creative is the new targeting: the audience is automated, so your creatives win the auction.
nielsen says creative drives 56% of sales, targeting ~30%. meta's andromeda just made that physical — the machine picks the audience now, so your mobile game's creatives are the only lever left. why creative is the new targeting.
tiktok playable ads: the build spec, the 2-second rule, and iterating like a static.
playables went industrial — 50–60k shipped a month. the edge isn't having one anymore, it's shipping one the network can read and iterating it faster than it fatigues. the operator build spec and iteration loop.
agentic advertising is here. why studios still won't hand over the keys.
the platforms went full-auto at cannes — url-to-campaign, advantage+ everywhere. so why won't studios actually let the machine drive? the barrier isn't capability. it's trust — and it's fixable.
ugc ads for mobile games: why scrappy beats polished.
the phone-in-hand, sound-on, made-in-an-afternoon ad is quietly out-converting your cinematic trailer. why ugc works for games, the formats that win, and how to make it at volume.
playable ads that convert: a teardown by network and genre.
the anatomy of a playable that actually installs — torn down beat by beat, then by network (meta, tiktok, applovin, unity) and by genre, with the patterns that win on each.
the generic AI look is a grounding problem, not a model problem.
AI can ship a hundred ad creatives a week and most will lose. three myths about AI ad creative for mobile games — and the loop that turns it into installs.
mobile game UA benchmarks 2026: CPI, IPM and ROAS by genre.
what 'good' looks like by genre and platform — and a three-lever framework for telling whether a soft number is your creative, your audience, or your product.
introducing numu: the growth engine that doesn't sleep.
we spent a decade running UA at garena and hit the same ceiling every studio hits — you can only hire so many senior people. numu removes the ceiling. here's what it does today.
how numu cut CPI 30% on a live RPG in six weeks.
a real campaign, start to finish: what numu saw that the team couldn't, what it changed, what it left alone — and the number at the end.
mobile game user acquisition in 2026: an operator's playbook.
the UA analyst isn't dead — the job moved. the five levers that actually move installs now, and why the edge shifted from spreadsheets to loop speed.
creative fatigue on facebook ads: the 4 signals frequency won't show you.
by the time frequency spikes, the CPI damage is already booked. the four leading signals numu watches instead, the thresholds we use, and a 10-minute weekly audit.
what meta's 2026 changes mean for game studios.
advantage+ is the default, IPM signal is noisier, and the old bidding heuristics overshoot. our read from live accounts — and what to change monday.