▶️ IDFA Deprecation: Scapegoat or Reality?
Everyone's blaming IDFA for their failed game. How true is this really?
Mobile gaming is dead! IDFA is making new game launches impossible!
Everyone’s blaming IDFA deprecation for everything. Every failed game launch attributes so much of their failure to IDFA. Of course, it couldn’t be the game itself; it couldn’t be bad projections, planning, teams, or anything else. It’s IDFA!
This mainstream narrative around IDFA has been infecting the industry for the past few years.
However, in private conversations with some very knowledgeable industry game executives and with sophisticated performance marketers, a very different narrative has been whispered.
The counter-narrative has been IDFA just isn’t that big of a deal.
What’s the real story?
In this week’s discussion:
Arguments for the counter-narrative around IDFA deprecation
How to tactically approach the new environment for UA and growth
The impact on games by genre - winners & losers
IDFA impact on M&A activity
Impact to growth teams
Current state of Apple vs. Google
Future trends on performance marketing on mobile
🐐 IDFA Deprecation: Scapegoat or Reality
🎧 Listen on Spotify, Apple Podcasts, or Anchor
Joseph Kim. CEO at LILA Games (moderator)
Eran Friedman. Co-founder and CTO at Singular
Levi Matkins. CEO at LifeStreet
Warren Woodward. CGO at Upptic
🗒️ Discussion Outline
1:05 The real impact of IDFA deprecation
8:47 Approaches to solving IDFA deprecation
16:18 Quantifying impact of IDFA deprecation by genre
21:48 Aren't we just all back to normal?
25:08 Has IDFA deprecation driven M&A activity?
29:08 Impact on UA teams from IDFA deprecation: big losses
36:13 Apple iOS vs. Google Play for UA
39:15 Operational changes to UA
41:01 The biggest future trends to watch for
I'm not sure if its a problem with spotify etc? Or on my end. But the last post on the podcast I see is from May 16th. I use pocket casts, but I think it's the same on spotify/anchor too 🤔
Great discussion! I agree that blaming IDFA for a game flop makes no sense. Of course it helped great games reach tons of people, but at the same time it also helped lots of greedy publishers reaching millions of people with sub-par shallow ugly terrible games as well. I sincerely don’t even bother opening the App Store to look for good games anymore, I follow specialized websites for finding the good games. Anyway, as it was said, now we are back to the old times where you must have a compelling game with good graphics and great gameplay in order to succeed, and that might actually be very good for the players.