IAPs have become even more important for hypercasual game publishers, offering a more reliable revenue stream compared to the volatile nature of ad revenue. At our company, we’ve realized that focusing on finding players who are willing to spend money within our games is a smart move for long-term success. 

Signal loss, rising CPI s , and the uncomfortable truth that traditional UA channels—on their own—no longer cut it are colliding to drive a seismic shift in strategic focus from high-volume user acquisi t ion to high-value player experiences.

The key to an effective campaign strategy lies in understanding the user journey and delivering value at the right moments. Successful campaigns leverage well-targeted ad placements, aligning with user behavior and app context to ensure relevance.