“We have our own in-house platform called Ivory that allows us to manage all these apps at scale — the same codebase, same connections to analytics and advertising platforms — which is imperative when you're managing a lot of different products.”

Shared infrastructure across a portfolio removes the overhead of scaling individual apps

Without shared infrastructure, each acquired app becomes a separate engineering silo with its own analytics integrations, monetisation wiring, and reporting. Maple Media's Ivory platform standardises all of that so every app speaks the same metrics language from day one. This is the operational moat that makes running 37 apps with one team viable.