15 User Acquisition Strategies for Mobile Games: Be the Best

User acquisition drives the initial growth and popularity of mobile games. Attracting new players is essential for building a strong user base, increasing downloads, and generating revenue. Effective user acquisition strategies help create buzz and word-of-mouth referrals which leads to sustained interest and higher retention rates. Without a solid user acquisition plan, even the best games struggle to reach their target audience and achieve long-term success. Acquiring users efficiently and effectively lays the foundation for a game’s growth and overall profitability.

The best user acquisition strategies for mobile games include app store optimization (ASO), paid user acquisition (UA) campaigns, influencer marketing, social media marketing, referral programs, incentivized installs, pre-registration campaigns, cross-promotion, rewarded video ads, partnerships with game review sites, influencer-driven user-generated content (UGC), localized marketing, playable ads, app bundling, and community building on discord and Reddit.

The challenges in user acquisition include high costs, increased competition, effective targeting, user retention, platform algorithms, consumer behavior shifts, measuring ROI, cross-platform strategies, data privacy concerns, and ad fatigue.

This guide provides you with the 15 best user acquisition strategies for mobile games to help you attract and engage players effectively, emphasizing their importance for growth, and addressing challenges common in user acquisition.

What is a User Acquisition Strategy?

A mobile game user acquisition strategy involves tactics and methods used to attract and convert potential users into active customers or players through various approaches like marketing campaigns, app optimizations, and promotional activities designed to drive engagement and increase downloads. User acquisition strategies aimed at increasing the number of users for a product or service which includes identifying target audiences, selecting appropriate channels, and implementing campaigns designed to attract and engage potential users. 

Multiple approaches such as digital advertising, content marketing, and referral programs are combined to create a comprehensive plan that maximizes reach and effectiveness. Effective user acquisition strategies require continuous analysis and optimization. By monitoring performance metrics and user feedback, businesses refine their tactics to better align with user preferences and behaviors, ensuring that marketing efforts are efficient, cost-effective, and capable of sustaining long-term growth by adapting to changing market conditions and user needs.

Why is User Acquisition Strategy Important?

A user acquisition strategy is important because it drives growth by attracting new users, ensures efficient resource allocation, helps build a loyal user base, and enables businesses to scale, generate revenue, and maintain a competitive edge in the market.

What Are the Best User Acquisition Strategies for Mobile Games?

The best user acquisition strategies for mobile games include app store optimization (aso), paid user acquisition (ua) campaigns, influencer marketing, social media marketing, referral programs, incentivized installs, pre-registration campaigns, cross-promotion, rewarded video ads, partnerships with game review sites, influencer-driven user-generated content (ugc), localized marketing, playable ads, app bundling, and community building on discord and reddit.

Here are the details of user acquisition strategies for mobile games:

App Store Optimization (ASO)

App Store Optimization (ASO) is a key user acquisition strategy for mobile games that focuses on enhancing a game’s visibility in app stores like Google Play and Apple’s App Store. By optimizing key elements such as the game’s title, description, keywords, and visuals (icons, screenshots, videos and user ratings), App Store Optimization aims to improve search rankings and attract more organic installs. The strategy involves refining metadata and tracking analytics to ensure higher conversion rates and game ranking in search results, driving downloads, and boosting discoverability and engagement. Regular updates and adjustments based on user feedback and competition help sustain and grow user acquisition over time. 

ASO enhances download conversions, with U.S. mobile app conversion rates in the first half of 2023 reaching 30% on the Apple App Store and 31.3% on the Google Play Store.

Paid User Acquisition (UA) Campaigns

Paid User Acquisition (UA) campaigns involve using paid advertising to attract new players and drive targeted traffic and downloads. The strategy of paid UA campaigns includes running ads across various platforms such as social media (Facebook, Instagram), search engines (Google Ads), and in-app ad networks.  The goal is to target specific audiences based on demographics, interests, or behavior to maximize installs and engagement. UA campaigns involve performance-based models like cost-per-install (CPI) or cost-per-action (CPA), ensuring measurable results. Utilizing eye-catching creative assets, ad placements, and bids helps maximize ROI, making paid UA a powerful way to scale game downloads and reach broader audiences quickly.

In 2022, Meta and Google each captured 30% of the paid user acquisition market, while Apple Search Ads contributed 10%.

Influencer Marketing

Influencer marketing for mobile games leverages the reach and credibility of popular content creators, streamers, and social media personalities to promote games to their followers. By partnering with influencers on platforms like YouTube, Twitch, or Instagram, mobile game developers showcase gameplay, features, or special in-game events more authentically.  Influencers create gameplay videos, reviews, or live streams, engaging their audiences with firsthand experiences. The strategy of influencer marketing helps reach niche gaming communities, build trust, and drive downloads through word-of-mouth recommendations. 

Over half of marketers, 51%, think that influencer marketing helps attract high-quality customers.

