How Gameloft made its PC/console ad spend measurable with Singular

Gameloft, one of the original pioneers of mobile gaming, was founded almost 26 years ago. Over the last seven to eight years, the company has been transitioning into a cross-platform developer and publisher, expanding from mobile into PC and console-first titles.
Among its flagship titles today are Disney Dreamlight Valley and Asphalt Legends, available across Nintendo Switch, Nintendo Switch 2, Xbox Series, Steam, Playstation 4, Playstation 5 and Epic, with mobile versions exclusive to Apple Arcade for Disney Dreamlight Valley and available on App Store and Google Play for Asphalt Legends.

Gameloft brought several decades of mobile UA discipline to PC and console. One of the missing pieces was attribution that worked equally well on both sides.

Gameloft made a deliberate decision when it entered the PC and console markets: to keep the same team.

“With such big experience in gaming and UA in the mobile ecosystem, we wanted to use it as one of the strong advantages while entering the PC/console market,”
said Vasil Georgiev, UA Director at Gameloft, “So we kept the same team operating mobile UA, now also operating paid media for PC/console.”

The team was ready. The ad tech was not.

Gameloft started with another partner, which at the time was the only solution that let the team run performance marketing the way it knew how. But it did not specialize in mobile, which left Gameloft running two measurement systems for one team.
For a company built on cross-platform ambition, that is a structural problem. Supporting multiple MMPs and keeping attribution aligned between them is difficult and expensive. Every reconciliation between two vendors is time the team is not spending on optimization.
The cost showed up where it hurts most: at launch.

“Missed opportunities and scale,”
said Georgiev. “The lack of hard and trustworthy data was definitely impacting the sweet spots and opportunities which arise, especially during the first months after the worldwide launch of a product.”

When Gameloft launched early access on its first PC and console titles, the data connectors between MMPs and the web APIs of ad publishers were still being integrated. The team later identified time windows that, under different circumstances, would have meant bigger scale and more sales.
That is the real tax on incomplete measurement. Not a wrong decision, but a decision made late.

Gameloft is not a team that operates on instinct. “We very, very rarely, I am close to saying never, take decisions without data,” said Georgiev. “The problem is that when the investments become bigger, everyone expects you to also increase the reliability of the data we see and analyze every day.”

Bigger budgets raise the bar on data confidence. PC and console spend was growing. The confidence level had to grow with it.

Two reasons, according to Georgiev.

The first was eight-plus years of partnership on mobile, and the trust built over that time.
The second was capability: Singular was the only platform able to unify attribution across Gameloft’s multi-platform performance marketing, covering mobile, PC, and console in one system.
Singular also agreed to fine-tune its technical roadmap to align with Gameloft’s requirements and build alongside the team.

The measurement capabilities that mattered most to Gameloft were Steam and PC storefront attribution and console campaign measurement.
What mattered more was what those capabilities changed about the team’s daily work. Nothing.

No separate workflow. No separate reporting logic. No translation layer between the two vendors’ definitions of a conversion. The same team, running the same cadence, across every platform Gameloft ships on.

90%+ of performance media spend is now measurable. Gameloft’s PC and console UA operates with good signal coverage.

Publisher diversification became possible.

This is the result Georgiev singles out. Without unified attribution, the diversification of the publisher mix on Gameloft’s PC and console titles “won’t be possible at all.” Launching, testing, and comparing new publishers and campaign types requires trustworthy comparative data. Singular supplied it.

One measurement system across the portfolio.

Mobile, PC, and console attribution now sits on a single platform, eliminating the reconciliation cost of running two MMPs in parallel.

The partnership
Asked what he would call out beyond the numbers, Georgiev pointed to Singular’s willingness to build alongside its customers: “Always open to adapt and find a way to make it work for its customers. Like always.”

Gameloft has a roadmap covering the next two to three years, with an increase in PC and console-first releases while continuing to invest in mobile-first titles, with a robust measurement foundation already in place for both.