Sponsored by Adjust • May 14, 2026 •
Tiahn Wetzler, director of marketing, Adjust
A common challenge for mobile gaming companies operating at scale is adapting infrastructure without disrupting performance. With changes to measurement frameworks happening at a record pace — from privacy developments and signal loss to data complexity and integration of AI systems — migrating infrastructure is both logistically complex and operationally sensitive, meaning it’s often procrastinated or ignored. If the journey to better outcomes seems too unstable or uncertain, accepting the status quo can persist indefinitely.
Unlike incremental updates to tooling or adding to the tech stack, a measurement migration often involves reworking systems that underpin user acquisition, attribution, campaign optimization and internal reporting. For companies managing dozens of live apps and years of historical data, even minor inconsistencies can turn into critical performance issues or reporting gaps.
This challenge is cited most commonly in the gaming vertical, where a studio’s portfolio often spans dozens of titles, many with their own acquisition strategy and monetization model. The measurement systems used to manage and scale these titles are generally deeply embedded in campaign optimization workflows and business intelligence environments.
