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The mobile gaming monetization playbook is being rewritten, and most publishers aren't ready.
For years, CPI was king. But eCommerce and performance brands are now entering mobile gaming with outcome-driven budgets growing faster than traditional UA spend. They don't optimize for installs. They optimize for purchases, ROAS, and measurable action.
The problem? Most monetization stacks were built for a different era.
According to PubMatic's Lashanne Phang, the publishers who will win the next phase are those who:
→ Diversify demand beyond CPI-heavy mediation stacks
→ Partner with platforms that have direct access to commerce and brand budgets
→ Leverage behavioral signals tied to LTV — not just short-term eCPM
→ Use AI-powered yield optimization, guided by human strategy
→ Experiment with multi-platform approaches NOW, before competitors do
The shift is already underway. The question is: are you building for the monetization model of 2020 or 2026? Read more here: globalgamesforum.com/features/the-n…
The publishers who experiment today will define the next generation of in-app monetization success.
#GamesForum #MobileGaming #GameMonetization #Programmatic #AdTech #MobileMarketing @gamesforum
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