What you need to know
- One App Store developer says upcoming iOS 14 changes will be an atomic bomb for advertising.
- Tenko Games' Adam Jaffe expects mobile revenue to drop by 20% for one of his games.
- He also says people will have to reinvent the job of marketing as a result.
One App Store developer says that upcoming privacy changes to iOS 14 will be an "atomic bomb" for the industry.
Adam Jaffe's mobile game jostles daily with nearly a million others in Apple Inc.'s App Store to lure users -- and ideally some willing to spend real-world cash to boost their odds of victory.
Now the Tenko Games CEO's ability to entice those lucrative players is about to dwindle.
Jaffe apparently expects his $3.5 million in revenue from Underworld Football Manager to drop by up to 20%, describing the changes as an "atomic bomb":
"It's like an atomic bomb," said the Barcelona-based former professional soccer player who's also a consultant for other game studios. "People are going to have to reinvent how they do the job of marketing -- well, not reinvent but go back to where it was 10 years ago."
Responding to the story, Apple reiterated in a statement that users should have a choice "over the data that is being collected about them and how it's used". When iOS 14.5 is released publicly, all apps will have to ask users whether or not they want to be tracked across apps and services using an IDFA identifier, the kind used by companies like Facebook to target ads at users. A report in March claimed that 99% of users offered the choice so far have refused.
Apple is holding its Spring Loaded April event next week, and it is rumored Apple could announce the release date of the major software update at the event.