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AppLovin: Artificial Intelligence guarding Mobile Marketing, or how to Effectively Promote Mobile Applications using a Neural Network
Reading Time: 7 minutes
WakeApp is back with its educational piece for mobile app marketers, “Source of the Month.”
Over the past two decades, mobile applications have become an integral part of our lives, offering us users an incredible range of services to seamlessly exchange ideas, make purchases, monitor health and access entertainment. The growth of the mobile app ecosystem benefits users but makes it difficult for mobile app developers, especially independent developers, to scale and succeed in a crowded market.
Most developers don’t have access to the marketing, monetisation, and data analytics tools they need to stand out among the more than 4.8 million mobile apps available in the Apple App Store and Google Play Store, nor to attract enough users to create and maintain successful long-term business.
At WakeApp, we’re always ready to lend a helping hand to novice marketers, partners and specialists in the mobile app promotion market to be aware of the latest GEO trends, traffic sources and promotion features. This time, we would like to introduce our readers to a well-known traffic source and tool specialising in the promotion of mobile applications – AppLovin.
AppLovin is an automated mobile marketing platform which also connects all major RTB (Real Time Bidding) platforms. Founded in 2011, it’s reached over one billion consumers worldwide. AppLovin helps advertisers effectively reach new users on mobile devices and Apple TV and provides intelligent optimisation analytics, allowing advertisers to make effective marketing decisions based on real-time data.
Facts about AppLovin
- Founded in 2011;
- AppLovin includes over 114,000 apps as of 2022;
- User coverage – 1 billion;
- Includes services such as AppDiscovery, MAX, Adjust, AppLovin Exchange, Array, SparkLabs;
- Minimum deposit amount: $100;
- Payment methods: PayPal, credit cards;
- Payment models: CPC, CPM.
What does AppLovin consist of?
AppLovin consists of a comprehensive set of tools for developers and marketers to find and download their mobile apps to the right users, optimise return on marketing spend, and maximise engagement monetisation.
The AppLovin software platform includes six services:
- AppDiscovery, AppLovin’s marketing software solution, is the cornerstone of its software platform, complemented by its MAX app monetisation service. AppDiscovery is powered by AXON and provides the technology to match advertiser demand with publisher supply through auctions at massive scale and microsecond speeds.
- MAX uses advanced in-app bidding technology that optimises costs by conducting a real-time competitive auction among market players.
- Adjust is AppLovin’s SaaS mobile marketing platform that empowers marketers to make smarter decisions through data measurement, attribution, fraud management and prevention.
- AppLovin Exchange. ALX connects advertisers to more than 2 billion mobile devices and more than 35 million CTV households through a single direct RTB exchange. Marketers, agencies and ATDs can access this massive omnichannel offering through more than 100 DSPs that work with ALX. Inventory is purchased programmatically based on impressions.
- Array is a comprehensive application management package. It provides greatest value to mobile operators and end users
- SparkLabs is a group of experienced AppLovin designers, developers and gamers dedicated to developing a turnkey creative strategy for any brand and product.
How can a marketer use AppLovin?
To create an ad:
- Click the announcements tab
- Select create ad
- Write the name of your advertising campaign
- Select the desired application for promotion on IOS or Android
- Select the category your app belongs to
- Select the analytics system you will use
- Select the targeting for your advertising campaigns
- Add tracking links to third-party services, if necessary
- Set a budget
- Set the bid type (dynamic CPC or CPI)
- Select goals by installation
- Determine your daily budget
- Interesting! AppLovin can generate an advertisement for you or give you the opportunity to create it yourself.
- Upload creatives (videos, banners, etc.). By clicking on the ‘i’ icon, you will receive precise information on the technical requirements for creatives. You also need to fill in additional information, such as title, subtitle, button text, etc.
To view the ad, click on the magnifying glass (magnifying glass icon) when the template has all the necessary resources.
Advanced targeting
Advanced targeting is in addition to the targeting on the Edit Goals page in Campaign Settings.
Language targeting
Targeting localised ads will help increase the impact of your campaign.
Country orientation
This targeting is best used only if language targeting is not suitable for an advertising campaign
Important! Below are advertising recommendations for maximum effectiveness:
- Types of ads. Video ads are recommended to achieve the best results in your campaigns. Image ads are best used as a complement to video to achieve greater effect.
- Creatives must have OS-specific icons (for example, the iTunes store icon for iOS only and the Google Play store icon for Android only) or no icons at all.
- AppLovin does not allow images of the following nature: violence, drug use, or nudity. Ads should also have clear branding and calls to action (e.g., “Download Now,” “Play Now”).
Examples of best practices:
To achieve maximum effect from an advertising campaign, you should have at least 2-3 advertising creatives (concepts). It’s best to update your ads every 2-3 weeks with new creatives. New ads must be uploaded to a new ad set.
Advertising formats in AppLovin:
- Interstitial ads: Full-screen ads that appear between content screens or during natural breaks in the app experience.
- Rewarded video ads: Video ads that offer users a reward, such as in-app currency or an extra life, in exchange for watching the full ad.
