End of the Season: The Digital Markets Act (DMA) Shines On
This article was originally published on LinkedIn. Robert Wildner, CEO of AVOW, reflects on the EU’s Digital Markets Act (DMA) as it marks a year of reshaping the tech landscape. While fall often brings nostalgia, this season has been anything but quiet for the industry, with Apple and Google facing significant challenges. In this article, Robert recaps the latest developments and discusses how the DMA continues to drive meaningful change.
The onset of Fall is usually a time for nostalgia. I call it “back to school syndrome,” that feeling you get as September rolls around, the days get shorter, the temperature gets colder, and the trees turn brown. It’s a time for reflection; for drawing the curtains earlier and for contemplating the fruits of the year so far. Right?
Not always. In my business, things often shift up a gear. Just over a year ago, for instance, the EU launched the Digital Markets Acts (DMA), legislation aimed at ending the sector’s monopolistic business practices. And what a year it’s been, with August being a prime example of how the DMA has been trying to level the playing field. From Apple and Google fighting the tide on the new status quo, to some compelling criticism of the policy from industry leaders, it’s been a challenging month for the policy. So let’s recap what’s been going on.
Apple Suffers DMA-Overload
Since I began writing these blogs, Apple has barely been out of DMA-related news. August, however, was a huge month for the Silicon Valley giant, with the biggest headline being that it will allow third parties to opt out of its Core Technology Fee (CFT). Introduced after the DMA went live in March, the CFT requires these developers to pay 50 cents (EU) for every fresh install per year over 1 million for apps outside the App Store. Now, following a warning from the EU, Tim Cook’s company is saying that developers can ignore the CFT… as long as they pay a different set of fees. The audacity is almost comical
Next up: Fortnite is finally back on the App Store. Yep, you read that correctly. I’ve mentioned this possibility several times in these updates, but on August 16 it actually happened, four years since the game was suspended for featuring in-app purchases. What’s more, two days before, AltStore Pal, an alternative app store popular with gamers that launched on iOS in April—thanks to the DMA—announced that it had received a grant from Fortnite developer, Epic, covering its CFT costs. In turn, this means it’s now free to use on iPhones. And so, as a result of the EU’s interventions, iOS is fast becoming a popular destination for mobile gamers, not least because of the influx of other gaming-friendly alternative app stores such as Aptoide.
Last but not least, following pressure from the EU to make iOS conform to the DMA’s rules enabling customers to choose which apps they want on their device, Apple has made further tweaks to its mobile operating system. These include greater freedom to select default apps, the ability to delete preloaded apps like the App Store and Camera, and a clearer browser-choice screen. So, while these victories might sound slight, given the lengths we’ve seen Apple go to in terms of DMA compliance, each one is a triumph.
Google’s Dreams of Global Dominance Shatter
On the world stage, the most interesting story was that the US Justice Department won its anti-steering case against Google. The judge ruled that the behemoth’s billion-dollar contracts with Apple and Samsung, allowing it to be the default search engine on each respective operating system, broke antitrust laws. Despite this, the ruling didn’t stipulate any penalties, which are to be determined in a subsequent trial. Nevertheless, it’s a major blow for Google’s dominance at a time when it is facing a DMA noncompliance investigation in the EU, as well as another investigation in the UK under the country's recently introduced DMA-style laws.
The pressure on Google is mounting. As the Spanish newspaper El Pais observed, the company is now under fire on all sides of the Atlantic. As such, this should silence critics who think the DMA is somehow anti-American. On the contrary, Washington and Brussels are now in agreement Google’s grip on the market must end. Consequently, when the judge in Google’s case in the US makes their recommendations for appropriate penalties, they should look to Europe.
Is the DMA Too Harsh?
Lastly, there's been a lot of talk online this month about how tough the DMA has been. Reflecting on the 12 months since the DMA was soft-launched, France 24 has called 2024 “an annus horribilis for big tech,” and for others the picture looks even bleaker. According to Daniel Friedlaender at the Disruptive Competition Project, the DMA’s effect on Apple and Google has been “stifling.” “Europe must create an empowering environment over the next five years, where regulation is not seen as the only solution or used as an instrument of punishment, but as part of a broader strategy for progress instead,” he argues.
Conversely, Wolfgang Kreutz at Heise suggests, commenting on Apple and Meta’s decision to withhold certain AI features in the EU, that the DMA has been doing a good job. “This tactic of instrumentalizing EU citizens as a means of exerting pressure against regulations must not be allowed to work under any circumstances,” he writes. “The long-term benefits of a fair digital market far outweigh the personal restrictions. Then I'll just get some features later.”
Naturally, I’m more sympathetic to Kreutz’s view, but Friedlaender has a point. While there has been some feel-good news this month, including the launch of Epic's own app store, a lot of reporting on the DMA has focussed on one thing enforcement. And while it’s great that the EU is taking this issue seriously, business leaders undoubtedly need to be shown the DMA’s benefits via positive news stories too. Indeed, as the DMA’s godmother Margrethe Vestager steps down, the PR battle is something her successor should get to grips with from day one.
And once again, that’s all from me!
—Robert
This article was originally published on LinkedIn.
Read Robert's series of DMA articles
Meet the A-Team: Julie Huang, Director of Business Development at AVOW
In this edition of “Meet the A-Team,” we spotlight Julie Huang, the talented and charismatic Director of Business Development at AVOW. With a natural ability to connect with others and a keen eye for strategic growth, Julie has been one of the driving forces behind AVOW's success. In this interview, Julie shares what inspired her to join AVOW, the personal traits that have fueled her success, and how she navigates the challenges of leading a global team. From her day-to-day routines to her passions outside of work, Julie Huang offers a candid look at the experiences and values that shape her approach to business and life.
