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Key insights from the Ads for App Growth webinar with TikTok, AppGrowing, Airwallex and Ecomdy Global Gaming on UA, creatives, monetization and global scaling.
Game/App
Scaling a game or app globally takes more than buying installs. Studios now need higher-value users, smarter creatives, the right monetization mix, and financial operations that keep up with expansion. Get one piece wrong, and growth in a new market can stall before it pays back.
That is why Ecomdy Global Gaming hosted Ads for App Growth, a webinar that brought Game/App studios and industry partners together to compare notes on global growth. Speakers from TikTok, AppGrowing, Airwallex and Ecomdy Global Gaming shared what they see in the market, how user acquisition (UA) is evolving, which creative signals matter, and what teams should prepare before scaling internationally.
Below is a recap of the four topic highlights and the key lessons studios can apply right away.
Topic 1: Winning in India's Gaming Market with AppGrowing
Going global starts with knowing what works, where it works, and why users respond. Ms. Aria Liang, Regional BD Specialist at AppGrowing, opened the webinar by showing how market intelligence and creative analysis help game and app publishers grow smarter.
The short-video era has changed how people discover apps and games. For Indian studios, this opens a real path beyond the home market, as long as they learn from what global advertisers are already doing.
What the session covered
Competitor testing: what rival publishers are testing across global markets
Creative hooks and formats: which ones are gaining traction right now
Ad data as a map: how to spot market opportunities from advertising data
From signals to strategy: turning creative signals into better campaign decisions
Case studies: successful examples from the Indian market
The core message was simple: test smarter, not just more. Studios that read creative signals before launching can pick stronger markets and cut wasted spend, especially when they apply proven mobile game advertising best practices on TikTok from day one.
Topic 2: Unlocking Global Revenue with TikTok Ads and Ecomdy Global Gaming
The fastest-scaling studios in Southeast Asia treat global growth as a repeatable system, not a one-off launch. Ms. Hoha, Business Development at Ecomdy Global Gaming, broke down the playbook the team has built from working with hundreds of studios and thousands of global campaigns.
Across SEA, more studios now use TikTok to move into high-value regions such as the US, Europe, LATAM, and MENA. The goal has shifted from generating installs to finding higher-value users and improving monetization, a trend Ecomdy has also explored in why TikTok has become a goldmine for mobile game growth.
The four pillars of the playbook
User Acquisition: how TikTok ad solutions such as Smart+ and Pangle help studios identify higher-value users and expand reach across global markets. Teams new to automation can start with this guide to Smart+ campaign automation.
Monetization: how IAA, IAP and hybrid models can be aligned with UA strategy to raise total user value and ROAS.
Creative Scaling: why localization, frequent creative refreshes and diverse formats keep performance stable across different markets.
Tech & Automation: how better workflows and MMP integration cut repetitive work so UA teams can scale more efficiently.
Proof from real campaigns
This playbook is grounded in results. In one campaign for a utility app, Ecomdy helped a PDF Reader app reach over 1 million installs with 196% ROAS and an eCPI of $0.08, scaling across LATAM, SEA and MENA. Ecomdy's work in this vertical was also recognized with the Best Apps Campaign award at the TikTok Partner Awards 2026.
Results vary by product, market and budget, but the takeaway holds: lessons proven in SEA can become a practical framework for any studio ready to go global.
Topic 3: Scale Without Borders with Airwallex
Scaling globally is not only a UA challenge; it is also a financial operations challenge. Ms. Sylvie Tran, Business Development Manager at Airwallex, explained why strong UA alone is not enough for sustainable global growth.
As studios expand into more markets, they must handle international payments, multiple currencies, overseas partners and rising operating costs. Without the right setup, this financial complexity can slow growth just as campaigns start to work. Airwallex, a global financial platform for cross-border businesses, helps companies manage international payments and money movement more efficiently.
