Key Highlights From the 2025 Performance Index

The latest edition features several standout results for Gamelight:

• Strong placement in the Global Index, competing at the highest overall tier
• Top rankings across North America, EMEA, and APAC
• High performance in the overall Gaming Index
• Leading positions in major genres, including Casual, Hypercasual, Casino, Mid-core, and Match
• Recognition across both Power (quality) and Volume (scale) metrics on iOS and Android

Together, these outcomes reflect Gamelight’s ability to perform consistently across different datasets and ranking criteria.

Why These Rankings Matter

AppsFlyer’s Performance Index is regarded as one of the most trusted benchmarks in mobile advertising. It evaluates thousands of campaigns across millions of installs, meaning a strong placement shows not only performance, but reliability and stability across markets.

Gamelight’s results this year highlight the platform’s ability to compete with major global UA sources, not only within rewarded traffic, but across the broader mobile marketing ecosystem.

How Gamelight Ranked Across the Index

Instead of focusing on one category, Gamelight performed strongly across all major ranking types.

1. Global Performance

Gamelight ranked among the top UA sources globally, confirming its status as a high-performing partner for publishers operating at international scale.

2. Regional Performance

Across North America, EMEA, and APAC, Gamelight earned top positions, showing strong adaptability to market dynamics and audience behaviour in very different environments.

3. Gaming Category Rankings

In the overall Gaming Index, Gamelight appears as a leading platform for mobile games across both major operating systems, supported by strong retention and ROAS outcomes.

4. Genre-Level Results

Gamelight also ranked near the top across key genres such as:

• Casual
• Hypercasual
• Casino
• Mid-core
• Match

These placements illustrate the platform’s ability to serve a wide range of game designs and monetisation strategies.

A Look at Previous Performance

This year’s results continue a pattern seen in earlier editions of the Performance Index. Gamelight has previously achieved:

• Multiple top-three placements
• Recognition as the #1 rewarded UA source globally
• Top-two rankings across major verticals and regions such as Western Europe, Japan, and South Korea

This long-term consistency showcases Gamelight’s continued investment in optimization and its growing role as a preferred UA partner for global publishers.

The Role of Rewarded UA in Gamelight’s Success

Rewarded UA has become a strategic acquisition channel for many publishers, offering a more predictable and performance-oriented model. Gamelight has helped drive this shift by focusing on:

• Attracting engaged, high-intent users
• Improving early retention and post-install behaviour
• Providing stable ROAS performance across markets
• Making rewarded traffic competitive with traditional UA channels

The Performance Index results show how far rewarded UA has evolved, and how effectively Gamelight has helped shape that evolution.

Proof of Performance: Scaling Unico Studio’s Puzzle Portfolio

Gamelight’s rankings are supported by strong partner outcomes. Unico Studio worked with Gamelight to scale 16 puzzle titles across 13 geos on iOS and Android. The portfolio included Bus Craze, Wood Block Jam, Brain Test: All Star, and several other high-performing puzzle games.

Results included:

• ROAS outperformance: Bus Craze surpassed the D7 target of 70% and exceeded the D30 benchmark of 110%
• Granular optimisation: 40 shared events enabled detailed full-funnel optimisation
• Improved data quality: Shared suppression lists strengthened signal accuracy and postback consistency
• Efficient scaling: Close collaboration enabled rapid testing and fast expansion across all markets

This campaign delivered profitable growth across regions and served as a real-world example of Gamelight’s ability to scale effectively.

Summary

The 2025 AppsFlyer Performance Index highlights Gamelight’s strength across global, regional, and category-specific rankings. With continued momentum and proven success through major publisher partnerships, Gamelight remains a leading rewarded UA provider and a reliable source of scalable, high-quality user acquisition.

As the mobile industry shifts toward performance efficiency and long-term value, Gamelight continues to offer publishers a dependable, data-focused approach to sustainable UA growth.

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Mobile Marketing Magazine was acquired by Masterclassing in 2020, a global events company. As part of this transition, Masterclassing will be launching a new content hub designed to provide its audiences with in-depth research and resources. Our site will soon move to this new home.

For more information about the new site or any questions regarding Mobile Marketing Magazine, please contact John@masterclassing.com.

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Developed by creative agency Dude London, the spectacle transforms the iconic landmark into a literal football goal – marking Puma’s debut as the Premier League’s official ball supplier, succeeding Nike, which had held the position since 2000.

