Mobile Game User Acquisition Platforms (2023)

Updated: November 24, 2023

This guide will walk you through what a mobile game user acquisition platform is, how they work, and how you can benefit from using them.

A mobile game user acquisition platform is a tool used by developers to acquire users for their mobile games. With the rise of mobile gaming, competition has become fierce, making it difficult for developers to attract new players and stand out.

Mobile game user acquisition platforms help developers reach a wider audience by targeting specific demographics, using data-driven insights to optimize campaigns, and tracking user behavior to ensure they are reaching the right people.

You can find the best mobile game user acquisition platforms in our directory below.

What is mobile game user acquisition?

Mobile game user acquisition refers to the process of attracting new users to a mobile game. This can involve various marketing strategies, such as social media advertising, app store optimization, and powerful influencer partnerships.

The user acquisition journey typically involves a series of steps aimed at attracting new users to a mobile game, including discovery, the download and install process, and maintaining high app engagement.

Mobile game user acquisition platform example

Source: Zoomd

Marketing strategies, such as retargeting and the careful use of in-app purchases, are often the key to success.

Once users are enticed to download and start playing the game, the focus shifts to retention and engagement to keep them coming back. The overall goal is to create a positive user experience that encourages long-term engagement.

Featured Mobile Game Acquisition Platforms

How to benefit from mobile game user acquisition platforms?

There are many benefits to using mobile game user acquisition platforms, from reaching a large number of users who are interested in mobile games to increasing your visibility on the app store. We’ve detailed some key benefits below.

Growth of mobile game app

Mobile user acquisition platforms can be helpful in growing your app’s core user base. Working with these platforms enables you to get your app in front of more potential users through targeted advertising and other promotional strategies.

The platforms help you to identify and reach your ideal audience, increasing the chances that new users will download and engage with your app.

Increase app retention

Mobile game user acquisition platforms can be a great tool for increasing app retention. The platforms allow you to target the right audience and optimize your app store listing, as well as enable you to provide incentives or other exclusive content to users who continue to use your app.

Of course, don’t forget that user satisfaction should always be the top priority when it comes to improving app retention and creating a loyal user base.

Mobile game user acquisition platform example

Source: trendHERO

Affect brand presence and market positioning

Making use of mobile game user acquisition platforms can have a significant impact on a brand’s market positioning and overall presence.

For example, by optimizing app store listings, brands can amplify their visibility and expand their reach to a wider audience. This helps to establish the brand’s reputation and solidifies its position as a key player in the market.

Cost-efficient user acquisition strategies

Mobile game user acquisition platforms allow you to employ cost-efficient user acquisition strategies.

For example, you’ll be able to leverage social media platforms and create targeted ads that highlight the unique value proposition of your game, as well as make use of formidable content marketing by creating blog posts, videos, or other types of content that appeal to your target audience.

These platforms also enable you to connect with influencers who are experts in their niche and know exactly what their audience wants to see.

What is the best mobile game user acquisition strategy?

Ultimately, the best mobile game user acquisition strategy involves a combination of paid advertising, organic user acquisition, and app store optimization (known as ASO).

We’ve detailed each strategy below.

Paid user acquisition

Paid user acquisition refers to the process of acquiring new users for your mobile game through paid advertising channels, such as social media ads, search engine marketing, or display advertising.

This approach can be effective in reaching a larger audience and driving more traffic to your app. However, it can also be costly and requires sensible management to ensure the cost of acquiring each user is reasonable compared to their lifetime value.

Organic user acquisition

Organic user acquisition refers to the process of acquiring new users through non-paid channels, such as word-of-mouth referrals, social media engagement, or search engine optimization.

This strategy can be cost-effective and can result in loyal users who are more likely to engage with your game over time. That being said, it can take longer to see results and requires ongoing effort to maintain and grow your user base.

Mobile game user acquisition platform example

Source: Tappx

App store optimization (ASO)

App store optimization (ASO) and subsequent discoverability optimization are strategies used by app developers to improve the visibility and ranking of their games across the app stores.

