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

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.
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?
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:
- Click the announcements tab
- Select create ad
- Write the name of your advertising campaign
- Select the desired application for promotion on IOS or Android
- Select the category your app belongs to
- Select the analytics system you will use
- Select the targeting for your advertising campaigns
- Add tracking links to third-party services, if necessary
- Set a budget
- Set the bid type (dynamic CPC or CPI)
- Select goals by installation
- Determine your daily budget
- Interesting! AppLovin can generate an advertisement for you or give you the opportunity to create it yourself.
- 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.
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
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?
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.
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.
Latest News
Week 21/2025 slot games releases

Here are this weeks latest slots releases compiled by European Gaming
FBMDS proudly unveils its latest online slot game, Sea of Fortune, a thrilling addition to its acclaimed Sublime Series. Set to chart new waters in the online casino landscape, Sea of Fortune delivers an immersive, high-impact experience that promises to captivate slot fans across multiple markets. Set against the backdrop of the seven seas, Sea of Fortune invites players aboard the ship of the fearless Captain Golden Beard.
Nolimit City is back to slaying monsters in its latest Labs-branded slot, Kill Em All, taking a fresh and experimental approach to slot gameplay. This beast joins a lineup of this year’s standout releases, including Highway to Hell, Mental II, and Duck Hunters. Your lust for treasure blinds you from fear and nothing will stand in your way – except the monsters of the underworld.
Relax Gaming, the iGaming aggregator and supplier of unique content, is calling on players to unleash the dragon and ignite the reels in its hotly anticipated new release, Bonsai Dragon Blitz Dream Drop. This fast-paced 6×4 slot boasts 4,096 ways to win alongside a fiery mix of features, including the Daily Dream Drop mechanic for the very first time. With Bonsai coin symbols, treasure chests, and powerful dragons waiting to erupt onto the reels. The chase for huge wins is on.
Roll down the windows and let the warm Italian breeze sweep you away to rolling vineyards and winding streets in Stakelogic’s latest escape, Dolce Far Niente. As a stylish couple cruises beneath a glowing Mediterranean sunset, every spin ignites cascading wins, Modifier Wilds and a max multiplier up to 5,000× the stake. Dolce Far Niente takes players on a scenic ride across a 5×3 grid with 243 pay ways.
Play’n GO unveils Dragonfate’s Favor, a 6×4 video slot where ancient dragons stir and the lost power of the Alpha is yours to command. In Dragonfate’s Favor, players are transported to a land where dragons once soared and their sanctuary shimmered with power. With the realm lost to time, only the Dragon Amulet can rekindle their might. Now, players join Goldar, the formidable golden guardian, and his fiery Hatchlings on a quest to restore the dragons’ strength and unlock riches buried in myth.
Inspired Entertainment, Inc., is excited to announce the launch of Centurion Big Money™ – the latest addition to the successful Centurion™ franchise. Now available in the UK B3, LBO market, this new release builds on the franchise’s popularity by introducing Inspired’s renowned Big Money mechanic.
Amusnet has released its latest slot game, Extra Crown Classic Dice. The game brings together regal visuals, captivating mechanics and a touch of timeless elegance, offering players an experience where every spin holds the promise of fortune. Extra Crown Classic Dice features 5 reels and 10 fixed paylines, blending the charm of classic dice symbols—like sevens and eights—with artful design and smooth gameplay.
Booming Games proudly presents the second game from the highly successful Trio series. Set in the mythical underwater kingdom, Power of Atlantis Trio is the second release in the thrilling TRIO series, with more captivating titles scheduled to launch in the coming months. This slot features a 5×3 grid that can expand to 6×5, offering 20 paylines and an ocean’s worth of treasure waiting to be claimed.
Peter & Sons’ sequel to its gloriously spooky smash hit Ghostfather is about to drop. Ghostfather – Awakened is available across multiple platforms and jurisdictions from May 22. Restless spirits whisper through cracked walls and faded portraits, while the ghost of Igor Vasilievich rises again in search of long-lost fortunes in this 5×3-reel, 20-payline video slot that boasts a maximum win potential of 10,000x the bet.
Blueprint Gaming™ flexes its branded game heritage with its latest release, Dumb and Dumber™ Route to Riches, where the beloved Harry and Lloyd are on hand to guide players to victory via an exciting, revamped game trail. Boasting hilarious antics and cash-filled surprises, the cash collect system during base play is complemented by a ‘Pull Over Harry!’ feature, which can be randomly triggered during any spin.
The post Week 21/2025 slot games releases appeared first on European Gaming Industry News.
Balkans
EGT Digital at Belgrade Future Gaming 2025: Get ready to be fascinated

