Ready, Set, Acquire: Mobile Gaming User Acquisition in 2023

Chiara Patrizi
May 3, 2023
Ready, Set, Acquire: Mobile Gaming User Acquisition in 2023

Let's face it, in the world of mobile gaming, it's not just about how good your game is, it's about how many users are playing it. User acquisition can make or break a game, and developers and publishers are constantly seeking new and innovative ways to attract players. To be successful, you need to be creative, strategic, and have a bit of luck on your side. In this article, we'll see the latest developments and how user acquisition for mobile games will change in 2023.

What is Mobile Gaming User Acquisition?

Mobile gaming user acquisition (UA) refers to the process of acquiring new users or players for a mobile game. In the highly competitive mobile gaming industry, acquiring new users is essential for success, since an effective UA strategy can help grow the user base, increase revenue, and improve the visibility and ranking of your mobile game in app stores.

Successful user acquisition requires a deep understanding of the mobile gaming market, the competitive landscape, and the latest trends and best practices. Developers and publishers must constantly monitor and adjust their mobile gaming user acquisition strategies to stay ahead of the competition and attract new players to their games. 

Creative Ads for Mobile Gaming User Acquisition

Creative ads are a powerful tool for mobile gaming user acquisition, they can take many forms, including video ads, playable ads, interactive ads, and more. The key is to design ads that are engaging, relevant, and aligned with the gameplay experience of the mobile game. As to mobile games, the most effective ad formats are usually video and playable ads.

To create successful creative ads for mobile gaming user acquisition, advertisers must first understand their target audience and tailor their ads to resonate with their interests. They must also keep up with the latest trends in mobile gaming advertising, such as the use of influencers and social media platforms, and constantly test and optimize their ad campaigns to improve performance and ROI.

To enhance the performance of video ads, an effective strategy is to include an End Card. Essentially, an End Card is a type of visual advertisement that appears to users towards the end of a video. It typically displays essential details about the promoted app and includes a Call-To-Action (CTA) that encourages viewers to click on it.

Undoubtedly, 2022 was marked as the year of short-form video, and social media giants like TikTok, Instagram, and YouTube led the trend by focusing on creating shorter and more snackable content. This trend has significantly influenced the ad creative space, forcing advertisers to condense their messaging into even smaller and tighter timeframes. 

As we move into 2023, this trend is expected to continue, together with the long video ads that will give more time to showcase gameplay and to incorporate dramatic storytelling that will appeal to gamers’ emotions. 

Monetize with In-Game Advertising

As we look ahead to 2023, developers may face greater challenges in monetizing their mobile games through in-app purchases due to players' tighter budgets. As a result, a up-to-date mobile gaming user acquisition strategy must consider not solely relying on IAPs as the primary method of monetization. Instead, a mixed monetization model that includes rewarded video and offerwalls is becoming increasingly popular. 

One of the benefits of In-Game advertising for monetization is that it allows mobile games for free, while still generating revenue. This can help to attract more users to the game, as well as encourage higher engagement and retention.Although IAPs remain the main source of monetization for mobile games, in-app advertising can provide a steady stream of revenue that can help support ongoing development and updates to the game.

However, it's essential to keep in mind that the balance between monetization and user experience is critical for success. Ads that are too intrusive or disruptive can lead to a negative user experience and drive players away from the game.

By offering users in-game rewards in exchange for completing tasks, developers can still generate revenue. This approach benefits both users and developers, as users can access premium content without spending money while developers can continue to monetize and grow their games despite tough economic conditions.

AI Influence on Mobile Gaming User Acquisition

Artificial intelligence (AI) is becoming increasingly influential in mobile gaming user acquisition strategies in 2023. Game developers are using AI-powered tools and technologies to optimize their user acquisition campaigns, including ad targeting, creatives, and messaging. 

AI algorithms analyze massive amounts of user data to identify patterns, preferences, and behaviors, helping developers better understand their target audience and tailor their user acquisition strategies accordingly. This not only helps to acquire users more efficiently, but it also enhances user experiences by delivering personalized content and offers.  

Furthermore, leveraging AI and machine learning for user targeting, has become more and more crucial, as Apple's privacy updates make behavioral targeting and deterministic attribution more difficult.

Mobile Gaming User Acquisition in a Nutshell

In the ever-evolving world of mobile gaming user acquisition, it's important for developers to stay on top of the latest trends and strategies. From creative ads to in-game advertising and AI, there's no shortage of options to help grab the attention of users and stand out from the crowd. Whether you're a small indie studio or a big player in the industry, it's important to stay on top of these trends and use them to your advantage. Let’s sum them up together:

  1. Effective creative ads for mobile gaming user acquisition are a must! As the trend for shorter, snackable content continues in 2023, advertisers must also showcase gameplay and incorporate dramatic storytelling in longer video ads.

  1. Developers in 2023 must take into account players' tighter budgets and consider a mixed monetization model, including in-game advertising, to generate revenue and attract users while maintaining a positive user experience.

  1. AI is playing an increasingly important role in mobile gaming user acquisition, with game developers using AI-powered tools and technologies to optimize campaigns, analyze user data, and deliver personalized content and offers for a better user experience.

Get creative, think outside the box, and don't be afraid to try something new!