What motivated you to join AVOW?
My motivation to join AVOW stemmed from its innovative approach to mobile advertising. I was particularly drawn to AVOW’s commitment to delivering clean, fresh, and new media sources for mobile marketers worldwide. This customer-centric focus is what sets AVOW apart from other companies. Additionally, the opportunity to work with a diverse and forward-thinking team was incredibly appealing. I have closely followed AVOW's growth, from a team of fewer than 10 people to over 70, and it's clear that nothing can stop its momentum.
What personal values or traits have most contributed to your success in driving AVOW's expansion?
My success in driving AVOW's expansion has largely been influenced by my previous experience in handling different markets: first SEA, then India, and now worldwide. My ability to remain persistent in the face of challenges and adapt to rapidly changing market conditions has been crucial. Additionally, my focus on collaboration and open communication has helped build strong relationships within the team and with clients.
Can you share an instance where AVOW's collaborative culture positively impacted a project you were involved in?
AVOW’s collaborative culture is in everyday campaign management. It always requires input from various departments across different time zones, and AVOW’s collaborative culture enables us to hold regular virtual meetings and use collaborative tools effectively.
You are leading the APAC Sales team while based in Berlin, Germany. How do you effectively collaborate with a team that spans various continents?
Leading the APAC Sales team from Berlin requires a strategic approach to communication and time management. To navigate the time zone differences between Berlin and the three APAC regions, I prioritize regular virtual meetings to keep the team aligned. I structure my day into two parts: mornings are dedicated to my APAC team and clients, while in the afternoons, I focus on internal tasks and other responsibilities. Additionally, I stay closely connected with the team and make a point of understanding local market conditions and cultural nuances through regular roadshows.
"The company’s commitment to innovation and its supportive culture have been pivotal in both my professional and personal development."
- Julie Huang Director of Business Development at AVOW
Describe your typical day at AVOW.
My typical day at AVOW involves a blend of strategic planning and hands-on activities. I start by reviewing emails and team messages from different time zones. In the mornings, I focus on joining calls with the APAC team and reviewing media plans and presentations. In the afternoons, I focus on projects that involve collaboration with colleagues in Berlin. I wrap up the day by planning for the next day and reflecting on the progress made.
Beyond your professional life, what are your personal passions or hobbies?
Outside of work, I am passionate about cooking food from different cultures—you can find everything from Masala to Maseca in my cupboard. I also enjoy sewing and crocheting. It's no surprise that Pinterest is my go-to app for relaxation and inspiration.
How has working at AVOW influenced your personal development?
Working at AVOW has significantly influenced my personal development by enhancing my leadership and cross-cultural communication skills. The dynamic and global nature of the role has pushed me to adapt quickly and manage diverse teams effectively. Additionally, the collaborative culture at AVOW has encouraged me to think more strategically and embrace continuous learning, which has been instrumental in my personal growth and professional confidence.
Final Thoughts?
Reflecting on my journey with AVOW, I feel incredibly grateful for the opportunities and experiences I’ve had. The company’s commitment to innovation and its supportive culture have been pivotal in both my professional and personal development. I’m excited about the future and look forward to contributing further to AVOW’s success while continuing to grow and learn within this vibrant organization.
→ Connect with Julie Huang on LinkedIn
Interested in joining Julie Huang at AVOW?
Inspired by Julie Huang’s success and eager to make a difference? Explore career opportunities at AVOW and join an A-Team that’s driving the future of mobile OEM advertising. Check out our current openings and apply today. Also, follow AVOW on LinkedIn for the latest updates, app growth tips, and mobile industry insights!
Gamescom 2024 Highlights: Powering Up Your Game and Popping the Champagne with AVOW and KYLN
Gamescom 2024, held in Cologne, Germany, is one of the largest and most influential gaming events in the world. This year’s two-day event drew thousands of gaming enthusiasts, industry professionals, and media from across the globe and showcased the latest trends and innovations in the gaming industry.
Kicking Things Off in Style: Mobile Games Awards
We started Gamescom on a high note at the PocketGamer.biz Mobile Games Awards, where we celebrated the best in mobile gaming. This was an excellent opportunity to connect with friends and partners and set the stage for a successful expo.
Level Up Your Game: Workshop with AVOW, KYLN and Huawei
One of the highlights of our Gamescom presence was the "Level Up Your Game" workshop, co-hosted with Huawei and KYLN. This interactive session was a roaring success, providing attendees with invaluable insights and strategies for elevating their games through mobile OEM advertising and app distribution across alternative app stores.
In the workshop, we covered:
- Maximizing User Acquisition: Strategies for attracting and retaining players, with a focus on mobile OEM partnerships.
- Optimizing App Distribution: How to navigate alternative app stores to boost reach and downloads.
- Combining Forces with AVOW x KYLN: Integrating user acquisition with app distribution to achieve significant growth.
The session was met with great enthusiasm and participation, making it one of the most engaging parts of our time at Gamescom. A huge thank you to everyone who attended and participated—we couldn't have done it without you!
If you're interested in joining or booking a session with AVOW, check out our Learn and Connect mobile advertising education sessions for more opportunities for professional and personal growth.
