Claire Rozain, UA team lead at Rovio, casts her expert lens on the latest user acquisition strategies in her new weekly column, UA Eye. This means thinking creatively, strategically, and sometimes even misleadingly. With IAPs driving less than 50 per cent of revenue, and privacy changes from Apple and Google disrupting the ad monetisation landscape, bringing more players onboard is only becoming more vital. does not need to express how vital user acquisition is to the mobile games industry.
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