Gaming

APPOCALYPSE NOW: MOBILE ADVERTISERS HAVE THEIR SAY ON PRIVACY-FIRST MARKETING

Published

4 years ago

June 7, 2022

Reading Time: 3 minutes

– Industry defining report from Tenjin and Growth FullStack sheds a light on mobile marketing one year on from Apple’s privacy changes –

Tenjin, a leading mobile measurement platform for indie and mid-sized mobile game publishers, together with Growth FullStack, a platform powering custom business intelligence for mobile advertisers, today release the full report of their revelatory research findings about the state of mobile marketing.

With billions of people shopping, socializing, scrolling and, of course, gaming on mobile for up to a third of their waking moments, it’s hardly surprising that mobile ad spend reached a spectacular $300 billion in 2021. This amount could hit as much as $350 billion in 2022, reflecting the strength of an industry boosted by permanent changes to user behavior brought about by the global COVID-19 pandemic.

Yet, for an industry that is so accustomed to knowing whom its dollars target and the return on investment they deliver with pinpoint granularity, the last year has been a rude awakening. Privacy-first changes have forever altered familiar ways of targeting and measuring ad performance, particularly on what is often seen as the most lucrative ecosystem of them all – Apple’s iOS.

Between the doomsaying predictions and a picture of booming ad spend, the reality mobile advertisers are operating in is much more nuanced. Tenjin and Growth FullStack wanted to drill deeper, and commissioned market research agency Atomik Research to conduct an online survey of more than 302 mobile advertisers in the UK and US.

Christopher Farm, CEO and Co-Founder of Tenjin, said:

“While the appocalypse may not have materialized as first predicted, our research shows that there are indeed some tectonic shifts underway. The reality is that the full ramifications of privacy-first marketing aren’t yet understood, even by people like us who spend their days entirely focused on deciphering them and coming up with solutions.”

Key findings:

Expectations vs reality – Despite feeling reasonably well prepared for Apple’s privacy changes (53% fairly, 15% very), the majority (55%) of mobile advertisers say that mobile advertising became more difficult in 2021. This had a considerable negative impact on advertisers’ revenues – The median estimated revenue loss due to Apple’s privacy changes was 39%.
Patchwork strategies – Mobile advertisers are using a patchwork of strategies to achieve success. 85% used probabilistic attribution or fingerprinting in 2022, despite more than three-quarters (77%) expecting Apple to clamp down on fingerprinting.
Teething problems with SKAN – Making the most of Apple’s anonymized SKAdNetwork data is a challenge for mobile advertisers. Few (32%) of companies have access to in-house data science talent, but three-quarters (75%) have implemented some form of marketing automation to gain insight from large, disparate datasets.
Gaming – Mobile games advertisers felt the impact of Apple’s privacy-first changes most keenly of all. They were more convinced that mobile marketing became more difficult in 2021 (gaming 68% vs 43% non-gaming), more likely to shift budget to Android (63% vs 48%), and use attribution methods such as probabilistic attribution or fingerprinting (91% vs 70%).
Optimism for 2022 – Despite a tough 2021, mobile advertisers are largely positive and bullish. 85% were optimistic that marketing would be less challenging in 2022, while almost two-thirds (65%) planned to increase rather than decrease their ad spend.

Christopher Farm commented on the findings:

“Mobile marketing can be best characterized as in a zombified state that’s somewhere between the familiar era of unrestricted targeting and the new, privacy-first one. The sustainability of the current patchwork model remains to be seen. It’s likely that, in the not too distant future, committing to understanding SKAN will become imperative rather than optional. And yet, despite a rough 2021 for mobile advertisers’ bottom lines, and with more change ahead, our research shows that advertisers’ optimism remains strong. After all, one thing is unchanged: the best mobile content and services are in high demand from billions of people the world over, on both iOS and Android.”

The research fieldwork took place with 302 companies with no known affiliation to Tenjin or Growth FullStack, and was conducted by Atomik Research, an independent creative market research agency that employs MRS-certified researchers and abides to MRS code.

Diamond Coins

Wazdan enhances Hot Slot™ series with Hot Slot™: Diamond Coins

Published

21 minutes ago

April 9, 2026

Wladimir P.

wazdan-enhances-hot-slot-series-with-hot-slot:-diamond-coins

Wazdan, the gain-focused game developer, has bolstered its high-performing Hot Slot portfolio with the launch of Hot Slot: Diamond Coins, a vibrant new title that merges the series’ retro charm with mechanics from its flagship Coins collection.

Staying true to the Hot Slot format, the game spans 15 reels and features fan-favourite mechanics including Cash Infinity and Hold the Jackpot, alongside specially designed Bonus symbols to boost engagement.

