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APPOCALYPSE NOW: MOBILE ADVERTISERS HAVE THEIR SAY ON PRIVACY-FIRST MARKETING

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– Industry defining report from Tenjin and Growth FullStack sheds a light on mobile marketing one year on from Apple’s privacy changes –

Tenjin, a leading mobile measurement platform for indie and mid-sized mobile game publishers, together with Growth FullStack, a platform powering custom business intelligence for mobile advertisers, today release the full report of their revelatory research findings about the state of mobile marketing.

With billions of people shopping, socializing, scrolling and, of course, gaming on mobile for up to a third of their waking moments, it’s hardly surprising that mobile ad spend reached a spectacular $300 billion in 2021. This amount could hit as much as $350 billion in 2022, reflecting the strength of an industry boosted by permanent changes to user behavior brought about by the global COVID-19 pandemic.

Yet, for an industry that is so accustomed to knowing whom its dollars target and the return on investment they deliver with pinpoint granularity, the last year has been a rude awakening. Privacy-first changes have forever altered familiar ways of targeting and measuring ad performance, particularly on what is often seen as the most lucrative ecosystem of them all – Apple’s iOS.

Between the doomsaying predictions and a picture of booming ad spend, the reality mobile advertisers are operating in is much more nuanced. Tenjin and Growth FullStack wanted to drill deeper, and commissioned market research agency Atomik Research to conduct an online survey of more than 302 mobile advertisers in the UK and US.

Christopher Farm, CEO and Co-Founder of Tenjin, said:

“While the appocalypse may not have materialized as first predicted, our research shows that there are indeed some tectonic shifts underway. The reality is that the full ramifications of privacy-first marketing aren’t yet understood, even by people like us who spend their days entirely focused on deciphering them and coming up with solutions.”

Key findings:

  • Expectations vs reality – Despite feeling reasonably well prepared for Apple’s privacy changes (53% fairly, 15% very), the majority (55%) of mobile advertisers say that mobile advertising became more difficult in 2021. This had a considerable negative impact on advertisers’ revenues – The median estimated revenue loss due to Apple’s privacy changes was 39%.

  • Patchwork strategies – Mobile advertisers are using a patchwork of strategies to achieve success. 85% used probabilistic attribution or fingerprinting in 2022, despite more than three-quarters (77%) expecting Apple to clamp down on fingerprinting.

  • Teething problems with SKAN – Making the most of Apple’s anonymized SKAdNetwork data is a challenge for mobile advertisers. Few (32%) of companies have access to in-house data science talent, but three-quarters (75%) have implemented some form of marketing automation to gain insight from large, disparate datasets.

  • Gaming – Mobile games advertisers felt the impact of Apple’s privacy-first changes most keenly of all. They were more convinced that mobile marketing became more difficult in 2021 (gaming 68% vs 43% non-gaming), more likely to shift budget to Android (63% vs 48%), and use attribution methods such as probabilistic attribution or fingerprinting (91% vs 70%).

  • Optimism for 2022 – Despite a tough 2021, mobile advertisers are largely positive and bullish. 85% were optimistic that marketing would be less challenging in 2022, while almost two-thirds (65%) planned to increase rather than decrease their ad spend.

 

Christopher Farm commented on the findings:

“Mobile marketing can be best characterized as in a zombified state that’s somewhere between the familiar era of unrestricted targeting and the new, privacy-first one. The sustainability of the current patchwork model remains to be seen. It’s likely that, in the not too distant future, committing to understanding SKAN will become imperative rather than optional. And yet, despite a rough 2021 for mobile advertisers’ bottom lines, and with more change ahead, our research shows that advertisers’ optimism remains strong. After all, one thing is unchanged: the best mobile content and services are in high demand from billions of people the world over, on both iOS and Android.”

The research fieldwork took place with 302 companies with no known affiliation to Tenjin or Growth FullStack, and was conducted by Atomik Research, an independent creative market research agency that employs MRS-certified researchers and abides to MRS code.

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Fast Track releases new AI Player Churn Model

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Fast Track has announced the release of a new AI-driven Player Churn Prediction Model, now available to all partners within its CRM platform. The model enables operators to identify players at risk of churning as early as the first day of inactivity, supporting more proactive and efficient retention strategies.

Built on Fast Track’s proprietary machine learning platform, FTML, the model uses seven sub-models to analyse player behaviour and make accurate predictions tailored to each operator’s player base. The system continuously trains itself on live data, ensuring predictions remain relevant and effective over time.

The Churn Model is already in use by several Fast Track partners and is fully integrated into the platform’s core workflows. Once activated, operators receive clear, actionable insights into which players are likely to churn, along with data-informed recommendations on timing and incentive levels for re-engagement.

“Churn is one of the most impactful use cases for AI in player engagement,” said Simon Lidzén, Co-Founder and CEO of Fast Track. “With this model, operators can focus their efforts where it matters most; targeting players who are truly at risk with the right offer at the right time. It’s a smarter, more cost-effective approach to retention.”

