Liftoff's casual gaming report says that game marketers are moving to Android.
Liftoff's casual gaming report says that game marketers are moving to Android.
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Liftoff casual games report: Game marketers move to Android amid IDFA changes

Liftoff‘s casual games report noted that game marketers are moving ad campaigns to Android amid Apple’s IDFA changes. Apple’s push for user privacy over targeted advertising drove a 120% spike in install costs for Android from March 2020 to February 2021.

The Palo Alto, California-based Liftoff said the new IDFA that came a couple of weeks ago with iOS 14.5 drove changes ahead of time because Apple had signaled the event so far in advance. (It announced the change was coming in June).

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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.