Mobile game studios today face a host of existential challenges, from rising UA costs to increasing competition. Yet one of the most fatal threats to game studios, and a massive problem that is often overlooked, is data inconsistencies. We discussed this issue in detail in our previous article, which highlights that the key problem is fragmentation: data scattered across platforms, teams, and tools creates silos, demonstrating how poor data health impacts decision-making at every level. Without a solid foundation of accurate, reliable data, every strategic decision—whether it’s about UA, monetization, or game optimization—is compromised.

Why data consistency is essential

Data consistency is more than just a “nice-to-have”; it’s critical to success. Even the most skilled UA teams or creative agencies will struggle to deliver results without the right data to guide them. SuperPlatform was developed to address this exact issue, consolidating data from various sources, ensuring accuracy, and providing insights that inform every key decision you make.

The cost of inconsistent data

Many studios don’t realize how much poor data health costs them. On average, a mobile game studio pulls data from 15 different sources, each with 4 levels of actions. With so many moving parts, inconsistencies are inevitable. If these inconsistencies go unnoticed, companies risk losing a significant portion of their marketing budget due to incorrect decisions. We’ve seen as much as 25% of the marketing budget wasted over a prolonged period due to incorrect revenue data skewing the results of an otherwise robust prediction model.

 

 

For example, a single outdated SDK can cause a cascade of data discrepancies, leading to incorrect revenue data. This, in turn, results in misallocated UA spending, misjudged ROAS predictions, and lost revenue.

Many decision-makers spend excessive time manually checking data—copying and pasting data from multiple tools into spreadsheets, which introduces even more errors. The problem isn’t if something will go wrong; it’s when. On average, we at SuperScale detect a critical data inconsistency in a game connected to SuperPlatform at least once a week. This means the data inconsistency problem is not something that can be solved once and for all, but rather needs to be monitored and managed at all times.

The hidden time bomb:

Why studios can’t afford to ignore data health

Data inconsistencies often go unnoticed until it’s too late. Initially, everything appears fine. Then, months later, studios realize that UA campaigns aren’t profitable, ROAS predictions were wrong, and key business decisions were made based on faulty data. Many studios have experienced this firsthand, leading to unnecessary losses.

The human element

Everyone makes mistakes—we’ve seen it time and time again. Before fully integrating SuperPlatform into our processes, we encountered numerous setbacks due to poor data health. We learned the hard way that even the best strategies fail without accurate data. Increased manual work, reduced efficiency, and excessive time consumption all stem from unreliable data. With multiple levels of complexity in managing a portfolio of games, the risks compound.

The benefits of data health

With strong data health, studios can:

  • Reduce the risk of bad decisions in marketing, business, and product development.
  • Save time and internal resources, eliminating the need for extensive manual oversight.
  • Focus on strategic growth rather than troubleshooting data issues.

Best practices for ensuring data accuracy

To combat data inconsistencies effectively, mobile game studios should adopt these key practices:

  • Regular data audits: Routinely check data sources to identify and correct inconsistencies.
  • Unified data systems: Use an integrated platform like SuperPlatform to consolidate and manage all data sources.
  • Team training: Educate teams on best practices for data entry and management to minimize human error.
  • Real-time monitoring: SuperPlatform provides comprehensive data health monitoring across 40+ top mobile gaming data sources. A built-in catalog of solutions ensures quick resolution of inconsistencies, reducing the need for frequent audits and manual work.

How we deal with this in SuperPlatform

We’ve seen inconsistent data be the downfall of many game studios—here’s how to prevent it.

SuperPlatform’s Data Core module, with its Data Health Monitoring capabilities, ensures that your data remains consistent and accurate, providing the foundation needed for growth and success. Let’s take a closer look at the key advantages SuperPlatform offers to mobile game studios:

 

  Automated Data Health Monitoring

  • Seamless data consistency: SuperPlatform continuously monitors data for inconsistencies across all relevant sources (MMPs, app stores, SKAN, ad networks, etc.), preventing costly errors and lost profits.
  • Error mitigation: The Data Core module automates the detection of data inconsistencies, with the SuperPlatform team providing concrete resolutions. This reduces reliance on manual intervention, freeing experts to focus on strategic priorities.

 

 Evaluating prediction accuracy

  • Prediction intervals for ROAS: SuperPlatform calculates and displays prediction intervals, giving a range of potential outcomes. This helps studios account for uncertainty in financial forecasting and UA budget allocation, ensuring more robust financial strategies.

 Scaling and adaptability

  • Standardized for existing and new sources: The Data Core module integrates seamlessly with various ad networks and data sources, continually adapting to new inputs without requiring constant maintenance.

Conclusion

Data consistency is the foundation upon which successful growth strategies are built. Whether optimizing UA, refining monetization strategies, or improving ASO, none of it will be effective without accurate data. With SuperPlatform, studios ensure decisions are always based on reliable insights, avoiding costly errors and unlocking new opportunities.

At SuperScale, we’ve invested heavily in creating one of the best tools for marketing data health, drawing from real-world experience. Our platform provides decision-makers with the value and expertise they need to thrive. 

If you’re ready to take control of your data and make informed, strategic decisions, SuperPlatform is the solution you’ve been waiting for. Reach out to us and start building your success on a solid foundation of accurate, reliable data.