Power Up Your Game and Pop the Champagne: Meet Our Powerhouse Booth
Our "Power Up Your Game with AVOW and KYLN" booth was a major event highlight. It was a vibrant hub where visitors could learn more about growing their mobile games through mobile OEM advertising and app distribution, shoot the breeze with our fantastic team, and power up their devices at our convenient charging station. We also hosted a Champagne Happy Hour at our booth on days 1 and 2, adding a touch of sparkle to the event. This special feature was a hit among attendees, with long lines at our popular booth, creating a festive atmosphere for networking and celebration with some bubbly.
Game Over, Onwards to the Next Level!
So that's a wrap on Gamescom 2024! We had an epic adventure, connecting with amazing people and making unforgettable memories. Thanks to everyone who joined us on this quest. We can't wait to see what the next chapter has in store!
Stay tuned to our LinkedIn for more updates on where AVOW and KYLN will be coming to a town near you soon!
Behind the Apps Ep 3: Michael Hudson from KYLN - Unlocking the Secrets of Effective Mobile Game Distribution
In this third episode of Behind the Apps: Mobile Marketing Talks, host David Murphy interviews Michael Hudson, CEO and co-founder of KYLN, to uncover how their groundbreaking platform is transforming mobile game distribution. Mike reveals how KYLN simplifies the complex landscape of app distribution, especially through their unique partnership with AVOW, which seamlessly integrates user acquisition and app distribution—a feat unmatched globally. Discover how KYLN is addressing developers' challenges and optimizing their reach in a fragmented market, making it easier than ever to connect with global audiences.
Watch the full interview below.
→ Watch the full interview on YouTube
Interview with Michael Hudson, CEO at KYLN
Introduction
David Murphy (Host): Let's get started and explore what lies Behind the Apps with our special guest today, Mike Hudson, who is CEO and co-founder of KYLN. So Mike, could you give us a bit of background to yourself and about what initially sparked your passion for gaming and ultimately for the mobile gaming space?
Mike Hudson (KYLN): Yeah, sure. Cheers David. I've been in the industry now for well over 15 years. I started when I was back in school still, around 12 or 13 years old. I don't know if I could say I was in the industry at that point, but I was teaching myself how to code, how to design, animate, various (at that point) cartoons, more than anything - and that developed into creating flash-based web games. Eventually, that kind of developed into the business side of things as well, where back then, you could license your games to various gaming websites, and I ended up getting into that scene, licensing my first games for a few hundred dollars, which back then was pretty decent for a 13-year-old at school. Then, eventually, I hit it somewhat big with one game and made about 15-20,000 dollars. From that, I think that's where I kind of realized, wow, there's something here and there's something I'm really interested in and want to kind of pursue. I guess I didn't really look back beyond that. That just developed over time into the first HTML5 games for the web that I worked on when that technology first arose. That developed into mobile gaming and working within various different niches of the mobile games market, from hypercasual, before that was even a term, it was just arcade games back then, all the way to more free-to-play titles and more involved games as well. So yeah, I guess I've been around a little bit in various places within the gaming space, from developing, publishing, all the way to where we are now with distribution within the tech and the SaaS space. It's been a hell of a journey so far and long may it continue.
Simplifying App Distribution and Removing Integration Hurdles
David Murphy (Host): Well, I'm impressed. A proper child entrepreneur. All I wanted to do at 13 was play football until I got called in and then sneak out and play some more football. So I'm very impressed with your story. Now, before launching KYLN you founded GameBake, a mobile game distribution platform. What motivated you to create that? What were the specific challenges that mobile developers were facing that you were looking to address and how did you do that?
Mike Hudson (KYLN): Originally, I was in the development/publishing space. So that was my original background. For GameBake, we were developing games across many different channels and many different technologies, from web-based games to iOS, Google Play, and Android titles as well. Because of that we always try to improve our own lives within development by building various pieces of technology that allowed us to deploy and develop our games more easily, so we could publish them into as many different channels as possible to build revenue and keep the cash flowing. So we initially developed that technology on our own, through our own hurdles and challenges. But when we eventually founded GameBake, that came about from needing to sit down and focus on one specific thing. For myself, I saw the industry and the market beginning to fragment; it was beginning to open up, and (mobile) OEMs and different app stores, which to be fair for some of them, have been around for a little while already, but they were really starting to double down on growing their stores, growing their own ecosystems. And for me, I kind of felt that's really the direction I could see the market going. At that time, it was the early days of the Google and Apple lawsuits with Epic, the EU, and so on. So that was only just the beginning, but you could already see the writing on the wall that this market has been sort of a walled garden for so long. And it really was, due at some point, to open up and become a much more fragmented market - but an actual, more open, more transparent market. One with a lot more choice for developers to be able to pick and choose how they acquire their users, where they acquire their users from, and how best to grow their games as well, and how they feel fit, rather than being kind of locked into a very specific and narrow set of channels that they had to work with. So yeah, I think overall, it's kind of been born out of, somewhat of passion and somewhat of a need from where we were previously in our own time developing games and publishing games. That's really where this whole technology was born, and that's led to KYLN, which is a much more premium multi-channel distribution platform, and one that is specifically targeted for the industry as a whole - and that's really what we're trying to do at this moment.
Joining Forces with AVOW to Combine App Distribution and User Acquisition
David Murphy (Host): Talk a little bit about your relationship with AVOW and how that came about. Obviously, at GameBake, you were focused on distribution, and AVOW, as many people know, is focused on user acquisition. So, how do these two complementary strengths come together to form KYLN, which is a platform that, after all, offers a more holistic solution for mobile developers?
