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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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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

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.

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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

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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.

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  1. 1 ABOUT YOU
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  3. 3 BOOKING
I agree to the Privacy Policy

Which of our services do you need?

Type

Size

Funding

We'll email you shortly
Prefer to call now?
USA
+1 (347) 657 3386
UK
+44 203 870 3186