has been recognized as one of the best UA tools in the world according to the ROI Index 2025 report by Singular. It was nominated in 15 out of 21 categories. The platform was nominated as the best solution in terms of return on investment, scalability, and efficiency.

In an interview with the newspaper "Kommersant," Ilya Ulyanov, the director of business development at RuStore, talked about the increase in Chinese advertising spending

AppLovin has announced the completion of the sale of Machine Zone, Belka Games, and eight other gaming studios. As of June 30, 2025, they officially belong to the British company Tripledot Studios.

Warner Bros. Games has announced a revamped leadership framework, aligning with its earlier disclosed plan to create games centered around the Harry Potter, Game of Thrones, Mortal Kombat, and DC Comics franchises.

Tripledot Studios has purchased AppLovin's games portfolio for a total of $800 million.

Two weeks ago, Dream Games studio launched a "star-studded" advertising campaign for the mobile puzzle game Royal Kingdom, filming several commercials featuring celebrities. The MobileGamer portal attempted to figure out how much money the developers might have paid the celebrities

The Dutch authority Stichting Reclame Code (SRC), which oversees compliance with advertising regulations in the country, has identified MY.GAMES as violator of regional regulations. The issue at hand is how the company communicates certain aspects of Rush Royale to players, including loot boxes

WN Media Group announced an event where leaders of the gaming industry will discuss the most pressing topics. Instead of the usual speakers and stage, there will be group work, practical workshops, and networking

Blue Ocean Games has announced the launch of a new venture fund, securing $30 million to support independent game developers.

AppLovin has dismissed 97 employees, including "most of" the workforce at its subsidiary, Machine Zone, as well as the studio's CEO

Last Thursday, April 10th, an event dedicated to the operation of video games — WN LiveOps Summit — was held in the capital of Serbia. Among its speakers were representatives from companies like Nordeus, Playkot, Nexters, HeroCraft, and many others

Recently, the media reported that AppLovin is eyeing the purchase of TikTok's assets in the US. The company has now officially confirmed this.

Next Thursday, April 10, an event dedicated to the operation of video games will take place in the capital of Serbia. In this article, we will briefly cover the presentations that will be given at the WN LiveOps Summit

According to sources from The Wall Street Journal and CNBC, one of the contenders to purchase TikTok's American business is AppLovin. They report that AppLovin recently entered into negotiations regarding the deal

Scopely CEO Javier Ferreira, in an interview with Bloomberg, mentioned that his company continues to spend significant amounts on promoting the mobile blockbuster MONOPOLY GO! To date, the marketing investments for the game have already exceeded one billion dollars

Newzoo analyzed data from 4,600 titles and assessed the visibility situation for games on Steam. In short, relying solely on the platform's internal tools to attract users is not advisable

On April 10, WN Media Group will be hosting a summit for game developers and publishers focused on operating and supporting live games. Nexters, MY.GAMES, Playkot, and PLAYSTUDIOS have already joined the list of speakers.

In less than a month, the Serbian capital will host a summit for game developers and publishers dedicated to the operation and support of video games. Speakers already announced include representatives from MY.GAMES, PLAYSTUDIOS, Playkot, and Nexters

We return to the series of articles about games in need of investment or publishers. The current piece is dedicated to Enemy Inside, a single-player MOBA project with roguelike mechanics from the indie studio Six Ways Games.

Last month, AppLovin announced its decision to sell its video game studios to focus on its ad business. New details have now emerged about the deal and the buyer of the company’s assets.

A month ago, AppLovin announced its decision to sell all of its gaming studios for $900 million and focus on its advertising business. Business Insider discovered that the buyer will be the British company Tripledot Studios.

Two short-selling firms have issued reports on AppLovin, accusing the company of inflaiting its metrics and engaging in illegal practices. This led to sotck market turmoil, with the CEO refuting all the claims and calling them misleading.

The firms Culper Research and Fuzzy Panda Research released scathing reports focused on AppLovin. They claimed that AppLovin significantly inflates ad metrics and engages in unethical and even illegal practices.

AppLovin has decided to focus on its advertising business. It announced the sale of its entire gaming division.

In the Steam documentation for partner developers, a separate section dedicated to in-game advertising has appeared. The store listed which advertising practices it supports and which it does not support

The China Audio-Video and Digital Publishing Association (CADPA) has updated the standards for game advertising in China. One of the new provisions aims to combat advertising that misleads players

Balancy, a service that simplifies LiveOps for game teams, is expanding the number of supported engines. It has introduced an SDK for games developed using the Cocos Creator engine and TypeScript language

Gamelight is a mobile UA platform for game developers and publishers. We spoke with its founder, Günay Azer, about the startup's approach to working with data, its proprietary AI algorithm, rewarding ads, and much more

Dynasty Warriors: Origins, the first main installment in the long-running franchise in almost seven years, has been released on PC, PlayStation 5, and Xbox Series X|S. Let’s take a closer look at its early metrics.

Gamelight is a user acquisition platform for mobile developers and publishers. We’ve discussed the company’s data-driven approach, dedicated AI algorithm, rewarded UA/marketing, and more in an exclusive interview with founder Günay Azer.

Palestinian game designer Rasheed Abueideh has successfully wrapped up his crowdfunding campaign for a pseudo-3D stealth adventure game, drawing inspiration from a historic Palestinian folktale, with nearly $50,000 exceeding the initial funding target.

Together with top managers and experts from the gaming industry (and related fields), we continue to summarize the results of 2024. Up next is an interview with Dmitry Bobrov, the CEO of ZiMAD studio

We continue our review of 2024 together with top managers and experts from the games industry (and related fields). Up next is an interview with Patrik Wilkens, Vice President of Business Development at TheSoul Publishing.

We continue to wrap up the year 2024 with gaming (or gaming industry-related) teams and experts. Up next is an interview with Konstantin Ivanov, the Brand Director of AdQuantum

We continue our review of 2024 together with top managers and experts from the games industry (and related fields). Up next is an interview with Marcin Marzęcki, CEO and co-founder of Kool Things.

We continue to wrap up the year 2024 with teams and experts from the gaming industry. Next up is an interview with Nikolay Borzov, co-founder of the PR agency FatPony

We continue to review the results of 2024 with teams and experts from the gaming industry. Up next is an interview with Konstantin Sakhnov, the director of Vengeance Games studio.

Charlie the Unicorn is a series of web cartoons about a unicorn named Charlie that went viral in the early 2000s. Recently, it was featured in an advertisement for new skins for MultiVersus. This did not sit well with Charlie the Unicorn's creator, Jason Steele.

Developers from China are investing significant amounts of money in advertising their games and applications on the Russian marketplace RuStore. According to VK's calculations, from January to November 2024, they spent over 60 million rubles on promotion through the "VK Advertising" platform.

In an article for Game World Observer, Appodeal Publishing shares three proven user acquisition (UA) strategies to help mobile devs and publishers make the most of the holidays. There’re also insights into how Join Blocks used these strategies to increase installs by 6x and revenue by 300% during Christmas.

Grinding Gear Games has finally released a sequel to its successful action RPG Path of Exile. Let’s take a closer look at its impressive metrics.

CI Games stated that its overall game sales have increased thanks to systematic updates and working with player feedback. This was reported by the company's president, Marek Tyminski, in an interview with the Polish agency PAP Biznes

Wishlists are one of the key metrics that developers pay attention to when preparing to launch their games. Here’s an interesting new analysis of how wishlists are converting to sales, and what that says about the state of Steam in general.

The marketing company AppsFlyer published a report on mobile app monetization for the third quarter of 2024

According to BBC, publishers of only two out of the 26 highest-grossing games with loot boxes on Google Play clearly indicate the presence of this mechanic in their UK advertisements. The others remain silent about loot boxes, thereby violating the requirements of the UK's advertising regulator.