India won the install race - now comes the value game. Phoena Pang VP of Sales & Operations, Americas 2026-08-24 The vast Indian gaming market is primed for a massive shift as the focus for marketers changes from pure installs to measurable value. The market is the second-largest globally, surpassing 500 million players, according to Niko Partners, and it is also the fastest growing. Without strategies that combine intent, cohort analysis, and user retention at core, raising revenue through the increasingly important in-app purchase (IAP) route becomes that much harder. Mintegral, Singular, and the Game Developer Association of India (GDAI) recently partnered to assess the app gaming market in India, uncovering mobile marketing benchmarks that uncover the current state of the market. While data across Q1 2026 reveals the size and scale of the country's gaming habits, how a typical game makes its money, and how they reach their users, the critical insight was that that install game has been won - now it's time for leading players and small companies to work on uncovering strategies to keep the users they've fought so hard to acquire. Installs are at their peak: is it time to pivot? The vast, diverse, and ultimately competitive nature of the Indian gaming market has, in the past, led marketers to focus on low-cost installs as the primary goal. However, Irfan Shaik, Director of Partnerships at Singular, says, "India has already won the install game. The next decade belongs to studios that can identify, by day three, which players are likely to retain, monetize, and deliver long-term value, then scale toward them." Moving beyond the install is especially important for leading Mid-core and Hardcore games whose revenue is tied to in-app purchases (benchmarked at 70% of revenues vs. in-app advertising's 30%). Mid-core and Hardcore titles lead the way in installs in country, with 327.1m downloads in Q1 2026. Hypercasual (272m) and Casual (258m) follow closely behind. If such gaming companies want to make the most of those massive volumes, doubling down on the strategies that work will help reduce waste. This is especially important as the vast majority of Indian gaming app downloads - 97.5% in fact - originate from Android devices. Marketers need to be mindful of the typical high churn rate of Android users, accommodating for disposable use by netting a conversion quickly. India lags behind in diversifying marketing channels. Channel diversification is already part of India's growth marketing reality, not some far-away marketing concept. However, many apps use fewer channels than the global mean. For example, a typical casual gaming app in India averages at 13 channels per app (on average), below the 17-channel global baseline. As apps become more sophisticated and competitive, the number of channels marketers use tends to increase. This is because it becomes harder to find new users if you stick to the same few channels over time. India also has a separate issue to grapple with: multiple storefronts. It's not just a place where users stick to the Google Play Store; it's a place where they can find multiple places to download and try new apps. Multiple ASO and in-store marketing strategies are the norm, something especially important if you're starting a campaign from elsewhere India can build, but can it grow? According to the GDAI (Game Developer Association of India), the ambition of Indian game developers has evolved from "Can we build games?" to "Can we build sustainable gaming businesses?" Sridhar Muppidi, a Chairperson of the GDAI, says, "India has won the install race. The next race is building sustainable gaming businesses. The studios that will define the next decade are those that combine great game development with disciplined growth: product-market fit, monetization, retention, analytics, and global publishing." Building apps is an established framework - growing global businesses is the next step, and requires much more out of a team to get right.

