Summary of AppLovin FY Conference Call (December 09, 2025) Company Overview - **Company**: AppLovin (NasdaqGS: APP) - **Industry**: Mobile Gaming and Advertising Key Points Gaming Vertical - AppLovin's primary business is in the gaming vertical, which has shown durability in growth, historically achieving a growth rate of 20%-30% [3][5] - The mobile gaming market is experiencing double-digit growth in supply, driven by the MAX Marketplace, which creates opportunities for overall market expansion [4] - Demand-side advertising through the Axon model is improving due to ongoing technology enhancements, including reinforcement learning and model improvements [4][5] Self-Serve Platform - The self-serve platform launched on October 1, 2025, focuses on performance metrics such as return on ad spend (ROAS) rather than the number of advertisers [6][7] - Initial results from e-commerce advertisers indicate strong performance, with a focus on prospecting campaigns that allow advertisers to reach new customers effectively [8][15] E-commerce and Advertising Strategy - AppLovin aims to leverage its large user base (over a billion users) to provide advertising opportunities beyond gaming, targeting a broader audience [9][10] - The company has identified that new product offerings are more successful with one-off purchase items rather than brands with high customer loyalty [12][13] - The prospecting tool has shown promising results, with some advertisers achieving up to 80% new customer acquisition rates [16] AI and Creative Development - AppLovin is investing in AI-based creative tools to help advertisers generate optimized ads for their platform, which is crucial for attracting new customers [18][20] - The company is developing generative AI tools for both image and video ad creation, with the image generation model expected to be rolled out soon [22][23] Direct Payments and Industry Impact - The potential shift to direct payments in the gaming industry could positively impact AppLovin, but the transition is expected to take time, with a gradual reduction in payment fees from 30% to an estimated 15%-20% [25][27] - The incremental profit from this shift may initially benefit mobile gaming companies before eventually flowing to advertising companies like AppLovin [28] Competitive Landscape - AppLovin differentiates itself from competitors like Meta and Google by focusing on both top-of-funnel and bottom-of-funnel advertising, allowing for incremental growth opportunities for advertisers [30][31] - The company is positioning itself to capture a larger share of advertising spend by providing unique solutions that complement existing marketing strategies [32][33] Capital Allocation and Growth Strategy - AppLovin plans to continue its stock buyback program, having increased authorization by $3.2 billion, while maintaining a lean operational structure with around 900 employees [34][36] - The company is focused on growth initiatives, particularly in e-commerce, and aims to significantly increase its customer base through effective marketing strategies [38][40] Future Outlook - The web targeting model is expected to improve rapidly, with a strong emphasis on data integration and customer experience [37][39] - AppLovin anticipates substantial growth opportunities as it expands its advertising solutions beyond gaming, potentially influencing economic expansion in various categories [33][40]