The Rise of Cross-Platform UA: Reaching Players Beyond Mobile

For years, user acquisition (UA) meant one thing — mobile installs. But in 2026, the definition of “user” is changing fast.

Players don’t just live on mobile anymore. They discover games through social, test them on desktop, and keep playing on console or cloud platforms. To reach them, studios are turning to cross-platform UA — the next evolution of performance marketing that connects players across every device, not just one.

Here’s how this shift is reshaping how games grow, and why your UA strategy needs to expand beyond mobile in 2026.

1. From Mobile-Centric to Player-Centric UA

The old UA model was app-based. You optimized for installs on iOS or Android, tracked ROAS by platform, and built campaigns in silos.

But today’s player doesn’t fit into one device ecosystem. They might:

• See a game trailer on TikTok (mobile)

• Try a demo on PC or browser (web)

• Connect progress through their console or cloud service

  
  

Cross-platform UA shifts the focus from device to player.Instead of optimizing for installs, marketers now optimize for player lifetime value (LTV) across platforms — a fundamental change that unlocks new ways to scale.

2. The Data Layer: Connecting Touchpoints Across Devices

The hardest part of cross-platform UA isn’t the creative or budget — it’s the data. Each platform has its own tracking limitations and user identifiers. To bridge the gap, leading UA platforms are using:

• First-party data to link user actions across platforms

• Predictive modeling to estimate LTV beyond single-device metrics

• Privacy-safe attribution frameworks (SKAN 5.0, Privacy Sandbox) that unify performance tracking

  
  

With these tools, marketers can finally measure campaigns based on total player impact, not fragmented metrics.

3. Rewarded UA: The Bridge Between Platforms

Rewarded user acquisition (RUA) has become one of the most effective ways to connect players across platforms.

Here’s why it works so well:

• It starts with engagement — players voluntarily interact in exchange for value (coins, upgrades, or in-game currency).

• That positive experience carries over when players switch devices.

• The incentive loop reinforces loyalty and cross-platform retention.

  
  

Platforms like Gamelight are leading this evolution — allowing advertisers to reach users through rewarded discovery, where engagement and performance extend beyond just mobile installs.

With RUA, you’re not just driving installs — you’re building cross-platform relationships that keep users active, wherever they play.

4. How Studios Are Using Cross-Platform UA in 2026

Smart studios are already making the shift.

Here’s how cross-platform UA fits into real-world growth strategies:

• Console-Linked Mobile Titles: Marketers promote mobile companion apps that drive engagement for console franchises (e.g., reward sync, in-game events).

• Cloud Gaming Discovery: Games use rewarded UA to attract users who start on mobile but continue sessions in the cloud — turning trials into long-term players.

• Web-to-App Funnels: Rewarded placements introduce players to gameplay on web, then push them to install on mobile for exclusive bonuses.

  
  

The result is a more flexible, cost-efficient funnel that scales across channels — without duplicating spend.

5. Measuring Success Beyond Installs

In a cross-platform world, success metrics have to evolve. The most advanced UA teams now focus on multi-platform value per user, not just CPI.

Key performance metrics include:

• Cross-platform retention: Players who engage across two or more devices.

• Lifetime session hours: Time spent within the game ecosystem, not just one app.

• Unified ROAS: Total return across mobile, web, and console traffic.

• Incremental growth: How each channel contributes to the overall player journey.

  
  

This approach paints a much clearer picture of performance — and helps marketers find efficiencies traditional UA can’t see.

6. Why Cross-Platform UA Delivers Higher ROI

Cross-platform UA isn’t just about reach — it’s about value. By meeting users wherever they are, you:

• Expand your acquisition funnel without raising CPI.

• Increase retention by giving players flexible ways to engage.

• Build a consistent brand experience across devices.

  
  

Rewarded discovery platforms like Gamelight amplify this even further by connecting engagement data between platforms — so you’re not guessing which campaign drives real growth.

In short: the more connected your UA ecosystem, the better your ROI.

Final Thoughts

In 2026, the best-performing games won’t be defined by where they acquire users — but by how connected those users feel across platforms.

Cross-platform UA is the bridge between mobile, web, and console. It’s what turns one-time installs into multi-device players — and fragmented campaigns into unified growth systems.

If you’re still running UA in silos, now’s the time to evolve. Rewarded UA platforms like Gamelight are already proving that cross-platform performance isn’t the future — it’s happening right now.

Ready to transform your game's outreach? 

Unleash the potential of an AI-powered platform featuring a user-friendly dashboard to effortlessly enhance your user acquisition efforts. With this intuitive dashboard, you have complete control over your budget and a wide array of targeting options, making Gamelight, the AI-driven advertising platform, the smart choice for expanding your game's audience.

Explore Gamelight: The Magic of AI in Mobile Marketing. With an AI-powered advertising platform, CPI rates, and no creative work required, you can initiate campaigns in just 5 minutes. It's all about ease and effectiveness.

Access the Gamelight advertising platform's self-service dashboard.

If you need assistance, please fill out THIS FORM, and one of our team members will get in touch with you within 24 hours.