The Churn Model addresses a common challenge in the industry – overuse of reactivation bonuses – by helping teams deliver more relevant and timely incentives based on predictive insights, not guesswork.

To support the launch, Fast Track will host a live webinar on Thursday, 10 July 2025 at 16:00 CEST, offering a walkthrough of the new Churn Model and its practical applications. Save your spot at app.livestorm.co/fast-track/save-your-players.

 

The post Fast Track releases new AI Player Churn Model appeared first on European Gaming Industry News.

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Evolution and Hasbro sign exclusive online live casino and slots partnership agreement

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Evolution today announced it has signed a multi-year agreement with Hasbro, a leading games, IP and toy company, to be their exclusive licensing partner for online live casino and slot games for MONOPOLY and other Hasbro Games titles.

The worldwide deal, including the USA, covers online content from all Evolution brands, including Evolution, Ezugi, NetEnt, Red Tiger, Big Time Gaming (BTG), Nolimit City and Livespins.

The new exclusive partnership for MONOPOLY and other Hasbro Games titles builds on a highly successful working relationship between the two companies. Evolution has already developed MONOPOLY Live and MONOPOLY Big Baller, two innovative online live casino game shows based on Hasbro’s world famous board game. Both are at the top of Evolution’s game line-up and are two of the best-performing games in all of online gaming.

As a result of the new partnership, Evolution will be the exclusive licensing partner for online casino games based on much-loved Hasbro Games properties. New games will launch from January 2026 onwards and will be showcased at ICE Barcelona 2026. Amongst the new Hasbro-based titles from Evolution brands will be Game Night, MONOPOLY Filthy Rich, MONOPOLY Roulette (all live online games with live presenters), and a number of online slot titles.

At Hasbro, we’re all about play—whether it’s classic board games or casino experiences. After a thorough RFP process, we’ve chosen Evolution as our exclusive partner for online live casino and online slots for Hasbro Games titles,” said Claire Hunter Gregson, Director Gaming Relationships. “We trust them to bring our brands to life in fresh, exciting ways for our adult fans and look forward to our partnership.

Todd Haushalter, Evolution’s Chief Product Officer, commented: “The combining of Hasbro and Evolution just feels right — we will make magic together! The bidding process was extremely competitive, but showing our commitment to innovation and excellence with MONOPOLY Live and MONOPOLY Big Baller, really helped! The team and I are incredibly excited to bring the Hasbro Games brands to all our various brands. I think MONOPOLY is the world’s best casino game brand, and we can do so many great things with it, and, of course, with many other Hasbro Games brands. It is hard to believe, but these are still the early days of online gaming, and with Hasbro we will forge a new chapter in our industry.”

 

The post Evolution and Hasbro sign exclusive online live casino and slots partnership agreement appeared first on European Gaming Industry News.

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Expanse Studios (GMGI) Obtains Croatian iGaming Certification

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Expanse Studios, the B2B game development division of Golden Matrix Group Inc. (NASDAQ: GMGI), has received official certification from Croatia’s Ministry of Finance for its flagship game Super Heli, with additional titles in the company’s 56-game portfolio expected to receive approval in the coming weeks for the EU member state.

The certification marks a strategic entry into a market that generated US$484.70m in 2024, with projected growth at a CAGR of 8.4% during 2024-2030. Super Heli, Expanse’s most popular crash-style game, becomes the first of the studio’s titles approved for the Croatian market, paving the way for broader portfolio distribution.

Tapping Into High-Growth European Market

Croatia represents a compelling opportunity for B2B gaming suppliers, with the Online Casinos segment alone projected at US$218.10m in 2024. According to iGamingToday’s latest market research, Croatia’s gambling market will reach €720.42 million by 2025, making it one of Europe’s fastest-growing regulated markets.

Among the key market benefits are:

  • Accelerating digital adoption – Internet penetration jumped from 76% in 2020 to 83% in 2023
  • Over 20.6 million tourist arrivals in 2023 following Schengen Zone entry
  • Over 500,000 Croatians expected to engage in regular online gambling by 2027

Strategic Value for the Company

The certification strengthens Expanse Studios’ European footprint at a critical juncture. With 56 proprietary titles and 500+ B2B partners globally, Expanse is expected to capture a meaningful share in the growing EU market.

“Croatia certification is more than market access—it’s validation of our content quality and compliance capabilities in demanding EU jurisdictions,” said Damjan Stamenkovic, CEO of Expanse Studios. “With our flagship title Super Heli already approved and more games in the pipeline, we’re very excited for the opportunities this markets brings us”

Competitive Advantage in Regulated Markets

Croatia’s regulatory framework favors established, compliant B2B providers. Operators must obtain licenses requiring significant capital investment, and only licensed casino games operators who have at least one brick-and-mortar casino can offer online gambling. This creates high barriers to entry and positions certified B2B suppliers like Expanse as essential partners for operators.

The post Expanse Studios (GMGI) Obtains Croatian iGaming Certification appeared first on European Gaming Industry News.

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