ASO involves optimizing various elements of an app listing, such as the title, description, and keywords, to increase its chances of appearing in relevant search results.

Discoverability optimization, on the other hand, involves using various marketing tactics to increase an app’s exposure and reach more potential users.

In a nutshell: both strategies are important for ensuring that an app gets noticed and downloaded by as many people as possible.

Mobile game user acquisition platforms – features and best practices

The best mobile user acquisition platforms will be able to effectively promote your game and help you reach new audiences. That said, there are certain features and best practices that can make a notable difference in the success of your mobile campaigns.

We’ve detailed them below.

Target the ‘right’ users

Targeting the right audience is crucial. By identifying the right niche and using mobile game user acquisition platforms with specific targeting options, you can ensure that your game is being seen by the people who are most likely to download and play it.

You need to focus on reaching the users who are most likely to enjoy and engage with your game.

Have a budget plan

It’s important to have a clear budget plan in place when promoting your mobile game. By setting a budget and sticking to it, you can ensure that you’re not overspending on advertising and that you’re getting the most out of your marketing efforts.

Be sure to track your spending and adjust your budget as needed to make the most of your ad spend.

Track your return on ad spend (ROAS) and LTV

You need to track your return on ad spend (known as ROAS) and LTV when promoting your mobile game. This will help you understand the effectiveness of your advertising efforts and ensure that you’re getting the most out of your marketing budget.

Analyzing your ROAS and LTV allows you to make informed decisions about where to allocate your ad spend and adjust your strategy as needed.

Mobile game user acquisition platform example

Source: Tapjoy

Take advantage of video ads

Video ads can be a highly effective way to capture users’ attention and showcase the features of your game. Incorporating video ads into your marketing strategy allows you to increase your return on ad spend and attract more high-value users.

Be sure to track the ROAS and LTV to determine the effectiveness of your video ad campaigns.

Find the right UA channel

It’s important to find the right user acquisition channel–with so many options available, it can be overwhelming to know where to start. Some popular channels to consider are social media advertising, influencer marketing, and app store optimization.

Be sure to research and test to determine which channels will reach your target audience and generate the highest return on investment before doing anything else.

How much does mobile game user acquisition cost?

The cost of mobile game user acquisition can vary depending on the channel you choose and your target audience. For example, social media advertising and influencer marketing can be more expensive, while app store optimization may require more time and effort.

We’ve listed the key costs below.

Cost per click (CPC)

The average cost of CPC comes in at around $2.57. Among all countries and regions, the USA had the highest advertising cost for mobile games, with an average CPC of $4.22.

Cost per mille (CPM)

CPM refers to the effective cost an advertiser pays for every thousand impressions made within a publisher’s game. Unlike CPI, where marketers pay for each install as a result of an ad, CPM results in advertisers paying for wider exposure through advertising.

Ad Intelligence platform SocialPeta published its H1 2022 Mobile Game & App Marketing White Paper in 2022, which revealed average CPI rates up as high as $19.31. The USA charged the highest CPM rates, which was followed by Australia and Japan.

Cost per install (CPI)

The average CPI for gaming was $1 dollar in 2022/23. The Liftoff report also detailed how simulation games had the lowest average CPI rate at $0.59 per install and that mobile app acquisition costs differ between platforms, with the acquisition on iOS at $2.23 and Android three times lower at $0.63.

What is the best user acquisition platform for mobile games?

The best user acquisition platform for mobile games depends on your budget, target audience, and goals.

Each platform has its strengths and weaknesses, so it’s important to do your research and test different strategies to see what works best for your specific game.

Partnering with influencers or reaching out to gaming communities can also be effective ways to acquire users.

Ultimately, it’s about finding the right balance between cost and ROI while also ensuring that you’re reaching the right audience.

You can find the top mobile game user acquisition platforms below.

List of mobile game user acquisition platforms & companies

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