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AppLovin: Artificial Intelligence guarding Mobile Marketing, or how to Effectively Promote Mobile Applications using a Neural Network

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WakeApp is back with its educational piece for mobile app marketers, “Source of the Month.”

Over the past two decades, mobile applications have become an integral part of our lives, offering us users an incredible range of services to seamlessly exchange ideas, make purchases, monitor health and access entertainment. The growth of the mobile app ecosystem benefits users but makes it difficult for mobile app developers, especially independent developers, to scale and succeed in a crowded market.

Most developers don’t have access to the marketing, monetisation, and data analytics tools they need to stand out among the more than 4.8 million mobile apps available in the Apple App Store and Google Play Store, nor to attract enough users to create and maintain successful long-term business.

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At WakeApp, we’re always ready to lend a helping hand to novice marketers, partners and specialists in the mobile app promotion market to be aware of the latest GEO trends, traffic sources and promotion features. This time, we would like to introduce our readers to a well-known traffic source and tool specialising in the promotion of mobile applications – AppLovin.

AppLovin is an automated mobile marketing platform which also connects all major RTB (Real Time Bidding) platforms. Founded in 2011, it’s reached over one billion consumers worldwide. AppLovin helps advertisers effectively reach new users on mobile devices and Apple TV and provides intelligent optimisation analytics, allowing advertisers to make effective marketing decisions based on real-time data.

Facts about AppLovin

  • Founded in 2011;
  • AppLovin includes over 114,000 apps as of 2022;
  • User coverage – 1 billion;
  • Includes services such as AppDiscovery, MAX, Adjust, AppLovin Exchange, Array, SparkLabs;
  • Minimum deposit amount: $100;
  • Payment methods: PayPal, credit cards;
  • Payment models: CPC, CPM.

 

What does AppLovin consist of?

 

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AppLovin consists of a comprehensive set of tools for developers and marketers to find and download their mobile apps to the right users, optimise return on marketing spend, and maximise engagement monetisation.


The AppLovin software platform includes six services:

  • AppDiscovery, AppLovin’s marketing software solution, is the cornerstone of its software platform, complemented by its MAX app monetisation service. AppDiscovery is powered by AXON and provides the technology to match advertiser demand with publisher supply through auctions at massive scale and microsecond speeds.
  • MAX uses advanced in-app bidding technology that optimises costs by conducting a real-time competitive auction among market players.
  • Adjust is AppLovin’s SaaS mobile marketing platform that empowers marketers to make smarter decisions through data measurement, attribution, fraud management and prevention.
  • AppLovin Exchange. ALX connects advertisers to more than 2 billion mobile devices and more than 35 million CTV households through a single direct RTB exchange. Marketers, agencies and ATDs can access this massive omnichannel offering through more than 100 DSPs that work with ALX. Inventory is purchased programmatically based on impressions.
  • Array is a comprehensive application management package. It provides greatest value to mobile operators and end users
  • SparkLabs is a group of experienced AppLovin designers, developers and gamers dedicated to developing a turnkey creative strategy for any brand and product.

How can a marketer use AppLovin?


 To create an ad:


  1. Click the announcements tab
  2. Select create ad
  3. Write the name of your advertising campaign
  4. Select the desired application for promotion on IOS or Android
  5. Select the category your app belongs to
  6. Select the analytics system you will use

  1. Select the targeting for your advertising campaigns

  1. Add tracking links to third-party services, if necessary

  1. Set a budget
  • Set the bid type (dynamic CPC or CPI)
  • Select goals by installation
  • Determine your daily budget

  1. Interesting! AppLovin can generate an advertisement for you or give you the opportunity to create it yourself.
  2. Upload creatives (videos, banners, etc.). By clicking on the ‘i’ icon, you will receive precise information on the technical requirements for creatives. You also need to fill in additional information, such as title, subtitle, button text, etc.

To view the ad, click on the magnifying glass (magnifying glass icon) when the template has all the necessary resources.