Social Media Marketing

Social media marketing for mobile games involves using platforms like YouTube, Facebook, Instagram, Twitter, and TikTok to promote the game, engage with potential players, and drive downloads. Developers create targeted ads, post gameplay content, share updates, and interact with gaming communities to build buzz. By using creative visuals, videos, and even memes, they capture the attention of gamers and encourage sharing. Engaging content such as trailers, updates, contests, and user-generated content helps boost game visibility, foster loyalty, and encourage downloads through organic shares and paid ads. Social media campaigns can be organic or paid, allowing mobile games to reach broad and niche audiences. 

TikTok’s influence is growing fast, with its ad revenue expected to reach $12 billion in 2024. The platform has racked up more than 40 billion views on gaming content, and about 20% of users say they’ve bought a game they saw advertised on TikTok.

Referral Programs

Referral programs for mobile games incentivize existing players to invite friends, family and others to download and play the game. By offering rewards such as in-game currency, exclusive items, or bonuses for the referrer and the new player,  players are motivated to share the game with their network through unique referral links or codes. Referral programs tap into players’ networks, creating a viral effect that significantly boosts the game’s user base while keeping existing players motivated and involved. The strategy of referral programs is cost-effective as they turn current players into marketers and they can drive higher engagement by creating a sense of community among players who bring in friends to play together.

Referral marketing leads to 3-5 times higher conversion rates than other user acquisition strategies, making it one of the most effective ways to acquire new users.

Incentivized Installs

Incentivized installs involve offering rewards or bonuses to users in exchange for downloading and starting the game in exchange for in-game currency, items or other perks in a different app or game. By partnering with ad networks or reward-based platforms, developers attract users who are motivated by these rewards to try the game. Incentivized installs quickly boost download numbers and visibility in app stores but the quality of acquired users may vary as some might only install the game for the reward rather than genuine interest. With proper targeting and optimization, incentivized installs help build a substantial user base and improve app store rankings.

A study on incentivized installs found that most users in these campaigns are crowd workers seeking monetary rewards which drastically inflate app installs. For example, a test app installs jumped from 0 to over 1,000 through incentivized installs campaigns.

Pre-Registration Campaigns

Pre-registration campaigns for mobile games generate excitement, build a user base and secure early downloads before the official launch. Developers promote the game through various channels, encouraging players to sign up in advance. Players who pre-register receive exclusive rewards, in-game items, or notifications when the game becomes available. Pre- registration helps gauge interest, create buzz, and gather a ready audience at launch which lead to a strong initial download spike and foster early community engagement once the game goes live. 

By providing a pre-registration reward for FAITH, Nexon achieved a 20% boost in their conversion rate. 

Cross-Promotion

Cross-promotion involves promoting a mobile game within other apps or games developed by the same company or partner networks  to feature their titles. By leveraging existing user bases, developers encourage players to try their new game through in-game ads, banners, or notifications. Cross-promotion is highly effective when targeting users who have already shown interest in similar game genres, leading to a higher likelihood of downloads and engagement. The approach of Cross-promotion helps build a community around the new game and enhance user acquisition efforts by tapping into a pre-existing audience. 

Now is the perfect time to focus on growing your portfolio through cross-promotion with the booming mobile gaming industry, which is set to hit $209 billion by 2026.

Rewarded Video Ads

Rewarded video ads offer players the chance to earn in-game rewards like currency or special items by watching short, non-skippable video ads in exchange for in-game rewards such as currency, power-ups, or extra lives. The video ads are integrated within other games and they offer a win-win situation. Players benefit from receiving rewards while game developers and advertisers gain increased exposure and engagement. Rewarded video ads are effective driving installs and retaining players because they enhance user experience by providing tangible incentives, leading to higher ad completion rates and encouraging users to explore the advertised game. 

Rewarded video ads are the most popular ad format for mobile games as 82% of developers utilizing them. 

Partnerships with Game Review Sites

Partnerships with game review sites involve collaborating with influential reviewers and gaming websites to feature and review the mobile game. By providing early access, exclusive content, or promotional materials, developers secure positive reviews and media coverage, and leverage the credibility and reach of established reviewers to boost their game’s visibility and credibility. Positive reviews and in-depth coverage drive interest and downloads as potential players rely on these reviews to make informed decisions. Effective partnerships with game review sites enhance the game’s reputation and foster trust among potential users, leading to increased installs and user engagement.

Influencer-Driven User-Generated Content (Ugc)

Influencer-driven user-generated content (UGC) involves collaborating with influencers to create and share content about a mobile game such as gameplay videos, reviews, or challenges. By leveraging influencers’ reach and creative influence, developers encourage their followers to engage with the game and contribute their own content such as fan art, gameplay clips or reviews. The approach of influencer- driven user generated content leverages the influencers’ established audiences and fosters organic promotion as users share their experiences. By showcasing authentic, player-driven content, developers attract new users, enhance engagement, and build a vibrant community around the game. 

