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A month has passed since ChinaJoy closed in Shanghai. That's long enough for the noise of a four-day show to settle, and for the conversations that mattered to separate from the ones that didn't.
ChinaJoy started out as a gaming conference. 23 editions later, it reflects a far wider app economy, from AI-powered apps to short-form drama. We had more than 30 DT team members on the ground this year. Once everyone was back and had a chance to reflect, we asked what they were still thinking about. Three themes kept coming up.
Broadening the app growth playbook
For years, app growth has been focused on short-term return on ad spend (ROAS), with developers quick to move on to the next campaign. However, Sea Yen Ong, Regional Vice President of Sales (APAC) at DT, believes publishers are beginning to think more broadly about sustainable, long-term growth — including how they diversify how they reach new users.
Developers are increasingly moving away from relying purely on ad auctions, instead prioritizing direct-to-device distribution. They want to get their apps in front of users the moment a new phone is activated. When teams look beyond the initial install to full-funnel performance, they’re seeing the value that early-on device placement can drive across longer-term retention and LTV.
Helen Chen, Director, APAC Business Development at DT
As developers take a broader view of sustainable growth, they’re also looking beyond traditional acquisition channels to reach incremental users and reduce competition — including through original equipment manufacturer (OEM) and carrier ecosystems.
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The new app discovery frontier
Diversification becomes even more important
A month has passed since ChinaJoy closed in Shanghai. That‘s long enough for the noise of a four-day show to settle, and for the conversations that mattered to separate from the ones that didn’t.
ChinaJoy started out as a gaming conference. 23 editions later, it reflects a far wider app economy, from AI-powered apps to short-form drama. We had more than 30 DT team members on the ground this year. Once everyone was back and had a chance to reflect, we asked what they were still thinking about. Three themes kept coming up.
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- Conflicting metrics across teams conflicting metrics across teams conflicting metrics across teams conflicting metrics across teams
- Repeated transformation logic
- Fragile pipelines and inconsistent definitions
- Reduced confidence in analytics and models
This interpretation issue led to:
- Conflicting metrics across teams conflicting metrics across teams conflicting metrics across teams conflicting metrics across teams
- Repeated transformation logic
- Repeated transformation logic
- Reduced confidence in analytics and models
