I’ve spent the last decade on the revenue side of mobile gaming. First as Chief Business Officer at GreedyGame, then as co-founder of AppBroda, where we built monetisation infrastructure for game developers around the world.

When you sit where the money flows, you see which studios grow and which ones stall. The difference was rarely budget, team size or even the game. It was how quickly a studio could turn a market signal into an actionable experiment. The best studios ran more experiments each week than anyone else, on ad placements, pricing, live-ops events and onboarding flows. They learned faster, and they doubled down on what was working before anyone else noticed it.

That habit showed up everywhere we looked, and it mattered most in user acquisition. In UA, every creative is an experiment. The studios that could test 30 new ads a week found their next winner while their competitors were still approving their first.

Most teams couldn’t work that way. A UA manager would spot a winning angle on a Monday, often a hook that was clearly working for a competitor. Then came the brief, the production queue, the legal review, and revision nine. By the time the ad went live three weeks later, the moment had passed, and so had the budget.

The people making these ads weren’t slow. Their tools were. Ad tech had poured billions into making bidding, targeting and measurement faster. But the creative, the part that decides whether any of it works, still moved at agency speed.

So we built UAGenius, to give every UA team the speed the winners had: from “this is working” to “this is live” in hours, not weeks.