What the session covered
Managing cross-border payments more efficiently
Operating across multiple markets and currencies
Simplifying financial workflows as the business scales
Building the infrastructure needed to support faster global growth
For studios planning to enter more markets or work with more international partners, this session added an often-missed layer to the growth plan: UA brings users from around the world, but financial infrastructure keeps the business running behind them.
Topic 4: TikTok Insights and Solutions, Straight from the Platform
The final session gave studios a platform-led view of Game/App growth, built on real data and real campaign learnings. It featured two speakers directly from TikTok:
Ms. Noah Nguyen, Agency Partnership Manager
Mr. Andy Nguyen, Agency Client Solutions Manager
This is where the bigger picture met practical execution. The speakers walked through:
The latest trends shaping Game/App growth
New solutions advertisers can use to scale more effectively
What stronger campaign performance looks like from the platform's perspective
Creative and user-behavior signals that influence results
What studios should prepare for in their next stage of global growth
For teams that want to go deeper on the platform side, the TikTok Ads Help Center remains the official source for product setup and policy details, while Ecomdy's guide on unlocking TikTok advertising success for game publishers turns those features into a practical growth plan.
Key Takeaways for Game/App Studios
Across all four sessions, one idea kept coming back: sustainable global growth needs every part of the business to scale together. Here is what studios can act on now:
Read the market before you spend. Use ad data and competitor creatives to choose markets and hooks with evidence, not guesswork.
Chase user value, not just installs. Pair UA with the right monetization model (IAA, IAP or hybrid) so ROAS reflects real lifetime value.
Treat creatives as a system. Localize, refresh often and test diverse formats to keep performance steady in every market.
Automate the repetitive work. Tools such as MMP integrations and Ecomdy's Campaign Management API for faster scaling free UA teams to focus on strategy.
Build the financial backbone early. Cross-border payments and multi-currency operations should be ready before expansion, not fixed after it.
Listen to platform signals. TikTok's own view of creative and user-behavior signals helps studios plan the next stage of growth.
FAQ
What was the Ads for App Growth webinar about?
It was a webinar hosted by Ecomdy Global Gaming on how Game/App studios can scale globally. It covered market intelligence, UA with TikTok Ads, monetization, creative scaling, cross-border financial operations and platform insights from TikTok.
Who spoke at the webinar?
Speakers came from four organizations: Ms. Aria Liang (AppGrowing), Ms. Hoha (Ecomdy Global Gaming), Ms. Sylvie Tran (Airwallex), and Ms. Noah Nguyen and Mr. Andy Nguyen (TikTok).
How can TikTok Ads help game and app studios grow globally?
TikTok Ads help studios reach high-value users in regions such as the US, Europe, LATAM and MENA. Solutions like Smart+ and Pangle support wider reach, while localized creatives help keep performance stable across markets.
Why does financial infrastructure matter for app studios?
As studios expand, they deal with international payments, multiple currencies and overseas partners. A solid financial setup stops this complexity from slowing growth once campaigns start to scale.
How can my studio work with Ecomdy Global Gaming?
Ecomdy Global Gaming offers 1-on-1 onboarding for interested studios, covering TikTok Ads strategy, creative optimization and campaign management. You can reach the team through the Game/App service page linked below.
Thank You for Joining Ads for App Growth
A big thank you to every studio and partner who joined, asked questions and made Ads for App Growth such a meaningful session. A special thanks goes to our speakers from TikTok, AppGrowing and Airwallex for sharing real market insights, platform perspectives and practical solutions that gave the discussion real depth.
More than the insights themselves, we value the conversations this webinar can keep creating. We hope it opens the door to new collaboration between Game/App studios, Ecomdy Global Gaming and our ecosystem partners, turning conversations into real partnerships and new growth possibilities.
Ready to unlock a new growth channel?
Ecomdy Global Gaming is offering special 1-on-1 onboarding deals for interested studios. Our team supports TikTok Ads strategy, creative optimization, campaign management and data-driven scaling across international markets.
Talk to Ecomdy Global Gaming about scaling your game or app, or open your TikTok agency ad account to get started.
We look forward to staying connected and growing globally, together.