On 27 and 28 May the Serbian capital will once again host Belgrade Future Gaming exhibition. EGT Digital will participate in it along with EGT for another year in a row. Both companies will expect their guests on stand E1.
EGT Digital will reveal its rich gaming world, including the jackpot bestsellers Bell Link, Clover Chance, High Cash, and Single Progressive Jackpot, as well as over 140 casino games on different themes, which have presence in more than 50 markets worldwide. Visitors will also be able to learn more about the newest addition to the provider’s jackpot portfolio: the 4-level multi-denomination Gods & Kings Link. Currently including 2 games: Glorious Alexander and Ape of Luck, it will offer players an exciting experience full of great winnings, attractive bonuses, and a lot of fun.
The company’s iGaming platform X-Nave will also be on display. Featuring 4 main modules: Gaming Aggregator, Sport Product, CRM Engine, and Payment Gateway, it stands out with great flexibility, thanks to which each of the modules can function as part of the turnkey solution or operate independently, as they allow integration with third-party developments.
The Gaming Aggregator will present its vast range of over 13,000 titles from more than 130 popular providers together with numerous functionalities for content customization. The Sport Product will demonstrate its rich sports and esports content across a number of markets globally. The CRM Engine with its player management tools and bonus features, as well as the Payment Gateway, covering a rich diversity of payment methods, will further expand operators’ options to create more personalized and engaging offerings for their clients.
“Participating in Belgrade Future Gaming has always been very rewarding for us and I have every reason to believe that this year’s edition will once again bring us excellent results,” said Tsvetomira Drumeva, Head of Sales at EGT Digital. She added: “We can’t wait to meet with our valued current partners and potential future customers from the region and show them our latest innovations, that can make their business even more successful.”
The post EGT Digital at Belgrade Future Gaming 2025: Get ready to be fascinated appeared first on European Gaming Industry News.
Jonathan Jossel
Las Vegas’ only all-inclusive hotel room package is back for summer at the Plaza Hotel & Casino

With summer fast approaching, the Plaza Hotel & Casino is bringing back Las Vegas’ only all-inclusive hotel room package starting June 1 at $125 per person per night.
The Plaza introduced its all-inclusive hotel room package last summer. It was so well received by guests that the iconic downtown Las Vegas property is bringing the all-inclusive offer back and extending it for all of June, July and August.
“At a time when tourists are concerned about increasing costs in Las Vegas, including resort fees and paying to park, we wanted to give our guests a more affordable summer vacation option by again offering our all-inclusive hotel room package,” said Jonathan Jossel, CEO of the Plaza Hotel & Casino.
The Plaza’ all-inclusive hotel room package waives all resort fees. Guests will enjoy free access to the fitness center, rooftop pool, and self-parking. The package also includes bottomless drinks from the Omaha Bar and Sports Book Bar on the casino floor and breakfast and dinner from various dining outlets.
With free access to the rooftop pool, guests can also enjoy the pool’s new amenities including:
- Smart lockers have been installed in a climate-controlled area leading out to the pool allowing guests to conveniently store their belongings with just their phone for a nominal rental fee.
- New sun loungers that can accommodate two guests have been added poolside and are available for rental that includes towels, an umbrella and dedicated cocktail service.
- Conveniently located next to the pool’s full-service cocktail bar, the Plaza Pool’s Food Truck will also be open all summer long offering light bites like street tacos, hummus & pita, and fruit cups, as well as more hearty fare like pizzas, hot dogs, burgers, and wraps.
- Ice cream treats have been added to the retail concessions sold in the pool lobby.
To take advantage of the Plaza’s all-inclusive hotel room package, rooms must be booked online by Aug. 29 for a stay June 1 through Aug. 30.
The post Las Vegas’ only all-inclusive hotel room package is back for summer at the Plaza Hotel & Casino appeared first on Gaming and Gambling Industry in the Americas.
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