Adikteev for advertisers: how it works, and how to test it

Adikteev runs retargeting for apps: ads shown to people who already have your game installed, to bring lapsed players back or move active ones toward a purchase. The company was founded in Paris in 2012 and also has an office in San Francisco.

What Adikteev is

Adikteev buys mobile ads through its own demand-side platform (DSP), which it runs for retargeting only. The bidder scores each player's chance of churning, then bids less on players likely to come back on their own and more on players at risk who still show some engagement. An in-house studio makes the video and playable ads.

Adikteev reports results as incremental revenue, measured against a control group of players who saw no ads. It has also added user acquisition through connected TV (CTV) ads.

Which games it suits

Retargeting works on players you already have, so it suits games with a large installed base and players who have spent before. Adikteev calls lapsed payers, players who bought and then stopped, the most incremental audience. It also says retargeting can't create behavior that was never there: a player who installed and never came back won't start paying because of an ad.

In AppsFlyer's Performance Index 2025, the remarketing volume ranking counts players who clicked an ad and returned to the app, and the power ranking adds the revenue each of them brought, compared with players who returned without an ad. For gaming on Android, Adikteev ranked first of ten networks on power and fourth on volume. It ranks in casual and midcore games.

Singular's ROI Index 2026 lists Adikteev among its growth leaders, networks with strong ROI below Singular's scale thresholds, on 11 leaderboards that include gaming on Android and iOS.

In an Adikteev case study, a football game in South Korea began by winning back lapsed players at a set cost per returning player, choosing them by how recently and how often they had played and how much they had spent. When the publisher moved the goal to ROAS, the campaign switched to players with a purchase history, ROAS reached three times the target, and the daily budget grew by 151%.

How to run a first test

  • Check the audience size. Adikteev wants at least 15,000 players you can target before a campaign starts. It publishes no minimum budget or test length.
  • Share your in-app events through your MMP. Adikteev uses your organic events for a pre-launch analysis of your players and for its churn scores, and it documents the setup for AppsFlyer, Adjust and Singular.
  • Pick one goal and keep it. Attributed ROAS favors players already likely to buy, and incrementality favors lapsed payers. Adikteev advises choosing one per campaign.
  • Hold out a control group. Ask for a randomized group from the same segment that sees no ads, run the same setup on both groups, and judge the campaign by the difference in revenue. Adikteev's incrementality guide compares ways to do this, from intent-to-treat to public-service ads and ghost ads.
  • Brief creative for players who know the game. Retargeting ads can be shorter than UA ads, Adikteev says. In one of its case studies, interactive MRAID ads shown to payers inactive for seven days or more returned 47% more ROAS than static banners and cost 13.9% less per returning player.
  • Plan iOS on its own. Retargeting by device ID needs the IDFA, which reaches your MMP's postbacks only for players who allowed tracking. Ask how the campaign will handle the players who didn't.

How to reach Adikteev through SuperScale Media

Adikteev is one of the 36 networks in the SuperScale Media portfolio. Your spend runs through SuperScale's own network agreements — one IO, 35+ networks. Onboarding is a tracking link, not an integration project.

If Adikteev is on your list to test, put your own numbers into the ROI calculator. It lists every network in the portfolio.

For the other networks by supply type, see our guide to mobile game UA beyond Meta and Google.

Sources

SuperScale

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