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Game app marketing strategy built for CPI, ROAS and retention

Launch and scale your game with creative testing, privacy-safe attribution, and cohort-led optimisation across UA, store and lifecycle.

Unlimited creative production included
Evidence-led weekly experiments
Real-time performance dashboard
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5 Star Agency

Plan the launch path

A strong game app marketing strategy is staged, not rushed. We set up a launch plan that moves from preproduction testing to tech launch, soft launch and global scale. Each stage has clear KPIs so you avoid burning budget before tracking and monetisation are ready. You get a practical roadmap covering UA channels, store conversion, onboarding, and the data needed to predict LTV early and scale with confidence.

Preproduction concept testing

Validate hooks with lightweight gameplay and fast creative tests. Track early CPI and D1 retention signals to decide what is worth building before full production.

Tech launch measurement readiness

Confirm attribution, event tracking and store listings are correct. Fix onboarding and crashes early so paid traffic does not amplify technical churn and poor first sessions.

Soft launch to prove LTV

Run in tier 3 markets to gather retention and monetisation signals. Use cohort ROAS and predicted LTV to set scaling guardrails before expanding into tier 1.

Get a roadmap

Cohort-led decision making

Game UA can look great on CPI and still lose money. We optimise around cohort outcomes: D1, D7 and D30 retention, payer conversion, ARPU and ROAS windows that match your payback period. This highlights which creatives and audiences produce high-LTV players, and which only deliver low-quality installs. With a clear cohort view, you scale what actually monetises and cut spend faster when the signal turns.
  • Decisions based on cohorts
  • Optimise for payback and LTV
  • Scale winners, cut waste fast

Scale UA with creative

In mobile gaming, creative is often the biggest lever for CPI and ROAS. We build a testing engine across TikTok, Meta, YouTube and other channels that fit your audience, then iterate fast to beat fatigue. Ads are aligned to the core loop and the first session, so the promise matches the experience. We optimise for cohort quality, tracking D1, D7 and D30 retention alongside CPI and early revenue signals.

Short-form UGC concepts

Produce 6 to 15 second hooks that show the core loop, rewards and tension. Test multiple angles weekly and scale winners based on retention, not only click-through rate.

Creative fatigue detection

Monitor performance decay by audience and placement. Rotate formats and narratives before CPI rises, and use structured naming so learnings turn into repeatable creative guidelines.

Performance channel structure

Separate prospecting, lookalikes and retargeting, with clear geo splits. This keeps learning clean and makes it easier to allocate budget to the cohorts that monetise.

Scale UA

Retention and monetisation

Scaling installs is pointless if players churn or never monetise. We improve activation and retention through onboarding optimisation, mission design and event-based segmentation. Monetisation is tuned to your genre and business model, balancing IAP and ad revenue with a player-first experience. We measure progress with cohort retention curves, ARPU and ARPPU, eCPM and fill rate, and ROAS windows that match your payback goals.

Onboarding and tutorial flow

Reduce time to first value with clearer missions and faster reward moments. Measure tutorial completion, first session depth and day 0 retention to ensure paid users reach the core loop.

Lifecycle and habit loops

Trigger push and in-app messages from behaviour like drop-offs and streak breaks. Use segmentation by frequency and spend to protect user experience while lifting D7 and D30 retention.

Monetisation optimisation

Test offers, bundles and battle pass timing alongside rewarded ad placement and frequency caps. Balance ARPPU and ad eCPM without harming retention or session length.

Improve LTV

Built for privacy-era UA

Attribution in gaming is harder with ATT and reduced identifier access. We set up privacy-safe measurement that still supports scaling decisions, combining platform reporting with MMP outputs when available and cohort analysis. We also use incrementality-style tests where appropriate, so you can separate real lift from noise. The goal is a strategy that survives signal loss and keeps budgets tied to true performance.
  • Privacy-safe measurement setup
  • Cohorts over last-click
  • Incrementality-informed scaling

SEO that compounds, not a checklist

Organic growth is a mix of technical hygiene, content that earns clicks, and authority building that is genuinely deserved. We treat SEO as a product, with a backlog and a cadence, rather than a one-off project. Technical work covers crawlability, site architecture, Core Web Vitals, schema markup and index management. On-page work is driven by search intent and the real questions buyers ask at each stage. Off-page focuses on link earning through useful assets, partnerships and digital PR rather than spam. For example, for a B2B brand we might build a set of comparison pages for demand capture, a small research piece to earn links, and a library of problem-led articles that support sales calls. The outcome is more qualified traffic, better brand credibility, and lower dependency on paid media over time.

