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Mobile gaming marketing built for efficient UA and LTV

A specialist growth pod for ASO, paid UA, creative testing, and retention loops tied to ROAS and cohort health.

Unlimited creative production included
No ad spend commission
Integrates like your internal team
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Reviewed on
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UA and channel strategy

Mobile gaming marketing lives and dies by unit economics, not vanity installs. We build a channel plan across Meta, TikTok, YouTube, Apple Search Ads, and Google UAC, then structure campaigns around creative testing and cohort quality. We define targets for D1, D7, D30 retention and day-based ROAS, and use those to decide what to scale. Expect a clear testing roadmap, budget guardrails, and a practical approach to measurement in a post-IDFA world.

Channel mix and budgeting

Allocate spend across UA channels based on where your genre performs, then rebalance weekly using retention and ROAS cohorts, not only CPI.

Cohort-based scale rules

Set thresholds for retention and day-based ROAS, then scale budgets only when cohorts hold steady, avoiding growth that inflates churn.

Privacy-safe measurement setup

Work with an MMP and platform reporting, including SKAdNetwork constraints, to build decision-ready dashboards that reduce false signal from attribution noise.

Scale UA

How we run UA

We integrate with your team and run a weekly sprint cadence: define hypotheses, ship creative batches, and review results against cohort KPIs. Campaigns are structured to isolate variables, so you learn which hooks, audiences, and placements actually drive quality users. Our real-time dashboard keeps acquisition, retention, and revenue metrics in one view, making it easier to decide what to scale and what to stop. Execution stays fast without the overhead of hiring.
  • Weekly sprint and review cadence
  • Cohort KPIs drive decisions
  • Fast creative shipping system

ASO and store conversion

ASO is often the fastest lever for efficient growth because it improves conversion from every traffic source. We optimise titles, subtitles, keyword coverage, screenshots, preview video, and localisation, then run store creative tests to lift CVR. We align store messaging with your ad angles so the promise in the ad matches the experience in the store. Paid search via Apple Search Ads can then be used to capture high-intent demand while feeding learnings back into ASO.

Keyword and metadata strategy

Build a keyword map by intent and competition, then optimise metadata and localisation to improve discoverability without sacrificing clarity for players.

Icon and screenshot testing

Run structured tests on icon, first screenshots, and preview video hooks to increase store CVR, then roll winners across markets and variants.

Ad to store message match

Keep creative angles consistent from UA ad to store page so users see the same core loop and value proposition, reducing drop-off after click.

Improve CVR

Creative and retention loops

Creative is the main scaling constraint in mobile gaming. We run a creative system designed for volume: rapid iteration of hooks, core loop demos, fail states, and UGC-style variations tailored to TikTok, Reels, and Shorts. In parallel, we support retention through lifecycle and LiveOps: event calendars, re-engagement messaging, and segmentation based on behaviour and spend. The goal is stable cohorts, healthier ROAS curves, and less reliance on brute-force spend.

High-velocity creative testing

Produce and test new short-form variants weekly, track performance by concept and hook, and scale only the angles that deliver quality cohorts.

LiveOps and monetisation design

Support battle passes, events, and offers with messaging and targeting that fits player segments, balancing ads and IAP to protect experience.

Re-engagement for lapsed players

Build win-back sequences using push and in-app messaging triggered by behaviour, highlighting limited-time rewards, new content, and social proof.

Increase creative output

Measurement for games

We design measurement around what matters in games: retention curves, payer conversion, ARPDAU, and day-based ROAS, not just CPI. We work with MMP setups such as AppsFlyer or Adjust and align them with platform reporting, including SKAdNetwork constraints on iOS. Where feasible, we use controlled tests and careful cohort comparisons to reduce attribution noise. This gives you decision-ready reporting as privacy rules evolve.
  • ROAS and LTV over CPI
  • MMP and SKAdNetwork alignment
  • Cohort reporting you trust

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.

