▶️ IDFA Deprecation: Scapegoat or Reality?

Everyone's blaming IDFA for their failed game. How true is this really?

May 22, 2023

Hello GameMakers,

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

Speakers:

🗒️ Discussion Outline

0:00 Intro

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

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