two & a half gamers 🤬 Meta is NOT back on iOS. We have been FOOLED!
Meta is not back on iOS. We just got fooled. In this emergency episode, we break down what actually happened during the two-day Meta revenue spike that made everyone think Facebook had solved iOS tracking.
Spoiler: they didn’t.
We explain ATT, IDFA, why Meta collapsed in 2021, how AppLovin took over iOS, and how aggressive end cards temporarily boosted Meta revenue before retention crashed and performance returned to baseline.
What we cover
• ATT and Meta’s iOS collapse
• Why Meta revenue spiked for 48 hours
• Aggressive end cards explained
• Why retention dropped immediately
• Who lost revenue during the spike
• Is Meta really coming back?
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 — Why this is an emergency episode
01:20 — The ATT reset (April 2021 recap)
03:30 — How Meta collapsed on iOS
05:10 — Apple Search Ads quietly wins
07:00 — AppLovin fills the iOS vacuum
09:00 — The sudden Meta revenue spike
11:00 — Why everyone thought Meta was “back”
13:00 — What actually changed (end cards)
15:10 — Interactive end cards and double ads
17:30 — Retention drops as revenue spikes
19:40 — Why this only lasted two days
21:30 — Who lost revenue (Unity, AppLovin)
23:10 — Why Meta is still late
25:00 — What this means for UA managers
27:10 — Is Meta actually coming back?
29:00 — Final verdict
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai