AppLovin

Last updated
AppLovin Corporation
Company type Public
Industry Mobile technology
Founded2012;12 years ago (2012)
Founders
Headquarters Stanford Research Park,
Palo Alto, California
,
U.S.
Area served
Worldwide
Key people
Adam Foroughi (CEO)
RevenueIncrease2.svg US$3.28 billion (2023)
Increase2.svgUS$648 million (2023)
Increase2.svgUS$357 million (2023)
Total assets Decrease2.svgUS$5.36 billion (2023)
Total equity Decrease2.svgUS$1.26 billion (2023)
Number of employees
1,745 (2023)
Subsidiaries MoPub
Website applovin.com
Footnotes /references
[1] [2]

AppLovin Corporation is an American mobile technology company headquartered in Palo Alto, California. [3] Founded in 2012, it operated in stealth mode until 2014. [4] AppLovin enables developers of all sizes to market, monetize, analyze and publish their apps through its mobile advertising, marketing, and analytics platforms MAX, AppDiscovery, and SparkLabs. AppLovin operates Lion Studios, which works with game developers to promote and publish their mobile games. AppLovin also has large investments in various mobile game publishers. In 2020, 49% of AppLovin's revenue came from businesses using its software and 51% from consumers making in-app purchases. [5]

Contents

History

AppLovin was founded in 2012 by Adam Foroughi, John Krystynak, and Andrew Karam. [6] [7] Foroughi stated that the AppLovin name came from Bloglovin', a content organizing company, contrary to reports of a homage to the Christopher Mintz-Plasse character from the 2007 film Superbad . [8]

The company operated in stealth mode until 2014, raising $4 million in financing from angel investors, Streamlined Ventures and the Webb Investment Network. [3] Before emerging from stealth mode, AppLovin acquired customers including Opentable and Spotify. [9] [10] In October 2014, AppLovin purchased the German mobile ad-network Moboqo. [11]

On September 26, 2016, it was reported that AppLovin had agreed to be acquired by the Chinese private equity firm, Orient Hontai Capital, for $1.42 billion; the acquisition deal was subsequently abandoned for debt investment after opposition to the plans from CFIUS. [12] [13] [14] The company was ranked #10 on the 2016 Deloitte Fast 500 North America list, and again in 2018. [15] [16] Foroughi was recognized on the 2017 San Francisco Business Times "40 Under 40" list. [17]

In July 2018, AppLovin launched Lion Studios, which works with mobile developers to publish and promote their games. [18] The convertible note facility that AppLovin received from Hontai Capital was fully refinanced in August 2018, after AppLovin raised a significant credit facility from U.S.-based investors. Hontai retains a small equity stake in AppLovin. That same month, the private equity firm KKR & Co. Inc. acquired a minority stake in AppLovin for $400 million. [19] In September 2018, AppLovin acquired the in-app bidding company MAX. [20] It added partnerships with Adjust and Facebook Audience Network to its in-app bidding for developers. [21]

In 2019, the company acquired SafeDK, a software development kit management platform for ad quality, performance and stability in mobile apps. [22] AppLovin also announced it had invested in several mobile game studios including PeopleFun, Firecraft Studios and Belka Games. [23]

In 2020, Pocket Gamer ranked AppLovin on its list of Top 50 Mobile Game Makers. [24] In February 2020, AppLovin invested in the mobile game studios Geewa, and Redemption Games, and it acquired Machine Zone (MZ). [25] [26]

In February 2021, AppLovin announced the acquisition of mobile app measurement company Adjust. [27]

In March 2021, AppLovin company filed for an IPO in order to raise $100 million. [28]

On April 15, 2021, AppLovin became a public company, trading under the ticker APP. AppLovin began trading at US$70 per share, with a total valuation of approximately US$24 billion. [29]

On October 6, 2021, AppLovin announced the acquisition of mobile monetization company MoPub from Twitter for $1.1 billion. [30] The sale was finalized on January 3, 2022. [31]

On August 9, 2022, AppLovin made an offer to buy Unity Technologies in exchange for $17.54 billion of stock. The proposal for merger would result in Unity CEO John Riccitiello becoming the CEO of the combined entity. [32] AppLovin's bid would require Unity to terminate its recent deal to merge with ironSource. [33] Later that month, Unity's board rejected the offer and committed to complete its acquisition of ironSource. [34]

