Mobile game advertising strategy focused on retention-first growth
Scale user acquisition without chasing cheap installs, using creative volume, quality cohorts, and measurement built for privacy changes.
Creative volume wins auctions
Mobile game advertising in 2026 is creative-led. Auctions reward fast iteration, format diversity and clear gameplay communication. We build a high-velocity creative pipeline for rewarded video, playables, interstitial and native formats, then test systematically by hook, core loop, emotion and promise. The aim is to scale with accurate expectations, so the users you acquire actually retain and monetise. You get unlimited creative production included and a weekly learning cadence that compounds.
Rewarded video and playables
Build creatives that show the real core loop quickly and clearly. Test interactive previews and rewarded-style hooks to improve click-through without misleading players who will churn after install.
Hook testing by concept
Test gameplay beats, mini-game variations and problem-solution angles across genres. Track results by concept, not only by asset, so you can scale winning messages into new formats and lengths.
Creative fatigue and rotation plan
Plan a steady release schedule with controlled refreshes across markets and placements. Rotate creatives before performance collapses, and use learnings to guide new batches rather than guessing.
Measurement you can trust
- Cohort-led performance reporting
- Fraud and anomaly detection
- Real-time dashboard visibility
Retention-first UA and scaling
Cheap CPI is meaningless if day 1 and day 7 retention are weak. We run user acquisition with cohort quality as the north star, using platform optimisation goals that reflect value and retention. We build channel strategy across Meta, TikTok, Snap and Google, then scale budgets only when payback and ROAS are trending correctly. This approach is built for mature markets, where better users beat more users, and where privacy changes make measurement discipline essential.
Channel mix by genre and platform
Choose formats and networks that fit your game and audience: rewarded and playables for casual, more selective placements for high-value segments. Balance Android scale with iOS precision where it matters.
Quality cohorts and LTV modelling
Optimise toward quality events and predicted value, not installs. Monitor D1, D7, D30, ARPDAU and ROAS by cohort so scaling decisions are grounded in retention and monetisation.
Retargeting and re-engagement loops
Use segmented retargeting to bring back lapsed players and improve monetisation for existing users. Refresh creative and offers to reduce ad fatigue while keeping messaging consistent with LiveOps.
Soft launch and store conversion
A strong mobile game advertising strategy connects ads, store listing and first-session experience. We use soft launch to validate creative, channels and KPIs before scaling, then improve store conversion so every click works harder. That means ASO-focused iteration on icon, screenshots and preview video, plus localisation where you are expanding. Higher store conversion reduces effective CPI and gives you more budget headroom to scale without sacrificing ROAS.
Soft launch KPI framework
Set clear thresholds for CPI, D1, D7 and early ROAS signals. Use controlled spend to compare creatives and channels, then decide what to scale and what to rebuild before full launch.
ASO and store asset testing
Optimise listing assets like icon and screenshots to match your strongest gameplay beats. Test variants and align store messaging with ads, so you attract the right players and improve install conversion.
Localisation and market expansion
Adapt creatives and store pages for priority regions, not just translation. Use performance by geo and genre to scale into the markets that support retention and monetisation.
Monetisation-aware acquisition
- UA aligned to monetisation
- Reduced churn from misfit users
- Better ARPDAU and LTV quality
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.
Scale without hiring overhead
- Complete team in one package
- Monthly rolling engagement
- 10x cheaper than hiring
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.