Faster iteration, aligned fees

Mobile game growth needs speed: more creative, more tests, and faster decisions. We work in weekly sprints with unlimited creative production included, so you can keep up with creative fatigue and platform shifts. There is no commission on your ad spend, which keeps incentives aligned to performance. You also get a real-time dashboard so stakeholders can see progress and next actions without chasing updates.
  • Unlimited creative production included
  • No commission on ad spend
  • Weekly sprint execution rhythm
What are the key phases in a game app marketing strategy?
A practical strategy usually follows four phases: preproduction concept testing, tech launch, soft launch, then global launch and scaling. Each phase has different goals and metrics. Preproduction validates hooks cheaply. Tech launch confirms tracking and funnel integrity. Soft launch gathers retention and monetisation signals to estimate LTV. Global launch scales budgets only after unit economics are proven.
Which KPIs matter most for gaming UA decisions?
CPI alone is not enough. We track D1, D7 and D30 retention, early payer conversion, ARPU and ARPPU, and ROAS windows aligned to your payback target. The goal is to understand cohort quality by channel, creative and geo. That makes it clear whether a low CPI is actually profitable, or whether it is buying churn.
How do you run creative testing for mobile games?
We test lots of concepts quickly, then iterate winners. For most games, short-form videos that show the core loop, reward moments and tension perform best. We separate tests by hook, narrative, format and CTA so we learn what drove the change. We also watch fatigue and refresh creatives on a schedule, because performance often decays as audiences saturate.
How do you choose channels like TikTok, Meta and Search Ads?
Channel mix depends on genre, audience and monetisation. TikTok and Meta are strong for creative-led discovery and scale. Apple Search Ads can capture high-intent users searching for similar games. We start with a controlled test plan, then expand based on cohort outcomes. The best channel is the one that delivers strong retention and LTV, not just the cheapest installs.
How do you measure performance with SKAdNetwork and ATT?
We use privacy-safe measurement that combines platform reporting, SKAdNetwork outputs and cohort analysis. Where you have an MMP like Adjust or AppsFlyer, we align events and reporting so learnings stay consistent. When signal is limited, we focus on trends, controlled tests and downstream KPIs. This supports budget decisions without overtrusting noisy attribution.
What happens in a soft launch and how long should it run?
Soft launch is where you prove retention, monetisation and stability before scaling. It is often run in tier 3 or lower-cost markets to gather clean signals at a lower burn. Duration depends on your business model, but it should be long enough to observe early cohorts and monetisation behaviours. We set clear exit criteria so you know when to iterate, kill, or scale.
How do you improve D1, D7 and D30 retention for games?
Retention improvements usually come from faster time to fun, clearer missions, and better habit loops. We start with onboarding and tutorial completion, then test early reward pacing and progression clarity. We also use event-based segmentation to trigger messaging and in-game prompts when players are likely to churn. The key is to measure changes by cohort so improvements are real and repeatable.
How do you balance ad monetisation and IAP without hurting UX?
We treat monetisation as a product decision supported by testing. For ads, we focus on rewarded placements first, then manage frequency caps to protect session quality. For IAP, we test bundles, VIP tiers or passes with clear value. We measure impact on retention, session length and payer conversion, not only short-term revenue. The goal is higher LTV, not a spike followed by churn.
What should we prepare before working on UA scaling?
You should have event tracking defined, store listings ready, and a clear view of your core loop and onboarding. We also align on guardrails: target CPI, payback expectations, and retention benchmarks for your genre. If measurement is weak, we fix tracking first so decisions are reliable. Then we build the first creative backlog and channel test plan to start learning quickly.

Lifecycle marketing that increases LTV

If you only optimise acquisition, you end up paying more for the same customers. We build lifecycle systems that raise retention and expansion, using email, SMS where relevant, and CRM workflows that feel personal without being creepy. We set up segmentation based on behaviour and value, then design flows for onboarding, activation, replenishment, win-back and referral. In practice that can include RFM modelling for ecommerce, lead scoring for B2B, or product usage triggers for SaaS. We also help you capture first-party and zero-party data with preference centres and progressive profiling, so targeting stays resilient as privacy changes. When we ran a lifecycle audit for one team, we found revenue sitting in overlooked moments, like post-purchase education and renewal risk signals. The outcome is a healthier blended CAC and a marketing engine that keeps paying you back.

Measurement you can trust and use

Attribution arguments waste time and block good decisions. We set measurement up so it is good enough to guide spend, creative and roadmap choices, and we are honest about what is knowable. Tracking work can include GA4 hygiene, conversion event design, server-side tracking where appropriate, and consistent UTMs. Reporting lives in a real-time dashboard, with views that match how you run the business, such as channel performance, funnel conversion, cohort retention and creative learnings. We also use incrementality thinking where it matters, like geo holdouts or controlled tests for bigger budget shifts. For example, if brand search rises after a video push, we look at the whole picture rather than declaring victory based on last click. The outcome is faster iteration and fewer surprises in board meetings.

Operating rhythm, SLAs and ways of working

Good marketing is mostly good operations. We set a working rhythm that keeps delivery moving and prevents strategy decks from becoming a comfort blanket. You get a named lead, specialist channel owners, and access to top-tier US and UK talent, scaled up or down based on your needs. We agree response times, approval flows and who owns what across creative, landing pages, tracking and budget changes. Campaign planning happens in short cycles, with clear priorities and a shared backlog, so work does not disappear into a black box. We also help your internal stakeholders, like product, sales and finance, stay aligned with what marketing is doing and why. The outcome is a calm, consistent cadence, less context switching, and a team that behaves like your internal staff while staying on a monthly rolling basis.

Why Growthcurve

Growthcurve is built for teams who want senior thinking and fast delivery without the overhead of building it all in-house. Our marketers have scaled startups to nine-figure valuations, and our clients have raised over $700M in funding, so we understand what investors and boards look for. You get a complete marketing department in one package, with specialists who integrate as your internal staff and can scale up or down as priorities change. We are an official Meta, Google, TikTok and Snap agency partner, and we have a deep creative engine, including unlimited ad creative production, because most growth ceilings are creative ceilings. You also get a proprietary suite of AI marketing tools and a real-time performance dashboard to keep decisions grounded. No long-term contracts, no commission fees on ad spend, just accountable work on a monthly rolling basis.

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