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References

  1. ↑ "AppLovin Corp. 2023 Annual Report (Form 10-K)". U.S. Securities and Exchange Commission. 26 February 2024. Retrieved 26 February 2024.
  2. ↑ "AppLovin on Forbes America's Most Promising Companies List". Forbes. Archived from the original on 11 September 2019. Retrieved 26 September 2016.
  3. 1 2 Schubarth, Cromwell (26 September 2016). "Fast Growing Silicon Valley Ad Tech Startup Sells At 'Unicorn' Valuation". Silicon Valley Business Journal. Archived from the original on 12 September 2017. Retrieved 16 October 2016.
  4. ↑ Kim, Eugene (12 March 2015). "One Simple Rule Got This Startup to $200 Million in Annual Revenue in Less Than Three Years". Business Insider. Archived from the original on 20 April 2020. Retrieved 16 October 2016.
  5. ↑ "AppLovin joins parade of video game companies headed for public market after 2020 sales hit $1.45 billion". CNBC. April 15, 2021. Archived from the original on April 21, 2021. Retrieved April 15, 2021.
  6. ↑ "AppLovin". Forbes. Archived from the original on 11 September 2019. Retrieved 16 October 2016.
  7. ↑ Ha, Anthony. "Mobile Ad Startup AppLovin Says It Has Reached A $100M Revenue Run Rate". TechCrunch. Archived from the original on 15 November 2019. Retrieved 26 September 2016.
  8. ↑ "'That shaped me': How an Iranian immigrant and tech CEO built his American Dream - Yahoo Finance". Archived from the original on 2021-01-18. Retrieved 2021-02-10.
  9. ↑ Bort, Julie (26 August 2016). "AppLovin Could Soon Be Selling Itself for $1.5 Billion". Business Insider. Archived from the original on 30 June 2018. Retrieved 16 October 2016.
  10. ↑ Byrne Reilly, Richard (4 June 2014). "Mobile Marketer AppLovin Emerges From Stealth With 300 Customers". VentureBeat. Archived from the original on 18 November 2016. Retrieved 16 October 2016.
  11. ↑ Ha, Anthony (9 October 2014). "Mobile Ad Startup AppLovin Acquires German Ad Network Moboqo". TechCrunch. Archived from the original on 17 May 2019. Retrieved 16 October 2016.
  12. ↑ Baker, Liana B. "Exclusive: AppLovin tweaks Chinese takeover deal after U.S. pushback". Reuters. Reuters. Archived from the original on 2020-04-18. Retrieved 2018-01-03.
  13. ↑ "Exclusive: AppLovin to Be Acquired by Chinese Investor for $1.4 Billion". Forbes. Archived from the original on 26 December 2019. Retrieved 26 September 2016.
  14. ↑ Ha, Anthony (26 September 2016). "AppLovin is Selling a Majority Stake to Orient Hontai Capital for $1.4B". TechCrunch. Archived from the original on 8 July 2019. Retrieved 16 October 2016.
  15. ↑ "2016 Winners by rank" (PDF). Deloitte. Archived from the original (PDF) on 21 November 2016. Retrieved 23 September 2017.
  16. ↑ "2018 Technology Fast 500" (PDF). Deloitte. 2018-12-07. Archived (PDF) from the original on 2021-01-13. Retrieved 2021-02-10.
  17. ↑ "Forty Under 40: Adam Foroughi, AppLovin - San Francisco Business Times". Archived from the original on 2017-05-17. Retrieved 2021-02-10.
  18. ↑ Rebekah Valentine. "AppLovin launches publishing division Lion Studios". GamesIndustry. Archived from the original on 2019-06-16. Retrieved 19 January 2019.
  19. ↑ Joshua Franklin (16 July 2018). "KKR agrees to buy stake in AppLovin at $2 billion valuation". Reuters. Archived from the original on 28 July 2018. Retrieved 18 January 2019.
  20. ↑ "AppLovin Acquires MAX In A Bid To Spur In-App Header Bidding Adoption - Ad Exchanger". Archived from the original on 2021-01-20. Retrieved 2021-02-10.
  21. ↑ "Adjust Extends Ad Revenue Reporting To MAX By AppLovin - MarTech Series". Archived from the original on 2021-01-26. Retrieved 2021-02-10.
  22. ↑ Ha, Anthony (July 9, 2019). "AppLovin acquires SafeDK to improve brand safety". TechCrunch. Archived from the original on April 15, 2021. Retrieved April 14, 2021.
  23. ↑ Franklin, Joshua (September 5, 2019). "Mobile marketing firm AppLovin invests in game studios". Reuters. Archived from the original on April 15, 2021.
  24. ↑ "Revealed: The movers, shakers, and moneymakers". Pocket Gamer. September 8, 2020. Archived from the original on April 15, 2021. Retrieved April 14, 2021.
  25. ↑ Nesterenko, Oleg (February 12, 2020). "AppLovin invests in Clipwire Games and Geewa". Game World Observer. Archived from the original on April 15, 2021. Retrieved April 14, 2021.
  26. ↑ Takahashi, Dean (May 4, 2020). "AppLovin invests in Sweet Escapes mobile game developer Redemption Games". VentureBeat. Archived from the original on April 15, 2021.
  27. ↑ "AppLovin to buy mobile app measurement startup Adjust". Mobile Marketing Magazine. March 2, 2021. Archived from the original on February 4, 2021. Retrieved March 3, 2021.
  28. ↑ "AppLovin joins parade of video game companies headed for public market after 2020 sales hit $1.45 billion". CNBC. March 2, 2021. Archived from the original on March 3, 2021. Retrieved March 3, 2021.
  29. ↑ "Mobile gaming company AppLovin starts trading at $70, giving it a market cap of about $24 billion". CNBC. April 15, 2021. Archived from the original on April 15, 2021. Retrieved April 15, 2021.
  30. ↑ "AppLovin to Acquire MoPub Business From Twitter". Mobile Marketing Magazine. October 6, 2021. Archived from the original on October 6, 2021. Retrieved March 3, 2021.
  31. ↑ Perez, Sarah (January 3, 2022). "Twitter completes sale of MoPub to AppLovin for $1.05 billion". TechCrunch. Archived from the original on January 4, 2022. Retrieved January 3, 2022.
  32. ↑ "AppLovin Proposes $17.5 Billion Deal to Buy Unity Software". WSJ. August 9, 2022. Archived from the original on August 9, 2022. Retrieved August 9, 2022.
  33. ↑ Kokalitcheva, Kia (August 9, 2022). "AppLovin bids $17.5 billion to acquire game engine company Unity". Axios . Archived from the original on August 10, 2022. Retrieved August 10, 2022.
  34. ↑ Balu, Nivedita; Hu, Krystal; Mathews, Eva (August 15, 2022). "Unity rejects AppLovin's takeover bid, to stick with ironSource buyout". Reuters . Archived from the original on 2022-08-16. Retrieved 2022-08-16.
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