AppLovin doubles down on AI-powered advertising by selling its gaming studios

The news: AppLovin announced it will divest its gaming studios, selling its entire "apps business" for $900 million, comprising $500 million in cash and a minority equity stake in the combined private entity.

• This marks a shift from the company's dual focus on mobile gaming and advertising technology as AppLovin transitions into a pure adtech company focused on its MAX mediation and Axon AI-driven ad solutions.
• The sale is expected to close in Q2 2025, and the company plans to channel its efforts into enhancing AI-driven advertising.

Why it matters: AppLovin's decision to exit the gaming business reflects a broader trend of companies honing in on core competencies.

• AppLovin acquired gaming studios to train its machine learning models for ad optimization. However, CEO Adam Foroughi noted that gaming was never the primary focus. By divesting, the company clarifies its identity and shifts fully to its adtech core.
• The move eliminates operational complexity tied to game development, allowing it to focus exclusively on advertising. The shift also aligns with growing demands in the adtech sector, particularly around AI and performance-driven advertising.
• By shedding its gaming division, AppLovin strengthens its competitive positioning against industry giants like Google, Meta, and The Trade Desk.
• The sale boosts capital efficiency and profitability. With the gaming business gone, AppLovin's higher-margin advertising arm (78% EBITDA vs. 19% for gaming) becomes the main growth driver. Reinvesting cash flow into buybacks signals a strong focus on shareholder value.
• Divesting also reduces potential conflicts of interest with gaming publishers, making AppLovin’s ad platform more appealing to a broader range of mobile game advertisers.

Our take: This shift highlights AppLovin’s focus on AI-driven advertising, a high-growth area; the company’s ad revenues soared 73% in Q4.

• By eliminating game development, the company can accelerate AI innovations for advertisers, signaling its commitment to automation and performance-based adtech.
• With a clear identity and more resources dedicated to expanding its ad platform, AppLovin is poised to take full advantage of the fast-evolving world of AI and performance-based advertising. This move could help solidify its place among the dominant players in the space, with its focus squarely on delivering innovative solutions to advertisers.