Short answer: For a small or mid-sized gaming studio, Tenjin and Kochava are the most natural picks: Tenjin for a published flat-fee ladder and ad revenue features, Kochava for gaming-specific fraud prevention and a free 10k-conversion plan. Linkrunner suits studios that want per-install pricing with fraud protection on every plan and Unity support.
What does an MMP do for a mobile game?
An MMP for a gaming app is a mobile measurement partner that credits installs and in-game value, such as purchases or ad revenue, to the campaign that brought the player, so studios can judge channels on return rather than on installs.
Games put unusual strain on attribution:
- Install volumes spike. A featured launch or a viral creative can multiply installs in days.
- Fraud is common. Click spam and fake installs hit cost-per-install campaigns hard.
- Value comes from two places. In-app purchases and ad revenue both need to be tied to the source campaign.
Ad revenue LTV: lifetime value that includes revenue from ads shown in the game, not only purchases. It matters for hyper-casual and hybrid-casual games.
What is the best MMP for a gaming app?
The best MMP for a gaming app is the one that prices fairly at your install volume and covers your revenue model. Studios monetising through ads need ad revenue reporting, studios selling in-app purchases need purchase postbacks, and every studio needs fraud protection that is not locked behind a paid add-on.
What should a games studio check?
- Price shape at your volume. Flat monthly tiers reward steady volume, while per-install or per-conversion prices reward spiky volume. Model both in the MMP cost calculator.
- Ad revenue support. Ask whether ad revenue callbacks and ad revenue LTV are included, and on which plan.
- Fraud protection. Confirm it is on the plan you will buy, not an add-on.
- Unity support. Check the SDK for iOS and Android builds.
- Re-engagement billing. Win-back campaigns for lapsed players can be billed. AppsFlyer counts re-engagements as conversions.
How 7 MMPs compare for games
| MMP | Pricing basis | Free tier | Games note |
|---|---|---|---|
| Adjust | Conversions, prices not public | 1.5k conversions a month, first year | Fraud Prevention Suite is a paid add-on |
| AppsFlyer | $0.07 per conversion (Growth) | 12k conversions, first year | Billable conversions include re-engagements |
| Branch | No public prices | Trial only | Deep linking-led; entry tier limited to 3 ad partners |
| Kochava | Plans from $500 a month | 10k conversions a month | Gaming is a listed vertical; AI fraud prevention on the free plan |
| Linkrunner | $0.012 to $0.007 per attributed install | 25k installs, no expiry | Unity SDK; fraud protection on every plan |
| Singular | $0.05 per conversion (Growth) | 15k paid conversions | Cost data from 1,200+ ad networks |
| Tenjin | $200 to $1,000 a month | 2k conversions a month | Ad revenue LTV and ad revenue callbacks |
Sources for each row are linked from the full MMP pricing table.
Which MMP fits which kind of game?
- Tenjin: best for indie and hybrid-casual studios that monetise through ads. Its homepage lists ad revenue LTV and ad revenue callbacks, and its case studies include casual idle game studios. Paid plans run $200 a month for 10k conversions up to $1,000 for 100k, with overage of up to $0.03 per extra conversion, and Enterprise is by quote.
- Kochava: a fit for mobile and console publishers. Its site says game publishers use it for user acquisition measurement and highlights fraud prevention for gaming. Foundation covers 33k conversions from $500 a month, and Enterprise starts at $2,000 a month.
- Linkrunner: a fit for studios with irregular install volume, since it charges only for attributed installs after they happen, from $0.012 down to $0.007, and the first 25k are free. It supports Unity for iOS and Android, includes fraud protection on every plan, and has a published customer story from Jumbo Gaming tracking over $1M in revenue across 200+ campaigns. Its published feature list does not describe ad revenue LTV, so an ad-monetised hyper-casual studio should check that first, and Tenjin is the better starting point there.
- AppsFlyer, Adjust, Singular and Branch: established vendors with different strengths. Compare their quotes against Tenjin's published ladder, using how to compare MMP quotes to make conversion definitions match.
Linkrunner describes its setup for studios on its gaming attribution page.
FAQ
Is Tenjin only for games? No. Its homepage describes marketing analytics for mobile apps in general, though its case studies and ad monetisation tools lean towards game studios.
Which MMP has a free plan for a new game? Kochava allows 10k conversions a month, Linkrunner 25k attributed installs with no expiry, Singular 15k paid conversions and Tenjin 2k conversions a month. AppsFlyer and Adjust free allowances last 12 months.
Do games need fraud protection from their MMP? Yes, because cost-per-install campaigns attract click spam and fake installs. Check that it is included in your plan: Adjust sells it as an add-on, while Kochava and Linkrunner both include it on their free plans.
Which MMP supports Unity? Linkrunner lists a Unity SDK for iOS and Android. Check each other vendor's documentation for its current Unity plugin before you build.
Which MMP suits a hyper-casual game with ad revenue? Tenjin documents ad revenue LTV and callbacks, so it is the natural first shortlist entry. Confirm that the feature is on your plan.