The first half of 2025 was anything but a slow rollout. From surging UA costs to creative fatigue and shifting consumer habits, the pressure was on for publishers and advertisers alike.
To make sense of it all, Verve brought together a powerhouse lineup of mobile experts for the 2025 App Publisher Halftime Show — a live webinar that blended real-time insights, sharp debate, and strategic takeaways of the first half of the year.
Meet the panel:
Here are six standout trends from the conversation and what they mean for H2.
Josh Chandley, Wildcard Games
Alternative app stores generated a lot of buzz in early 2025, but for most publishers, the payoff isn’t clear. Josh Chandley, COO at Wildcard Games, argued that the real opportunity lies in web stores — where developers can bypass third-party fees and forge deeper connections with users.
Both CRAFTSMAN+ CEO Alex Merutka and Director of Product Discovery at AppsFlyer, Alexander Yip, echoed the sentiment, noting that unless you're a top-tier IP holder, getting users to change entrenched behaviors is unlikely. The strategic focus, they agreed, should shift from distribution to ownership — owning the data, the relationship, and the long-term value.
“Entirely ad-monetized games are hitting $10 LTVs. Five years ago, that was unthinkable.”
—Josh Chandley, Wildcard Games
2025 has seen a surge in hybrid monetization models, especially those blending IAP with rewarded video and interstitials. Why? Because they work.
Chandley emphasized the power of rewarded video in expanding monetization across player segments — not just the 3–5% of IAP converters. Alex Merutka noted that more companies are “building ad businesses,” citing the rise of retail media and brand-sponsored placements across mobile environments. As Gabby Mark, Senior Business Development Manager at Liftoff pointed out, hybrid strategies are no longer optional — they’re how games stay profitable without sacrificing experience.
Alex Merutka, CRAFTSMAN+
Engagement is the name of the game and it’s getting harder to win. With attention spans shrinking and user tolerance for repetitive ads dwindling, creative innovation is now a growth strategy.
Josh Chandley pointed to tools like CRAFTSMAN+’s platform, that allow for rapid playable production and testing, noting that “fatigue is just another word for a lack of relevance.” Playables offer an experience — not just a message — and that’s what keeps users tapped in.
Even Alexander Yip highlighted server-streamed playables as a format to watch, offering full game demos inside the ad unit with no download required. TL;DR: Static ads are losing ground. Playables are gaining it.
“Number one in my mind is a rewarded video right now. I think that will continue to gain traction and interest over time.”
—Josh Chandley, Wildcard Games
While flashy formats like immersive ads and in-game brand activations draw headlines, the panel agreed: rewarded video still reigns.
Chandley framed it as a “30-second infomercial followed by a mini-experience,” especially potent for eCommerce, beauty, and CPG. Gabby noted that non-gaming advertisers are starting to experiment with the format, but the opportunity is still wide open.
From a user perspective, it’s opt-in, value-driven, and non-intrusive. For marketers, it’s one of the few formats that consistently drives engagement and ROAS across verticals.
Alex Merutka, CRAFTSMAN+
The retention conversation in H1 hit new urgency. With UA costs rising and mobile attention more fragmented than ever, the panel agreed: keeping users engaged is the real battleground.
Users expect value, and apps that offer meaningful perks in exchange for attention are seeing stronger engagement and monetization. From daily check-ins to brand-sponsored rewards, loyalty mechanics drive user appreciation and help apps stay top-of-mind in a market overflowing with choice.
For advertisers, this shift opens up new opportunities to integrate directly into these value-driven loops, especially through formats like rewarded video and interactive end cards. It’s not just about bringing users in anymore. It’s about giving them a reason to stay.
“We’ve gained performance… but we’ve lost control.”
—Josh Chandley, Wildcard Games
As algorithms take over targeting, bidding, and attribution, UA managers are grappling with a new reality: less visibility, fewer levers to pull, and a faster-changing ecosystem than ever.
Both Avi Edery and Alexander Yip noted that while AI-driven platforms have improved campaign efficiency, they’ve also introduced opacity. Dashboards lag. Auction logic is unclear. And brand safety is back in the spotlight, especially for companies entering the in-game ad space.
Merutka added that brands want to advertise in games, but they also want transparency: “Where is my ad running? What’s next to it?” It’s a tension that’s only growing as non-endemic advertisers look to scale in new environments.
At the close of the session, panelists offered their 2026 buzzword predictions. From generative video to AI optimization and even yield hijacking, the takeaway was clear: the pace of change isn’t slowing down.
But some bets feel safe:
And if you’re still relying on a single ad format or a static creative strategy? It’s time to rethink the playbook.
👉 Ready to level up your creative strategy? Work with CRAFTSMAN+ to turn attention into outcomes — with playables, personalization, and production speed built for 2025 and beyond.