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AppLovin: Artificial Intelligence guarding Mobile Marketing, or how to Effectively Promote Mobile Applications using a Neural Network

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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:


  1. Click the announcements tab
  2. Select create ad
  3. Write the name of your advertising campaign
  4. Select the desired application for promotion on IOS or Android
  5. Select the category your app belongs to
  6. Select the analytics system you will use

  1. Select the targeting for your advertising campaigns

  1. Add tracking links to third-party services, if necessary

  1. Set a budget
  • Set the bid type (dynamic CPC or CPI)
  • Select goals by installation
  • Determine your daily budget

  1. Interesting! AppLovin can generate an advertisement for you or give you the opportunity to create it yourself.
  2. 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.

BMM

BMM TESTLABS PROMOTES SACHA MCLAUGHLIN TO VICE PRESIDENT OF GLOBAL QUALITY ASSURANCE

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BMM Testlabs, the world’s original gaming test lab renowned for exceptional product compliance and certification services, today announced the promotion of Sacha McLaughlin to Vice President of Global Quality Assurance.

BMM’s President of Land-Based Gaming & Inspections, Kirk White, said, “Sacha has consistently demonstrated exceptional leadership, operational excellence, and a customer-first attitude. Her experience and passion will be critical as we continue to grow our QA services to meet the always-evolving needs of the global gaming industry.”

With over 18 years of experience in software implementation and seven years in the gaming industry, McLaughlin brings extensive knowledge of both agile and waterfall development methodologies, test planning, project management, and cross-regional team leadership. She is recognized for her ability to build and scale QA organizations that deliver quality, speed, and value to customers.

McLaughlin joined BMM in 2018 and has held roles of increasing responsibility within the Company, most recently serving as Senior Director of Quality Assurance. Throughout her tenure, she has been instrumental in expanding BMM’s QA capabilities and helping customers launch products into the global gaming market more quickly, with a focus on regulatory compliance, functionality, fairness, and security.

The post BMM TESTLABS PROMOTES SACHA MCLAUGHLIN TO VICE PRESIDENT OF GLOBAL QUALITY ASSURANCE appeared first on Gaming and Gambling Industry in the Americas.

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Eastern Europe

Totogaming Joins Cernica Pantelimon RunFest: Not Just Present, But Fully Participating

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“We weren’t just present — we were participants of Runfest. And that’s one of the most important aspects,” said Artak Ashkhatoyan, Deputy CEO of Totogaming.

On July 6, Totogaming joined the Cernica Pantelimon Runfest in Romania, once again emphasizing the importance of promoting amateur sports and a healthy lifestyle.

“Supporting such initiatives is a priority for TotoGaming. First, 50% of the proceeds from RunFest will be donated to the CLOVES Romania Foundation, supporting children affected by CLOVES Syndrome. And second, we’ve always believed in showing our passion for sports through actions, not just words. Have you noticed how we’re constantly rushing through life, yet when we look back, it often feels like we haven’t moved at all? It’s important for us to lead by example and show the importance of participation. This is exactly the message we’re promoting through our team’s active involvement in the marathon. After all, there can never be too much sport in our lives,” said TotoGaming’s Deputy CEO, Artak Ashkhatoyan.

A Simple Concept, a Powerful Impact

The concept of this sports event is straightforward: choose a distance between 1 to 21 kilometers and run. The goal? Make sport an integral part of everyday life. The crowd certainly embraced that, gathering as early as 8:30 a.m. — on a Sunday morning.

Totogaming contributed in two distinct capacities: as an official sponsor and as an active participant. A dedicated team of 13 employees represented the company at the Cernica Pantelimon RunFest, with 7 of them proudly taking part as runners.

More Than Just a Run

It wasn’t an easy challenge — especially because among Totogaming’s runners were people for whom running isn’t a daily habit, or even part of their life at all. Yet they couldn’t miss the opportunity, not least from the perspective of corporate responsibility.

“We just finished the 7.5-kilometer race!” shared Petrut-Adrian Toea from the Totogaming team.

“It was amazing, honestly. Around the 2-kilometer mark, I had this little battle with myself — I told myself I had to finish the race, no matter what. And I did it! I came in around 60th place out of over 100 runners, which for me is a really good result.”

