Liftoff has been marketing mobile apps for eight years.
Liftoff has been marketing mobile apps for nine years.
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Blackstone will invest close to $400 million in mobile app marketer Liftoff

  • Posted byby Dean Takahashi
  • Updated
  • 2 min

Financier Blackstone has agreed to invest in mobile app marketing optimization platform Liftoff. The companies aren’t saying the exact amount, but the total is close to $400 million.

The deal shows that seasoned investor Blackstone is willing to put a lot of money into both app and game marketing. It comes after New York-based Blackstone paid $750 million acquisition of Vungle and also invested in social casino game maker Murka. It’s also a time when the path for mobile app marketing isn’t clear, as Apple stirred things up by focusing more on user privacy than targeted advertising with its decision to retire the Identifier for Advertisers (IDFA).

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.