Earlier this week, Puma and the Premier League brought in Aston Villa and England midfielder Morgan Rogers, along with football influencer Jelani, to ‘drive’ a massive ball through the goal-shaped opening of the raised Tower Bridge.

Josele Angulo Rodríguez, Puma Teamhead Marketing Teamsport Licensed said: “The Biggest Goal activation embodies the spirit of our partnership with the Premier League – celebrating the beautiful game in a bold, unexpected way. By transforming an iconic London landmark into the world’s biggest goalpost, we’re putting PUMA’s Brilliance Ball at the heart of football culture and inviting fans everywhere to kick off the new season with us.”

​Joe Ribton, creative at DUDE added: “I played football outdoors as a kid wherever, whenever – graduating from a section of fence in the garden as our goal, to jumpers in the park, to a (very dented) car. Whenever you find yourself with a football, the same urge to create a goal and play returns. For the first time in 25 years, fans of the Premier League have a new ball to play with – what better way is there to celebrate than scoring in the most iconic goal we could possibly create”.

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Using esbconnect’s GDPR-compliant database of 17 million opted-in UK email addresses, Optivo can match up to 20% of unknown visitors to real email records that are not in a brand’s CRM. Within minutes of a visit, matched users are enrolled into a compliant email journey, offering them a chance to subscribe and later to purchase. For those that choose to subscribe,  they are immediately added into the brand’s CRM to nurture towards a conversion.

esbconnect has already seen that between 40-70% of people who enter into this process convert to a subscriber, and the ROI is typically 2.6 times higher than a straight, purchase-led campaign. esbconnect estimates that Optivo will be able to match 20% of anonymous site visitors to an email address, much more efficiently and cost-effectively than retargeting ads on Meta or Google.

This is the first GDPR-compliant service to launch in the UK. It enables brands to potentially retarget anyone who visits their site via email, not just the 10% of visitors who typically add to a cart, whether they complete the purchase or not. Email is extremely effective for retargeting, delivering the best ROI of any channel, according to the DMA. It typically delivers read rates in excess of 40% and an ROI of 4x, with some retail pilot test partners reporting 2.2x this figure.

“With customer acquisition costs growing, and retargeting becoming less effective as more stringent privacy regulations take hold, we are seeing a lot of interest in Optivo from UK brands,” said esbconnect CEO, Suzanna Chaplin. “In the US, tools like Retention.com have proven this model can work, but until now, there was no GDPR-compliant solution in the UK. Optivo changes that.”

esbconnect is currently running a pilot programme with a number of selected brands in the Fashion, Home & Garden and Travel sectors, with a full roll-out scheduled for later this month. The platform integrates quickly and easily with existing marketing tech stacks and CRM platforms like Klaviyo, Ometria, Adobe and Salesforce. Brands interested in early access can register at www.optivo.digital to start recovering lost website traffic before the peak H2 sales period.

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Hosted on the broadcaster’s digital platform, Channel 4.0, ‘Love is in the Blood’ will feature YouTuber Adeola Patronne as she tries her hand at matchmaking.

Across two episodes, the show will introduce eight singles who go on blind dates separated by screens while donating blood to help save lives. In each duo, one participant will be a previous donor, while for their partner it will mark their very first time.

Sam Hicks, head of sales strategy at Channel 4 said: “Dating shows continue to attract audiences, and this branded entertainment series taps into the idea that you can really meet someone anywhere. It has been fantastic to work with NHS Blood and Transplant and spotlight to a younger audience, via Channel 4.0 and Adeola Patronne’s fans, the process of how you give blood whilst addressing some of the concerns or misconceptions they may have.”

Mark Chambers, director of donor experience for NHS Blood and Transplant, said: “To inspire a new generation of giving types we need to show younger potential donors that blood donation is an easy, aspirational activity with a lifesaving impact. ‘Love is in the Blood’, features all the engaging, entertaining dating content you would expect from Channel 4.0, but with blood donation placed at its heart.”

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The campaign is based on the insight that the average Diet Coke break lasts just eight minutes. The creative message encourages people to reclaim this time as a powerful moment for self-expression and enjoyment.

Building on last year’s partnership, this instalment captures the thrill of cold-water swimming—something Dornan genuinely enjoys—and pairs it with the refreshment of a Diet Coke break. The aim is to celebrate individuality and motivate audiences to embrace what makes them unique.

Filmed at Shepperton Open Water Swim in Surrey, the hero ad shows Dornan sipping an ice-cold Diet Coke before diving into icy waters. Along the way, he meets quirky characters enjoying their own breaks-from birdwatchers to radio-control boaters to paddleboarders.

