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:

• Aviran Edery, SVP & GM of Marketplace, Verve

• Alexander Yip, Director of Product Discovery, AppsFlyer

• Gabrielle Mark, Senior Business Development Manager, Liftoff

• Josh Chandley, COO, Wildcard Games

• Alex Merutka, CEO, CRAFTSMAN+

• Peggy Anne Salz, Founder of MobileGroove (Host)

Here are six standout trends from the conversation and what they mean for H2.

1. Alternative App Stores Are Losing the Plot

(Video: Josh Chandley on Web Stores vs App Stores)

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 Alexander Yip of AppsFlyer echoed the sentiment, noting that unless you're a top-tier IP holder, getting users to change entrenched behaviors is unlikely. The strategic focus should shift from distribution to ownership — owning the data, the relationship, and the long-term value.

2. Hybrid Monetization Is Having a Moment

“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. 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. Hybrid strategies are no longer optional — they’re how games stay profitable without sacrificing experience.

3. Creative Fatigue Is Real — and Playables Are the Fix

(Video: Alex Merutka on Playable Innovation)

Engagement is getting harder to win. With attention spans shrinking, creative innovation is now a growth strategy. Josh Chandley pointed to tools like CRAFTSMAN+’s platform, which allow for rapid playable production, noting that “fatigue is just another word for a lack of relevance.”

Alexander Yip highlighted server-streamed playables as a format to watch, offering full game demos inside the ad unit with no download required. Static ads are losing ground; Playables are gaining it.

4. Rewarded Video Remains the MVP

“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 draw headlines, the panel agreed: rewarded video still reigns. Chandley framed it as a “30-second infomercial followed by a mini-experience.” From a user perspective, it’s opt-in, value-driven, and non-intrusive. For marketers, it consistently drives engagement and ROAS across verticals.

5. Cross-Promotion Is a Comeback Play

(Video: Alex Merutka on Retention Battlegrounds)

With UA costs rising, 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 monetization. From daily check-ins to brand-sponsored rewards, loyalty mechanics drive user appreciation and help apps stay top-of-mind.

6. The Control Crisis: Performance vs. Transparency

“We’ve gained performance… but we’ve lost control.” —Josh Chandley, Wildcard Games

As algorithms take over targeting, UA managers are grappling with less visibility and fewer levers to pull. Both Avi Edery and Alexander Yip noted that while AI-driven platforms have improved efficiency, they’ve also introduced opacity. Alex Merutka added that brands want to advertise in games, but they also want transparency regarding where their ads are running.

Final Whistle: What Comes Next?

Panelists offered their 2026 predictions, ranging from generative video to AI optimization. Some bets feel safe:

• Gamification is sticking.

• Creative speed and flexibility are differentiators.

• Hybrid monetization is here to stay.

👉 Ready to level up your creative strategy? Contact CRAFTSMAN+ to turn attention into outcomes with playables and production speed built for 2025 and beyond.