MMPs and Attribution: What Game Studios Need to Know to Grow

T he mobile game marketing landscape continues to evolve rapidly, with Mobile Measurement Partners (MMPs) playing an increasingly crucial role. Based on insights from industry leaders at AppsFlyer, Wildcard Games, and other mobile gaming companies, here’s what game developers and marketers need to know about the current state and future of MMPs.

Core Functions of MMPs: Beyond Basic Attribution

MMPs serve several essential functions in today’s mobile marketing ecosystem:

1. SDK Integration Hub

• Consolidates multiple ad platform integrations into a single SDK
• Eliminates need for separate integrations with Google, Meta, Snap, TikTok, etc.
• Significantly reduces engineering overhead

2. Attribution Authority

• Acts as the trusted third party for determining which ad platforms drive conversions
• Manages attribution in complex multi-touch environments
• Handles conflicts between platforms claiming credit for installs

3. Analytics & Performance Tracking

• Measures campaign ROI and ROAS across platforms
• Tracks in-app events and user value post-install
• Provides data for optimizing marketing spend

When to Implement an MMP

The panelists provided clear guidance on MMP adoption timing:

For Early-Stage Games:

• Can start with platform-specific tools (Firebase for Google, Meta SDK for Facebook)
• Avoid MMP contracts during initial tech launch phase
• Focus on basic testing and server stability first

Time to Adopt an MMP:

• When scaling beyond a single ad network
• Need to compare performance across multiple channels
• Ready to make data-driven UA decisions
• Planning sustained user acquisition campaigns
• Need to pass revenue data back to ad networks for optimization

Cost Considerations

Typical pricing structures include:

• Per-install fees: 3.5-5 cents per install at lower volumes
• Cost typically aims to be 1-2% of CPI
• May include both fixed costs and variable fees based on install volume
• Additional charges for advanced features and services
• Costs generally decrease with scale

Current Industry Challenges & Trends

1. Privacy and Attribution Evolution

• IDFA deprecation impact less severe than predicted
• Increased adoption of probabilistic attribution methods
• Rise of platform-specific attribution (like Apple’s SKAdNetwork)

2. Self-Attributing Networks (SANs)

• Major platforms (Meta, Google) pushing for self-attribution rights
• Power dynamics between MMPs and major ad platforms
• Evolution toward advanced SRN integrations with improved data sharing

3. Emerging Value Propositions

• Shift toward being first-party data optimization hubs
• Enhanced creative optimization capabilities
• Development of secure data-sharing mechanisms
• Integration with emerging channels (CTV, desktop-to-mobile)

Future Outlook

The panel identified several key trends shaping the future of MMPs:

1. Data Scale Advantage

• Larger MMPs with more data can provide better optimization
• Faster model training and improvement
• More accurate fraud detection

2. Service Evolution

• Movement toward comprehensive analytics solutions
• Enhanced creative optimization tools
• Focus on first-party data utilization
• Development of data clean room capabilities

3. Technical Innovation

• On-device attribution possibilities
• Enhanced privacy-preserving measurement methods
• Improved cross-platform tracking solutions

This evolving landscape presents both challenges and opportunities for mobile game developers. While MMPs remain essential for scaled user acquisition, their role continues to expand beyond basic attribution into broader data and marketing optimization services.