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Writer's pictureNazife Ünal

5 User Acquisition Channels for Mobile Games

Updated: Oct 15

As the mobile gaming industry continues to expand rapidly, finding the best user acquisition channels is key to ensuring sustainable growth and player retention. To drive success in today’s competitive landscape, mobile game developers need to choose UA channels that not only bring in new users but also retain them for the long haul.

Below, we’ve listed five of the top user acquisition channels for mobile games, each offering unique advantages to help developers tap into the right audiences and achieve better returns on investment. 1. Gamelight

Gamelight has become a leading name in mobile game marketing, thanks to its AI-driven, data-based approach to user acquisition. Its self-serve platform is particularly popular for giving developers full control over campaign optimization while making it easy to launch and scale marketing efforts.

One of Gamelight’s strongest features is its ability to personalize ad delivery, resulting in higher engagement and better retention. Ranked as the best source for user acquisition on the AppsFlyer Performance Index, Gamelight’s advanced AI algorithm and numerous industry awards highlight its credibility. Gamelight also excels in improving cost per engagement (CPE) efficiency and boosting return on ad spend (ROAS) for developers looking to acquire high-quality users.

2. Google Ads

Google Ads provides multiple ad formats across platforms such as YouTube, Google Play, and the Google Display Network, giving developers broad access to potential users. Its analytics tools allow developers to track campaign performance, optimize cost per install (CPI), and refine app retargeting strategies. With the ability to target specific user segments, Google Ads helps advertisers improve key metrics like D7 Return on Ad Spend (ROAS) and long-term user retention.

3. Meta

Meta’s ad platforms, including Facebook, Instagram, and Messenger, allow developers to reach large audiences through detailed targeting options based on user demographics and behaviors. Meta supports various creative formats like video ads, stories, and carousel ads, which help engage users at different stages of their app journey. Its tools also aid in tracking cost per engagement (CPE) and user retention, giving marketers insights to fine-tune their strategies for better results.

4. Applovin

AppLovin offers developers programmatic advertising tools with a focus on rewarded video ads, where users receive in-app rewards in exchange for watching ads. This approach encourages engagement and retention. AppLovin’s machine-learning algorithms support campaign optimization by targeting high-quality users, helping improve CPI and ROAS over time. While it provides effective tools for scaling and monetization, setting up campaigns may require collaboration with a representative, which can limit flexibility.

5. IronSource

ironSource focuses on both user acquisition and monetization through rewarded ads and other tools. Its offerwall feature provides users with incentives to engage with content, supporting higher retention rates. The platform integrates with different monetization strategies, allowing developers to balance revenue generation and acquisition efforts. With advanced analytics, ironSource helps developers track CPE and optimize campaign performance for better returns on ad spend.

Driving Growth with the Right UA Channels

Choosing the right user acquisition channels is critical for any mobile game looking to scale its user base and increase engagement. By leveraging the unique strengths of platforms like Gamelight, Google Ads, Meta, Applovin, and IronSource, developers can create tailored UA strategies that drive high-quality installs and long-term success. Whether you’re looking to engage new players or retain existing ones, the right UA channel can make all the difference in reaching your goals. Are you prepared to transform your game's outreach?


Unlock the potential of an AI-driven platform with an easily navigable dashboard to effortlessly enhance your user acquisition efforts. With this user-friendly interface, you have full command of your budget and a wide range of targeting choices, making Gamelight, the AI-powered advertising platform, the intelligent option for expanding your game's audience.


Discover Gamelight: The AI Advantage in Mobile Marketing. With AI technology, competitive CPI rates, and no need for creative work, you can launch campaigns in just 5 minutes. It's all about simplicity and efficiency.


To access the Gamelight advertising platform's self-serve dashboard, click HERE.


If you need assistance, complete THIS FORM, and one of our team members will reach out to you within 24 hours.

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