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.

Service Team Checkaso analyzed how effectively popular mobile projects attract organic traffic in different countries. Among the selected games are Among Us, League of Legends: Wild Rift, Shortcut Run and others.Checkaso took the most popular mobile games of 2020 as the basis of its research (according to Sensor Tower).

This year, PUBG: New State, the sequel to the famous battle royale in a futuristic setting, will be released on mobile platforms. The project is being developed not by Tencent, but by the authors of the original game.

This year, new rules regarding IDFA will be launched on iOS. Liftoff marketing company told how much these changes will affect Android. We have chosen the main thing from the material.

China’s mobile market is undergoing significant changes. They are clearly visible on the example of the conflict between Huawei and the publisher Tencent, which does not want to pay a 50% commission to the store. Analysts believe that now it is not content distribution channels that come out in the first place, but its quality. So local Android stores may soon lose their influence.The essence of the conflict between Tencent and Huawei

Google has slightly updated the icons in the Play Store. Thanks to the innovation, users can see whether an application is falling or growing in the charts.Now you can see an arrow under the position of the application or game in the chart.

Among Us continues to lead the mobile charts and has already brought developers tens of millions of dollars. To date, the iOS and Android version of the game has been downloaded more than 200 million times.Sensor Tower reported that Among Us became the most downloaded mobile game in October with a result of 75 million downloads (according to AppMagic, the figure is higher).

Hyper-casual publisher Voodoo has decided to make major changes regarding the testing of game prototypes. Now the publisher is ready to pre-evaluate the potential not only on iOS, but also on Android. He also published his new KPIs.

In the Play Store, it is now possible to compare several applications with each other on the same screen. While the function is in test mode, however, Google itself does not say when it will become available to a wide range of users and whether it will be at all.Attention was drawn to this by the Android Police portal.

The game Sky: Children of the Light has been downloaded over 50 million times on mobile devices since its release. This is an adventure project from the creators of Journey and Flower.thatgamecompany studio notes that word of mouth among Android users, as well as the release of new seasons and in-game events helped it achieve such indicators.

Before the release in China, the creators of mobile games Genshin Impact and Rise of Kingdoms removed their projects from local Android stores, which belong to smartphone manufacturers. Developers are protesting against the high commission, which is 50%.What happened and why?

Google has introduced Android 11. In the new version of the OS, the main focus is on tools to simplify communication, such as the new “Bubbles” function and increased security of personal data.Along with the release of the 11th version of Android, Google announced 11 new features that will be available to users.

Google is taking another step towards creating a safe mobile infrastructure for children. The company has introduced a mode called Google Kids Space, which will soon work on Android tablets.

Last Friday, the global release of Unity Distribution Portal took place. The platform will help developers publish Android apps outside of Google Play.

Google, as part of its online event, shared new figures and tools for developing games on Android. Including for graphics optimization and cross-platform support.

Mobile games in the Star Wars universe have earned more than $1 billion over the past six years. The lion’s share of the amount fell on the Electronic Arts title.

Facebook is working on its own operating system. Its creation will allow other social network products not to depend on Android.

Epic Games and Google again did not agree on a fundamental issue. “Epics” want to release Fortnite on Google Play, but not give the store 30% of the revenue. The developer called this distribution of shares “illegal”.

Epic Games has started implementing a plan to launch its own Android store. The company has changed the name of the Android application with which Fortnite is installed.