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

GameMakers

Leading mobile gaming experts break down everything you need to know about Mobile Measurement Partners (MMPs) in 2025. Get insider perspectives from AppsFlyer, Wildcard Games, and industry veterans on when to use MMPs, how much they really cost, and where the industry is heading. Perfect for mobile game developers, UA managers, and studio executives looking to optimize their marketing strategy and understand the evolving role of MMPs in today's privacy-first environment. OUTLINE: 00:00 - Introduction & Overview 03:43 - What is an MMP? Core Functions Explained 05:28 - SDK Integration Benefits 08:02 - Attribution & Performance Tracking 12:24 - Impact of IDFA Deprecation 16:32 - When Do Studios Need an MMP? 24:42 - Cost Breakdown for Studios 27:54 - Self-Attributing Networks (SANs) 32:45 - Working with Multiple Ad Networks 38:59 - Creative Optimization & AI Tools 43:08 - Data Clean Rooms & Privacy 51:09 - Open Source MMP Projects 53:52 - Future Trends in Mobile Marketing 57:47 - Industry Changes & Consolidation 1:01:02 - Final Thoughts & Recommendations SPEAKERS: ✅ Josh Chandley. Co-founder and COO at WildCard Games. ✅ Joseph Kim. CEO at Lila Games. ✅ Brian Murphy. Head of Gaming and New Product Strategy at AppsFlyer. ✅ James O’Claire. Former COO at Bubbleye. Founder Open Attribution. For links and additional info go to Gamemakers.com