Deconstructor of Fun UA Monthly #2: AppLovin's Social Network, Google Fee Cuts & Unity D28
Mar 25, 2026
John Wright, CEO of Terborella and hands-on UA operator. He discusses Unity Vector's D28 shift and who benefits from longer ROAS windows. He breaks down Google’s recent fee cut and its practical effects on LTV and bidding. He debates AppLovin’s plan to build a social network and the strategic risks of owning ad inventory.
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Longer Windows Favor IAP Games
- Games that require longer maturation, especially IAP titles, benefit most from D28 optimization because retention and late spend matter.
- Josh notes IAP games with retention profiles can become nearly profitable by day 28, improving UA economics.
Boeing 737 MAX Analogy For Platform Redemption
- Josh compares Unity's reputation repair to Boeing's 737 MAX recovery: profitable tools can restore trust despite past failures.
- He argues if Unity helps customers make more money, studios will forgive earlier sins and adopt the product.
Google Fee Cut Boosts LTV For New Installs
- Google's Play Store cut to 20% for new installs effectively raises LTV for those users, giving studios ~14% more bidding power.
- Josh warns ‘new user’ definition matters and big live titles may not see the same benefit as truly new games.