Marketing

Over 40 million people log into Steam daily. However, this doesn't mean that the platform has enough traffic for everyone. Tens of thousands of products compete for users' attention, and this base continues to grow. Up to 2,000 new titles are released on the platform every month. We spoke with market experts to discuss how to gain organic reach in this environment—Danila Kamenev, head of publishing at Indie GO Fund, and Dmitry Muratov, head of publishing at Skystone Games.

We continue to recap the year 2025 with gaming (or gaming industry-related) teams. Next up is an interview with the founder of Beresnev Games, Oleg Beresnev

We continue to sum up the results of the year 2025 with gaming (or gaming industry-related) teams. Up next is an interview with Konstantin Ivanov, Brand Director of AdQuantum

Enhanced review scores on Steam may result in improved ad performance, especially when developers take community feedback into account for premium games

It will start appearing not only at the top of the search results page but also at the bottom.

Finnish mobile giant Supercell has elevated Sara Bach to the role of president amid restructuring efforts within the company

Secret Sauce, a publishing agency, has launched a new marketing brand named Weekend Games

We continue to review the results of 2025 with gaming (or gaming-related) teams and experts. In the third annual interview, we spoke with Dmitry Sigov, a customer success manager at Tenjin.

Entertainment powerhouse Paramount Skydance has initiated a hostile bid to acquire Warner Bros Discovery, mere days following the latter's agreement to a deal with Netflix

Tencent has decided to cease all promotional activities and testing for Light of Motiram in anticipation of a significant court case scheduled for the coming year

New entry in the "Investor/Publisher Wanted" section. This time it's about a fighting game set in a Scandinavian world called Glory Ages: Vikings

Konrad Tomaszkiewicz, a seasoned professional at CD Projekt, has stated that although AI has a role in development, it should not take the place of human workers

Phil Spencer, the CEO of Microsoft Gaming, stated that the company's primary application of AI is focused on security and moderation of Xbox Live, with no directive in place to integrate AI into the creative process. Additionally, he pointed out the brand's enhanced presence in the traditionally difficult Japanese market.

AppLovin is a key player in the mobile advertising market. Since the beginning of the year, the company's stock has nearly doubled, and its market capitalization has exceeded $200 billion. What is the reason for such rapid growth? How did it transform into an AI platform? Answers to these and other questions about AppLovin's business are in today's article

Microsoft has denied allegations that US retailers have ceased selling its Xbox Series X and S consoles, asserting that major retail chains "remain committed partners for Xbox consoles, accessories, and games"

The US Securities and Exchange Commission is probing AppLovin's data collection practices after accusations surfaced that the company breached service agreements by delivering targeted advertisements to users.

The U.S. Federal Trade Commission (FTC) has decided to investigate the activities of AppLovin, Bloomberg sources report. It is claimed that the regulator took notice of the company after short sellers accused it of fraud.

The U.S. Federal Trade Commission (FTC) has decided to investigate the activities of AppLovin, according to Bloomberg sources. It is claimed that the regulator took notice of the company after short sellers accused it of fraud.

Adjust recently released a report on the state of the mobile app market in Turkey for the first half of 2025. We have selected the key findings related to gaming.

We continue our "In Search of Developer/Publisher" section, where indie teams share about themselves and their projects. Next up is iWorlds, which is developing the psychedelic game Dark Trip, where players need to take medication to solve puzzles. The creators are also drawing inspiration from fetishistic franchises

The British Academy of Film and Television Arts (BAFTA) has distributed more than $375,000 (£277,000) in grants to support 86 "emerging creatives" across the United Kingdom and North America

The sequel to Titan Quest was released in early access on August 1, 2025—almost two decades after the original’s release. According to former THQ Vice President of Studio Operations Richard Browne, the game could have launched much earlier, but marketers got in the way.

We continue to talk about indie teams. Next up is the team Space Sauce, which is creating a cozy project about a flying letter Origament: A Paper Adventure

The sequel to Titan Quest was released in early access on August 1, 2025 — nearly two decades after the original's release. According to former THQ Vice President of Studio Management Richard Browne, the game could have been released much sooner, but marketers got in the way

It's been a year since the announcement of Heroes of Might and Magic: Olden Era. During this time, Unfrozen has actively promoted the game using various channels and tools. We've analyzed the studio's marketing approach and successful communication strategies that positively impact interest in the game

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.