TapNation CEO Hervé Montoute stated that the acquisition of UA Hero is a significant step towards compiling forecasting and prediction models using first-party data and AI. This move, he believes, will enable TapNation to set and achieve higher lifetime value (LTV) targets and extend the player life cycle.
The traditional approach to user acquisition (UA), marked by substantial spending, has faced challenges due to privacy changes by Apple and Google, limiting the availability of granular data. According to the 2024 App Marketer Survey by Liftoff, nearly 60% of app marketers are now pursuing more aggressive key performance indicator (KPI) targets, reflecting the industry’s need to adapt to new realities.
Vincent Février, TapNation CMO, highlighted that the acquisition will empower the company to build, run, and grow mobile games comprehensively. Integrating the UA Hero team into the company is expected to result in campaign efficiencies and time savings of up to 50%. Février emphasized the readiness for a pivot to casual games and a sharper focus on gaming sub-genres monetized through a mix of in-app purchases and brand partnerships.
TapNation’s acquisition of UA Hero aligns with the broader industry trend where major publishers are investing in data analytics companies and in-app monetization platforms to automate UA with the assistance of AI. The move comes at a time when publishers are facing challenges in targeting due to privacy changes and a shift from hypercasual to casual games monetizing through in-app purchases.
TapNation’s acquisition of UA Hero positions the company to navigate these challenges, leveraging AI to gain more control over user acquisition and monetization strategies in an environment increasingly prioritizing privacy.
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