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Q&A with Justin Chen, PickFu Co-founder: How Can Mobile Game Developers Overcome IDFA Void?
Reading Time: 4 minutes
Apple’s recent iOS 14.5 update has disabled the Identifier for Advertisers (IDFA), a handy tool for mobile game developers and online marketers to create game features and design advertising strategies.
Here we have with us Justin Chen, co-founder of PickFu, a leading consumer research software that feeds business intelligence through instant online polls.
He talks about the removal of IDFA, its potential impacts, user reaction to the removal, and how game developers and marketers can fill the void.
Q. Welcome Justin Chen, Could you explain the recent talks surrounding IDFA?
A. IDFA acts like a cookie to help advertisers better target iOS users and measure the effectiveness of their mobile marketing campaigns. Apple’s latest iOS 14.5 update has a App Tracking Transparency feature that disables IDFA by default.
This could substantially impact how mobile games are created and marketed. Let me explain it.
Prior to the change, IDFA provided advertisers with information such as whether users downloaded their game through a browser ad or when they’re using the app, how they are interacting with ads in their game, and more. This data became fundamental tot programmatic advertising strategies that free-to-play games use to acquire and target users, improve the user experience, and monetise games. Many marketers believe the update is the death of IDFA, as consumers must now opt in to allow app tracking.
Q. PickFu has recently conducted poll with gamers with Apple devices. Could you tell us more about the results of the poll?
A. PickFu’s poll involved 200 mobile gamers with Apple devices. The poll simply asked whether they would enable or disable app tracking.
In the poll, 81.5% of respondents, though, said they’d disable IDFA tracking. They largely felt it invaded their privacy and were uncomfortable with companies owning their data. According to one respondent, “I don’t want my data tracked by anyone or anything, anonymous or not. I don’t need targeted advertisements. If I am interested in purchasing, I will look into the product myself and do my own research.”
There were 18.5% respondents who said they would enable IDFA tracking. These players commented that they like to receive personalised advertisements and don’t mind being tracked, as long as their personal information wasn’t shared. One wrote, “I don’t like the idea of being tracked, but they are not getting any of my personal information. I would rather get advertisements that might interest me than ones that I don’t care about at all.”
Q. What would be the impact of this on mobile gaming studios?
A. Before iOS 14.5, approximately 70% of Apple users shared their IDFA data with app publishers. This figure could drop to as low as 10%, making the data pool much smaller for advertisers. Mobile gaming studios will have to reevaluate how they collect data to market to mobile audiences.
Q. Now, how will game marketers figure out whether the ads are optimised and targeted to the right people?
Well, there are basically two ways: 1. Find alternate ways and 2. create new methods.
- Find alternate ways to gather real-time audience insights
IDFA helps mobile game developers collect real-time data around how their core audience plays their games and interacts with their ads. Using this data, developers optimised their games to provide a better user experience for players. With the soon-to-be smaller data pool, this granular information will, ironically, become even more granular.
To supplement the dramatically lower numbers, mobile game developers will need supplemental ways to gain audience insights quickly. Surveys of mobile gamers will help developers to gauge opinions in a totally privacy-compliant manner. Speed doesn’t need to be lost, either. The online nature of player polling means that developers can act on their survey results the very same day they pose a question.
- Create new targeting opportunities
The hyper-targeting that IDFA makes possible is one of its most appealing qualities for advertisers, even if less so for those they target. But online surveying providers can offer readymade audiences based on your targeting needs, and these audiences usually self-report their identifying qualities.
Q. That is interesting. What are the options available to game developers and marketers for such surveys?
A. Some available polling audiences that game studios may find valuable:
- Gaming platform: mobile, PC, console
- Gaming habits: daily players, weekly players, occasional players, etc.
- Favourite gaming genres: role-playing, trivia, strategy, word, etc
- Devices: iOS, Android
- App store spending habits: under $10, $100 or more, etc
- Demographic groups: women, parents, income range
Q. Final question now. But can surveys provide the exact kind of data that IDFA used to provide?
A. IDFA shows advertisers how mobile players interact with their ads. But one limitation is that you can’t access any data until you have a launched game with live players.
Surveys enable you to get real-world reactions to a much wider range of mobile gaming assets, from mobile app icons, game concepts, artwork, app names, descriptions and more. You can conduct this research at any stage of a game’s development lifecycle. The earlier you start gathering data, the more confident you will be as you move toward launch.
In addition, IDFA provides purely quantitative data such as impressions and click-through rates. However, you’re left to guess the why behind these numbers. By incorporating polling into your strategy, you’ll hear directly from players, helping to understand why they like or dislike characters, ad creative, or whatever else you show them.
Taking qualitative feedback into account will improve your game overall, allowing for improved player interactions, stronger download figures, and better overall ROI.
Latest News
Sportradar Announces Close of Acquisition of IMG ARENA and Its Strategic Portfolio of Global Sports Betting Rights
Reading Time: 2 minutes
Acquisition to Accelerate Revenue, Adjusted EBITDA, and Free Cash Flow Growth and will be Accretive to Adjusted EBITDA Margins and Free Cash Flow Conversion
Sportradar Group AG today announced it has completed its acquisition of IMG ARENA and its global sports betting rights portfolio from Endeavor Group Holdings, Inc. and OB Global Holdings, LLC. The closing marks a milestone in Sportradar’s growth strategy, further strengthening and differentiating its position as a leading technology and content provider in the most bet upon global sports, including soccer, tennis and basketball.
The acquired portfolio encompasses strategic relationships with more than 70 rightsholders, delivering approximately 38,000 official data events and 29,000 streaming events across 14 global sports on six continents. With this, Sportradar sports coverage totals more than 1 million matches annually.
