Latest News
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
Olympian Legends: Galaxsys’ New Slot Game Inspired by Ancient Myths

Galaxsys, the award-winning games developer, is proud to announce the launch of Olympian Legends, a new slot game that brings the power and majesty of ancient mythology to life.
More than just a tribute to ancient mythology, Olympian Legends combines breathtaking visuals, innovative features, and dynamic gameplay, promising players an unforgettable journey through the myths of Olympus. As players progress and reveal mythic features, they face the power of ancient gods. With cascading symbols and exciting bonuses, the game delivers a dynamic adventure that’s truly worth exploring.
This marks the third slot title that Galaxsys has announced over the last two months, following the launches of Funny Faces: Hoglet-Moglet and El Dorado.
What Makes Olympian Legends Special
Olympian Legends stands out by blending rich narrative elements with innovative slot mechanics. The progress bar on the right side of the grid consists of five elements. Each time a winning combination is formed, the progress bar fills from bottom to top, triggering a mythical feature when an element is completed. Additionally, the Buy Bonus option allows players to take fate into their own hands, enabling them to access the bonus game at any time they choose.
Dynamic animations and sound design ensure every encounter with Zeus, Poseidon, and more characters feels like stepping into an epic saga rather than playing a traditional slot.
Vigen Safaryan, CPO at Galaxsys, commented: “Olympian Legends combines strong gameplay mechanics with a detailed and dynamic theme. Our goal was to deliver a slot that feels rewarding to play while offering players a more refined experience through mythology. We paid special attention to balancing the game’s features to ensure that the experience feels dynamic, without overwhelming the player. From the visuals and animations to the way the bonuses unfold, every element was designed to create a journey that feels both entertaining and authentic.”
Olympian Legends is now live and available for Galaxsys’ global network of partners.
The post Olympian Legends: Galaxsys’ New Slot Game Inspired by Ancient Myths appeared first on European Gaming Industry News.
Conferences in Europe
Inaugural iGaming Event for Technology Leaders: Technology in Gaming Conference 2025

The iGaming industry is getting a dedicated space for its most forward-thinking technical leaders with the launch of the Technology in Gaming Conference 2025 (TiG 2025) — an exclusive new event created specifically for CTOs, CIOs, and senior technology stakeholders in the iGaming world.
Taking place on 1st July 2025 as part of London iGaming Week in partnership with iGB Live!, this specialist conference will bring together some of the most innovative minds in technology to explore the future of cybersecurity, infrastructure, artificial intelligence, compliance, and scalability. TiG 2025 is designed to give technical leaders a forum tailored to the real challenges and opportunities shaping iGaming today and in the years to come.
“I am delighted to see other organisers bringing their own events that meet the need of specialist verticals within the industry as part of London iGaming week. The team at iGB L!VE are pleased to be able to support this event, and encourage iGaming senior IT professionals to join what we know will be an event that offers excellent content and networking opportunities for them” said Naomi Barton, Portfolio Director at Clarion – Organiser of iGB Live!
Topics on the agenda include:
- Scalable architecture & infrastructure
- AI & machine learning in iGaming
- Compliance & security in regulated markets
- Future-ready platform innovation
- Engineering teams, DevOps, and automation
“As an industry driven by technology I think it’s important to create a space that speaks specifically to the leaders developing and driving the change that has such a big impact on the growth and development of such an exciting sector” commented Shona ODonnell, Event Director.
Pretty Technical, a leading provider of iGaming software and platform solutions, is proud to be named the headline sponsor of this inaugural event. The company’s commitment to innovation and modern architecture makes it a natural fit for an event designed to shape the next chapter of gaming tech.
“As a business that thrives on building technology designed for the next decade, not the last, we’re thrilled to support TiG 2025 and connect with the talented tech leaders shaping the future of iGaming,” said Emma Blaylock, CEO Pretty Technical.
The event is also sponsored by Claranet, experts in modernising and managing critical applications and infrastructure 24×7, and Marshall Wolfe, a dedicated hiring consultancy specialising in digital and technology sectors.
Registration is now open with tickets currently discounted by £200 until 31st May.
The post Inaugural iGaming Event for Technology Leaders: Technology in Gaming Conference 2025 appeared first on European Gaming Industry News.
EveryMatrix Press Releases
EveryMatrix goes ‘back to where it all began’ with new London office opening

EveryMatrix has opened a new central London office, 17 years after it was founded in the UK capital.
Located in the heart of the city on the 25th floor of the newly opened 258,000 sq ft HYLO building in Old Street, London, the premium office space is home to various EveryMatrix teams, including several members of its OddsMatrix sports platform division.
The HYLO has been described as one of London’s most exciting new buildings, boasting a high rise tower and large, efficient podium floors plus roof gardens and new public spaces all within the popular Shoreditch area.
Team members include UK-based ex FSB Technology employees who have successfully integrated into EveryMatrix, following its acquisition last year. Many of the team have been responsible for delivering the Group’s new horse racing product.
Built from the ground up in just six months, the EveryMatrix racing product is fully managed by the expert, award-winning former-FSB trading team in London. The solution offers a wide range of global content, round the clock streaming, multiple derivative markets, granular price management and dynamic cross-product bonusing.
Designed to appeal to core racing markets such as the UK & Ireland and South Africa, customers also benefit from integration into EveryMatrix platform technology, offering increased scale, next generation user experience, enhanced bonusing and increased automation.
The new EveryMatrix London office is the third new global location to be opened this year with Chang Mai in Thailand and Cebu in the Philippines welcoming teams in March. This takes the total number of global EveryMatrix offices to 15 employing more than 1,400 staff.
The EveryMatrix workforce has increased by 40% since last March when the company announced its 1,000th employee while simultaneously cutting the ribbon on a state-of-the-art, sustainably developed and built office for more than 500 staff in Bucharest.
Ebbe Groes, Group CEO and Co-Founder, EveryMatrix, said: “We’re back where it all began when Stian [Hornsletten] and I co-founded the business in 2008. This new opening brings back so many fond memories and I’m personally delighted to see the business come back full circle.
“The space is magnificent and one of the best I’ve ever seen offering our teams here superb working conditions, multiple benefits and the ideal central London location.
“Our growth is showing no bounds and this new UK location highlights just how ambitious we are to continue growing and working with premium, tier-1 customers who we can now host in one of Europe’s best cities.”
The post EveryMatrix goes ‘back to where it all began’ with new London office opening appeared first on European Gaming Industry News.
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