Singular and Roku partner to drive CTV performance at scale. Singular's integration for Roku. See exactly what your CTV campaigns drive: installs, re-engagement, and real ROI, for complete omnichannel performance measurement. Content. By Matt Hyder July 19, 2026 4 mins read Analytics Attribution Blog Growth Press Summary. * Enhanced Measurement Capabilities: Leverage Singular's integration with Roku to gain accurate attribution for CTV campaigns by linking impressions to app installs, allowing for data-driven decision-making rather than relying on gut feel. This integration enables marketers to track the entire consumer journey across channels, ensuring CTV's impact is properly recognized. * Unified Reporting: Utilize Singular's comprehensive dashboard to view Roku campaign performance alongside other digital channels (mobile, web, social), offering a single source of truth for campaign effectiveness. This holistic view aids in evaluating CTV's contribution to overall marketing efforts and can inform scaling decisions based on clear performance metrics. * Optimized Audience Targeting: Take advantage of real-time optimization and custom audience targeting within Roku Ads Manager, driven by the insights from Singular's data. This capability allows marketers to dynamically adjust campaigns based on performance and audience engagement, maximizing ROI from CTV advertising. Singular's integration for Roku. See exactly what your CTV campaigns drive. You already know how CTV ads works. Someone sees your ad on their TV, they pick up their phone, and then they install your app. The challenge? Most measurement setups lose the thread the moment the ad ends, so CTV budgets are still being defended with gut feel instead of data. Singular is aiming to close that gap, and are partnering with industry leaders to do so. Singular recently integrated with Roku, the #1 TV streaming platform in the U.S. by hours streamed, with nearly 50% of all TV streaming in the U.S. happening on a Roku device, to bring CTV scale and quality to your data, helping you prove real CTV value. In Singular, Roku campaigns show up like any other channel: measured, comparable, unbiased, and defendable. In Roku Ads Manager, your app data will unlock customer audience targeting on CTV, real time optimization towards your goal, and in-platform attribution for speedy analysis of your buy. "Marketers today need to follow the consumer's journey across a dense and fragmented landscape, synthesizing various touch points across channels and actions. As consumer streaming habits' increase, so too does the need to accurately measure the impact of CTV," said Dan Lapinski, Head of Product Commercialization, Roku Ads Manager. "Roku and Singular's partnership illuminates this multi-touch journey, which powers in-platform features like customer audiences and optimization. This all gives credence of CTV's role in the performance marketing space" What you get. Proof that your TV ads drive installs. Singular attributes back to your Roku campaigns, including impressions. Impression attribution matters because CTV impressions aren't clickable, so the conversions happen after a view. If your measurement only counts last-click, it has been undercounting the value and impact of your CTV campaigns all along. Numbers you can trust. Singular checks every Roku conversion against your other channels before it lands in your reports, so nothing gets counted twice. Reporting is aggregated to respect Roku's privacy rules, and the data stays clean, broken out by campaign, flight, and creative. Roku true value side-by-side. Roku spend and results live in the same dashboards as your mobile, web, and social campaigns. One view, one source of truth, so CTV's value is clear from the outset. Credit where CTV earned it. TV ads often start a journey that another channel finishes, and last-touch reporting hands all the credit to that final click. Singular's assists reporting shows where Roku influenced conversions along the way, so you can see the channel's full contribution before deciding whether to scale. CTV is exactly the kind of channel Singular was architected for. Users move across TV, mobile, and web in a single journey, and measurement that stops at one device gives marketers a distorted picture of what actually drives growth. Its integration with Roku brings one of the largest streaming platforms in the world into a unified, omnichannel view of performance, so teams can invest in, and see the impact of, CTV with the same confidence they have in mobile. Eran Friedman CTO & Co-Founder Getting set up. Running on Roku, or thinking about it? Reach out to your Singular contact to learn more about the integration, or signup for free at ads.roku.com/signup. First time Roku Ads Manager customers will also get ad credit to match their initial spend on the platform. Reach out to your Singular contact for more information on how to get started. Not a Singular customer yet? Roku is one piece of the picture. See how Singular's CTV attribution connects the TV impression to the conversion that follows, then book a demo today to see what real unified, unbiased, omnichannel measurement can do for your business's ROI. FAQs. What does the Singular and Roku integration do? The integration connects Roku Ads Manager campaigns to Singular's omnichannel measurement. Roku campaign performance, including installs, re-engagement, and ROI, appears in Singular alongside your mobile, web, and social channels. It also flows Singular data back into Roku Ads Manager to power custom audience targeting, real-time optimization, and in-platform attribution. How does Singular attribute installs to CTV ads? Singular uses impression-based attribution. Since CTV ads aren't clickable, conversions happen after a view: someone sees your ad on TV, then installs on their phone. Singular connects that view to the install, so CTV campaigns get credit that last-click measurement misses entirely. Will Roku conversions get double-counted against my other channels? No. Singular deduplicates every Roku conversion against all your other channels before it lands in reporting, so each install is credited once across your entire media mix. How granular is Roku reporting in Singular? Reporting is aggregated to comply with Roku's privacy requirements, broken out by campaign, flight, and creative. You get the granularity needed to optimize without compromising user privacy. Can I see when Roku assisted a conversion that another channel closed? Yes. Singular's assists reporting shows where Roku influenced conversions along the journey, even when another channel got the last touch. This gives you CTV's full contribution before you decide whether to scale. How do I get started? If you're already a Singular customer, reach out to your Singular contact or check the help center for setup steps. If you're new to Roku Ads Manager, sign up at ads.roku.com/signup. First-time Roku Ads Manager customers get ad credit matching their initial spend. Matt Hyder. Matt Hyder is the Director of Product Marketing at Singular. He's a storyteller, go-to-market strategist, and once upon a time... an opera singer.