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 Advanced targeting

Advanced targeting is in addition to the targeting on the Edit Goals page in Campaign Settings.

Language targeting

Targeting localised ads will help increase the impact of your campaign.

Country orientation

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This targeting is best used only if language targeting is not suitable for an advertising campaign

Important! Below are advertising recommendations for maximum effectiveness:

  • Types of ads. Video ads are recommended to achieve the best results in your campaigns. Image ads are best used as a complement to video to achieve greater effect.
  • Creatives must have OS-specific icons (for example, the iTunes store icon for iOS only and the Google Play store icon for Android only) or no icons at all.
  • AppLovin does not allow images of the following nature: violence, drug use, or nudity. Ads should also have clear branding and calls to action (e.g., “Download Now,” “Play Now”).

Examples of best practices:

To achieve maximum effect from an advertising campaign, you should have at least 2-3 advertising creatives (concepts). It’s best to update your ads every 2-3 weeks with new creatives. New ads must be uploaded to a new ad set.

Advertising formats in AppLovin:

  • Interstitial ads: Full-screen ads that appear between content screens or during natural breaks in the app experience.
  • Rewarded video ads: Video ads that offer users a reward, such as in-app currency or an extra life, in exchange for watching the full ad.
  • Native ads: Ads that blend in with the app’s content and design, providing a more seamless user experience.
  • Banner ads: Smaller ads that appear at the top or bottom of the screen and remain in view while users navigate the app.
  • In-app bidding ads: An auction-based approach where multiple demand sources compete for the ad inventory, leading to higher revenue for app developers.

Pros and cons of AppLovin?

 

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Pros:

  • Wide Range of Ad Formats: AppLovin offers a variety of ad formats including interstitial ads, rewarded video ads, native ads, and banners, giving app developers the flexibility and options to monetize their apps.
  • Advanced Targeting Options: AppLovin uses user data and machine learning algorithms to optimise ad targeting, increase engagement, and increase ad revenue.
  • Strong Partnerships: AppLovin partners with many leading app developers and ad networks, providing access to a large amount of advertising inventory.
  • High performance indicators for most verticals.
  • You can start advertising from 100 usd

Cons:

  • Low level of support.
  • Weak control over ad content: App developers using AppLovin do not have full control over the ad content displayed in their apps, which may result in some potential inconsistencies with their brand or values.
  • Poor fraud control (as a consequence of the previous point)
  • High prices for CPM. AppLovin’s fees for its services are also higher compared to other mobile advertising platforms
  • Low level of analytics.

Is it possible to promote Gambling on AppLovin?

Marketers may use AppLovin’s services to display advertisements as long as they strictly comply with country-specific laws, rules or regulations (including any age-related requirements) in the following categories:

  • Alcohol;
  • Gaming applications or websites, including online and offline lotteries, casinos, sports betting and social casino games;
  • Tobacco;
  • Financial services, investments, retirement planning, etc.;
  • Medical and pharmaceutical products and services, including prescription drugs; and/or
  • Cause/problem-based advertising (a type of advertising that involves creating a positive image of a company based on its involvement in solving socially significant problems)

In other words, it is possible to promote igaming industry applications, but you must notify the AppLovin customer service team and obtain approval before attempting to display advertising in one of the categories above through the company’s services.

How is AppLovin used in WakeApp?

AppLovin is one of the 30+ sources that our media buyers use when promoting WakeApp applications.

For many years now at WakeApp we have been using this traffic source for our clients. Our team chose AppDiscovery because AppLovin offers comprehensive turnkey advertising solutions – from analytics and launching advertising campaigns to automatic creative creation.

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AppDiscovery also provides advanced targeting and optimisation features (using machine learning algorithms) that help our media buyers reach the most relevant users for our clients. This helps improve the overall effectiveness of advertising campaigns and increase return on investment (ROI) and reduce marketing costs.

About our guide: Every month, we publish helpful promotion guides where we discuss promotion features in a particular region according to traffic sources and GEO traffic. We also seek to keep our readers up-to-date on tips, as well as restrictions and bans about promoting on certain sources.

