Getting Started with Mobile User Acquisition

Mastering the mobile gaming landscape requires capturing users' attention, generating excitement for downloads, and ensuring an exceptional gaming experience. However, as a mobile game developer, you may find yourself at a crossroads when executing user acquisition campaigns, with options including in-house teams, mobile marketing agencies, or collaboration with publishers. Each approach has its advantages and disadvantages, and the choice depends on your specific objectives and resources. Let's examine the work of a mobile marketing team in the gaming industry and how it operates. Setting the goals of the UA department begins with understanding the game's objectives and KPIs, which shape the marketing strategy. For instance, if a game aims to generate $100 million annually, the company sets annual objectives based on this target, with the UA team setting sub-goals, calculating marketing spend, and ROI to achieve this target. The main tasks include optimizing advertising campaigns, analyzing channels to minimize costs while maximizing profit, and determining when to scale campaigns and when to cut the bid. In addition to launching and optimizing campaigns, the UA department's tasks include strategic planning, analyzing historical data, communicating with advertising platforms, and managing emergencies in purchasing. Effective traffic purchasing requires UA managers to have a solid grasp of project monetization, understanding user behavior in the game and how they spend on in-app purchases. The key formula in mobile game marketing is LTV > CPI, although this approach is valid, the best results are achieved through synergy – when the whole company works together to solve problems and help each other develop success. Now, let's explore how UA works in in-house teams, agencies, and publishers, and examine the pros and cons of each approach. Having an in-house UA team is advantageous for large-scale mobile developers, allowing for direct management of marketing without sharing revenues. 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 and recommend strategies to the monetization team for enhancing the game. However, establishing an in-house UA team requires investing in direct marketing spend, creative production, hiring, and training personnel, which can be costly. Agencies offer accumulated experience from various clients, expertise in specific strategies and sources, and territory-specific expertise. They also provide creative production capabilities, including complex formats like playable ads and UGC-like creatives. However, agencies charge a fee for their services, may have less in-depth game knowledge, and often involve a longer decision-making process. Publishers offer comprehensive in-house immersion combined with agency-level expertise, dedicated producers who understand the game, and expertise in advertising platforms. They also provide a large amount of resources, addressing the cash gap by financing advertising campaigns, and offering business development advantages. However, publishers require revenue sharing, and dependency on them can be problematic, with potential contractual limitations, reputational risks, and diminished developer focus and control. To determine the best approach, consider your goals, where you see your project in two to three years, and what milestones you're aiming for. Assessing the potential benefits and drawbacks of each approach is crucial in determining the best path for your game.