In December’s Growth Marketing Expert Panel, we discussed why TikTok-style street interviews are so effective, how to improve close-up ads, and how micro-influencers can help—or hinder—campaigns.

WWE SuperCard adds an expansion mode in which two players compete by placing cards on a grid to control spaces and score points. Plus, a timed tile-match mini-game in Cookie Run: Kingdom and controllable heroes in Clash of Clans.

Temporary abilities drive record-breaking revenue, progressions for skin collection incentivize skin purchases, and deep social features raise the ceiling on spend.

Web-based VIP programs use in-app links to drive web store traffic, team events boost revenue in several top apps, and city-building events offer new avenues for spend.

Cash Frenzy replicates a quest event style that has seen major success in several top puzzle apps. Plus, a club battle event in Coin Master and a tile puzzle mini-game with ingredient mechanics in Bingo Party.

TikTok’s new keyword targeting for search ads boosts conversions, but advertisers should use other platforms’ keyword tools to maximize search ads’ potential.

In December’s Economy Expert Panel, we go deep on Monopoly GO!’s mid-game live ops strategy, event structure, and how to improve a popular mechanic.

Web-exclusive offers drive traffic, in-app credits integrate web stores into in-app purchasing flows, and return ads boost ad revenue without frustrating players.

Win streaks incentivize spend, unconventional gachas set new trends, and new heroes drive spend when distributed through IAPs and loot boxes rather than battle passes.

Designing playables based on competitors’ ads, using AR filter mini-games, and creating deep crossover events.

Playables are the most successful ad type in mobile gaming, and non-gaming apps can make their own playables by borrowing mobile game mechanics or using simple interactions.

Gold Fish Casino offers respins with cascading symbols, where filling a row with symbols awards prizes. Plus, a machine in Jackpot World with two different modes, and a bonus in my KONAMI where landing symbols awards hidden prizes above the reels.