Latest News

Moloco Research Reveals Untapped Potential in Mobile Gaming App Marketing

Published

8 months ago

October 31, 2024

Moloco, a leader in operational machine learning (ML) and performance advertising, announced the results of a new research study, Beyond Borders: Mobile Gaming Insights for Global which shows that mobile gaming app marketers are overly focused on a limited number of countries. The research suggests that mobile gaming app marketers around the world may be missing out on hidden opportunities in additional countries that would accelerate user acquisition (UA), tap into high-value users, and drive significant growth.

“This research intends to inspire marketers to think outside of their comfort zone. The hyperconcentration of advertising spend in a few countries creates a huge opportunity to uncover high-value users in new global markets that can be unlocked through targeted user acquisition strategies. Perhaps there is some bias that is creating a self-fulfilling prophecy as marketers focus their spend too narrowly. The key learning from this research is that marketers may be missing out on opportunities to capture users of value and that constant experimentation of new audiences is essential as global markets evolve,” said Tom Shadbolt, Senior Insights Manager, Moloco.

The study revealed that:

• 71% of mobile gaming app marketing spend is highly concentrated in 10 countries. In addition, around 40% of spend is directed towards ads in the US alone. The UK comes in second with 6% of the total spend, followed by Germany at 5%, and Japan at 4%. For this analysis, Moloco considered marketing spend that is primarily focused on user acquisition efforts related to in-app purchases (IAP).

• US-based mobile gaming app marketers direct 60% of their user acquisition spend to North America (US, Canada, and Mexico). When combining spend in both North America and Europe, that number increases to 82%, which indicates potential opportunity for user acquisition in other regions, particularly Asia Pacific.

• Mobile gaming app marketers in China are leading the way in diversifying global marketing spend and growth. As an export-oriented market that aims to acquire users outside of the home country, China is ahead in terms of diversified global growth. Only 36% of spend is directed at the US, Canada and Mexico with greater relative spend in Europe, Asia Pacific and other global markets.

• High-value users exist beyond geographic boundaries. 70-85% of in-app purchase revenue is driven by the top 10% of payers in each market that was researched. Distribution of payer value is relatively consistent across markets and genres indicating potential for expansion with targeted user acquisition strategies.

• Paid user acquisition can unlock opportunities in new markets. While paid user acquisition is most scalable in countries that receive significant marketing spend such as the US, Japan, and South Korea, there are pockets of opportunity to target high-value users in countries such as Brazil, Greece, Iceland, Netherlands, the United Arab Emirates, and South Africa.

“It’s tempting to focus on large markets because they’re familiar and marketers are used to advertising there. However, there is significant opportunity beyond these traditional markets where the competition is lower and hitting your KPIs can be much more efficient,” said Sarah Yamanouchi, Head of Growth Marketing at Rec Room, the publisher of a popular free online multiplayer game.

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Related Topics:MOLOCO Sarah Yamanouchi Tom Shadbolt

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NetGaming Goes Live in Ontario with Rush Street Interactive via BetRivers Platform

Published

2 days ago

June 20, 2025

George Miller

NetGaming, a fast-growing online casino content supplier, is proud to announce its launch in Ontario with Rush Street Interactive, Inc., a leading online casino and sports betting company in the United States, Canada and Latin America. This strategic collaboration marks a significant milestone for NetGaming as it continues to expand its footprint across regulated North American markets.

As part of the launch, Ontario players on BetRivers can now enjoy a diverse portfolio of NetGaming titles, known for their high-quality graphics, immersive gameplay, and unique themes. Standout games such as Zeus’s Thunderbolt, Bison Gold, and Fireball Inferno are among the first to go live, with additional titles set to follow soon.

This partnership is just the beginning. NetGaming plans to extend its collaboration with Rush Street Interactive into Michigan, New Jersey, Pennsylvania, Delaware, and Mexico over the coming months.

Pallavi Deshmukh, CEO of NetGaming, commented: “We are thrilled to go live with Rush Street Interactive, a powerhouse operator with a strong presence and loyal player base. This launch marks a significant milestone in our
North American expansion strategy and underscores our commitment to delivering exceptional gaming experiences tailored to local player preferences across the region.”

Richard Schwartz, CEO of Rush Street Interactive, commented: “We are pleased to partner with NetGaming to bring innovative, premium games to our players in Ontario. This collaboration aligns with our strategy to offer world-class
entertainment through engaging, action-packed online casino games. We look forward to expanding this partnership into additional regulated markets in the months ahead.”

This strategic partnership highlights both companies’ dedication to providing high- quality, innovative, and responsible entertainment to players in regulated markets.

Compliance Updates

The Saskatchewan Indian Gaming Authority (SIGA) Selects New Board Chair

Published

2 days ago

June 20, 2025

Niji Narayan

The Saskatchewan Indian Gaming Authority (SIGA) has announced Chief Tammy Cook-Searson, of the Lac La Ronge Indian Band, as its new Board Chair for SIGA’s Board of Directors.

SIGA is a non-profit First Nation gaming operator for seven land-based casinos and the online gaming platform PlayNow.com in Saskatchewan.

Chief Cook-Searson first joined SIGA’s Board of Directors in 2018 and has been a regular SIGA Board member as well as a member of SIGA’s Audit & Finance Committee.

She is serving in her 20th year as Chief of Lac La Ronge Indian Band and has a Master of Business Administration (MBA) degree and a graduate diploma in management from Athabasca University. She also holds honorary degrees from the University of Regina, the Saskatchewan Indian Institute of Technologies (SIIT) and Saskatchewan Polytechnic.

Chief Cook-Searson replaces outgoing Board Chair former Chief of Muskowekwan First Nation Reginald Bellerose, who has held the Board Chair position since February 4, 2015.

Latest News

SCCG Announces Strategic Partnership with Applift

Published

2 days ago

June 20, 2025

Niji Narayan

SCCG Management has announced a strategic partnership with Applift, the world’s top performance App Store Optimization (ASO) agency. This partnership will introduce Applift’s proprietary ASO technology and advanced growth strategies to gaming companies worldwide, leveraging SCCG’s unmatched distribution capabilities and expansive gaming ecosystem of 120+ client partners.

Applift has earned a reputation as the gold standard in app growth by delivering data-driven ASO strategies powered by proprietary AI tools and the most comprehensive keyword intelligence system in the industry. Their work drives top keyword rankings, scalable user acquisition, and real business impact – increasing FTDs, improving retention, and maximizing LTV for some of the world’s most successful gaming, finance, utility, and AI apps.

Through this partnership, SCCG will activate its global network — with offices in every major gaming market across North America, LATAM, Europe, Africa, and Asia — to bring Applift’s breakthrough ASO technology to gambling companies seeking to scale user acquisition, boost visibility, and outperform the competition in app stores.

“At SCCG, we identify and scale the technologies that shape the future of gambling,” said Stephen Crystal, Founder and CEO of SCCG Management.

“Applift’s ASO platform is a game-changer. Our partnership gives gaming companies a proven solution to turn mobile visibility into performance at scale — and our global presence ensures the right operators and platforms benefit from this innovation.”

“At Applift, we’ve helped top gaming apps dominate the app stores, turning visibility into performance and installs into high-value users — all through our unmatched ASO technology and data-driven approach. Partnering with SCCG is a natural step forward. Their strategic footprint in the gaming world perfectly complements our ability to scale app growth at the highest level. Together, we’re not just optimizing – we’re redefining how gaming brands win in the app stores. I couldn’t be more confident in what we’ll achieve,” said Bar Nakash, CEO of Applift.