In this month's Growth Marketing Expert Panel, we explored why Squad Busters' expensive launch campaign, including a preregistration drive, didn't lead to massive conversions.

Chain offers are the most popular and successful IAP trend across gaming markets. Non-gaming apps can follow gaming’s model by starting with free rewards, using finite chains, and experimenting with reward cadences.

We tore down Monopoly GO!’s mid-game economy to see how it uses reskinned events that are tied to core gameplay to create 8–10 event encounters daily.

TikTok AR filters have used interactivity and a strong potential for virality to generate hundreds of thousands of videos with hundreds of millions of views.

Archero releases a new mode in which players defeat waves of enemies to earn items they equip in a grid-based backpack. Plus, Call of Duty: Mobile introduces an auto-battle mode with an equipment system, and WWE SuperCard adds a wave-based mini-game.

Brawl Stars’ Angels vs. Demons expansion helped boost the app’s revenue by 60% WoW, leading to the app’s highest weekly revenue ever. Similar to other expansions released by Brawl Stars this year, Angels vs. Demons adds temporary abilities, but stands out by offering fewer, more powerful abilities that apply to all heroes and a deterministic progression to unlock each.

Age of Empires Mobile transforms the iconic PC strategy franchise into a 4X mobile experience. The app's core progression focuses on base-building, clubs, and gacha pulls—a significant departure from the civilization-building elements of previous Age of Empires titles.

Pokémon TCG Mobile offers a mobile version of the popular card game in which players collect Pokémon cards through a gacha system and build small decks for quick battles. The app has quickly become one of the highest-grossing casual apps just a month after its release, generating revenue on par with market leaders like Royal Match and Brawl Stars.

Direct payment systems are convenient for users and create advertising opportunities for retailers. Adding loyalty programs drives UA and engagement, further boosting revenue.

Cash Tornado introduces a mini-game where players spin a row of ability symbols to attack enemies on a grid and trigger a free spin bonus. Plus, a mining mini-game with tasks, collections, and multiple maps in Bingo Party and a new cosmetic system in Cash Frenzy.

myVEGAS Quest is one of the most successful quest events released by any tracked casino app this year, increasing revenue by 46.7% 3Do3D. The event innovates on quest events with multiple difficulties by letting players engage with any slot machine to complete challenges and offering an accelerator IAP that encourages recurring purchases.

Matchmaking systems should balance latency, player skill, and wait times—and accurately predict player performance—to create balanced and competitive matches.