History of AppLovin in Timeline

AppLovin is a mobile technology company based in Palo Alto, CA, founded in 2012. It offers platforms like MAX, AppDiscovery, and SparkLabs to assist developers with marketing, monetization, analytics, and app publishing. AppLovin operates Lion Studios, which focuses on publishing and promoting mobile games. The company also invests in mobile game publishers. AppLovin's revenue is derived from both businesses using its software (49%) and consumers making in-app purchases (51%).

2007: Superbad Film Release

In 2007, the film Superbad was released. According to Foroughi, the AppLovin name was not a homage to Christopher Mintz-Plasse's character from the film Superbad.

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2012: AppLovin Founded

In 2012, AppLovin Corporation, an American mobile technology company, was founded. The company helps app developers with marketing, monetization, analysis, and publishing through its mobile advertising, marketing, and analytics platforms like MAX, AppDiscovery, and SparkLabs.

October 2014: AppLovin Acquires Moboqo

In October 2014, before emerging from stealth mode, AppLovin purchased the German mobile ad-network Moboqo.

September 26, 2016: AppLovin Acquisition Agreement with Orient Hontai Capital

On September 26, 2016, it was reported that AppLovin had agreed to be acquired by Orient Hontai Capital for $1.42 billion. The acquisition deal was subsequently abandoned for debt investment.

2017: Adam Foroughi Recognized on San Francisco Business Times "40 Under 40" List

In 2017, Adam Foroughi was recognized on the San Francisco Business Times "40 Under 40" list.

July 2018: Lion Studios Launched

In July 2018, AppLovin launched Lion Studios, which works with mobile developers to publish and promote their games.

August 2018: Refinancing and KKR Investment

In August 2018, AppLovin refinanced the convertible note facility and raised a significant credit facility from U.S.-based investors. KKR & Co. Inc. acquired a minority stake in AppLovin for $400 million that same month.

September 2018: AppLovin Acquires MAX

In September 2018, AppLovin acquired MAX, an in-app bidding company. It added partnerships with Adjust and Facebook Audience Network to its in-app bidding for developers.

2018: AppLovin Ranked on Deloitte Fast 500 North America list

In 2018, AppLovin was ranked #10 on the Deloitte Fast 500 North America list for the second time.

2019: Acquisition of SafeDK and Investments in Game Studios

In 2019, AppLovin acquired SafeDK, a software development kit management platform. AppLovin also announced investments in mobile game studios including PeopleFun, Firecraft Studios and Belka Games.

February 2020: Investments and Acquisition in February 2020

In February 2020, AppLovin invested in the mobile game studios Geewa and Redemption Games, and acquired Machine Zone (MZ).

2020: Revenue Split in 2020

In 2020, AppLovin's revenue split, with 49% coming from businesses using its software and 51% from consumers making in-app purchases.

February 2021: Acquisition of Adjust

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

March 2021: AppLovin Filed for IPO

In March 2021, AppLovin filed for an IPO to raise $100 million.

April 15, 2021: AppLovin Became a Public Company

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

October 6, 2021: AppLovin to Acquire MoPub

On October 6, 2021, AppLovin announced the acquisition of mobile monetization company MoPub from Twitter for $1.1 billion.

January 3, 2022: AppLovin Finalized Acquisition of MoPub

On January 3, 2022, the sale of MoPub to AppLovin was finalized.

August 9, 2022: AppLovin Made an Offer to Buy Unity Technologies

On August 9, 2022, AppLovin made an offer to buy Unity Technologies in exchange for $17.54 billion of stock. The merger proposal would have resulted in Unity CEO John Riccitiello becoming the CEO of the combined entity. AppLovin's bid would have required Unity to terminate its recent deal to merge with ironSource.

February 2025: AppLovin to Divest Mobile Games Development Business

In February 2025, AppLovin said that it would divest its mobile games development business to a private company for $900 million and focus on its advertising business.