Mike Hudson (KYLN): When we first started the discussions between GameBake (at the time) and AVOW, I very much saw it as two sides of the same coin. And because of that, as you said, AVOW focused on the UA side of things, and that was the piece that GameBake, now KYLN, was missing; we were missing that part. At the end of the day, we want to focus ourselves on really helping developers and publishers globally to be able to access and deploy to all of these different channels and all of these platforms without the needs and the technical challenges that come with that. We're trying to really simplify that distribution and make it as quick and easy as possible. That's where we want to focus our efforts. And once you actually get (your app) on these stores, you need to be able to grow, you need to be able to scale. That's why the whole discussion with AVOW, and now the partnership that we've got together, came about. I think we're in a position now that really provides something unique in the market. It's something that isn't out there right now. It's what the market has been missing; opening up all of these channels is one thing, and we're doing that extremely well at KYLN. Together with AVOW, we can now not just open these markets in a really simple fashion but also help all of these game developers and publishers scale profitably across these stores. That's where this partnership really comes into its own and becomes something that the market is shouting out for, and we're happy to be a part of the solution. Trying to fix this for the industry and for the market and trying to really open this up to everybody out there.
"Together with AVOW, we can now not just open these markets in a really simple fashion but also help all of these game developers and publishers scale profitably across these stores. That's where this partnership really comes into its own and becomes something that the market is shouting out for, and we're happy to be a part of the solution."
- Mike Hudson from KYLN on their partnership with mobile OEM advertising specialists AVOW
How KYLN Addresses App Distribution Challenges
David Murphy (Host): What are some of the key complexities and challenges typically associated with app distribution, and how does the KYLN platform address these?
Mike Hudson (KYLN): So, the Apple app store, the Google Play store, there's no hiding, they're obviously huge, we can't get away from that. And so we're not saying forget about those stores, no way in hell, you need to be on these stores, and you should definitely be doing all you can to grow and scale there as well. But it is very hard to stand out in a crowded marketplace. Revenue shares have been a big talking point in the media with the Epic lawsuits and Spotify and many others. I think this is another thing where a lot of developers really haven't, until now, had the chance to properly negotiate, you know, revenue shares that work better for them and allow them to invest more into their games and into scaling their games as well. So it's another hurdle that we've found, just being able to access and tap into a wider audience. This is something that has really been missing. And of course, the whole integration part is a massive hurdle for many in the industry, from small developers to massive, huge companies and studios out there. No matter the size, integration is always a hurdle because resources are out of premium for everybody, and everybody is lacking time these days. I don't think that's just unique to gaming. I think that's just in general life. Time is definitely something anyone could do a little bit more with. So we're helping to fix that by removing that technical integration and really allowing developers to diversify their app distribution and manage that day-to-day operation across all of their channels without worrying about the technical side and having to integrate SDKs, as well as updating, managing, and upkeeping them. They can do this now in a much simpler fashion and just focus on what everyone wants to do, which is creating quality games and quality experiences for their users, and, of course, scaling them up and doing that profitably as well. So yeah, we're trying to take away those big hurdles, and start opening up the market out there.
"So we're helping to fix that by removing that technical integration and really allowing developers to diversify their app distribution and manage that day-to-day operation across all of their channels without worrying about the technical side and having to integrate SDKs"
- Mike Hudson from KYLN on saving app developers time and effort by removing technical integration challenges
The Importance of Alternative App Stores
David Murphy (Host): Now, when you talk about expanding beyond the mainstream app stores towards these alternative app stores. How important are they in the app distribution landscape?
Mike Hudson (KYLN): I mean, massive. I think a lot of people don't realize there's 60% plus of the actual user base using alternative app stores, at least in some capacity, which is a huge segment of the market. As I've said, that's not to say that the Apple App Store or the Google Play Store should be forgotten and dismissed. Definitely not. But there's a huge user base out there that allows developers to scale their games in less crowded markets. There are many more opportunities and chances for smaller developers, but even big guys as well, to stand out and really own and dominate a particular market segment. Also, it allows working with (mobile) OEMs and many of these different alternative app stores. Some of them are global, of course, such as Samsung and Xiaomi, but there are many others that work either regionally or even in specific markets. This really allows you to open up and be more specific with your user acquisition and grow within markets where you may tend to struggle on the Apple App Store or the Google Play Store. So I think it just opens up more opportunities. Not just to get your game on more app stores, that's obviously great, but to get it in front of more rivals and give yourself more opportunity to scale up and grow your games with audiences where you might have struggled before on mainstream app stores. So yeah, it's really just opening the game for everybody and democratizing that, so the developers and the publishers have a choice in what they do, where they do it, and how they do it. And that's important for us; we don't want to be in another walled garden, and we don't want to close this off. We're trying to make sure that we're as transparent as we can be. So everybody knows what the revenue shares are, what you can make from these stores, and what the opportunity is as well. Not just commercially in terms of revenue but also where your games are going to be shown, in what markets, and what eyeballs are going to be looking at the games. So yeah, just trying to open it up and make this a much more transparent market for everyone involved.
"I think a lot of people don't realize there's 60% plus of the actual user base using alternative app stores, at least in some capacity, which is a huge segment of the market. (...) There are many more opportunities and chances for smaller developers, but even big guys as well, to stand out and really own and dominate a particular market segment"
- Mike Hudson from KYLN on the opportunities of working with mobile OEMs such as Samsung and Xiaomi and their app stores
How KYLN Empowers Mobile Game Developers for App Distribution
David Murphy (Host): You've touched on some of this already, but I know that KYLN is a company dedicated to empowering mobile game developers. Can you share some specific ways that you do that? How do you make life easier for mobile brands on the distribution side of things?
