What Is User Acquisition in Gaming? A Complete Guide for 2025
- Fátima Castro Franco
- Jul 31
- 3 min read
User acquisition in gaming refers to the process of attracting new players to download and engage with a game. It’s a key marketing strategy used by game developers and publishers to grow their user base and increase revenue, especially in the highly competitive mobile gaming space.
From paid ad campaigns to organic discovery methods, user acquisition (often abbreviated as UA) plays a central role in determining the success or failure of a game in today’s saturated market.
Why Is User Acquisition Important in Gaming?
User acquisition isn’t just about getting downloads; it’s about bringing in the right users who will engage, spend money, and stick around. A well-structured UA strategy helps developers:
Reach new players across different regions and demographics
Increase in-app purchases and ad revenue
Improve overall game visibility and ranking in app stores
Build sustainable growth over time by balancing cost and value
Without a focused approach to UA, even high-quality games risk going unnoticed.
How Does User Acquisition Work in the Gaming Industry?
The process of acquiring users typically involves several key steps:
Audience targeting: identifying ideal players by interests, location, device, or behavior
Creative production: building ad creatives like banners, videos, and playables
Campaign execution: launching ads on platforms such as Meta, TikTok, Google Ads, or Unity
Performance tracking: monitoring installs, cost per install (CPI), and user retention
Optimization: adjusting strategies based on performance data to lower costs and improve results
Many teams use dedicated UA platforms or agencies to handle campaign setup, budget control, and analytics.
What Affects User Acquisition Performance?
Several factors shape the cost and efficiency of UA efforts:
Platform: iOS users are often more expensive to acquire than Android
Region: costs are typically higher in North America and Western Europe
Game genre: hyper-casual games may have lower CPI, while hardcore strategy games cost more to promote
Ad networks: some platforms perform better depending on the game’s audience
Privacy regulations: changes like Apple’s App Tracking Transparency (ATT) have made targeting more complex
Being able to adjust quickly and test new approaches is essential in this fast-changing environment.
Top User Acquisition Channels for Games
Game studios and publishers typically use a mix of these channels to drive installs:
Paid advertising on Facebook, Google, TikTok, and mobile ad networks
Influencer marketing with YouTubers, streamers, or TikTok creators
App store optimization (ASO) for organic discovery
Cross-promotion within their existing game portfolio
Offerwalls and rewarded ads that incentivize installs
Each channel has its strengths, and the most successful UA strategies combine multiple sources.
Mobile vs. PC and Console User Acquisition
User acquisition is most commonly associated with mobile games due to the scale and data-driven nature of the mobile market. However, PC and console developers also use UA strategies, especially around game launches and live service updates.
That said, mobile gaming is where UA strategies have matured the most, with real-time bidding, AI optimization, and extensive audience segmentation now standard.
How UA Is Evolving in 2025
With growing privacy restrictions and changes in user behavior, traditional user acquisition tactics are shifting. Developers are now focusing on:
AI-powered platforms that automate targeting and bidding
Contextual advertising instead of personal tracking
First-party data collection to retain control over performance insights
Purchase-based targeting that focuses on real spending behavior, not just interests
Innovation in this space is moving fast, and companies that adapt early gain a competitive edge.
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