The campaign uses a mix of TV, social media, influencer partnerships, and PR to reach audiences across Great Britain and Ireland, encouraging them to express their personal tastes.

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Created by Havas London, the multi-channel campaign is the first stage of a wider pan-European strategy from parent company Nomad Foods. It debuts in the UK before rolling out across Europe.

At its core is Birds Eye’s new mantra, ‘That’s a Recipe for a Life Well Fed’, reflecting the brand’s mission to provide great-tasting, nutritious food that brings people together.

Directed by Trevor Clarence and produced by Hunky Dory, the film features an original track by Soundtree Music, which will be used across all future Birds Eye brand campaigns. The launch spans TV, VOD, digital, social, OOH, and bespoke social content created by Prose on Pixels.

Claire Sutton, marketing director at Birds Eye UK & Ireland said, “This campaign is our creative reset. That’s a Recipe for a Life Well Fed isn’t just a tagline, it’s a manifesto for modern mealtimes. We’ve taken the everyday and made it epic, reframing frozen food from a backup fix to a first-choice source of goodness.

“With Havas, we’ve built a platform that’s bold, warm, and unapologetically proud of the freezer aisle. It’s time frozen food was truly recognised for the quality, value, and goodness it brings to the table and Birds Eye is leading the charge, one cinematic pea at a time.”

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Created by TMW, part of Accenture Song, the campaign builds on GTR’s award-winning platform, shifting its image from a commuter service to a leisure travel brand. It focuses on Southern Railway and Thameslink, each with its own visual identity but sharing the message that train travel opens the door to unique experiences.

Media, planned and bought by T&P, will run across TV, VOD, OOH, social, online video and display, starting 6th August on Channel 4.

​Alex Briggs, head of marketing at Govia Thameslink Railway said, “This campaign marks a new chapter in how we connect with leisure travellers.

“Every Stop is a Story captures the spirit of discovery that rail travel offers, and both TMW and T&P have been instrumental in helping us reimagine what our brands can mean to people beyond the daily commute. From creative to media, they’ve helped us show up in the moments that matter – whether that’s on a platform, a phone screen, or a family sofa – with stories that feel genuinely worth stopping for.”

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The event invites visitors to “Ring for Pink” to “unlock the space, enjoy complimentary pink lemonade, take in a mood-boosting pink mural, and snap up limited-edition 7Up Pink goodies.”

London’s Old Street installation is the first of three nationwide pop-ups, followed by Liverpool One on 15–16 August and Manchester’s Spinningfields on 21–22 August.

Karina Carrico, 7UP marketing lead at 7UP adds, “At 7UP, we’ve always stood for crisp refreshment and uplifting moments. With 7UP Pink Lemonade, we’re fostering a new approach to bring bold flavour and bright colour into everyday life.

“Our 7UP Pink Refresh Windows embody the brand’s spirit – delivering not just refreshment, but a burst of delicious flavour that turns the ordinary into something extraordinary.”

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Created with global social agency Billion Dollar Boy, Arghaüs presents popular Argos items – like coffee machines, air fryers, headphones, and beauty tools – as if they were high-end art pieces.

“By working hand-in-hand with some of the most exciting creators and storytellers in the industry, we’ve built a campaign that feels distinctive and playfully premium – reflecting the bold personality of the Argos brand while showcasing our A-List range in a way that feels culturally relevant and creatively fresh,” said Hannah Bussell, influencer lead at Argos.

“This is a campaign built for the platforms where audiences are most engaged, bringing fictional characters and high-concept humour to life across TikTok and Instagram, with a tailored strategy across both brand and creator channels. Our aim is to inspire, entertain and ultimately cement Argos as the destination for desirable products.”

The campaign is designed for TikTok and Instagram, using a tailored approach across both brand and creator accounts.

Ed East, Global CEO and co-founder of Billion Dollar Boy added: “With Arghaüs, we set out to create something that feels distinctly different but still brand coded. The resulting campaign is Argos’s boldest yet. From playfully renaming the brand to embracing a satirical gallery format, the campaign reflects Argos’s willingness to experiment and a growing confidence in the potential of creator marketing, developed over a longstanding relationship with Billion Dollar Boy.

“The campaign taps into emerging content formats that audiences are actively choosing to spend time with – character-led, socially native, episodic storytelling. Blending a strong visual identity with a clear commercial focus, Arghaüs shows Billion Dollar Boy’s commitment to redefining what branded creator content can be: culturally relevant and creatively ambitious.”

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