Mike Hudson (KYLN): No integrations. I think that's the biggest one. From all the conversations we have, it either starts off or eventually gets to... what is the SDK we need to integrate? What work have we got to do? And for KYLN, that answer is, no, you don't need to integrate anything. You know, there's some admin work, we need to have some sort of idea on purchase IDs and stuff like that for the technology to work. Outside of that, no integration is required, and we're providing a really simple setup. So, one account for all of your channels. That's what our goal is, and we're really working hard to make sure that we achieve that for all of our partners who are working with us. We want it to be sort of that core platform where you can jump in, you can see all of your revenue, you can see your users, your daily active users, monthly active users, see how your stores are performing, and manage each of your stores and games, all from one single place. Just making it a much simpler setup and a much simpler way to manage all of your games across these channels. As I mentioned, transparency, we're not here to hide anything from anybody. We're open with what the revenue shares are, and that as a developer, you could get a better revenue share for your games with Samsung, with Huawei, with Xiaomi, and others. We're all for that. We want to empower the market to be able to take the lead and really negotiate better revenue shares and better terms for themselves and their games. So that's of massive importance to us. And we want to make sure that's reflected within the dashboard and on the KYLN platform as a whole. Of course, our partnership with AVOW is massive, really effective UA across all of these different channels. As I mentioned, getting to the app stores is one thing, but running effective UA and being able to do that at scale is obviously the other side of the coin and is massively important as well. And that's why this partnership has been just pure excitement. It's brought something unique and really game-changing to the market. And then outside of that, again, the transparency and choice for the developers and publishers. You know, if you don't want to go to every single platform, every single alternative app store, you don't have to, that's completely your choice. We're not forcing you to go everywhere or nowhere. We're not forcing you to pick one over another. You know, we're trying to be completely open in that we want to work with all of the different OEMs stores out there. We want to provide you with a really easy way to get to them, to deploy there, and obviously grow there as well. And outside of that, you know, it's your choice, you know they're your games, it's your business, so we want you to be able to choose what works best for you. And I guess the last thing as well, and it kind of hints back at the no integration, but we don't require any source code. From big to small, creating games is hard, and no one wants to give away the source code if you don't have to. And we don't want that. We don't want you to be sharing the source code and not just because it's not safe. Nothing to do with that. We just don't need it. We want the APK, and that's all we need from Google Play, and then we can run everything from there. So you don't need to be sharing anything you don't want to. You don't need to be signing away any specific rights or anything for your games. And that kind of goes back to the transparency side of it. We want to make this easy. We want to make this as transparent as possible and make sure that you guys and the developers and publishers out there are just focused on creating great games and scaling them to as many users as possible around the world.
"We want to make this easy (app distribution). We want to make this as transparent as possible and make sure that you guys and the developers and publishers out there are just focused on creating great games and scaling them to as many users as possible around the world."
- Mike Hudson from KYLN on simplifying app distribution for mobile gaming apps
Preparing for the Future: KYLN’s Strategy for Overcoming Mobile Game Distribution Challenges
David Murphy (Host): Excellent! So looking ahead to the future, what are the challenges and opportunities that you see in the mobile game distribution landscape, particularly those that might lead to frustrations for developers. How are you going to adapt and innovate to continue to solve those challenges and support them in the years to come?
Mike Hudson (KYLN): I think we've solved one of the biggest challenges, you know, the integration side of things. That is a massive challenge for developers, no matter whether that's alternative stores or just a brand new ad network, for example. Integrating new SDKs is always a bit of a pain. We have solved that with the technology we've got right now. But definitely a challenge that we see, and we're working on really hard right now, is just the overall automation. AI, for example, is a massive talking point, and how that can automate so many different areas, and we want to make sure that we're automating as much as possible for the developers out there. Be it store page creation across all channels, automating the uploading, creating and updating of in-app purchases or ad IDs. All of this stuff is massively important for developers out there, that are trying to not just build games and deploy them, but actually build a business out of them as well. And we're trying to make sure that all of this is as simple as possible, with the least amount of work possible. We want to keep the workload down and the potential gains as high as possible for everybody. So yeah, I definitely see that as one of our challenges as we kind of move forward and something that we're working hard to fix. I guess for the market overall, I see it fragmenting more, with more of the OEMs doubling down. I said they doubled down a few years ago; now they're doubling, doubling down, and really kind of pushing hard with their own stores and their own ecosystems.
David Murphy (Host): They're quadrupling down. (Laughs)
Mike Hudson (KYLN): (Laughs) And I think you're finding that, especially where devices now, the hardware, that's become somewhat a zero-sum game. Most people globally now have got some sort of smartphone and device in their hands, and that's where we can help the OEMs to expand and push their services and see how they can expand their businesses and grow their businesses as well. So that's why they're really doubling down in the app store space, and I think that's going to create more fragmentation, which is a pain for developers. But I guess that's why we're here. That's what we're here for, and that's what we're here to do, to take that fragmentation and turn it into a positive for the market.
How to Connect with KYLN for Your Mobile Game Distribution Needs
David Murphy (Host): And I can't let you go without asking you where game developers can go to find out more about KYLN?
Mike Hudson (KYLN): Sure! Website is obviously number one. So that's KYLN.co. Jump there and have a look and check out the basics about what KYLN is and what we do. And you can reach out from there as well. Otherwise, feel free to connect with me on LinkedIn, Michael A. Hudson, and we can definitely have a chat and talk more about distribution, your games, what you're looking for, and how we can help you to develop, deploy and scale your games across all of these different markets. That's definitely the best way to reach out and get in contact and see what we can do for you.