Why Growthcurve

You get a complete marketing department in one package, with the pace required for games. We include unlimited ad creative production, with no commission on ad spend, so scale is not penalised. Our specialists can flex up or down as you move from soft launch to global scale, and engagements are monthly rolling. The focus is evidence-led execution that reduces guesswork and protects unit economics as you grow.
  • Unlimited creative included
  • No ad spend commission
  • Monthly rolling engagement
What is included in mobile gaming marketing services?
It typically includes user acquisition, ASO, creative strategy and production, measurement, and retention support. On UA we manage channel strategy, campaign structure, and testing. On ASO we improve metadata and store conversion with creative tests. We also connect marketing to in-game outcomes by reporting on retention, payer conversion, and day-based ROAS. For many studios, we support lifecycle messaging and LiveOps promotion to improve cohort quality after install.
How do you measure success beyond CPI for games?
CPI is only a starting point. We measure cohort quality using D1, D7, and D30 retention, payer conversion, ARPDAU, and day-based ROAS. For scaling decisions, we look at trends by channel, creative concept, and geo. We use an MMP and a dashboard to keep the funnel connected: impression to install to first session to monetisation events. This prevents scaling campaigns that look cheap but bring low-value players.
How do you handle SKAdNetwork and attribution limits?
We plan measurement around the constraints rather than fighting them. That means aligning event schemas, conversion windows, and reporting expectations across your MMP and ad platforms. We also avoid overreacting to short-term noise by using cohort comparisons and longer trend views. When budgets justify it, we use controlled testing and structured campaign setups to isolate variables. The goal is decision-ready insight, even when attribution is imperfect.
What does a good mobile UA creative system look like?
It is built for volume and learning. We start with a set of creative hypotheses, then produce variations on hooks, pacing, and gameplay moments such as core loop demos, fail states, and reward reveals. We track performance at the concept level, not just per ad. Winning angles are iterated into new variants and adapted per platform format. This keeps creative from becoming the bottleneck as you scale spend.
How can ASO improve performance marketing results?
Better store conversion improves every paid click you buy. We align ad promises with store messaging and visuals, then test icons, screenshots, and preview videos to increase conversion rate. We also build a keyword strategy that matches user intent and improves discoverability. As a result, blended acquisition costs can improve and paid campaigns often stabilise because users land on a store page that reinforces the same value proposition they clicked for.
Do you help with retention and LiveOps promotion?
Yes. Retention is improved through a mix of product and messaging. We identify where cohorts drop off, then support lifecycle messaging such as onboarding prompts, re-engagement pushes, and in-app messages that promote new content or limited-time rewards. For LiveOps, we help plan event promotion and segment messaging by behaviour and spend. The aim is to improve repeat sessions and monetisation without degrading the player experience.
How do you approach soft launch and geo scaling?
We treat soft launch as a learning phase. We set cohort benchmarks, run creative and channel tests, and validate retention plus ROAS curves before scaling to more expensive markets. This helps avoid spending heavily before the unit economics are proven. As results stabilise, we expand geos and budgets in controlled steps, monitoring cohort quality by market. The aim is confident scale with fewer reversals and less wasted spend.
Which channels work best for mobile game acquisition?
It depends on genre, geo, and creative strength, but common mixes include Meta, TikTok, YouTube, Apple Search Ads, and Google UAC. We also evaluate additional placements where audiences concentrate and costs can differ. Channel choice is less important than the system: creative testing, measurement, and scale rules. We build a portfolio approach so performance does not collapse when one platform becomes more expensive or volatile.
Why use Growthcurve for mobile gaming marketing?
Games need speed and volume, especially in creative. With Growthcurve you get a complete marketing department in one package, including unlimited ad creative production, with no commission on ad spend. We integrate like your internal team and run evidence-led sprints tied to cohort health and ROAS. Engagements are monthly rolling, so you can scale support up or down as you move from soft launch to global growth. Book a call

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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