Think of it as a mobile marketer’s desktop guide!

About us:  WakeApp is an international mobile marketing agency with 10 years of experience in the market, and is leading the development and promotion of gaming and non-gaming mobile applications in the e-comms, video streaming, food delivery, sport, utilities, and finance verticals. In 2022, WakeApp received The Media Agency of the Year at the SiGMA Asia Awards, and in 2021, WakeApp placed in 5 categories in the 13th edition of the AppsFlyer Performance Index XIII.

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eSports

Esports Charts Becomes Official Viewership Analytics Partner of StarLadder Budapest Major 2025

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Esports Charts, the leading esports viewership analytics provider, has partnered with StarLadder, a pioneering tournament organiser. The Budapest Major 2025 marks a highly anticipated comeback for StarLadder, as it is their first Counter-Strike Major since 2019 and a significant return to the top-tier esports arena.

As the official analytics partner of the StarLadder Budapest Major 2025, Esports Charts will provide comprehensive, real-time audience data and insights throughout the event. This will empower organisers, teams, sponsors and fans with unparalleled transparency and a deeper understanding of the tournament’s global reach.

Artyom Odintsov, Co-founder and CEO of Esports Charts, said: “We are thrilled and proud to provide viewership analytics for StarLadder for the Budapest Major 2025. Since both Esports Charts and StarLadder are Ukraine-born companies, we share similar values and deal with similar challenges, which brings us even closer.

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“It’s genuinely exciting to follow how viewership will develop at this Major. But knowing the expertise, drive, and passion that the organizers are bringing, I have no doubt we’ll witness some incredible things happen in Budapest.

“Esports Charts has always been driven by a mission to provide the esports community with accurate, actionable data, and we look forward to showcasing the impact and audience engagement of this world-class event.”

StarLadder has been a driving force in global esports for almost 15 years now, since hosting its first tournaments in 2011. Renowned for its innovation and reliability, the company has organised some of the industry’s most iconic events. These include the StarLadder Berlin Major 2019, which accumulated over 44 million hours watched and remains in the top 10 CS events by this metric, and the legendary StarSeries tournaments which started back in 2012.

Viacheslav Shcherbakov, Sales and Partnerships at StarLadder, said: “We’ve been working with Esports Charts since their founding and have always valued their professionalism and integrity. In a market where reliable data is essential, Esports Charts provides honest, transparent numbers, exactly the kind of insights sponsors and stakeholders rely on when assessing the potential reach of a World Championship event.

“We’re confident that this partnership will result in a high-quality analysis of our tournament’s performance and the audience data we’ll report to our partners. It’s a collaboration built on trust, shared values, and a deep understanding of what it takes to elevate esports to the next level.”

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The Starladder Budapest Major 2025 will be held from November 24 to December 14 in Budapest, Hungary. The event will bring together the world’s top 32 Counter-Strike 2 teams to compete for a $1.25 million prize pool and one of the most prestigious titles in esports.

The post Esports Charts Becomes Official Viewership Analytics Partner of StarLadder Budapest Major 2025 appeared first on European Gaming Industry News.

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Superbet Becomes New Main Sponsor of Jagiellonia Białystok

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Superbet has become the new main sponsor of Jagiellonia Białystok. The logo of one of Poland’s leading bookmakers will appear on the front of the Podlasie team’s match jerseys. This is the fourth Ekstraklasa club, alongside Lech Poznań, Górnik Zabrze and GKS Katowice, to join the bookmaker’s extensive sponsorship portfolio.

The new partnership is more than just a logo on a jersey – the collaboration between Jagiellonia and Superbet is intended to have a particularly fan-focused nature. The brand is announcing numerous dedicated campaigns, events and surprises aimed at fans of the yellow and reds. The first of these has already launched with the announcement of the partnership – and will undoubtedly delight anyone planning to purchase the new jersey.

