Scaling Beyond Facebook & Google: Why It’s Time to Diversify Your UA Channels

For years, Facebook and Google have dominated the user acquisition (UA) landscape, offering scale, targeting, and performance that mobile marketers could rely on. But in 2025, the rules of UA are changing. Privacy updates, rising CPMs, and intense competition have made it increasingly difficult—and expensive—to achieve the same results through these traditional platforms.

So, where should mobile game marketers turn? The answer lies in diversification. In this blog, we’ll explore why relying solely on Facebook and Google is no longer sustainable and how platforms like Gamelight offer a fresh, high-ROI alternative.

Why Traditional UA Channels Are No Longer Enough

1. Rising Costs Across the Board

As more advertisers crowd Facebook and Google, auction prices have skyrocketed. Marketers are paying more to reach users—and not always seeing a proportional increase in performance.

2. Privacy Restrictions Impact Targeting

Changes like Apple’s App Tracking Transparency (ATT) have reduced the granularity of audience targeting, making it harder to reach high-intent users effectively.

3. Ad Fatigue is Real

Users on Meta and Google platforms are constantly bombarded with ads. This saturation leads to lower click-through rates and weaker engagement over time.

Why Diversifying Your UA Mix Makes Sense

Adding new UA channels to your strategy brings several benefits:

• Lower competition and costs

• Access to unique, untapped user bases

• More flexibility in creative formats and targeting options

• Reduced dependency on big tech’s changing algorithms and policies

One of the most promising additions to your UA toolkit? AI-powered self-serve advertising platforms designed specifically for mobile games.

Gamelight: A Smarter Way to Acquire Users

The Gamelight platform is an AI-driven mobile marketing solution that offers a powerful self-serve dashboard. Unlike traditional ad networks, Gamelight focuses exclusively on mobile games and delivers direct traffic from a curated, self-published game recommendation platform.

Key Features:

• CPI-based model: You only pay for actual installs.

• Advanced targeting: Reach users based on age, gender, location, vertical, and even competitor game interests.

• Lightning-fast setup: Launch your first campaign in just 5 minutes.

• Complete budget control: Set your spending limits and adjust anytime.

• AI Optimization: Let machine learning do the heavy lifting to match your game with the most relevant players.
  

Success Through Diversification

Studios that diversify their user acquisition efforts often see improved results across the board. By combining traditional ad platforms with specialized solutions like Gamelight, you can reduce acquisition costs, improve retention, and discover high-quality users who are actively looking for new games to play.

Looking to boost your game's user acquisition?Utilize a self-serve dashboard to easily and effectively enhance your UA efforts. These user-friendly dashboards give you complete control over your budget and offer extensive targeting options, making it a smart choice for elevating your game's reach.

The Gamelight advertising platform is a leading mobile marketing solution equipped with an intuitive self-serve dashboard. Operating on a CPI basis, it drives direct traffic from a self-published mobile game recommendation platform. Moreover, you can set up your account and launch your first campaign in just 5 minutes!

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

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