SuperScale CEO discusses mobile user acquisition consolidation at PG Connects Nordics

Ivan Trancik, CEO of SuperScale, will speak at PG Connects Nordics about how the mobile user acquisition market has consolidated around a small number of networks that capture half of spending but generate only a quarter of profits. Drawing from over $100 million in measured UA spending data, Trancik argues that publishers typically work with only four or five channels while leaving a profitable portion of the market untapped due to operational overhead concerns. The session will examine the business case for expanding beyond major networks to reach profitability without increasing headcount.

The mobile gaming industry's user acquisition landscape reveals a significant efficiency paradox. While eight major networks command half of all spending in the sector, they deliver only approximately 25% of total profits. This disparity suggests that smaller networks and alternative channels—approximately 30 platforms in the long tail—generate disproportionately stronger returns relative to their budget allocation, indicating publishers may be overlooking profitable opportunities.

Most game publishers currently maintain relationships with four to five primary user acquisition channels, viewing expansion into secondary networks as operationally burdensome. SuperScale's analysis of over $100 million in tracked spending demonstrates that profitability improvements may be achievable without increasing staff resources, potentially through automation or improved channel management systems.