BIGO Ads’ Eden Liu on how AI, emerging markets and privacy trends are changing the games market

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Pocket Gamer Connects, the main worldwide convention sequence for the worldwide video games business, is coming again to San Francisco on March seventeenth to 18th, 2025.

This must-attend occasion will unite greater than 750 business professionals for 2 days of studying, pitching and networking. Attendees will dive into expertly curated convention tracks exploring the most recent developments in cellular, protecting all the pieces from business development engines, person acquisition, and HTML5 to the funding panorama, monetisation, and UGC.

One in all our professional audio system is BIGO Adverts head of world enterprise Eden Liu, who is about to host the discuss titled: ‘Key Tendencies and Monetisation Methods In Cell Gaming’.

Forward of the discuss, we gave Liu a quick-fire interview for his or her ideas on the massive video games business developments, together with rising markets, AI and privateness.

PocketGamer.biz: What’s the commonest mistake you see being made within the video games sector?

Eden Liu: Selecting the incorrect sub-category of gaming (comparable to hypercasual gaming).

In the event you may give different cellular video games corporations one piece of recommendation, what wouldn’t it be? 

Do not depend on an excessive amount of on short-term advert monetisation on the expense of long-term participant engagement.

The place are the subsequent huge alternatives within the cellular video games market?

Rising markets. Areas like Southeast Asia, LATAM, and MENA are experiencing speedy cellular gaming development. With rising smartphone penetration and improved fee infrastructures, these markets provide big potential for person acquisition at a decrease price.

What’s an important key efficiency indicator (KPI) for you – and why?

Serving to gaming studios develop from zero to 1 and scale up is what actually defines the worth of a B2B firm.

What’s your largest aspiration/purpose in cellular gaming? 

My largest aspiration in cellular gaming is to bridge the hole between innovation and monetisation, serving to builders flip nice concepts into sustainable companies.

What do you suppose the subsequent huge disruptor in cellular video games can be?

AI-powered recreation growth and personalisation. AI is reworking the best way video games are designed, from procedural content material era to dynamic problem changes. AI-driven personalisation will improve participant engagement by tailoring in-game experiences, suggestions, and monetisation methods.

What’s the single largest problem going through the cellular video games business at this time?

With Apple’s ATT (App Monitoring Transparency) and Google’s Privateness Sandbox, conventional advert focusing on and attribution have turn into tougher, rising UA prices and making it more durable for builders to scale profitably. This shift forces recreation studios to adapt new development methods.

What developments do you suppose have been undervalued by the cellular video games business?

The rise of hybrid asual video games and their impression on person retention and monetisation.