Ready to simplify your app distribution? Visit KYLN.co to learn more about how KYLN can transform your mobile game distribution strategy.
Looking to boost your mobile game's user acquisition efforts? Contact AVOW for expert mobile OEM advertising solutions in user acquisition and app growth.
Editor's Note: The interview text has been lightly edited for clarity and coherence. Watch the full interview on YouTube.
RELATED LINKS
→ Behind the Apps Episode 1 with Tripledot Studios (Gaming)
→ Behind the Apps Episode 2 with Exness (Fintech)
→ Mobile OEM and Alternative App Store Guide
Saved By the Bell: AVOW Rings in Summer with an Ultimate 90s Party!
Dust off your fanny packs, dig out your scrunchies, and don your brightest shell suits! Buckle up your bucket hats and break out the double denim, because the AVOW 90s Summer Party 2024 turned back the clock and threw a totally awesome 90s bash!
Smells Like “A-Team” Spirit: AVOW 90’s Summer Party 2024
Our Berlin HQ became a 90s wonderland for AVOW’s A-Team (with a special nod to the KYLN team for bringing extra flair to the festivities). The dress code was a trip down memory lane, with costumes ranging from head-to-toe neon to grunge flannel and iconic TV show ensembles. Bubbles were everywhere, even though they weren’t exactly a 90s staple – but hey, who doesn’t love bubbles? We even saw some killer throwback basketball jerseys – all outfits that wouldn’t look out of place on the comfy orange couch at Central Perk or on Yo! MTV Raps. A fierce costume contest awarded the most creative and nostalgic looks, adding to the fun! Plus, there were plenty of 90s-themed games to keep everyone entertained all night long.
Hit Me Baby One More Time: Cocktails with a 90s Twist
The party wasn’t just about the killer threads and the blast from the past vibes! AVOW Berlin made sure everyone stayed energized and refreshed throughout the night. The bartenders whipped up a selection of 90s-inspired cocktails that were as refreshing as they were nostalgic!
MMMBop! A Delicious Spread for Everyone
Fueling the fun wasn’t a problem with AVOW’s fantastic spread of delicious food and 90s candies. A variety of options catered to all dietary preferences, ensuring everyone could enjoy a satisfying meal and keep the party going.
Pump Up the Jam: 90s Hits All Night Long
The AVOW 90s Summer Party 2024 wouldn’t have been complete without the perfect soundtrack! DJ Ira spun a killer selection of 90s jams that had everyone movin’ all night long. From heart-thumping boy band hits to head-banging grunge anthems to old-school hip-hop beats and iconic girl power anthems, it was a musical journey through the decade.
Power Up the Past: AVOW’s Retro Game Zone
90s gamers went wild at AVOW’s retro zone! The legendary Super Nintendo (SNES) reigned supreme, with classics like Super Mario World, F-Zero, and Street Fighter II sparking epic throwdowns (and serious nostalgia) all night. Even the back-breaking giant 90s TV couldn’t slow down the pixelated party paradise. The AVOW 90s Summer Party 2024 was definitely a high score for retro gaming fans within the AVOW A-Team, which there are many!
This Party Was All That and a Bag of Chips
Just like a perfectly preserved Tamagotchi (notably one of the costume contest prizes), the AVOW 90s Summer Party 2024 was a total trip down memory lane. With more 90s flair than a stack of VHS tapes and more fun than a year’s supply of slap bracelets, it was an epic night! We can’t wait to party down with the AVOW A-Team again and see what ice-cool surprises we have in store for our next big gathering at Christmas.
Click! Click! Boom! AVOW Summer Party Photo Gallery
Ready to relive the night? We saved all the best moments from the AVOW 90s Summer Party 2024 on film (well, digital!). Huge thanks to Photographer Taya Raevskaya for capturing the electrifying atmosphere of the night!
Full AVOW 90s Summer Party 2024 Photo Gallery Below 👇 (click on any photo to view the entire gallery)
Work Hard, Live the Dream, Come Join the AVOW A-Team
Looking to join a team that’s as fun and vibrant as the AVOW 90s Summer Party 2024?
Check out our careers page to see if there’s an opening for your awesomeness! Whether you’re a Spice Girl, a Backstreet Boy, or a unique star in your own right, we’re always seeking talented individuals to join our ever-growing A-Team.
Behind the Apps Ep 2: FinTech User Acquisition with Exness - The Mobile Trade App
In this second episode of Behind the Apps: Mobile Marketing Talks, host David Murphy talks to Sotiris Sotiriadis, the Paid Media Team Lead at Exness, a global multi-asset broker in the online trading industry. They discuss the Exness Trade app, its launch, user acquisition, and monetization. They also talk about the challenges of the industry, including regulatory issues and the need for diversifying acquisition channels. Sotiris also emphasizes the importance of testing, learning, and adapting user acquisition strategies, highlights the role of AVOW in helping Exness tap into user acquisition through mobile OEM channels, and shares the success Exness has achieved in UA campaigns and improving acquisition performance.
"(Mobile) OEM marketing, at least for Exness, is here to stay. It offers us high conversion traffic and a low fraud rate, and we are glad to have the experts of OEM marketing, AVOW, to help us succeed"
- Sotiris Sotiriadis from Exness on why Mobile OEM Advertising is here to stay
→ Watch the full interview on YouTube
Interview with Sotiris Sotiriadis, Paid Media Team Lead at Exness
Introduction
David Murphy (Host): Sotiris, welcome, and thank you very much for being with us today. Could you please kick off by sharing a little bit about yourself and your role at Exness?