Localized Marketing

Localized marketing involves tailoring the promotion of a mobile game to specific geographic regions by adapting content to local languages, cultures, and preferences. Localized marketing includes translating game text, adjusting visuals, and creating region-specific ads or offers. By addressing local nuances and addressing regional tastes, developers better connect with potential players and improve the game’s appeal in diverse markets. Localized marketing enhances user acquisition by making the game more relevant and accessible, leading to higher engagement and download rates in targeted regions. 

84% of businesses report that localizing their marketing content has a positive impact on revenue growth.

Playable Ads

Playable ads are interactive advertisements that allow users to experience a short, playable demo of a mobile game before downloading it which lets potential players get a hands-on feel for the gameplay mechanics, graphics and experience and engaging snippets of the game before installing it. By providing a preview, playable ads effectively capture user interest and drive higher-quality installs from individuals who are genuinely engaged. The approach of playable Ads boosts user acquisition and helps in attracting players who are more likely to enjoy and stick with the game. 

Users who engage with playable ads have conversion rates that are 3 to 5 times higher than those who just watch static ads or trailers.

App Bundling

App bundling involves offering a mobile game as part of a package with other apps or games together into a single package at a discounted price or with special incentives. By combining multiple apps or games, developers attract a wider audience, encourage cross-promotions, and enhance user acquisition.  App bundling enhances user acquisition by providing added value and encouraging users to explore a range of offerings within the same package. Developers can attract a broader audience and increase installs by bundling apps that provide value to users, making it more enticing for them to download and explore the included games. 

Bundled offers can boost user engagement by up to 40%, as users tend to explore the extra apps in the bundle, leading to longer session times and more in-app interactions.

Community Building on Discord and Reddit

Community building on platforms like Discord and Reddit involves creating and nurturing active spaces where players can engage, share, and discuss the mobile game. By establishing dedicated servers or subreddits, developers can interact directly with fans and keep players informed about updates, host events, and news, creating a sense of belonging and loyalty among players. The strategy of community building encourages organic growth as passionate players invite others to join, participate in discussions, promote the game within their own networks and contribute feedback. Engaging directly with the community helps build loyalty, generates word-of-mouth referrals, and drives user acquisition by creating a strong, supportive environment around the game.

Reddit has 70 million daily active users and around 850 million monthly users.

What Are the Challenges in User Acquisition?

The main challenges in user acquisition include high costs, increased competition, effective targeting, user retention, platform algorithms, consumer behavior shifts, measuring ROI, cross-platform strategies, data privacy concerns, and ad fatigue.

Let’s discuss each challenge in user acquisition in detail:

• High Cost

Acquiring users can be expensive with rising advertising costs. As competition increases, brands need larger budgets to attract attention and convert users which leads to reduced profitability in the early stages of acquisition.

• Increased Competition

With many businesses vying for user attention, breaking through the noise becomes challenging. Saturated markets force brands to create unique value propositions and innovative strategies to stand out from competitors.

• Effective Targeting

Identifying and reaching the right audience requires precise targeting. Inaccurate or broad targeting lead to wasted ad spend, lower conversion rates, and inefficiencies in user acquisition efforts.

• User Retention

Attracting users is only part of the battle, retaining users is equally important. High churn rates undermine acquisition efforts, requiring continuous engagement and incentives to keep users active and loyal.

• Platform Algorithms

Changes in algorithms on platforms like Google or Facebook impact visibility and ad effectiveness. Businesses must continuously adapt to these updates to maintain their reach and performance in user acquisition.

• Consumer Behavior Shifts 

Rapid changes in consumer preferences and behaviors make existing acquisition strategies obsolete. Companies must stay agile and update their approaches to meet evolving user expectations.

• Measuring ROI

Determining the effectiveness of user acquisition campaigns can be difficult when tracking conversions across multiple channels. Accurate ROI measurement is crucial to ensure the sustainability of marketing efforts.

• Cross-Platform Strategies

Acquiring users across different platforms requires cohesive strategies. Fragmented campaigns lead to inconsistent messaging and missed opportunities for engagement.

• Data Privacy Concerns

Increased regulations and user awareness around data privacy make it harder to collect and use personal information for targeting which limits the ability to personalize campaigns and impacts acquisition efficiency.

• Ad Fatigue

Users exposed to the same ads repeatedly experience ad fatigue which leads to diminishing returns from campaigns. Brands need to refresh creative content and messaging regularly to keep user engagement high.

What Are the Best Pre-Launch User Acquisition Tactics?

The best pre-launch user acquisition tactics include creating a landing page, running social media campaigns, offering early access or incentives, collaborating with influencers, building an email list, and leveraging online communities to generate buzz and interest.

What Are the Key Differences Between User and Customer Acquisition?

The key differences between user and customer acquisition are that user acquisition focuses on attracting individuals to use a product or service, free or freemium while customer acquisition focuses on converting users into paying customers, driving revenue and retention.