Observed Signal · Jul 1, 2026 · Industry Analysis · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
Game Monetisation Shifts Toward Inventory Intelligence
Eden Liu, Global Business Head at BIGO Ads, argues the next phase of mobile game revenue growth moves beyond traditional ad monetisation tactics toward 'inventory intelligence' — using data, automation and real-time market signals to value individual impressions. The piece explains that in-app bidding enabled real-time value discovery, allowing developers to decide which impressions to monetise and at what price while protecting long-term player engagement. Liu says mature monetisation teams are shifting from waterfall optimisation to bidding-first strategies and focusing on audience segmentation, placement design, inventory valuation and balancing ads with in-app purchases to protect retention and lifetime revenue.
Industry analysis of a strategic shift in mobile game monetisation (from waterfall to bidding and inventory intelligence) affects game developers, publishers, and AdTech vendors handling in-app demand and yield strategies.
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Key Takeaways & Evidence Grounding
- Author Eden Liu is identified as Global Business Head at BIGO Ads.
- The article argues the industry is shifting from waterfall-based monetisation to a bidding-first approach and broader 'inventory intelligence'.
- BIGO Ads reports more game developers have shifted operational focus from waterfall optimisation to bidding-first monetisation over the past two years.
- Inventory intelligence is defined as using data, automation and real-time market signals to value impressions and make monetisation decisions without harming long-term user value.
- The article states eCPM remains important but insufficient alone to guide monetisation decisions, especially in hybrid ad + IAP models.
Connected Companies & Entities
1 Entity mapped“Eden Liu, global business head, BIGO Ads, looks at why the challenge for game developers is understanding how to monetise impressions, and h...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Connect User Acquisition and Monetisation
David Ruggiero of BIGO Ads argues that mobile game developers should stop optimising user acquisition (UA) and monetisation as separate systems and instead treat them as a single connected growth strategy. The article explains that metrics like CPI and eCPM are limited in isolation and can mask declining retention, weaker cohort quality, or falling total revenue. It recommends cohort-level measurement, shared LTV models that combine ad revenue, IAP/subscriptions, retention, acquisition cost and payback period, plus experiments (incrementality/geographic tests) to make confident budget decisions in a privacy-constrained environment.
Unlocking In-Game Advertising: The Power of Owned Portfolios
This contributed article explains the benefits of building and managing owned-and-operated gaming portfolios for programmatic advertising. It argues that gaming’s large, highly engaged audiences and immersive experiences enable advertisers to segment, optimise, and measure campaigns without third-party cookies, while delivering memorable brand moments through interactive audio-visual formats. The piece highlights a joint venture with App Swim to acquire Subway Idle, a mobile title downloaded by more than 10 million players, as part of expanding an owned-and-operated portfolio that already includes CarRoad and Tik Tac Toe 2. It notes partnerships with Scopely, Voodoo, and Zynga to broaden reach. The article also covers leveraging generative AI to predict consumer behavior with non-PII data and real-time optimization, and it discusses how first-party data and exclusive inventory can lower distributor fees amid cookie deprecation.
Nominations Open: PocketGamer Top 50 Mobile Game Makers 2026
PocketGamer.biz has opened nominations for its Top 50 Mobile Game Makers 2026 list, with BIGO Ads serving as the exclusive headline sponsor. The list recognises leading mobile game developers and publishers worldwide; tool providers, engine makers, ad networks and other service providers are ineligible. Final placements are editorial decisions based on recent releases, financial performance, innovation, cultural impact and future potential. Nominations are submitted via an online form and close on August 31, 2026. The Top 50 list will be revealed at Pocket Gamer Connects Nordics in Helsinki on October 20–21, 2026.
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