Tips for Successful Mobile Game Marketing: A Step-by-Step Guide to Improving ROAS and Practical Applications
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2 min read
customer acquisition
digital advertising
game industry
CrossX
AIBID
When releasing new games, marketers tend to focus on larger, mainstream argentina mobile phone number list advertising platforms. According to Skai's 2024 report , about 80% of digital advertising budgets in the United States go to large publishers. However, although these large advertising platforms have the advantage of larger audiences, they often have restrictions on target setting options and budgets, and cannot share data across platforms, resulting in lower return on ad spend (ROAS). Low.
To overcome the above challenges, brands must allocate diversified advertising budgets and include advertising placements outside of large advertising platforms. Such budget allocation must be coupled with precise target setting, strategic ad placement bidding, and ad creative content optimization, and these strategies all rely on effective use of user data. Understanding the importance of engaging users early and acquiring high-value users is a key step in achieving an effective customer acquisition strategy.
Check out the step-by-step guide below to help you achieve your user acquisition goals.
After users install a game, it is usually possible to tell within 24 to 48 hours whether these users will make purchases within the game, and players who complete purchases early in the installation process have a higher chance of continuing to make purchases in the future. Therefore, it is crucial to engage players from the start.
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Step 2: Acquire high lifetime value players to drive ROAS growth
Once you understand the value of engaging players early, the second step is to identify players who are more likely to spend money over the long term. For open online real-time bidding placements, flexible target settings can provide more opportunities to segment users and target high-value users, so brands can more easily target specific types of players. By segmenting users, brands can properly allocate budgets and focus on player groups with higher lifetime value, such as "dolphins" and "whales." To reach and acquire high lifetime value players, strategic placement bidding and content optimization will play a key role.
The above strategies can be applied to a wide variety of game categories, from hardcore role-playing games to casual games. The following will illustrate the practical application cases of these strategies in different game marketing scenarios to understand how game companies can effectively improve ROAS.