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Analytics

Liftoff: CPI for casual games on Android increased by 120% on the background of the new IDFA policy

The Liftoff marketing platform has prepared a large report on the state of the advertising market in the casual games segment. The company reviewed how CPI and ROAS indicators have changed over the year for different subgenres, platforms and regions, and also talked about the most popular advertising formats.The Liftoff study is based on data from March 1, 2020 to February 28, 2021.
Investments and transactions

Sony will spend over $18 billion on strategic investments, including on gaming services

Sony has announced plans to significantly expand the audience of its online and mobile services. To do this, the Japanese company will allocate over $18 billion, which will be used for strategic investments. They plan to develop gaming services, among other things.According to Reuters, Sony will allocate 2 trillion rubles (about $18.39 billion) for these purposes within three years.
Investments and transactions

Sensor Tower has bought the Pathmatics marketing platform — this is the company’s first M&A deal

Sensor Tower announced the purchase of the analytical marketing platform Pathmatics, which was the first transaction of its kind for the company. Its amount is disclosed. It is known that Sensor Tower will now be able to provide its users with more tools and sources for mobile analytics.Pathmatics confirmed this information on May 24 on its official website.
Games

Respawn explained its pricing policy amid player complaints about the cost of “cosmetics” in Apex Legends

Some players in Apex Legends felt cheated because of the high cost of cosmetic items. Now developers are asking for $18 for one “legend”, which, according to users, is too much. Respawn representatives tried to explain their pricing policy and said that creating “cosmetics” is not cheap.During a series of questions and answers with the developers of Apex Legends on Reddit, one of the users clarified: “Given the growth of the game, can we expect…