In the Hold the Jackpot Bonus Game, players compete for a Grand Jackpot of up to 3,000x their stake. Standard Hot Slot symbols also remain active on any reel without a Bonus symbol, using two paylines to deliver consistent base-game wins.

The Chance Level feature adds an extra layer of strategy and excitement, increasing the likelihood of triggering the Hold the Jackpot Bonus Round and offering players a more personalised gameplay experience.

Radka Bacheva, Head of Sales and Business Development at Wazdan, said:
“Hot Slot: Diamond Coins marks an exciting milestone in the evolution of the Hot Slot series. By combining the retro aesthetics players love with the proven performance of our Coins mechanics, and layering in Cash Infinity, Hold the Jackpot, and Chance Level, we’ve created a dynamic experience that immediately captures attention and delivers engaging, high-energy gameplay from the very first spin.”

Hot Slot: Diamond Coins is now available for integration, designed to perform across global markets and appeal to a broad player base.

The post Wazdan enhances Hot Slot™ series with Hot Slot™: Diamond Coins appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Gaming

PopOK Gaming Launches “Matatu Juu”: A Fast-Paced Journey to 10,000x Multipliers

Published

21 minutes ago

April 9, 2026

Wladimir P.

popok-gaming-launches-“matatu-juu”:-a-fast-paced-journey-to-10,000x-multipliers

PopOK Gaming has launched its latest title, Matatu Juu, a fast-paced crash game that brings the vibrant energy of urban commutes to the gaming world. Inspired by the lively “Matatu” culture, the game challenges players to chase escalating multipliers, with the potential for wins of up to 10,000x.

High-Stakes, Player-Controlled Action
At the heart of Matatu Juu is the intuitive Cashout mechanic, giving players full control to decide the perfect moment to secure their rewards before the inevitable crash. Timing and strategy define the thrill, creating a tense, adrenaline-filled experience with every spin.

Key Features:

Massive Multiplier Potential: Chase multipliers soaring up to 10,000x for life-changing wins.
Player-Centric Control: Cash out at your own pace—play safe or go all-in for the ultimate payout.
Seamless Gameplay: A clean, engaging interface that’s easy for newcomers but addictive for experienced players.
Vibrant Urban Theme: A colorful, energetic design that blends cultural flair with modern gaming mechanics.

“With Matatu Juu, we wanted to capture the thrill of a fast-paced commute and turn it into a rewarding gaming journey,” said Luiza Melikyan, Head of Business Development at PopOK Gaming. “Combining simple crash mechanics with huge win potential keeps players on the edge of their seats from start to finish.”

Matatu Juu is now available for integration, offering operators a high-engagement title perfectly suited for players seeking instant-win, social-style gaming experiences.

The post PopOK Gaming Launches “Matatu Juu”: A Fast-Paced Journey to 10,000x Multipliers appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

BGaming

Hook Huge Rewards in Fishing Club 2

Published

2 hours ago

April 9, 2026

Wladimir P.

Fast-growing content producer announces its involvement in a long-awaited sequel.

Renowned iGaming content developer BGaming aims to capture significant victories once more in Fishing Club 2, the follow-up to one of the firm’s most profitable #Casual games.

Participants settle in around a picturesque lake before dropping their lines into the water to discover what prizes they might reel in. The game offers a first-person perspective, engaging players directly in the action while conveying the soothing ambiance of an actual fishing experience.

BGaming has considered players’ opinions on the original game and provided them with greater freedom in their gameplay of Fishing Club 2. Players can fish at three spots located at dawn, dusk, and twilight. This provides each session with a unique twist and enables players to discover the atmosphere that suits their preferences.

The new Fishing Club game offers two bonus features. The Fishing Net bonus, capable of being activated for ×60 the player’s wager, spreads widely, while the TNT Bonus, valued at ×100 the wager, creates a massive blast in the water. You can acquire both of these by using the Buy Bonus button, ensuring a victory.

A skilled angler retains trophies, and the game enables players to track theirs with the well-known features Best Win and Best Catch. These show the greatest single-spin win amount and the largest multipliers achieved.

Vasili Pauliuchenko, Game Producer at BGaming, said, “The original Fishing Club title is one of players’ most-loved #Casual games by BGaming. Having listened to their feedback, we are taking them back to the open waters in Fishing Club 2 with a few pivotal updates.

We love to give our players more control over how they play, and that is on full display with Fishing Club 2. They can decide when and where they fish and what tools to use for most successful angling. We are sure that such personalization will be a hit with the game’s fans and those new to the series.”

The post Hook Huge Rewards in Fishing Club 2 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.