Moloco Ads Mobile Gaming Research
Inside a mobile game’s first year
An analysis of 55 mobile game launches, representing $1.5B in IAP revenue and more than 20M players, reveals what separates breakout titles from the rest. Discover how their strategies evolve throughout the first year, from creative testing to bid strategy.
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What This Report Reveals
The new launch market has never been more competitive, but the opportunity is there for those who play it right. We analyzed new mobile game launches Moloco supported to find out what the winners are doing differently.
A few of the findings you’ll find in the report:
- Whales don't show up on day one. Only 13% of a title's eventual top spenders make their first purchase in month one — many are still arriving in month six or later. Titles that judge success by D7 or D30 payback alone are often cutting winners too early.
- Breakout titles bid for value from the start. In launch month, breakout titles already put 94% of their UA spend behind ROAS objectives (vs. 65% for everyone else).
- The best launches never stop iterating on creative. Breakout titles ship 47% of their creative in months 7–11 (vs. 27% for the rest) and lean twice as hard into playables — proof that a launch-week creative set isn't enough to sustain a full year.