Sotiris Sotiriadis (Exness): Yeah, of course. So as you already mentioned, I'm Sotiris. I've been working at Exness for the last three years and started working at Exness as a Paid Search Team Lead, and eventually, I grew into a Paid Media Team Lead, taking care of the whole media buying of Exness across all the geos and regions that we are operating on. In total, I’ve accumulated eight years in the industry, and working at Exness has been a really exciting journey going through the changes that are happening in the marketing industry and the way that we do things.
About Exness and the Exness Trade App
David Murphy (Host): And tell me more about Exness.
Sotiris Sotiriadis (Exness): So Exness is a financial services company. In other words, we are a multi-asset trading broker. We offer people the opportunity to trade CFDs (Contracts for Difference) in multiple instruments, including currency pairs, cryptocurrencies, stocks, shares, and precious metals.
David Murphy (Host): Now, if we move on to your app, when did it launch, what do people use it for, how many users do you have, and how do you monetize it?
Sotiris Sotiriadis (Exness): So our main app is called Exness Trade. The app was introduced in 2013 and it was mainly introduced for digital acquisition purposes, as the financial services trading industry back then was focusing on terminal-based trading through MT4, MT5 (Meta Trader) or alternative platforms. Exness, the company, understood that there is an opportunity for us to onboard and expand our acquisition through mobile traders. Not the professional guys who will trade on terminals, but people who do it more casually, let's say. So that's how the need for the app came up. Mobile screen time back then was steadily increasing, and that's why it made business sense to move the acquisition strategy towards mobile. The purpose of a mobile app is to onboard users, and we do media buying and rely heavily on media buying for the app. Of course, we monetize through deposits; that's value-based monetization. From those deposits, the company has some spread revenue profits, which is perfectly aligned with what we do in mobile and with the strategic direction of the company.
David Murphy (Host): So, your revenue stream is exactly as it would be if people were trading on any other channel using the Exness platform. The app just offers them an easy way to do it from the palm of their hand, wherever they are.
Sotiris Sotiriadis (Exness): Yes, 100%.
"So this is leading us to the understanding, the importance, that we need to diversify our acquisition channels, and this is what we have been doing with AVOW specifically, but also many other channels."
- In regards to Exness's challenges posed by industry and platform regulations
Industry Challenges
David Murphy (Host): What are your biggest challenges right now? You know, there's a lot of stuff going on. From a tech perspective, from a regulatory perspective, all the stuff around data privacy, you're obviously working in a heavily regulated industry. So, what are you seeing at the moment?
Sotiris Sotiriadis (Exness): What you mentioned are actually the biggest challenges that we are facing. Regulatory backgrounds in the countries in which we are operating are a gray area, let's say. So we have to comply following certain laws and certain regulations. But on the other hand, because of the industry, there have been cases of similar companies doing some non-ethical, let's say, activities. And therefore the industry is heavily regulated and heavily monitored as well. And this applies to the platforms that we are using. In the past years, it was way easier for us to run ads on, let's say Google, on Facebook, and other platforms, but nowadays, this comes with a big regulation and a big moderation challenge. So this is leading us to the understanding, the importance, that we need to diversify our acquisition channels, and this is what we have been doing with AVOW specifically, but also many other channels. On the tech side of things, of course, we are facing attribution challenges, which are inevitable for any advertiser, I believe. And we are working internally at Exness with a very sophisticated approach on understanding the impact of advertising through using multiple sources, multiple solutions, and multiple approaches, such as alternative kinds of attributions. MTA, multi-touch attribution, MMM (Marketing Mix Modeling) and performance understanding through geo-tests and through A and B experiments.
"We have managed to obtain very comparable CPAs with OEMs versus other acquisition channels. (...) India, Indonesia, and some other countries are not eligible to run financial ads on Google. So AVOW has been a great avenue for us to keep investing in those countries and keep getting acquisition."
- On working with Mobile OEMs (Original Equipment Manufacturers) and AVOW
User Acquisition and Diversification with Mobile OEMs
David Murphy (Host): So I was going to talk specifically about user acquisition and how you've traditionally acquired new users. I think you've sort of covered that. You talked about using Google and Meta, but some of the regulatory demands have led you to look for other sources, other channels. When it comes to the mobile OEMs (Original Equipment Manufacturers), the device makers, when did you first start turning your attention to them?
Sotiris Sotiriadis (Exness): I would also like to add, before I answer these questions, is that the industry and Exness are heavily driven by partners and affiliates, which are still a massive part of our user acquisition strategy. But, correctly, as you mentioned in digital acquisition, specifically media buying, we have been focusing on Facebook and Meta. I believe that we started looking into OEMs in early 2020. We started mainly with AVOW's help, and the reason leading us to that was to try to reach audiences through multiple inventories that were very aligned with the countries that we wanted to target, on devices such as Xiaomi, Vivo, Oppo, or Huawei, which is the inventory that AVOW let us access. These devices are very aligned with the countries that we're mostly interested in, such as Southeast Asia.
David Murphy (Host): And how is it for you working with the OEMs?
Sotiris Sotiriadis (Exness): We have managed to obtain very comparable CPAs with OEMs versus other acquisition channels. Not at the same volume, but the quality and CPA were very good, very spot-on with our targets, and comparable with the mainstream. Let's call them traffic sources. It has been helpful for us to maintain market share and scale up, especially in countries where we experienced limitations in advertising from Google or Meta. As you probably know, India, Indonesia, and some other countries are not eligible to run financial ads on Google. So AVOW has been a great avenue for us to keep investing in those countries and keep getting acquisition.