- Native ads: Ads that blend in with the app’s content and design, providing a more seamless user experience.
- Banner ads: Smaller ads that appear at the top or bottom of the screen and remain in view while users navigate the app.
- In-app bidding ads: An auction-based approach where multiple demand sources compete for the ad inventory, leading to higher revenue for app developers.
Pros and cons of AppLovin?
Pros:
- Wide Range of Ad Formats: AppLovin offers a variety of ad formats including interstitial ads, rewarded video ads, native ads, and banners, giving app developers the flexibility and options to monetize their apps.
- Advanced Targeting Options: AppLovin uses user data and machine learning algorithms to optimise ad targeting, increase engagement, and increase ad revenue.
- Strong Partnerships: AppLovin partners with many leading app developers and ad networks, providing access to a large amount of advertising inventory.
- High performance indicators for most verticals.
- You can start advertising from 100 usd
Cons:
- Low level of support.
- Weak control over ad content: App developers using AppLovin do not have full control over the ad content displayed in their apps, which may result in some potential inconsistencies with their brand or values.
- Poor fraud control (as a consequence of the previous point)
- High prices for CPM. AppLovin’s fees for its services are also higher compared to other mobile advertising platforms
- Low level of analytics.
Is it possible to promote Gambling on AppLovin?
Marketers may use AppLovin’s services to display advertisements as long as they strictly comply with country-specific laws, rules or regulations (including any age-related requirements) in the following categories:
- Alcohol;
- Gaming applications or websites, including online and offline lotteries, casinos, sports betting and social casino games;
- Tobacco;
- Financial services, investments, retirement planning, etc.;
- Medical and pharmaceutical products and services, including prescription drugs; and/or
- Cause/problem-based advertising (a type of advertising that involves creating a positive image of a company based on its involvement in solving socially significant problems)
In other words, it is possible to promote igaming industry applications, but you must notify the AppLovin customer service team and obtain approval before attempting to display advertising in one of the categories above through the company’s services.
How is AppLovin used in WakeApp?
AppLovin is one of the 30+ sources that our media buyers use when promoting WakeApp applications.
For many years now at WakeApp we have been using this traffic source for our clients. Our team chose AppDiscovery because AppLovin offers comprehensive turnkey advertising solutions – from analytics and launching advertising campaigns to automatic creative creation.
AppDiscovery also provides advanced targeting and optimisation features (using machine learning algorithms) that help our media buyers reach the most relevant users for our clients. This helps improve the overall effectiveness of advertising campaigns and increase return on investment (ROI) and reduce marketing costs.
About our guide: Every month, we publish helpful promotion guides where we discuss promotion features in a particular region according to traffic sources and GEO traffic. We also seek to keep our readers up-to-date on tips, as well as restrictions and bans about promoting on certain sources.
Think of it as a mobile marketer’s desktop guide!
About us: WakeApp is an international mobile marketing agency with 10 years of experience in the market, and is leading the development and promotion of gaming and non-gaming mobile applications in the e-comms, video streaming, food delivery, sport, utilities, and finance verticals. In 2022, WakeApp received The Media Agency of the Year at the SiGMA Asia Awards, and in 2021, WakeApp placed in 5 categories in the 13th edition of the AppsFlyer Performance Index XIII.
Latest News
ACR POKER INJECTS DAILY DOSE OF THRILL INTO TOURNAMENT SCHEDULE WITH LAUNCH OF DAILY MYSTERY BOUNTY EVENTS

Monster top bounty of 10% of the total prize pool up for grabs starting this weekend
ACR Poker today announced the addition of Daily Mystery Bounty events to its tournament lineup starting this Sunday, August 3rd, delivering unmatched entertainment, thrilling action, and big wins to the tables.
Daily Mystery Bounty tournaments turn traditional bounty formats on their head. Once players are in the money, instead of receiving a fixed reward for eliminating an opponent, players receive a Mystery Bounty Chest revealing a mystery reward, with the top bounty prize being 10% of the total prize pool.
“Mystery Bounties are just pure fun,” said ACR Pro Chris Moneymaker. “You never know what you’re going to get when you knock someone out, it could be some random treasure or a monster bounty that flips your whole tournament. With same-day events, fast action and bounty madness on your daily calendar, it keeps the adrenaline going and makes every hand way more exciting.”
The Daily Mystery Bounty schedule features a range of tourneys and buy-ins, with highlights including the $250K GTD Sunday Funday ($215 buy-in), the $150K GTD Major Mash Up ($66 buy-in), and the $100K GTD Moorman’s Mayhem ($630 buy-in). Starting this Sunday, players can log into the ACR Poker client, open the Tournaments tab, and find the full lineup of Daily Mystery Bounty events in the regular schedule under upcoming events.
And don’t forget, the Mystery Bounty madness continues in ACR Poker’s massive Dual Venom tournaments taking place from Sunday, August 10th to Tuesday, August 26th. Not only are the $2,650 buy-in tourneys offering huge guarantees of $8 million in the NHL event and $2 million in the PLO event, but there are massive bounties on the table for those who knock out their competitors.
