The Future of Mobile Gaming Growth: Unlocking Potential with Neural Networks

The mobile gaming industry has traditionally relied on programmatic advertising partners to achieve scale, but with increasing competition, this approach is no longer sufficient. To meet aggressive ROI targets, mobile games require an ad partner that can leverage data in innovative ways to drive consistent user engagement, ad interaction, and in-app purchases. This is where neural network solutions, such as Liftoff's Cortex, come into play. Cortex represents a significant evolution in machine-learning technology, powered by neural networks that can harness complex data signals to make accurate predictions for specific outcomes. For gaming advertisers, this means connecting their game with high-value audiences that are more likely to engage consistently and spend more on in-game purchases over time. In recent years, real-time bidding (RTB) has become a popular approach, offering advertisers greater transparency and precision targeting capabilities. However, to truly maximize ROI, game developers need to leverage advanced machine learning solutions that can model current and future user behavior based on historical data, such as session time, ads watched, and previous purchases. Cortex, for example, combines first-party attribution data with exclusive data from the Vungle SDK and GameRefinery to predict user behavior and select high-value users to target in real-time. For many mobile games, return on ad spend (ROAS) remains a key performance indicator (KPI) for campaign success. To optimize ROAS, mobile games need to identify and nurture high-spending users, known as 'whales.' Deep learning, powered by neural networks, is better equipped to spot these quality users than traditional machine learning models. By recognizing complex patterns in user behavior, neural network models like Cortex can identify high-value users who spend periodically but spend big. Engaging and nurturing quality users is also crucial for growing a game. Superior, user-centric ad creative can spark a connection with users and lay the foundation for a lifelong relationship. Neural net models can accelerate creative testing by running more experiments faster, making it easier to identify winning ad formats. Liftoff's dynamic ad formats, tested on Cortex, can change depending on user behavior, such as introducing a different playable ad if the user does not engage with the initial offer. By combining behavior modeling with motivational frameworks, advanced ML solutions like Cortex can also leverage data from GameRefinery to improve gaming ad creative performance by personalizing delivery and matching users with ads that tap into their motivations. The ultimate goal is to deliver a more personalized ad experience that drives both performance for advertisers and a more relevant, non-disruptive experience for users. Another challenge gaming marketers face is privacy, particularly in the wake of Apple's App Tracking Transparency (ATT) framework. Ironically, the reduced access to device-level data has increased the impact of neural network models, which can optimize for outcomes based on user behavior and move away from reliance on single identifiers. At Liftoff, we are excited to see the impact that Cortex can have on our gaming partners. On average, we have seen 23% lower CPIs, 21% lower CPAs, and 16% higher ROAS for our partners, and we expect performance to continue to improve. Our partners are also seeing the positive impact of Cortex on their business, with one marketing manager noting that Cortex has shown strong ROAS results compared to other networks, with a proportion of new users reaching almost 80% on iOS. Performance marketing managers at Krafton also shared their success story, where they launched user acquisition campaigns using Cortex that aligned with their marketing goals, leading to increased overall campaign ROAS and retention. To learn more about what Cortex can do, you can read more here or contact Liftoff directly.