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

Published

2 years ago

October 23, 2023

Zoltan Tundik

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.

Prague Gaming & TECH Summit 2025 (25-26 March)

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.

11. 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

About 59% of Germans Aged 6-69 Play Video Games

Published

20 hours ago

May 14, 2025

Niji Narayan

about-59%-of-germans-aged-6-69-play-video-games

Reading Time: 2 minutes

About 59% of people aged 6 to 69 in Germany play video games. Overall, the number of players in the country has risen significantly in the last several years. Across all age groups, some 37.5 million Germans – more than ever before – play video games on consoles, PCs and smartphones. This represents an increase of around 9% in the number of players since 2020. These are the new figures released by game – the German Games Industry Association, based on data collected by YouGov.

The development among players over 60 is especially dynamic, with this group having grown from 6.4 to 7.7 million in just 12 months. The growth in the proportion of older gamers is partly due to the fact that many gamers have been playing games for decades. On the other hand, more and more older people are discovering the joy of video games. Thus the trend of recent years continues, with the average age of German players also surpassing 39 for the first time – rising from 38.2 in 2023 to 39.5 in 2024. In total, 8 in 10 players in Germany (79%) are over 18 years old. With regard to the gender of players in Germany, the distribution has remained balanced in the last several years, at around 48% women and 52% men.

“Games fascinate millions of people in Germany – young and old, women and men. The majority of Germans have been playing games for a long time and the number is increasing. The steadily rising average age of gamers is also exciting: we are fast approaching the age of 40. This makes clear what still surprises many people: whether they are 17 or 70, games inspire people of all ages and the proportion of older players is growing particularly strongly,” said Felix Falk, Managing Director of game – The German Games Industry Association.

After attaining unprecedented heights in recent years, the German games market saw a dip in its growth trajectory in 2024. Last year, sales revenue from games, gaming hardware and online gaming services in Germany totalled 9.4 billion euros – a 6% drop from the year before. This downturn was especially pronounced in purchases of games for PCs, consoles and smartphones (−17%, to 921 million euros), as well as in hardware purchases (−10%, to 2.9 billion euros). Running counter to the overall market trend, revenue from online gaming services saw a double-digit increase, rising 12% from the level of 2023, to 965 million euros.

The post About 59% of Germans Aged 6-69 Play Video Games appeared first on European Gaming Industry News.

Latest News

TaDa Gaming Celebrates GiftCode’s Successful First Year Since Launch

Published

2 days ago

May 13, 2025

Niji Narayan

Reading Time: < 1 minute

TaDa Gaming celebrates GiftCode’s successful first year since launch. Applicable to both slots and TaDa’s unique fishing-shooting games, GiftCode offers immediate rewards which can be effortlessly tailored and adapted to any operator requirement or marketing campaign.

Hitting its first anniversary, a minimum of 1,000,000 GiftCodes are now issued monthly through 300+ streamers with 100% take up. This strong creator eco-system enables codes to be delivered across media and platforms with tournaments, introductory rewards and churned player campaigns leading the way for operator success through powerful marketing alongside player rewards.

An uplift of Daily Active Users by a minimum of 18% and a 15% increase in engagement and player acquisition levels has confirmed that GiftCode is the simple and highly effective gamification tool the industry was lacking.

The 2024 initial test run in Brazil saw 100 streamers receive 500,000 GiftCode links. An instant redemption rate of 95+% and new player sign up increasing by more than 30,000 per month confirmed TaDa’s research and development and gave operators confidence to incorporate GiftCode to their offering.

Now, with the addition of personalised codes for player segmentation, regionally specific influencer packs and multi-brand and aggregator deployment, few other gamification tools can offer such consistently high impact and measurable results, meaning this is a very happy anniversary for TaDa.

Sean Liu, Director of Product Management at TaDa Gaming, said: “GiftCode’s inherent simplicity is the key to its success. It does what it is supposed to do and does it fantastically well for both operators and players. Our new enhancements make GiftCode even more engaging, securing its future as our go-to gamification tool.”

