ZENNA Blog | Mobile Games User Acquisition


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by Bohdan Chernobai, on

Playable And Game-simulation Ads And How to Succeed With It

What is playable ad and why so much hype around it in recent time? 

Playable Ads is a rich media format, allowing mobile users an opportunity to try a “piece of the game” by playing from 15 seconds to 60 seconds without installing. It’s like a game inside of other game, an advertisement, but unostentatious and interactive. That’s why this kind of ads usually boosting conversion rates, expanding global reach and the overall install volumes. And we going to take a look at how it works with some cases.

In 2015, when the conception of playable advertisement was relatively fresh for the mobile industry, there are were only 8.7% of app marketers excited about future of playable ads, while social video and full-screen video were taken the lead among all user acquisition channels.

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by Sedykh Mikhail, on

Native Advertising Study

In mobile the term ‘native advertising’ is often referred to ads made in format, color and placement similar to native elements of the app. In this article we are talking about interactions and ad placement within the source itself.

A whole lot of info about the benefits of native or direct advertising emerged in a couple recent years and now we see an increase in interest in this subject. The main question is: how does it influence the Mobile Gaming market? We at ZENNA decided to take a look at the current Advertising market situation and in September 2016 we contacted some major gaming companies and a number of private advertisers.

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by Sedykh Mikhail, on

Mobile Games Promotion with DSP. Does It Work?

DSP networks are getting more and more popular on the Mobile Promotion market; they already generate more than 50% of all mobile ads and their share keeps growing

DSP networks

DSPs offer huge advantages in mobile advertising thanks to their access to large user data bases and broader range of targeting instruments. Moreover, a campaign can be optimized in real time often by the CPI rate, and can display ads in multiple networks and channels simultaneously. However, everything is not as simple as it seems.  

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by Sedykh Mikhail, on

A Guide on Advertising Campaign to Promote Mobile Game on Facebook

Guide to facebook advertising

The mobile ad market is quite segmented and represented by a variety of players and solutions: social networks and search ad networks, mobile ad networks and platforms, affiliate networks, video networks, DSP solutions etc. However, not all of them are effective when it comes to promoting mobile games.

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by Yuriy Yashunin, on

Why Misleads Could Ruin Your Ad Campaign


Over the past year, we have seen a significant increase in competition in the mobile field: the number of market players (individual arbitrage specialists; arbitrage agencies, partner networks) continues to grow, in-house media-buying developer’s departments enhance their expertise and volumes, and the market in general is becoming more accessible and transparent. In fact, the situation of the past where the demand for mobile installs exceeded the supply has changed dramatically: now the supply outstrips the demand greatly.  

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