In the Venom NLH, eliminating just one opponent could earn a player the top bounty prize of $500,000. While in the Venom PLO, which ties ACR Poker’s biggest Omaha tourney ever, there’s a juicy $200,000 bounty for the taking. And that’s not all, every knockout in both tourneys earns players a minimum bounty of at least $5,000.
For full details about the Daily Mystery Bounty tournaments or to find out more about the Dual Mystery Bounty Venoms, visit ACRPoker.eu.
The post ACR POKER INJECTS DAILY DOSE OF THRILL INTO TOURNAMENT SCHEDULE WITH LAUNCH OF DAILY MYSTERY BOUNTY EVENTS appeared first on Gaming and Gambling Industry in the Americas.
gaming
Take Aim at Mega Wins: ELA Games Unleashes Chaos With New Shooter Game “Shoot Happens”

A chaotic jungle journey with big, bad foes and insane riches.
Welcome to the jungle, where Shoot Happens! Face your opponent, take aim, and fire your way to riches.
ELA Games unveils its boldest title to date, a combination of decision-making and narrative progression where every shot counts.
In Shoot Happens, you’re not just a player. You’re the main character who has to fend off waves of increasingly dangerous (and valuable) monsters. Armed with 3 shots per round, you’ll need precision and calm nerves to take down the reward and add it to your Winpot. Hit the target for riches. Miss… and it’s back to the beginning.
The Choice Is Yours
Each round is in the hands of the player. Do you cash out now? Or keep slashing through the jungle for bigger and better rewards? Decision-making, timing, and a whole load of guts go a long way.
Expect the Unexpected
Random projectile bonuses can appear in any round, boosting your rewards massively. And just when you thought your journey through the treacherous jungle was over, the final boss appears. While the other monsters may have been a piece of cake, he doesn’t stay down. Each time you defeat him, he respawns for juicier and recurring payouts. Keep going as long as you can handle it, and you might walk out as the top dog of the jungle.
Marharyta Yerina, ELA Games’ Managing Director, commented on the game’s release, “With Shoot Happens, the team ventured outside of conventional game formats, and we wanted to give players a super engaging experience where they’re in control. This title is a bold approach to game design in this industry, as we’re empowering players with choice and enriching the gameplay experience with strong visuals, narratives, and plenty of replayability.”
Play how you want. The Winpot is yours
Shoot Happens is the perfect blend of fast-paced action, bold decision-making, and interactive gameplay. Whether you’re a cautious player or a complete daredevil, the game is an enticing experience for all.
How deep into the jungle are you willing to go?
The post Take Aim at Mega Wins: ELA Games Unleashes Chaos With New Shooter Game “Shoot Happens” appeared first on European Gaming Industry News.
American Gaming Association
AGA Research Reveals Consumers Know Sweepstakes Casinos are Gambling

As gaming regulators, state Attorneys General, and state legislatures continue to scrutinize the business practices of online “sweepstakes” casinos, new research shows that consumers overwhelmingly use these platforms to gamble – and that sweepstakes operators are heavily targeting players in key states. By exploiting loopholes in the law, these operations undermine the integrity of the legal, regulated gaming marketplace.
According to Sensor Tower data compiled by the American Gaming Association (AGA), half of all online, real-money casino advertisements seen by consumers in early 2025 promoted offshore “sweepstakes” casinos. The data shows these unregulated operators concentrate their advertising in populous states.
“These operators present themselves like legal, regulated platforms – but they operate outside the law and regulation. There are few if any responsible gaming tools, no regulatory oversight, and no consumer protections. It’s a dangerous subterfuge that puts players at real risk,” said AGA Vice President of Government Relations, Tres York.
Despite operating outside the regulated gaming market, “sweepstakes” casinos are widely perceived by players as gambling platforms, with 68% of users saying their primary reason for playing is to win real money. This confusion is no accident – many of these sites mimic the look, feel, and language of legal operators, blurring the line for consumers and reinforcing the need for clearer enforcement and public education.
Key findings include:
• 90% of sweepstakes casino users consider the activity to be gambling.
• 69% describe sweepstakes casinos as places to wager real money.
• 80% of sweepstakes players spend monthly, and nearly half spend weekly, without the safety nets offered by regulated operators.
The number of monthly sweepstakes casino players is twice as high in states lacking sweepstakes prohibitions.
“Sweepstakes” casinos aggressively market on popular digital platforms throughout the country. Legal, regulated gaming operators, by contrast, advertise responsibly in legal states where consumer protections and regulatory oversight are in place.
“The data is clear. Consumers see right through the ‘sweepstakes’ casino facade and they’re calling it what it is: gambling. We look forward to policymakers continuing to enforce their laws and create clarity through new policy measures to protect their residents,” added York.
The post AGA Research Reveals Consumers Know Sweepstakes Casinos are Gambling appeared first on Gaming and Gambling Industry in the Americas.
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