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Google and Meta Are Your Foundation. Not Your Full Strategy.
Japan has some of the highest-value mobile users in the world. Most UA managers never reach them — because they stop at Google and Meta. In 2024, 88% of consumer mobile app advertising budgets were concentrated on Google and Meta. Meanwhile, marketers who diversified beyond these two platforms saw D30 ROAS improve by up to…
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Japan Isn’t Expensive — Your CPI Strategy Is
Most UA managers look at Japan, see high CPI, and move on. That instinct is costing you one of the most profitable markets in mobile. The Japan Paradox Japan represents just 2.2% of global players, yet drives 9.1% of global game revenue. (Newzoo, 2025) It is not a scale market. It is a value…
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The Importance of Milestones in Game Player Retention
「 噛めば噛むほど味が出る」— The more you chew, the more flavor comes out.There is a Japanese Idiom that says this. Games are similar.At first, the goal was the points. But as players level up, grow their characters, and clear stages one by one, there comes a moment when the points are forgotten. The game itself becomes the…
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