Winning mobile game ads: Creative tactics to boost user acquisition

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If you missed our webinar, you can watch the full recording on LinkedIn or read this recap of the key takeaways.

UA in 2024: Adapting to privacy and platform changes​

Shifts in privacy regulations and platform policies have transformed the UA landscape. From Apple’s SKAdNetwork to evolving MMP (Mobile Measurement Partner) tools, UA Managers and Growth Marketers are redefining their approaches to maximize the impact of limited data. Our panel of experts shared how they’ve adapted, focusing on creative testing, budget optimization, and campaign structuring to maintain performance and compliance.

They emphasized staying agile and collaborative:

• Ensure ad schemas and budgets are adjusted to optimize revenue tracking.
• Focus on creative assets to better appeal to target audience and ensure cultural and language relevancy.
• Acquiring high value users rather than focusing on large volume.
• Work closely with legal teams to navigate compliance challenges effectively.

We also leverage our internal cross promotion which sits outside our traditional advertising. We acquire players from our other games, keeping them in the SYBO ecosystem. It is no like we have a predefined target audience, but we go after high-monetizing users. – Oisin Walsh, SYBO

Using data at every stage of a game’s lifecycle​

User acquisition strategies need to evolve with your game’s lifecycle. During the pre-launch phase, retention metrics and broad audience testing take center stage, ensuring campaigns provide an accurate understanding of the game’s appeal. At launch, the focus shifts to gradually scaling campaigns, testing creative assets, and analyzing early indicators like cost per install (CPI) and return on ad spend (ROAS).

Post-launch, the priority becomes retaining high-value users through refined campaigns, cross-promotion, and collaboration with game development teams to continuously improve monetization efforts. A thoughtful approach ensures UA efforts remain aligned with long-term goals.

Creative trends in UA: Hooks, playables, and narrative ads​

Creative excellence is critical in today’s UA landscape. Strong hooks—eye-catching moments in the first seconds of an ad—have become essential for engaging users quickly. While playable ads can be expensive to produce, they deliver high engagement when aligned with actual gameplay.

Narrative ads are also gaining traction, particularly for games with strong storylines. These ads help build brand loyalty by connecting with players on an emotional level, offering a unique way to differentiate games in crowded markets.

AI and the future of UA​

AI is transforming every industry, including game advertising and user acquisition by streamlining creative production and enhancing localization efforts. Stillfront has already embraced AI tools for generating localized assets and voiceovers, which reduces production time and allows for targeted experimentation. SYBO, while cautious, recognizes the potential of AI to scale creative processes responsibly, highlighting its growing importance across the industry.

We are using AI very actively and our marketing team is on top of it. We do ideation and testing for static ads. For videos, we do iterations. The production time is incomparable, obviously, but we always remember that quality is as important as quality. – Şebnem Alpaylı O’Rourke, Stillfront

Optimizing budgets and media buying strategies​

Effective budget allocation remains central to successful UA. The experts recommended a systematic approach:

1. Test new networks with small, structured budgets while monitoring early indicators like CPI and ROAS.
2. Gradually scale campaigns as algorithms stabilize and performance improves.
3. Collaborate closely with account managers to identify opportunities for optimization.
4. Balancing short-term ROI with long-term growth requires patience, strategic decision-making, and a willingness to adapt to changing market conditions.

Final Thoughts: Staying ahead with data and insights​

The ability to combine data-driven insights with creative execution is a key differentiator. By refining strategies at every stage of a game’s lifecycle, leveraging new trends like AI, and optimizing budget allocation, developers and UA managers can maximize performance and ROI.

This is where MarketIQ shines. Our ad intelligence and creative insights platform provides the tools you need to stay ahead in a competitive market.

• Enhancing creative strategy: By leveraging MarketIQ’s competitor intelligence, you can analyze what’s working for top-performing games in your genre. Identify trends in creative formats, hooks, and styles to develop ads that resonate with your target audience and stand out in crowded channels.
• Refine yourtTargeting: MarketIQ’s rich dataset allows you to uncover opportunities for precision targeting. Whether you’re in the pre-launch phase testing broad audiences or post-launch seeking high-value users, MarketIQ helps you focus on the right segments to maximize ROAS and retention.

With MarketIQ, you can bridge the gap between data and creativity, ensuring that every decision is backed by actionable insights. To celebrate the launch, we’re offering an exclusive 70% discount on all MarketIQ plans. Don’t miss this opportunity to gain a competitive edge at an unbeatable price. Available now, until it’s not.