Mobile Game Publishers: The Need for Transformation in a Post-Attribution Era

By Kate Minogue, Head of Marketing Science, Facebook Gaming, EMEA at Meta The introduction of Apple's App Tracking Transparency (ATT) over two years ago marked a significant shift in the mobile advertising landscape. The changes brought about by ATT have forced companies to reevaluate their marketing practices, but many have been slow to adapt. The industry's overreliance on attribution has hindered progress, and companies must now undergo a transformation to remain competitive. This requires a thorough assessment of core competencies and operating models, as well as a shift towards a more nuanced understanding of marketing impact. John Kotter's 8-Step Change Model provides a framework for gaming companies to navigate this transformation. The first step is to create a sense of urgency, which is often lacking in the industry. Companies must recognize the need for change and take immediate action to avoid being left behind. The subsequent steps involve building a guiding coalition, developing a strategic vision, communicating the vision, removing obstacles, finding short-term wins, and maintaining momentum. Ultimately, the goal is to anchor the changes in the company's culture, making it a long-term and sustainable transformation. The gaming industry is at an inflection point, and companies must trust that their skills, innovation, and agility can be redeployed to build a stronger future. Embracing transformation is crucial, and it begins with acknowledging the need for change and taking the first steps towards a more resilient and accurate measurement approach.