Key Product Trends Every UA Manager Should Know - by Gamelight

Simply increasing budgets no longer guarantees results in 2026. To stay profitable, UA teams need to go deeper: into LiveOps, player motivation, and what’s really happening under the hood of the game.

Our friends at Gamelight paired their marketing expertise with AppMagic data to surface the trends that will define the market this year.

Here’s a quick sneak peek at what stood out:

- LiveOps volume keeps rising, creating more frequent high-intent moments to launch and scale UA campaigns 🎮

- Creative formats are shifting toward AI-assisted production and social-native styles that match actual content consumption📱

- Millennials are gaining share across top genres, while Gen Z continues to favor hybrid-casual and sandbox titles 🛝

But that's not all! You can find many more in the full article on Gamelight