Türkiye’s gaming industry has earned its place on the global map. Istanbul is home to nearly 500 active gaming studios. Dream Games, born in the city, is now valued at $5B. The ecosystem is close-knit, fast-moving, and producing world-class products.
But here is the honest question: are the UA strategies behind those products keeping pace with the ambition?
The best gaming studios in the world are scaling globally through OEM advertising. It is in their UA mix alongside Meta and Google, delivering users across Europe, MENA, Southeast Asia, and beyond, that no other channel reaches. If you are a UA manager in Türkiye and OEM is not yet part of your portfolio, that gap is worth closing.
The UA Challenge Every Gaming Manager Recognises
Rising CPIs. Creative fatigue. The same audiences recycled across every campaign.
Ben Barta, Senior Growth Manager at London-based Tripledot Studios, known for hit titles like Solitaire and Woodoku, described it on a recent episode of the Behind the Apps podcast:
“The consolidation in the ad tech marketplace has really driven up UA costs. This creates challenges but also great opportunities, forcing us to explore new channels for cost-effective user acquisition.”
Ben Barta, Senior Growth Manager at Tripledot Studios
Ferry Noordermeer, former Senior Performance Marketing Manager at Berlin-based Wooga, the studio behind the highly successful game June’s Journey, frames it the same way regarding diversification:
“We don’t see UA as the only thing in town anymore. We also believe more and more that a more comprehensive approach to marketing is important.”
Ferry Noordermeer, former Senior Performance Marketing Manager at Wooga
These are not small studios figuring things out. They are sophisticated global UA teams hitting the same walls. And mobile OEM advertising is how they broke through them.
The Global Gaming Studios Already Using OEM Advertising to Scale
Tripledot, Wooga, and a growing roster of gaming studios, including Zephyr Mobile and Funvent, have moved well beyond treating mobile OEM advertising as an experiment.
Tripledot’s OEM campaigns outperformed targets by 20% in EMEA and delivered 15% higher performance versus other preload channels.
Ben from Tripledot puts it plainly on the Behind the Apps podcast:
“Partnering with OEMs has always been a reliable traffic source for us. Given the widespread appeal of our games, such as Solitaire and Woodoku, it’s just a natural fit.”
Ben Barta, Senior Growth Manager at Tripledot Studios
For Wooga, OEM advertising opened up users that no other channel was reaching and delivered stronger ROAS than expected.
When asked how OEM campaigns complement their overall strategy, Ferry explained:
“The return of players that keep playing for a longer time is actually quite consistent, higher than we initially even expected. And we see great results from it”.
Ferry Noordermeer, former Senior Performance Marketing Manager at Wooga
Adding that it didn’t come at the expense of existing channels.
What OEM Advertising Delivers Across Global Markets
For UA managers thinking beyond a single geography, the scale is hard to ignore.
Through partnerships with Android OEMs like Samsung, Xiaomi, Huawei, vivo, OPPO, Transsion, and HONOR, OEM advertising gives access to over 1.85 billion daily active users, covering 86% of the global Android market.
By region, that translates to 91% reach in Africa, 75% across CIS, 57% across Europe, 84% in India, 55% across LATAM, 70% across MENA, and 87% across Southeast Asia. These are device-native placements that reach users who are simply not seeing your campaigns on paid social or search.
Take this advice from Wooga’s former Senior Performance Marketing Manager on the Behind the Apps podcast:
“Always keep testing. Always keep on new channels that you haven’t tried. Two years ago, with OEM advertising, that was a new world for us. And we’re still running OEMs with AVOW. Diversify, don’t be afraid to test and take calculated risks.”
Ferry Noordermeer, former Senior Performance Marketing Manager at Wooga
How to Add OEM Advertising to Your Global UA Portfolio
The starting point is understanding which mobile OEMs have the strongest reach in your target markets and working with a partner who has direct relationships with the platforms themselves.
AVOW works with 13 premium OEM and app store partners globally and has over 100 advertisers on its roster, giving UA managers a single point of access to OEM inventory across every major market.
With a dedicated presence in Türkiye, AVOW is already part of the local gaming ecosystem and understands the ambitions of the studios and UA managers operating here.
Ready to see what OEM advertising can add to your global UA mix? Start with AVOW’s 2026 Mobile OEM Advertising Guide.
Senior Manager of Business Development at AVOW