The post TaDa Gaming Celebrates GiftCode’s Successful First Year Since Launch appeared first on European Gaming Industry News.

Latest News

South Africa is Leading the Call for Responsible Gambling in African Countries

Published

3 days ago

May 12, 2025

Zoltan Tundik

South Africa is once again positioning itself as a leader in ethical gambling practices, with the upcoming Responsible Gambling Summit 2025 set to take place on 13–14 November 2025 at Emperors Palace in Kempton Park, Gauteng. This landmark event will gather international experts, regulators, and industry professionals to address the most pressing challenges in responsible gambling across Africa.

Hosted by the South African Responsible Gambling Foundation (SARGF) in collaboration with major regulatory bodies such as the National Gambling Board, Eastern Cape Gambling Board, and Western Cape Gambling and Racing Board, the summit aims to drive forward an evidence-based, solutions-focused agenda that ensures gambling growth does not come at the cost of public well-being.

As South Africa continues to see rising participation in both land-based and gambling online, the summit is timely. It will tackle issues ranging from technological safeguards and public health integration, to policy harmonisation and vulnerable population protection.

Advocating for Safer Online Gambling

As South Africa strengthens its role in setting responsible gambling standards, SouthAfricanCasinos.co.za remains at the forefront of this effort in the online casino space. Our portal is more than a online casino listing site — it is a trusted source of expert advice, consumer guidance, and responsible gambling advocacy.

Since our inception, we have maintained a clear policy: we only recommend licensed, regulated casinos in south africa that adhere to strict player protection measures. These include transparent terms, fair bonus practices, and built-in tools such as deposit limits, time-outs, and self-exclusion options.

“The online gambling landscape in South Africa is growing rapidly,” says a spokesperson for SouthAfricanCasinos.co.za. “But with growth comes responsibility. Our mission is to ensure players have access to safe, ethical gambling environments. We support the goals of the Responsible Gambling Summit and encourage every operator to prioritise the welfare of their players.”

Practical Frameworks for Change

The Responsible Gambling Summit 2025 will focus on seven key thematic areas:

Understanding gambling behaviour and disorders through science-led approaches.
Overcoming barriers to effective policy implementation, including gaps in education and enforcement.
Leveraging technology, such as AI-driven risk detection and real-time player monitoring.
Adopting global regulatory best practices tailored to South African realities.
Protecting at-risk individuals and communities, especially youth and those in lower-income brackets.
Educating the public on the risks of gambling and how to stay safe.
Building international networks to ensure future readiness and consistency across borders.

Each session is designed to lead to real-world outcomes, with progress monitored and reported biennially. This commitment to transparency aligns with broader calls for industry-wide accountability.

How Players Can Gamble Responsibly

Whether you’re new to online casinos or an experienced player, here are some essential responsible gambling tips:

Treat gambling as entertainment, not a way to make money.
Set a time limit before you start and stick to it.
Only gamble with money you can afford to lose.
Avoid playing when you are upset, stressed, or intoxicated.
Use built-in responsible gaming tools provided by licensed operators.
Keep track of your play history and regularly review your habits.
Seek help if gambling is no longer fun, or if it begins to impact your personal life.

At SouthAfricanCasinos.co.za, we make these practices easier by highlighting casinos that offer responsible gambling features as part of our review process. Each recommended site undergoes a thorough evaluation based on licensing, fairness, transparency, and player protection standards.

Our Commitment to the South African Gambling Community

With a growing base of South African users, SouthAfricanCasinos.co.za plays an important educational role in the online gambling space. Our platform offers in-depth guides, news updates, free bonus casinos, free spins casinos and strategy articles designed to help players make informed decisions.

We actively follow developments in gambling regulation and work to ensure our listings are in line with the latest responsible gambling initiatives. As the conversation around ethical gambling evolves, so does our content — reflecting the high standards that South African players deserve.

South Africa’s leadership in responsible gambling sets a high standard not just for the continent, but for the global industry. By playing at casinos that are transparent, regulated, and committed to safety — such as those featured on SouthAfricanCasinos.co.za — players can enjoy the entertainment of gambling while staying in control.