What Happens When UA and LiveOps Finally Merge

Fátima Castro Franco
Oct 7
3 min read

For years, User Acquisition (UA) and LiveOps have lived in separate silos. UA teams focused on bringing players in; LiveOps teams focused on keeping them around.

But in 2025, those lines are starting to blur. The rise of data-driven personalization, rewarded engagement, and real-time campaign tools is forcing studios to rethink how these two functions work together.

The studios that merge UA and LiveOps effectively are discovering a new kind of growth — one that’s sustainable, dynamic, and player-first.

Why UA and LiveOps Have Been Disconnected

Traditionally, UA and LiveOps were built for different goals:

UA → Acquire as many installs as possible at an efficient CPI.
LiveOps → Extend player lifetime value (LTV) through events, offers, and updates.

The result? Two teams running in parallel, often optimizing for different KPIs — installs vs. retention — without realizing they’re chasing the same players.

The New Reality: When UA Meets LiveOps

Modern tools are breaking down those walls. Real-time data, AI targeting, and rewarded engagement are making it possible to connect acquisition and in-game behavior in ways that used to require weeks of manual analysis.

Imagine this:

A UA campaign targets puzzle fans →
Those players install your game →
Within 48 hours, LiveOps triggers an in-game event or reward tied to the same interest →
Players feel instantly recognized and stay longer.

This is no longer theory — it’s happening now.

Why This Shift Matters

1. Retention Starts Before Install

UA isn’t just about clicks anymore. When campaigns are tied to upcoming events or gameplay updates, players enter the game with context and intent.

2. Rewarded Engagement Bridges the Gap

Rewarded UA channels make this merge even smoother. They don’t just drive installs — they introduce players through value. When a player earns a reward, the engagement loop has already begun.

Platforms like Gamelight take this further by using AI-powered targeting to find players who are most likely to participate in in-game events, boosting both UA and LiveOps performance.

3. Real-Time Optimization Becomes Possible

When UA and LiveOps share data, studios can adjust campaigns based on live player behavior — not just install volume.For example:

If engagement spikes during an event, UA budgets can automatically shift toward similar users.
If churn risk increases, retention offers can be triggered mid-campaign.

How Studios Can Merge UA and LiveOps

Unify Metrics: Stop tracking installs and engagement separately. Instead, measure acquisition-to-event conversion — how many new users reach your key LiveOps milestones.
Integrate Data Pipelines: Connect UA analytics and in-game event tracking into one BI environment for faster iteration.
Use Rewarded Channels: Rewarded UA aligns perfectly with LiveOps because it starts the relationship with an incentive — something LiveOps continues inside the game.
Automate Cross-Feedback Loops: Let LiveOps outcomes influence UA targeting. AI systems can then prioritize players who behave like your most engaged cohorts.

The Payoff: Continuous Growth

When UA and LiveOps merge, acquisition isn’t a one-time effort anymore. It becomes part of a continuous engagement cycle:

UA brings the right players in.
LiveOps keeps them active and spending.
Data from LiveOps improves future UA targeting.

The result? Lower churn, higher LTV, and better ROAS across campaigns.

Final Thoughts

The future of mobile growth isn’t about bigger budgets — it’s about smarter collaboration. The walls between UA and LiveOps are finally coming down, giving studios the chance to grow not just faster, but more sustainably.

With AI-powered targeting and rewarded user acquisition, Gamelight helps studios build this bridge — connecting acquisition and engagement into a single, player-driven growth loop.

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