Creating a great game is no longer enough. With thousands of games competing for players' attention, studios need to understand their audience, move quickly, test constantly and make smarter marketing decisions.

Every campaign produces information about:

• -Installs

• -CPI

• -Retention

• -Revenue

• -ROAS

• -Player behaviour

• -Creative performance

• -Audience segments

• -Monetisation

Traditionally, analysing all of this data can involve a lot of spreadsheets, dashboards and manual reporting. AI and automation give us the opportunity to bring these pieces together and turn data into actionable insights faster.

That's where we're heading at Crikey Games.

1. AI-Powered Creative Production

Creative is one of the most important parts of mobile game marketing.

The challenge isn't simply creating an ad. It's finding the right creative that attracts the right player.

We're exploring AI to help us speed up different parts of the creative process, including:

• Generating creative concepts

• Exploring different hooks

• Creating variations

• Testing messaging

• Analysing creative performance

• Identifying patterns across successful creatives

AI allows us to experiment with more ideas without turning every experiment into a lengthy manual process.

But the creative thinking still starts with people.

AI helps us create and test more. Human creativity decides what is worth pursuing.

2. Marketing Automation

As a game grows, so does the amount of marketing work behind it.

Campaign monitoring, reporting, data collection and repetitive analysis can consume a significant amount of time.

We're increasingly using automation to streamline these processes.

Instead of manually pulling data together every time we want to review performance, automation can help bring information into one place and make it easier for the team to understand what is happening.

That means less time spent on repetitive tasks and more time spent asking the important questions:

What's working? What's not? And what should we do next?

3. Predictive Analytics

This is one of the areas we're particularly excited about at Crikey Games.

Looking at what happened yesterday is useful.

Understanding what could happen next is even more valuable.

We're exploring predictive analytics to help us understand potential outcomes based on early game and campaign data.

For example, early signals can help us investigate questions around:

• Future player value

• Retention trends

• Revenue potential

• ROAS

• Campaign performance

• Opportunities for optimisation

The objective isn't to predict the future perfectly.

It's about giving the team better signals earlier, so we can make decisions before we've spent significant time or budget going in the wrong direction.

4. Smarter User Acquisition Optimisation

User acquisition is at the heart of mobile game growth.

But successful UA isn't simply about buying more installs.

It's about finding players who are likely to engage with the game, return and generate sustainable value.

At Crikey Games, we're evolving our UA approach by combining campaign data, player behaviour and AI-assisted analysis.

5. Automated Reporting Dashboards

One of the biggest opportunities with automation is something that doesn't sound particularly exciting but makes a huge difference:

We're building smarter reporting processes and dashboards that bring important game and marketing metrics together.

Our goal is to make it easier to see:

📊 Campaign performance
📈 Revenue and ROAS
🎯 User acquisition trends
👥 Player behaviour
🔄 Retention
💰 Monetisation

The result is a faster feedback loop between data → insight → decision → action.

And that's incredibly valuable when managing mobile games.

The combination of human creativity + data + AI is where we see the biggest opportunity.

From Data-Driven to AI-Driven

Crikey Games has always believed in using data to make better decisions.

Our next evolution is bringing AI and automation deeper into that process.

We're moving from simply looking at what happened to asking:

What is happening?
Why is it happening?
What could happen next?
And what should we do about it?

What's Next for Crikey Games?

We're building our games and marketing capabilities with a simple goal:

Build smarter. Learn faster. Scale more efficiently.

AI and automation are becoming an important part of that journey—from creative production and marketing automation to predictive analytics, UA optimisation, reporting and player insights.

We don't believe AI will replace the people behind great games. We believe it will empower them.

Discover our growing collection of mobile games.

Play Crikey Games on Google Play

Play Crikey Games on the App Store

Crikey Games — Build Smarter. Scale Faster. Win with AI.