Upptic

60+ games launched, 500M+ installs, $450M+ revenue generated
🚀 User Acquisition
🎨 Marketing Creative
📈 Growth Analytics
♟️ Go-to-Market Strategy

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Top 10 grossing mobile games of the week (Sep 21-27)

MONOPOLY GO! is #1 grossing for an 11th week in a row ($18.5M)
Roblox holds #2 for a second week ($14.4M), with Royal Match (#3) and Gossip Harbor (#4) right behind
Whiteout Survival up 21% to $6.0M, climbing to #8, the biggest gain in the top 10

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Top 10 grossing mobile games of the week (Nov 2-8)

- MONOPOLY GO! held #1 for a fourth straight week with $15.1M
- Roblox grew to $14M at #2, cutting its gap to #1 from $2.9M to $1.1M
- The whole top 10 stayed in the exact same order as last week, with Gossip Harbor at #3 for a fourth straight week

Markets: US, UK, DE, FR, CA, AU

Source: AppMagic

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Here is what you need to get meaningful performance data.

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Thinking of pausing your Halloween creatives this week? Here is why you shouldn't!

Here’s how our creative team treats spooky season as a 6-month evergreen play: https://t.co/qvQxbzr7PS

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Source: https://t.co/z5WqcpgL5n

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Unity’s $25B acquisition rumor has a massive impact on the ad business.
Fresh off its first profitable quarter since IPO, going private with Silver Lake and PIF would give Unity the runway to invest even more aggressively in its ad tech alongside leaders like AppLovin.

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Novelty > Volume

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What must an effective performance dashboard do?

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Top 10 grossing mobile games of the week (Oct 26–Nov 1)

- MONOPOLY GO! held #1 for a third straight week with $14.7M, ahead of Roblox at $13.2M
- Whiteout Survival had the biggest gain in the top 10, up 56% to climb from #11 to #8, and Kingshot rose 34% to #7
- Candy Crush Saga and Coin Master both grew by double digits, up 12% and 17%, to hold #5 and #6

Markets: US, UK, DE, FR, CA, AU

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Why every app needs a mobile measurement partner.

What is an MMP, and why can't you scale a mobile app or game without one?

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Here's how to actually scale UA without burning runway:
https://t.co/lbia23Yod6

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You can hit every ROAS target on your dashboard and still go bankrupt.

Beware of "green" dashboards hiding:
• 30% store cuts killing net margin
• Paid ads poaching organics
• 6-mo paybacks on a 3-mo runway

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More than 70% of Roblox’s top 100 games by Robux spent ran sponsored ads.

According to CEO David Baszucki’s Q3 shareholder letter:
- Roblox has tilted its discovery algorithm toward long-term retention over short-term revenue generators
- Over 20% of games using rewarded video earned more than 10% of their in-game earnings from ads
- AI-built games are producing hits. Break and Steal an Egg and Huss Valley were both built almost entirely with AI

The read for UA teams: when AI makes content cheap and the algorithm rewards retention, paid discovery becomes the cost of competing on Roblox.

Source: mobilegamerbiz

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Why your marketing data never makes sense

Ask a UA manager for this week's CAC and you’ll get five different answers depending on which tab they have open.

Your performance marketing data is fractured across at least 5 places:
1. Your MMP
2. Ad network dashboards (Meta, Google, TikTok)
3. App Store Connect
4. Google Play Console
5. Your internal backend data

None of them natively reconcile. Ad networks over-report, app stores lag, and internal data lacks top-of-funnel context.

If your growth stack doesn't consolidate these 5 silos into a single source of truth, you aren't optimizing spend, you're guessing.

[Upptic @upptic]

Top 10 grossing mobile games of the week (Oct 19–25)

- MONOPOLY GO! reclaimed #1 at $14.0M, just ahead of Roblox at $13.6M
- Township had the biggest gain in the top 10, up 13% to climb from #9 to #7, and Royal Match moved back up to #4
- Gardenscapes broke into the top 10 at #10, edging out Whiteout Survival by $63K

Markets: US, UK, DE, FR, CA, AU

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Why nobody actually knows what their ads cost:

Your spend data is trapped across 12 different dashboards.

By the time Finance asks why you’re over budget, it’s already too late.

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You can predict a new user's value within 24 hours of install.

Most UA teams still wait 90 days to act on it.

Forecast D7, D30 and D90 from early cohort data and ARPU curves, then scale or cut campaigns before payback.

Quick breakdown:

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Advertisers don't care where they spend their money,
they care about the returns they get from it.
When you launch a new ad network,
you're going head-to-head with Meta's massive ad engine.
There's a high fail rate for companies trying to break into the ad space.

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Your designers didn’t go to art school to read pivot tables.
They think in concepts. Your reporting should too.
Track results by concept and the winners find you.

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Does MONOPOLY GO! reclaim #1 next week, or can Roblox make it three weeks in a row?

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Top 10 grossing mobile games of the week (Oct 12–18)

- Roblox held #1 for a second week, but MONOPOLY GO! cut the gap from $419K to just $77K ($14.7M vs $14.6M)
- Gossip Harbor is back at #3 for the first time since August, passing Royal Match
- No new games broke into the top 10, and Candy Crush Saga moved up to #4