7 Best User Acquisition Tools for Mobile Games in 2025

(And Why Gamelight Leads the Way)

In today’s mobile gaming market, a strong game alone isn't enough: you need the right tools to acquire users efficiently and profitably.

Whether you're launching a new title or scaling a top-charting game, your UA stack plays a huge role in determining your success. Below are 7 essential types of UA tools that mobile game marketers rely on in 2025, and how Gamelight stands out with AI-driven, fully automated campaigns.

Why the Right UA Tools Matter

With CPIs rising and user behavior shifting, the mobile marketing landscape is more competitive than ever. The best UA platforms don’t just buy traffic; they help you:

• Target smarter

• Optimize faster

• Drive real ROAS

  
  

Let’s look at what’s available, and where Gamelight fits in.

1. Gamelight (All-in-One AI-Powered UA Platform)

Best for: AI targeting, direct gamer traffic, high engagement, ROAS optimization

Gamelight is the only mobile UA platform powered entirely by AI, delivering fully automated campaigns with zero manual setup. It operates through its own game recommendation platform to reach real players, not ad inventory.

Key Features:

• 100% direct traffic from real mobile gamers

• AI-based targeting (age, gender, interest, game preferences)

• Self-optimizing campaigns that improve over time

• High retention and ROAS performance

• No manual campaign management needed

  
  

In this case study, Gamelight:

• Doubled and tripled ROAS across key markets: United States, Japan, Germany, France and United Kingdom

• Reached up to 284% ROAS growth

  
  

2. Attribution Tools

What they do: Track where users come from and how they behave post-install.

Why they matter: You need clear visibility into performance to optimize campaigns.

Popular platforms include tools that provide:

• Cohort-based LTV & ROAS tracking

• Fraud protection

• Deep linking for retargeting

  
  

Gamelight works alongside top MMPs (mobile measurement partners) to ensure accurate data attribution and performance analysis.

3. Ad Creative Testing Platforms

What they do: Help UA teams test multiple ad variations (videos, CTAs, hooks).

Why they matter: Creative fatigue hits fast; continuous testing is essential.

With Gamelight, you can complement your creative testing strategy by sending traffic that responds to specific ad styles. Want to test different messages or formats? Let our AI deliver traffic aligned with each creative.

Learn more in our Mastering UA report on AI optimization.

4. App Store Optimization (ASO) Tools

What they do: Help you optimize app titles, descriptions, visuals, and keywords.

Why they matter: Strong ASO improves organic installs and lowers paid CPIs.

Combine your ASO strategy with rewarded user acquisition to create a compounding growth effect, where organic and paid traffic boost each other.

5. Retargeting and Re-Engagement Tools

What they do: Bring back users who dropped off or didn’t convert.

Why they matter: Retargeting improves ROAS and retention.

For example, if you're running a personalized UA campaign, you can retarget based on user behavior and deep link them back to specific app content.

6. UA Automation & Bidding Engines

What they do: Automate bid adjustments and campaign scaling.

Why they matter: Manual UA management is slow and inefficient at scale.

Gamelight handles this natively via AI, adjusting bids, creatives, and targeting in real time to optimize for installs, engagement, and revenue — all without a single manual rule.

7. Analytics Dashboards

What they do: Provide live metrics and reports across campaigns.

Why they matter: You need centralized, transparent data to make fast decisions.

Inside the Gamelight dashboard, you’ll find:

• Real-time install and spend data

• ROAS by cohort

• Demographic and location breakdowns

• Creative and channel insights

  
  

Final Thoughts

You don’t need 10 different platforms to succeed with mobile UA. You just need the right one.

Gamelight helps publishers:

• Acquire users with zero manual setup

• Scale with high-intent, rewarded traffic

• Optimize using real-time AI automation

  
  

Check the self-serve dashboard of the Gamelight advertising platform.

If you need help, fill in THIS FORM and one of our team members will get back to you within 24 hours.