The acquisition enhances the Company’s content distribution and will further fuel product development. Sportradar expects to seamlessly integrate and monetize these rights across its highly scalable technology platform and client network.
Given the unique transaction structure, the acquisition is expected to be accretive to Sportradar’s adjusted EBITDA margins and free cash flow conversion while accelerating the Company’s robust revenue, adjusted EBITDA, and free cash flow growth. Sportradar is not required to provide any financial consideration as part of the acquisition. Instead, the deal includes total financial consideration to Sportradar of $225 million comprised of approximately $122 million in cash prepayments by the seller to certain sports rightsholders and approximately $103 million to Sportradar. The payments to Sportradar, which are subject to customary purchase price adjustments, will be made over a two-year period.
Carsten Koerl, Chief Executive Officer of Sportradar, stated: “We are pleased to complete the acquisition of IMG ARENA. This marks a significant milestone for Sportradar expanding our access to premium sports content that strengthens and complements our already robust global portfolio and capabilities. With this, we are uniquely positioned to deliver even more immersive, data rich experiences to our clients, partners and fans around the world while accelerating innovation at scale across the global sports ecosystem.”
The post Sportradar Announces Close of Acquisition of IMG ARENA and Its Strategic Portfolio of Global Sports Betting Rights appeared first on European Gaming Industry News.
Reading Time: 2 minutes
Gamblers Connect, a leading iGaming media & affiliate website connecting operators, providers, and players across the global industry, is proud to announce its latest strategic partnership with one of the most respected names in iGaming technology, Slotegrator.
Founded in 2012, Slotegrator has become a cornerstone of the iGaming B2B landscape, empowering hundreds of successful online casinos and sportsbooks with a complete suite of advanced software solutions. From its Turnkey Casino Platform and APIgrator Game Integration module to its Telegram Casino and Moneygrator payment gateway, Slotegrator has continuously set the standard for innovation, flexibility, and compliance.
This partnership marks a major step in Gamblers Connect’s evolution from a trusted affiliate platform into a full-scale media and B2B hub, one that not only connects audiences with the world’s top operators but also shines a light on the technological engines driving the industry forward.
Through this collaboration, Gamblers Connect will highlight Slotegrator’s market-leading solutions across its media channels, showcasing how their technology simplifies market entry, accelerates growth, and ensures regulatory compliance in emerging and established jurisdictions alike.
Slotegrator’s expertise in areas such as crypto casino infrastructure, white-label platforms, and licensing advisory perfectly aligns with Gamblers Connect’s mission to connect the entire ecosystem, from software innovators to decision-makers seeking trusted, efficient, and future-ready solutions.
Together, the two companies will continue to emphasise values that have defined their success: responsibility, transparency, and innovation.
Ataur Rosul Abeer, Sales Supervisor at Slotegrator, commented: “We’re excited to collaborate with top-tier partners to showcase our latest innovations and deliver even more engaging experiences to the global iGaming community.”
Gjorgje Ristikj, Founder & CEO of Gamblers Connect, added: “Partnering with Slotegrator represents more than just a collaboration, it’s a strategic alignment of vision. Both our teams share the same goal of improving and Connecting the iGaming industry through quality, integrity, and technology. We’re proud to stand alongside such a respected name as we continue expanding Gamblers Connect’s media and B2B reach worldwide.”
The post Slotegrator & Gamblers Connect enter a new partnership appeared first on European Gaming Industry News.
Reading Time: 2 minutes
Emerging-markets leader broadens its eclectic gaming suite with fresh content from an emerging force in the sector
QTech Games, the leading game aggregator for emerging markets, has continued to build the momentum in its premium pipeline, thanks to its latest deal with prominent igaming supplier KingMidas Games in a move set to power the studio’s aggressive international expansion strategy.
Through this partnership, more than 100 KingMidas Games titles—spanning its signature Classics, Next-Gen, Slots, and other top-performing genres—are now available to new operator partners via QTech’s definitive aggregator platform for emerging markets.
KingMidas Games is becoming known for its “next-generation content” which serves as a cornerstone of its gaming suite. Its diverse portfolio includes Cards, Chips, Classics, Dice, IP Content, Lottery, Roulette, Slots, and Virtual Experiences – and is defined by radical thinking and engaging game mechanics, as exemplified by high-speed go-kart races, animal obstacle courses, or survival-style gameplay.
This deal organically widens KingMidas Games’ international footprint, unlocking untapped jurisdictions for diversified growth from Asia to Africa and Eastern Europe to Latin America, where the supplier has made strong recent strides together with QTech Games.
Philip Doftvik, QTech Games’ CEO, said: “We’re committed to rolling out first-class content that drives revenue for our partners. So, this deal with KingMidas Games extends our impressive sequential pipeline into 2025. Operators are always looking for fresh and engaging titles that truly stand out, and KingMidas Games is thriving against the backdrop of a homogenised marketplace. Like us, KingMidas is dedicated to delivering experiences that combine creativity, tech, and cultural relevance to meet evolving localised player expectations and drive new revenue streams for our growing group of worldwide operators.”
Sean Auret, Global Head of KingMidas Games, added: “We are thrilled to further collaborate with QTech, one of the industry’s leading aggregators renowned for connecting high-quality content with dynamic markets. This partnership amplifies KingMidas Games’ reach across key emerging territories and marks another exciting step in our mission to deliver next-generation gaming experiences to a truly global audience.”
The post QTech Games maintains its gold standard with KingMidas Games appeared first on European Gaming Industry News.
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