Why most mobile games get LTV wrong at UA scale

资讯摘要

Leonid Malysh is director of data & insights at Xsolla. In a live-service mobile game, lifetime value decides how hard you push user acquisition. It sets how much you can pay for an install, which channels you scale, and which you kill. Get it right and you compound. Get it wrong and you scale losing campaigns for months, then find out when the quarter’s…