ZENNA Blog | Mobile Games User Acquisition


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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

ZENNA Started Accepting Applications for Publishing on the Odnoklassniki Native Mobile Gaming Platform

In May 2016, Odnoklassniki, one of Russia’s biggest social networking websites, presented its native mobile gaming platform and began accepting applications for publishing. ZENNA became its only official partner and now acts as a production center.  

Zenna and ok.ru

The new mobile platform has already been adapted for Android and its launch for iOS is scheduled for the end of July 2016.

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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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by Mikhal Sedykh, on

Ads and Other New Enhancements on App Store

Apple has recently announced a range of new enhancements for App Store coming out soon. We are to see some major changes this fall.

The most important news is that advertisers can now show search ads of their products on search results. In fact, this is contextual advertising that has a high enough efficiency ratio due to its relevance to the search query.

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by Kate Koll, on

Christmas Mobile Games Marketing

According to deltaDNA conclusions made in January, 2015, the number of active users and installs for Christmas and Boxing day is 30% higher on average compared to a “normal” period (i.e. September through to November). This Christmas boost also comes with an increase in player engagement, with 1 day retention increased by 17% over typical levels.

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by Inna Darienko, on

How Identify Your Whale?

Monetization has been a hot topic in the games industry over the past years, ever since the rise of free to play games. How to optimize monetization, how to define correct pricing buckets or how to better convert players are just a few of the widely discussed questions concerning the topic. In this article, however, we’ll be approaching monetization from a different angle.

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