Fireside Chat: What the Mobile Space Looks Like as we Head into 2022
summary
Mobile gaming faces rapid consolidation with big moves like AppLovin acquires Mopub and platform shifts from App Tracking Transparency that force new monetization playbooks. Market-size projections hit $116B by 2024 and users average 155 minutes a day, so studios move from waterfall tinkering to A/B testing, hybrid IAP/ads, and in‑game brand placements. In-game ads are non‑clickable, brands drive demand, about 90% of players never pay, and subscriptions only work if the product delivers ongoing, Netflix‑style value.
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