🎙️ MMPs and Attribution: What Game Studios Need to Know to Grow
Deep dive insights with the best in the games industry- Brian Murphy, Head of Games at AppsFlyer, Josh Chandley, COO at WildCard Games, and James O'Claire, founder of Open Attribution
Strong marketing is essential for the success of mobile games. Game studios need a good Mobile Measurement Partner to operate user acquisition campaigns effectively.
Today, we discuss:
What is an MMP?
How to differentiate between different MMPs in the market?
How have MMPs evolved and how will they evolve in the future?
Actionable Insights:
Implementation Timing
Carefully evaluate whether you need an MMP at your current stage
Consider starting with platform-specific solutions
Plan MMP integration before scaling UA efforts
Partner Selection
Evaluate based on your specific needs and scale
Consider long-term partnership implications
Assess technical integration requirements
Cost-Benefit Analysis
Balance costs against marketing spend and scale
Consider value of advanced features
Factor in engineering resources required
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Speakers:
Josh Chandley. Co-founder and COO at WildCard Games.
Joseph Kim. CEO at Lila Games.
Brian Murphy. Head of Gaming and New Product Strategy at AppsFlyer.
James O’Claire. Former COO at Bubbleye. Founder Open Attribution.
The mobile game marketing landscape continues to evolve rapidly, with Mobile Measurement Partners (MMPs) playing an increasingly crucial role. Based on insights from industry leaders at AppsFlyer, Wildcard Games, and other mobile gaming companies, here's what game developers and marketers need to know about the current state and future of MMPs.
Core Functions of MMPs: Beyond Basic Attribution
MMPs serve several essential functions in today's mobile marketing ecosystem:
SDK Integration Hub
Consolidates multiple ad platform integrations into a single SDK
Eliminates need for separate integrations with Google, Meta, Snap, TikTok, etc.
Significantly reduces engineering overhead
Attribution Authority
Acts as the trusted third party for determining which ad platforms drive conversions
Manages attribution in complex multi-touch environments
Handles conflicts between platforms claiming credit for installs
Analytics & Performance Tracking
Measures campaign ROI and ROAS across platforms
Tracks in-app events and user value post-install
Provides data for optimizing marketing spend
When to Implement an MMP
The panelists provided clear guidance on MMP adoption timing:
For Early-Stage Games:
Can start with platform-specific tools (Firebase for Google, Meta SDK for Facebook)
Avoid MMP contracts during initial tech launch phase
Focus on basic testing and server stability first
Time to Adopt an MMP:
When scaling beyond a single ad network
Need to compare performance across multiple channels
Ready to make data-driven UA decisions
Planning sustained user acquisition campaigns
Need to pass revenue data back to ad networks for optimization
Cost Considerations
Typical pricing structures include:
Per-install fees: 3.5-5 cents per install at lower volumes
Cost typically aims to be 1-2% of CPI
May include both fixed costs and variable fees based on install volume
Additional charges for advanced features and services
Costs generally decrease with scale
Current Industry Challenges & Trends
Privacy and Attribution Evolution
IDFA deprecation impact less severe than predicted
Increased adoption of probabilistic attribution methods
Rise of platform-specific attribution (like Apple's SKAdNetwork)
Self-Attributing Networks (SANs)
Major platforms (Meta, Google) pushing for self-attribution rights
Power dynamics between MMPs and major ad platforms
Evolution toward advanced SRN integrations with improved data sharing
Emerging Value Propositions
Shift toward being first-party data optimization hubs
Enhanced creative optimization capabilities
Development of secure data-sharing mechanisms
Integration with emerging channels (CTV, desktop-to-mobile)
Future Outlook
The panel identified several key trends shaping the future of MMPs:
Data Scale Advantage
Larger MMPs with more data can provide better optimization
Faster model training and improvement
More accurate fraud detection
Service Evolution
Movement toward comprehensive analytics solutions
Enhanced creative optimization tools
Focus on first-party data utilization
Development of data clean room capabilities
Technical Innovation
On-device attribution possibilities
Enhanced privacy-preserving measurement methods
Improved cross-platform tracking solutions
This evolving landscape presents both challenges and opportunities for mobile game developers. While MMPs remain essential for scaled user acquisition, their role continues to expand beyond basic attribution into broader data and marketing optimization services.