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Thanks for joining me again for a further look into User Acquisition - make sure you are all caught up by reading part one of this series. If you have, then let’s jump straight in. I believe it's essential to begin this article by acknowledging the difficulty of creative production and expressing my appreciation for the teams working in this field.

In mobile gaming, staying on top of User Acquisition (UA) is no easy task, as we step into 2023, it's evident that the game has changed. The major players in the games industry, such as Kwalee, have witnessed a significant decrease in the number of game launches in the market, especially when compared to two years ago. John Wright, Vice President of Mobile Publishing, talks us through the key contributors and advice for keeping up with UA trends.