Key aspects for Mobile Game Growth in 2025: UA, speed, monetization & globalization with Airbridge

Today, we talked about how to break the charts in 2025 for hybrid and hyper-casual games. Buckle up for this takeaway-packed interview - it might just be the spark your game needs to blow up.

Despite the chatter about mobile game growth hitting the brakes, especially after the COVID-fueled boom that supercharged hyper-casual and hybrid-casual games, the industry is far from slowing down. As we pointed out, mobile game growth in 2025 is driven by three key aspects: speed, monetization, and globalization.

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This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.

Host: Roi Nam

Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠

Podcast:

Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg

Chapters

00:00 The Evolution of In-App Advertising

05:55 The Global Gaming Landscape

12:10 Emerging Markets in Gaming

17:51 Strategies for Game Success

23:53 User Acquisition Channel Diversification

30:21 Hybrid Monetization: The Key to Success

36:01 Segmentation Strategies in User Acquisition

39:39 The Role of Creatives in User Acquisition

50:01 The Evolving Role of UA Managers

57:20 Global Expansion: Navigating Cultural Differences

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Matej Lancaric

User Acquisition & Creatives Consultant

⁠https://lancaric.me

Felix Braberg

Ad monetization consultant

⁠https://www.felixbraberg.com

Jakub Remiar

Game design consultant

⁠https://www.linkedin.com/in/jakubremiar

Roi Nam

CEO Airbridge

https://www.linkedin.com/in/roinam/

https://www.airbridge.io/

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Takeaways

Players who are likely to spend on in-app purchases should see fewer ads.

The gaming industry is seeing a significant upward trend in app development.

Emerging markets like Vietnam and Turkey are becoming key players in mobile gaming.

Speed and adaptability are crucial for success in the gaming industry.

User acquisition strategies must evolve to include diversification across channels.

A good game is just the starting point; a great user acquisition strategy is essential.

CPI versus LTV is a critical equation for game success.

The landscape of mobile gaming is shifting towards more diverse and innovative games.

Rewarded ad platforms are gaining traction in the market. Hybrid monetization combines the best of hypercasual and casual games.

User acquisition is crucial for successful monetization strategies.

Segmentation allows for tailored experiences based on player behavior.

Creatives, especially playables, are essential for effective user acquisition.

UA managers must adapt to evolving roles in the gaming industry.

A robust in-game economy is vital for monetization success.

Cultural differences must be considered when expanding globally.

Feature-heavy games may not perform well in Western markets.

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