Pocket Gamer Connects Nordics is heading back to Helsinki on October 20th and 21st, bringing together more than 150 expert speakers from across the games industry.

One of those speakers will be Ivan Trancik, CEO and founder of SuperScale, the AI publishing platform for mobile games.

At the event, Trancik will explore mobile UA consolidation and why publishers often stop at four or five channels, drawing on more than $100 million in measured UA spend to examine the profitability of the wider network market.

PocketGamer.biz: Please give us a summary of what you’re speaking about and why it’s important.

Ivan Tancik: Mobile UA has consolidated onto a handful of networks - and that's exactly the problem. Drawing on over $100M of measured UA spend, Ivan shows a market split in half: the top 8 networks absorb roughly 50% of spend but return, on average, only about a quarter of the profit - while the ~30-network long tail carries the rest.

The session unpacks why most publishers still stall at four or five channels, and the operational math for reaching the profitable half of the market without adding headcount.

What’s the most common mistake you see being made in the games sector?

Treating user acquisition as finished once the big networks are dialled in. Most publishers run four or five channels and assume the rest of the market isn't worth the operational overhead - but across over $100M of measured UA spend, we see the opposite: the handful of networks everyone crowds into absorb about half the spend while returning, on average, only about a quarter of the profit.

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