Mobile gaming attribution insights from Kochava + TikTok for Business
You’re at the command center of a vast digital battlefield, where next-gen tech coordinates targeting algorithms with unprecedented precision, and privacy shields transform how victories are measured. This isn’t a scene from your favorite strategy game—but the reality facing gaming marketers as 2025 approaches. With billions of players preparing to enter the arena, the quest for measurable return on ad spend (ROAS) has never been more complex—or more critical.
Enter Maximize Your ROAS: Cutting-Edge Attribution Strategies in Mobile Gaming, the new guide from industry pioneers Kochava and TikTok for Business. This strategic playbook arrives at a pivotal moment, as traditional measurement approaches face disruption from privacy initiatives and evolving user behavior. Like a masterfully crafted power-up, the guide equips gaming marketers with the tools needed to thrive in an era when cutting-edge technologies revolutionize ad targeting while increasingly complex player actions and evolving privacy initiatives transform measurement paradigms.
POWER STATS: Next-Level Gaming
Global Gaming Audience
3B+ projected players by 2029
Gaming Marketing Investment
$130.8B projected spend by 2025
Privacy Evolution
Nearly half of iOS users opt out of tracking
Market Context: Current Meta
As the gaming industry scales, marketers face three intensifying boss battles: explosive audience growth, mounting marketing spend, and privacy-first measurement imperatives.
Global Gaming Growth Trajectory
The gaming industry stands at a fascinating inflection point, with a projected global gaming audience surpassing 3 billion players by 2029—representing an unprecedented opportunity for innovative user acquisition strategies.
Resource Battle Headwinds
Mobile game marketing spend is projected to exceed $130.8 billion by 2025. Rising user acquisition costs combined with evolving privacy regulations and identifier deprecation have created a perfect storm for gaming marketers. The traditional attribution playbook needs a game patch.
Privacy-First Measurement
Within this realm, gaming marketers need to level up their measurement strategy to unlock comprehensive performance insights across their full stack while respecting user privacy. It is finding this mobile gaming attribution sweet spot that will define success in 2025 and beyond.
Guide Overview: Strategic Walkthrough
The Kochava + TikTok guide serves as your tactical manual for conquering the evolving world of mobile gaming attribution. Like a well-designed strategy blueprint, it emphasizes mastery of next-generation marketing mix modeling (MMM) as a complement to last-touch attribution (LTA), an advanced dual-wielding move enabling you to balance user acquisition measurement with privacy compliance. The guide demonstrates how to harness comprehensive data through state-of-the-art platforms such as AIM by Kochava, which offers privacy-durable, actionable insights, ensuring that your gaming app can survive—even achieve legendary status—amid transformative industry changes.
Key Strategy Unlocks
Gaming marketers can power up their campaigns with these strategic buffs:
The Ultimate Power-Up: Next-Gen MMM
Move beyond traditional attribution limitations into next-generation MMM that provides privacy-compliant, real-time insights into marketing effectiveness. This high-octane methodology delivers immediate actionable intelligence without relying on user-level data.
Master Your Loadout: Strategic Media Mix
Understand the true incremental value of each marketing channel, from TikTok’s powerful video engagement to the direct response capabilities of search ads. Make informed decisions about budget allocation based on comprehensive performance data—across your entire media mix.
Build Your Defense: Privacy-First Measurement
Future-proof your measurement strategy with privacy-compliant approaches that needn’t rely on individual user tracking. Stay ahead of regulatory changes while maintaining deep insight into marketing effectiveness.
Complete the Quest: Comprehensive ROAS Understanding
Gain visibility into the full customer journey, including the impact of upper-funnel activities that traditional last-touch attribution cannot capture alone. This enables more accurate assessment of channel value and optimization opportunities. Then, level up your mobile gaming attribution by combining insights from both MMM and LTA for full-funnel activation.
Strategic Channel Optimization in 2025 and Beyond
The proliferation of marketing channels demands sophisticated allocation strategies. Gaming marketers must optimize spend across an expanding universe of options:
- Immersive video experiences: Connected TV (CTV) and digital video platforms enabling premium audience engagement
- Social-first strategy: Social media and influencer partnerships driving authentic user acquisition
- Renaissance of the traditional: Strategic revival of legacy media channels resonating with Gen Z audiences
- Future-forward formats: Emerging AR/VR advertising opportunities creating new engagement paradigms
By mastering these advanced level-ups, gaming marketers can orchestrate their expanding channel mix with precision, maintaining granular visibility into incremental performance gains. This AoE (area of effect) approach naturally flows into our next critical consideration: the comprehensive measurement toolkit now required.
Measurement Strategy: Your High-Score Toolkit
In the mobile gaming attribution landscape of 2025 and beyond, comprehensive, adaptable measurement across channels is essential for survival. The guide outlines how Kochava’s next-generation MMM solution AIM (Always-On Incremental Measurement) provides a formidable unlock for assessing marketing effectiveness across all channels. Next-generation MMM is a potent weapon for understanding incrementality—revealing how much additional value each marketing channel truly delivers. The dual wield here is privacy-compliant aggregate data analysis and sophisticated modeling that illuminates the full impact of your marketing mix. This becomes crucial as gaming marketers navigate an increasingly complex landscape of channels and formats.
Download Your Strategy Guide
Ready to pierce through the fog of war in your gaming marketing measurement? Download the guide now to command a clear view of your true marketing effectiveness—and elevate your gaming campaigns to new heights!
