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Mobile Games Playbook
Episode 56: Beyond the Hype - Building a Winning UA Strategy for Your Mobile Game
Aug 8, 2024
Kentaro Sugiara, a Senior Performance Marketing Manager at Rovio, and Christie Crable, Head of Activations at GameRefinery, dive into innovative user acquisition strategies for mobile games. They discuss utilizing mini-games to engage diverse audiences and the power of brand IP, as seen with Angry Birds. TikTok emerges as a key player for reaching younger users through creative ads and effective metrics. The transformative role of AI in enhancing campaigns is also explored, emphasizing the blend of tech efficiency and human creativity.
27:22
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Quick takeaways
- The competitive casual gaming market demands innovative user acquisition strategies, like integrating mini-games to broaden audience engagement and manage costs.
- Collaboration between user acquisition teams and product design is essential for game development, ensuring features resonate with players and improve retention.
Deep dives
Trends in User Acquisition in Casual Games
The casual gaming market is experiencing increasing competition and rising costs per install (CPI), making sustainable user acquisition (UA) campaigns more challenging. Developers are now looking for innovative solutions, such as integrating mini-games, to expand their audience reach while keeping costs manageable. For instance, the game Royal Match has successfully introduced a casino mini-game, allowing it to engage a broader user base. This trend signifies a shift towards creating more versatile gaming experiences that can cater to different player motivations.
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