“I see my participation as a small contribution toward promoting a healthy lifestyle. In my close circle, everyone knows I’m not exactly the sporty type. I’m not athletic, and I usually prefer having fun in other ways. But showing up here, early in the morning, in this intense heat, and completing almost 8 kilometers with just one short break — I think it set a good example.”

“I hope seeing someone like me finish this challenge motivates my friends to try something similar for their own health. I believe that’s a meaningful contribution”, – added Petrut-Andrea.

Totogaming also made it possible for every attendee to bring sport into their lives — quite literally. At the Totogaming tent, participants could ride stationary bikes and receive prizes based on the number of points they earned through their efforts.

Whether they were running, cycling, or simply cheering for friends, the goal for everyone was the same: to reach the destination of champions — by bringing sport into everyday life.

The post Totogaming Joins Cernica Pantelimon RunFest: Not Just Present, But Fully Participating appeared first on European Gaming Industry News.

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AI

Liftoff’s 2025 Mobile Ad Creative Index Reveals UGC Is a Key Differentiator for Top Apps

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Major findings from the newly launched report include playable ads having the potential to deliver impression-to-install rates 16 times that of non-playable formats for emerging gaming apps and a 20% increase in spending on interactive ads year over year.

Liftoff, a leading AI-enabled growth platform for the mobile app economy, has published its seventh annual Mobile Ad Creative Index. The report explores top creative trends that are attracting and scaling in ad spend across consumer apps and games. It also highlights the expanding role of AI in creative production, testing, and optimization.

This year’s Mobile Ad Creative Index specifically analyzes creative concepts that have excelled in scale for Liftoff’s highest-spending advertisers over the past 12 to 48 months. It is based on findings from over 4.7 trillion impressions, 263 billion clicks, and 1.1 billion installs between 1 January 2023 and 31 May 2025.

 

Highlights from the report include:

Top consumer apps are investing in interactive ads to compete for engagement

In 2024, the share of spend on interactive ads for top apps increased by 20% year over year. The share of spend increased by 2% for spenders outside the top tier. Top-spending apps differentiate their campaigns by adding innovations to evergreen concepts such as social scrollers, carousels, and scratch-offs.

Playable ads deliver returns across ad budgets for mobile game advertisers

In 2024, the share of spend on playable ads for top games averaged 35% higher than other games. Across all ad budgets, however, playable ads delivered higher conversion rates. Impression-to-install rates were 8 times that of non-playable formats for top spenders and 16 times that of non-playable formats for other game advertisers.

Tailoring “metaplay” elements to motivations can improve performance

“Metaplay” elements—gameplay that diverges from an app’s core design to appeal to a broader audience—are widespread, but top games gain an edge by tailoring their metaplay ads to the publisher audience. The report found that aligning “metaplay” creative with publisher audiences resulted in a 93% increase in installs-per-mille.

UGC is becoming a key differentiator in driving scale for consumer apps

The share of spend on user-generated content (UGC) increased 11% for top-spending apps, with social and utility apps seeing the most significant jump of nearly 30% between 2023 and 2024.

Widespread adoption of Gen AI leads to more customized ad experiences

Creative teams increasingly leverage AI to enhance top-performing assets with 3D and motion and to create and test variations. Top advertisers also use AI to recombine their assets in customized ad experiences that break away from standard video to playable formats.

Yann Zeller, Chief of Staff, Creative at Liftoff, said: “Today’s creative landscape is shaped by a single, powerful truth: attention is the commodity, and brands, games, and influencers are all vying for it. Great mobile ad experiences can earn attention by aligning context with behavior. As ad formats become richer and AI expands our ability to personalize and adapt creatives at scale, we’re able to unlock new insights into user behavior and motivation. We see users spend meaningful stretches with the right content, sometimes 60 to 90 seconds when the ad feels personal or prompts meaningful participation. This isn’t just a better way to advertise—it’s a better way to tell stories and the most exciting brief we’ve had in years.”

Soren Steelquist, Director of Creative Production, said: “The proof is in the data—more and more consumer apps are incorporating UGC into every stage of their marketing, and programmatic is no different. UGC works because it’s authentic and relatable, and users are more likely to be influenced by ad when it’s coming from a trustworthy source. To see higher impact from UGC creatives, work with a partner that can match the right creator with your brand and develop winning concepts that resonate with audiences.”

The post Liftoff’s 2025 Mobile Ad Creative Index Reveals UGC Is a Key Differentiator for Top Apps appeared first on Gaming and Gambling Industry in the Americas.

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