Nova Launcher: New Owner Apparently Integrates More Ads
The popular Nova Launcher was facing its end. Now it has a new owner – and is apparently getting more ads.
Not Tesla Coil anymore, and not Branch either: According to the Play Store, the new owner of Nova Launcher is Instabridge Sweden.
(Image: Maor_Winetrob / Shutterstock)
Nova Launcher has been sold by its previous owner, Branch, to Instabridge Sweden. The original developer, Kevin Barry, had left his project months ago, leading many to believe the end of one of the most successful alternative Android launchers was sealed. Now, Nova Launcher has a new owner who has apparently integrated new ad trackers into the app.
New Owner, More Trackers
An official announcement regarding the change of ownership is still pending, but Google's Play Store now lists Instabridge Sweden as the owner of the launcher, not Branch. Besides Nova Launcher, Instabridge offers other ad-supported applications such as Deego, an app for creating photo backups, a Wi-Fi hotspot map, and also functions as an eSIM provider.
Reddit users in the Nova Launcher subreddit apparently noticed the change of ownership first. Additionally, one Redditor mentioned that the new owner has already integrated Google AdMob and Facebook Ads SDKs into the app. This code is reportedly found in both the free and paid Prime version. The code is not only used for displaying ads but also for data collection.
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In connection with this, new trackers have also been integrated: According to data from Exodus Privacy Trackers, the number of trackers has increased from two trackers with 30 permissions in version 81006 (8.1.6) to six trackers and 36 permissions in version 8104 (8.2.4). Especially with a launcher, one should prioritize data economy, as almost every tap on the smartphone's home screen represents an interaction with the launcher.
Uncertain Future
Nova Launcher is considered one of the most popular alternative Android launchers for experienced Android users on the market, characterized by its wide range of customization options and features. Especially in the 2010s, alternative Android launchers were extremely popular, as smartphone manufacturers' native launchers sometimes lacked certain functionalities. A lot has changed since then. Manufacturers have integrated features that were previously only available on alternative launchers or custom ROMs into their software overlays.
Nova Launcher was acquired by the company Branch in 2022, after which its further development noticeably stalled. In early September 2025, Kevin Barry, the founder of Nova Launcher, was the last remaining developer to depart.
According to his statements, he wanted to put the launcher on a solid open-source basis upon his departure and release the source code. However, it is understood that this did not happen due to resistance from Branch. How or whether Nova Launcher will continue under the new owner is unclear.
(afl)
