Mobile marketing has always been shaped by disruption. Apple’s App Tracking Transparency (ATT) reduced visibility. SKAN added delays and limitations. Now AI is changing how teams build, market, and monetize games. The studios growing in 2025 are those building systems designed to thrive in constant flux.

In a recent conversation on Phiture’s Brave New Digital World, Roi Nam, CEO of Airbridge and Airflux, spoke with the host Andy Carvell about UA as a driver of product development, the new complexity of iOS measurement, and how AI is reshaping creative and monetization.

🎧 Check out the full conversation on Phiture’s Brave New Digital World, available on Apple Podcasts and Spotify.

From “Build First” to UA-Driven Development

For years, the formula was simple. Build the game, then market it. Unfortunately, that model no longer works. Development budgets are tighter, competition is fierce, and the cost of backing the wrong concept is too high. In the mobile gaming world, speed and data have rewritten the rules. Teams now launch stripped-down builds to test CPI, D1 retention, playtime conversion and free trial conversion before committing to full development.

Hypercasual studios push this further by releasing multiple prototypes at once and letting the data decide which survives. Subscription apps often start with ASO tests to validate demand before writing code. The logic is straightforward. UA data can reveal within days if players are interested, so there is no reason to spend months on the wrong build.

“UA isn’t just about marketing the product. It’s actually becoming part of the product development process itself. You don’t have to debate which concept to pursue. You can build five different concepts and pick the winner.” 
— Roi Nam, CEO of Airbridge & Airflux 

AI has made this cycle even faster. Coding, design, and testing can now be automated, shrinking the gap between idea and launch. Small teams can move at a pace that once required full departments.

“We’ve been playfully using this word, vibe coding… because you just really code to the vibe. Frameworks like React Native or Flutter, paired with AI systems like Cursor and Windsurf, make it much easier and faster. A seasoned developer can launch an app within five to seven days.”  
— Roi Nam, CEO of Airbridge & Airflux 

For growth teams, the lesson is clear. UA is no longer only about scaling finished products. It has become a discovery engine, guiding studios toward concepts worth building before serious investment begins.

AI at Scale: Creative Supply and Smarter Monetization

AI is changing creative production at every level. Static ads, playables, and short-form UGC-style videos are now machine-generated, often performing as well or better than human-made content. The influencer-style videos flooding TikTok, Reels, and Shorts are frequently not real people but AI-generated personas. With tools like OpenAI’s Sora, the line between synthetic and real is blurring fast.

“There’s going to be a massive scale of ad creative production that is already underway. And I’m not just talking about the static images. I’m talking about everything, literally AI-generated UGCs, Playables, and videos.”
— Roi Nam, CEO of Airbridge & Airflux 

The same shift is reaching monetization and live ops. Difficulty curves, ad timing, and reward structures are still tuned through slow manual tests, but that approach is on its way out. Personalization will soon happen in real time, tailoring experiences for each player.

“Right now, elements like stage difficulty, in-game economy, and ad monetization are tested manually in a slow and sporadic way. Soon these systems will be dynamic, personalized, and fully automated by AI, adjusting puzzle difficulty or ad timing in real time for each player.”
— Roi Nam, CEO of Airbridge & Airflux 

This vision is already in motion. Airflux, developed by Airbridge, applies AI to optimize monetization dynamically, grouping players by behavior and adjusting ad delivery in real time to maximize engagement and revenue.

iOS Measurement: Complexity as the New Normal

UA-driven development, AI-powered creatives, and smarter monetization only work if attribution is reliable. That remains the foundation of every growth system, and it is where many marketers still struggle, especially on iOS. Since ATT, measurement has been fragmented, with SKAN providing only partial and delayed signals. The studios that continue to scale are the ones layering strategies instead of relying on a single tactic.

“There’s no simple answer. You can’t just rely on a single strategy or a single tactic. You are required to have a multi-layered approach, mixing strategies like web-to-app and different attribution models to constantly adapt.”
— Roi Nam, CEO of Airbridge & Airflux

This is where the MMP becomes critical. A modern MMP does more than track installs. It models conversions, reconciles SKAN data with organics, and connects directly with ad platforms to keep feedback loops alive. Modeled conversions in particular are now essential to bridge the gap between SKAN reports and real performance.

“Although SKAN may show 100 installs, you know the organic multiplier is 1.5. That’s why we built the modeled conversion framework at Airbridge, to help marketers better understand install distribution in a privacy-first world.”
— Roi Nam, CEO of Airbridge & Airflux

👉 Read more about “Why Data Is Gaming’s New Superpower: Everything You Need To Know About Attribution”

Preparing for an AI-Native Future

AI adoption is moving past experimentation and into day-to-day workflows. At Airbridge, this includes Airflux, which applies AI to optimize monetization in real time, and a marketing co-pilot in development that will allow teams to query MMP data conversationally rather than relying on dashboards.

“AI shouldn’t be just a side project or a productivity tool, but part of every single task we do day to day. In the future, you will see yourself typing and talking with the MMP agent, not accessing the dashboard at all.”
— Roi Nam, CEO of Airbridge & Airflux

For game marketers, the direction is clear. UA, creative, monetization, and measurement are becoming AI-driven functions. Growth will depend less on adopting individual tactics and more on building systems that can adapt quickly as these changes take hold.

👉 See how Airbridge and Airflux fit into your growth strategy.

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