"We need to be diversified in case platforms change regulations. We don't want to be putting all of our eggs into a single basket you know? Platform policies can change, and they can change quite fast, and our responsibility is to keep user acquisition effective and to be working. So we need to be diversified."
- On the topic of UA strategies in the future
Future User Acquisition Strategies
David Murphy (Host): So looking ahead, what is the outlook for your UA strategy going forward?
Sotiris Sotiriadis (Exness): I believe one of the main outlooks will be to keep diversifying our channels, because we have faced this in the past, and I'm pretty sure that we're going to face it in the future. We need to be diversified in case platforms change regulations. We don't want to be putting all of our eggs into a single basket you know? Platform policies can change, and they can change quite fast, and our responsibility is to keep user acquisition effective and to be working. So we need to be diversified. Of course, with the platforms and the channels that we're using, we need to understand how they actually perform through conversion lift studies, brand lift studies, and geolift experiments. MMM ultimately will be the solution that will help us with all strategic decision-making. I know that this is not 100 % relevant for Exness, but for companies that focus in the EU, we expect alternative marketplaces to be another element to look for when thinking about user acquisition and diversification. The whole industry is heading toward a cookie-less future. So we need to keep exploring, implementing, testing, and understanding how different measurements work because, at the end of the day, it is not about the actual measurement, it's about the decision-making that each measurement protocol will allow you to do. So that's pretty much my outlook for user acquisition in the near future.
"AVOW played a crucial role in our app marketing and growth strategy because it was the first company to help us tap into user acquisition through OEM channels."
"AVOW has helped us kickstart partnerships with multiple OEMs, including Xiaomi, Vivo, OPPO, and Huawei. They efficiently enabled us to start testing and scaling up campaigns in various geos in a very short time frame."
- In regards to AVOW's role in acquiring users through mobile OEM advertising.
AVOW's Crucial Role in Exness's App Marketing and Growth Strategy
David Murphy (Host): It's interesting. In any of these conversations I have with people doing marketing for successful apps, you seem to sing from the same hymn sheet with a couple of things. Don't put all your eggs in one basket and you've got to keep refreshing your sources of new users. And secondly, just because it works today doesn't mean it's going to work tomorrow. You've got to keep testing. You've got to keep learning, and to some extent, you've got to keep failing because, by testing, you find out what's working and what's not working. It's really interesting. Now, let’s finish off with a few quick questions about your work with AVOW, what role would you say they played in your app's marketing and growth strategies?
Sotiris Sotiriadis (Exness): I would say that AVOW played a crucial role in our app marketing and growth strategy because it was the first company to help us tap into user acquisition through OEM channels. So, it was the company that presented us with alternative strategies that we could use in addition to our user acquisition strategies. AVOW has helped us kickstart partnerships with multiple OEMs, including Xiaomi, Vivo, OPPO, and Huawei. They efficiently enabled us to start testing and scaling up campaigns in various geos in a very short time frame.
David Murphy (Host): And in amongst the general picture of sort of satisfaction, I guess, are there any specific successes or milestones that you can point to in working together with AVOW?
Sotiris Sotiriadis (Exness): Yeah, we have a few milestones and successes that we can share with you. Between Q4 2023 and Q1 2024, we had a major transition campaign for Indonesia. We were running APK campaigns with Xiaomi, and we wanted to transition our budget to another app available on the Play Store for the same geo. So, with AVOW's help, we have managed to transition very smoothly, but we also drastically improved acquisition performance. With the same spend, the CPI campaign drove many more registrations at a 14% lower CPR cost per registration and reduced our cost per FTD by 66%, which led into an expected revenue increase by 10x, which is amazing! I believe the availability of extra placements provided with the help of AVOW led us to qualify more sophisticated traders, which led to this improved profitability that I just described. This is an incredible win that was made possible through very close collaboration with the AVOW team and the very sharp, I would say, performance optimization of the campaigns.
"With the same spend, the CPI campaign drove many more registrations at a 14% lower CPR cost per registration and reduced our cost per FTD by 66%, which led into an expected revenue increase by 10x, which is amazing!"
"This is an incredible win that was made possible through very close collaboration with the AVOW team."
- Regarding insights from working with AVOW
David Murphy (Host): Finally, Sotiris, have you gained any lessons or insights from working with AVOW?
Sotiris Sotiriadis (Exness): Working with AVOW has given us great insights and lessons. Our partnership with AVOW started four years ago in 2020 and has remained strong since. AVOW has been with us every step of the way, supporting us in our OEM user acquisition strategy. And with the Exness Media Buying team, as we scale, as we go through restructures, and as we go through waves of problems, AVOW has been supporting us. OEM marketing, at least for Exness, is here to stay. It offers us high conversion traffic and a low fraud rate, and we are glad to have the experts of OEM marketing, AVOW, to help us succeed in this.
David Murphy (Host): So, Sotiris, thank you very much indeed for sharing those insights working with AVOW and the mobile OEMs. It's been great to have you.
Sotiris Sotiriadis (Exness): Thank you for having me.
Inspired by Exness's success? Boost your app's user acquisition through mobile OEM advertising with AVOW's expert help. Contact AVOW today to grow your audience and elevate your mobile marketing strategy!
Editor's Note: The interview text has been lightly edited for clarity and coherence. Watch the full interview on YouTube.
RELATED LINKS
→ Behind the Apps Episode 1 with Tripledot Studios
→ Mobile OEM and Alternative App Store Guide