A Comprehensive Guide to Mobile User Acquisition Strategies

Succeeding in the mobile gaming industry requires capturing users' attention, driving downloads, and ensuring a engaging experience. However, as a mobile game developer, you may face challenges when executing user acquisition campaigns, including building an in-house UA team, collaborating with a mobile marketing agency, or partnering with a mobile game publisher. Each approach has its advantages and disadvantages, and the choice depends on your specific objectives and resources. In this article, we will conduct a thorough review of all three methods and examine their pros and cons. Before comparing different approaches to UA, let's discuss the role of a mobile marketing team in the gaming industry and how it operates. Setting the goals of the UA department starts with understanding the game's objectives and key performance indicators (KPIs), which shape the marketing strategy. For instance, if a game aims to generate $100 million in revenue annually, the company sets annual objectives based on this target, and the UA team sets sub-goals, calculates marketing spend, and return on investment (ROI) to achieve this target. The main tasks include optimizing advertising campaigns, analyzing channels to minimize costs, and maximizing profit. However, achieving this is not straightforward and requires understanding how traffic source algorithms work, knowing when to adjust bids, and when to replace creatives or pause campaigns. Determining when to scale campaigns and when to cut the bid is essential, and the UA team's success relies on the synergy of all these factors. In addition to launching and optimizing campaigns, the UA department's tasks include strategic planning, analyzing historical data, communicating with advertising platforms, managing emergencies, and more. For effective traffic purchasing, UA managers need to know the game, its audience, and have a solid grasp of project monetization. Understanding user behavior in the game and how they spend on in-app purchases is crucial for effectively launching and managing UA campaigns. The key formula in mobile game marketing is lifetime value (LTV) greater than cost-per-install (CPI), although this is a simplified guideline. Now, let's explore the pros and cons of each approach. Having an in-house UA team is advantageous as it allows you to build and maintain your marketing without sharing revenue. The primary benefit of an in-house UA team is their close connection to the game, enabling them to suggest project updates based on traffic buying results. However, establishing an in-house UA team requires investing in marketing spend, creative production, hiring, and training personnel, which can be costly. Additionally, providing necessary resources, such as marketing and product analytics tools, is crucial for maximizing efficiency. On the other hand, agencies offer accumulated experience from various clients, expertise in specific strategies and sources, territory-specific expertise, and creative production capabilities. However, agencies charge a fee for their services, may lack in-depth game knowledge, and have a longer decision-making process. Publishers offer comprehensive in-house immersion combined with agency-level expertise, expertise in advertising platforms, a large amount of resources, and addressing the cash gap. However, publishers require revenue sharing, and dependency on a publisher can be problematic. Contractual limitations, reputational risks, and diminished developer focus and control are also potential drawbacks. To determine the best approach for your project, ask yourself: what are your goals, and where do you see your project in two to three years? What milestones are you aiming for? How much do you want to earn, and are you ready to invest time and money? Take your time and think carefully about the answers to these questions, as they may significantly impact the future of your project.