An introduction to mobile user acquisition
Nailing the mobile games scene is all about grabbing users' attention, getting them excited to download your mobile game, and ensuring they have a great time playing it. However, as a mobile game developer, you might find yourself at a crossroads when it comes to executing user acquisition campaigns. This could involve establishing an in-house user acquisition team within your studio, leveraging the expertise of a mobile marketing agency, or collaborating with a mobile game publisher.
Each approach has its own advantages and disadvantages, and the choice depends on your specific goals and resources. So, let's conduct a complex review of all three methods and examine the pros and cons of each.
Before comparing different approaches to UA, let's discuss the work of a mobile marketing team in the gaming industry and how it operates.
Setting the goals of the UA department starts with the product. Specifically, we are talking about understanding the game's objectives and KPIs, which then will shape the marketing strategy.
UA managers need not only to know the game and its audience but also to have a solid grasp of project monetization
For instance, if a game aims to make $100 million in a year, the company sets annual objectives based on this target. The UA team then sets sub-goals, calculating marketing spend, and ROI to achieve this overarching target.
The main tasks include optimizing advertising campaigns and analyzing channels to minimize costs while maximizing profit. However, achieving this isn't as simple as setting up a few campaigns and gradually spending the advertising budget.
Understanding how traffic source algorithms work is crucial, as is knowing when to adjust bids to improve performance metrics and when to replace creatives in a campaign or decide to pause it. Determining when to scale campaigns and when to cut the bid is essential. Essentially, the UA team's success relies on the synergy of all these factors.
In addition to launching and optimizing campaigns,
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