Superbet will pay a 100 PLN bonus towards the purchase of an official Jagiellonia match jersey. A total of 1920 jerseys will be available as part of the promotion – a number symbolically related to the year the club was founded. The promotion is valid both in-store and online and is open to all Superbet app users.

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“When making a purchase in a stationary store, all you need to do is show the installed application, and for online customers, verification will take place via the email address: [email protected], to which you can simply send a short message, and in response, fans will receive a unique code entitling them to purchase a T-shirt at a discount,” explains Bartosz Malaka, Head of Marketing & Sponsoring at Superbet.

However, this is not the end of surprises for fans of the Białystok club, because if they register using the special code “JAGA,” they will also receive a welcome bonus.

“Jagiellonia fits perfectly into our sponsorship strategy – it’s a club with ambition, a strong identity, and enormous potential that combines modernity with local character. W’’re thrilled to be embarking on this journey together. Our logo will now appear on the fronts of the jerseys of four Ekstraklasa clubs, confirming our continued leadership in sports sponsorship,” said Łukasz Seweryniak, General Manager of Superbet Polska.

“Jaga is the perfect partner for us – with a great history and a huge, loyal community of fans who live and breathe this club every day. With them in mind, we’re preparing a whole package of activations, surprises, and events designed to build even stronger bonds. We want to show that just as Jaga is a super club, Superbet is a super sponsor,” Malaka said.

“I am extremely proud and happy to have entered into a partnership with such a renowned and recognizable brand as Superbet. I would like to emphasize that this is the highest-ever sponsorship agreement in the club’s history, which further underscores the importance of this partnership. I believe the word ‘partnership’ is key in the context of our agreement. I am most pleased that we are not just gaining a sponsor, but a true partner with whom we will achieve great things together,” said Ziemowit Deptuła, President of the Management Board of Jagiellonia Białystok SSA.

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The partnership with Superbet is another important step in Jagiellonia’s development – not only in terms of sporting activities, but also in terms of modern marketing and fan engagement. Both parties emphasize that this will be a collaboration based on genuine commitment and closeness to fans.

The post Superbet Becomes New Main Sponsor of Jagiellonia Białystok appeared first on European Gaming Industry News.

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Australia

VGCCC Fines Werribee RSL for Self-exclusion Failures

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The Victorian Gambling and Casino Control Commission (VGCCC) has fined the Werribee RSL $30,000 for failing to prevent 2 self-excluded customers from gambling.

VGCCC CEO Suzy Neilan said: “This is the first time the VGCCC has taken disciplinary action against a club or hotel for self-exclusion breaches.

“Self-exclusion programs empower people to manage their gambling by registering to be temporarily or permanently blocked from entering gambling areas of clubs, pubs and casinos.

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“By failing to respect a person’s decision to self-exclude, a venue may put customers who have decided to take a break from gambling, or quit altogether, at risk of experiencing gambling harm.”

In January 2024, the VGCCC received an anonymous tip-off that a self-excluded person entered the Werribee RSL gaming room and used the poker machines. The venue self-reported a second breach in May 2024, after realising a different customer had gambled at the venue on at least 4 occasions between February and May 2024.

Ms Neilan said: “Taking disciplinary action is the last resort. We would prefer venues take their harm minimisation responsibilities seriously by complying with their legal obligations, including through the effective implementation of tools like self-exclusion.

“Venues and their staff are the last line of defence for self-excluded customers, who should be able to trust that their decision to self-exclude will be respected. They must have the appropriate controls in place to prevent self-excluded people from entering gaming rooms.”

The VGCCC acknowledged that Werribee RSL cooperated with the investigations and has since taken steps to strengthen its procedures. These include improved and regular staff training, daily audits of the self-exclusion register and greater use of technology to identify self-excluded customers who attempt to enter the gaming room.

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This remedial action was taken into consideration in determining the amount of the fine.

The post VGCCC Fines Werribee RSL for Self-exclusion Failures appeared first on European Gaming Industry News.

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