Walmart Connect: retail media, measured like the rest of your mix. Singular's Walmart Connect integration is live. Attribute installs, re-engagement, and view-through conversions are reported alongside every channel Content. By Matt Hyder July 12, 2026 2 mins read Analytics Attribution Blog Summary. * Leverage Walmart Connect's Audience: With 90% of American households shopping at Walmart, marketing professionals should prioritize campaigns on Walmart Connect to tap into a vast, high-intent consumer base, particularly for sectors like food delivery, e-commerce, and fintech. * Utilize Integrated Attribution for Enhanced Insights: Singular's integration allows marketers to attribute app installs and re-engagement directly to Walmart Connect campaigns, including view-through conversions. This transparency helps measure campaign effectiveness and supports informed scaling decisions. * Streamline Reporting Across Channels: The integration enables Walmart Connect performance data to be included in existing Singular reports alongside other marketing channels (social, search, CTV), facilitating comprehensive budget discussions and ensuring accurate comparisons across all platforms. Singular's integrated with Walmart Connect. Retail media is where a lot of ad budgets are heading, and Walmart Connect is one of the biggest reasons why. Walmart's ad platform puts your campaigns in front of shoppers across Walmart.com, the Walmart app, and beyond, backed by first-party purchase data most channels can only dream about. Until now, there was a catch for app marketers: you could spend on Walmart Connect, but you couldn't see what it drove in the same place as the rest of your marketing. Singular's Walmart Connect attribution integration fixes that. It's live now. Why this matters for you. Walmart Connect reaches an enormous, high-intent audience. Walmart reports about 90% of American households shop with them, which makes this one of the largest commerce audiences an advertiser can buy. And the platform keeps expanding, most recently with Walmart's move to acquire CTV ad platform Vibe.co. For food delivery, e-commerce, fintech, and any app whose customers overlap with Walmart shoppers, that's a serious acquisition channel. But a channel you can't measure is a channel you can't scale with confidence. What you get. Installs and re-engagement, attributed. Singular ties app installs and re-engagement back to your Walmart Connect campaigns, so you know what your retail campaigns actually deliver beyond the storefront. Credit for views, not just clicks. The integration supports view-through attribution, capturing the shoppers who saw your ad and converted later without clicking. Skip that and you undercount the channel. One view across your whole mix. Walmart Connect results land in the same Singular reports as your social, search, CTV, and everything else. Deduplicated, comparable, and ready for budget conversations. Setup is built to drop into workflows your team already runs. Getting set up. Setup is easy and you can find the full walkthrough in its help center, or reach out to your Singular contact to help you get started. Not a Singular customer yet? Book a demo FAQs. What does the integration measure? It attributes app installs and re-engagement back to your Walmart Connect campaigns, including view-through conversions where a shopper saw your ad and converted later without clicking. You see those results down to the in-app events that matter to your business, in the same reports as your other channels. Do I need to change how I run my Walmart Connect campaigns? No major changes. You generate tracking links in Singular and share them with your Walmart Connect campaign setup, and add the impression pixel if you want view-through attribution. From there, results flow into your Singular reporting automatically. How does Walmart Connect appear next to my other channels? Exactly like any other partner. Walmart Connect sits in the same dashboards and cohorts as your social, search, and CTV spend. Because Singular resolves attribution before aggregating, Walmart Connect conversions are deduplicated against every other channel, so nothing is counted twice and every channel is compared on the same terms. Matt Hyder. Matt Hyder is the Director of Product Marketing at Singular. He's a storyteller, go-to-market strategist, and once upon a time... an opera singer.