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What is User Acquisition in the mobile gaming industry?

Updated: Mar 13, 2023

User acquisition in the mobile gaming industry refers to the process of acquiring new users for a mobile game through various marketing and promotional efforts. This can include paid advertising, social media marketing, search engine optimization, and influencer marketing, among other tactics.

The ultimate goal is to drive more downloads of the game and increase the number of active players. This is important because user acquisition is a key driver of revenue for mobile game developers, who typically make money through in-app purchases and advertising.


In practice, user acquisition for mobile games involves a combination of different strategies and tactics. Some common methods include:

  • Paid advertising: This can include display ads, video ads, and social media ads that are targeted to specific audiences. These ads are designed to drive users to download the game from the app store.

  • Influencer marketing: This involves working with popular social media influencers to promote the game to their followers. This can be effective because influencers have a large and engaged following, and their endorsement can help to build trust and credibility for the game.

  • Search engine optimization (SEO): This involves optimizing the game's website and app store listing to improve its visibility in search results. This can be done through techniques such as keyword optimization and backlink building.

  • App store optimization (ASO): This involves optimizing the game's app store listing to improve its visibility and ranking within the app store. This can include things like choosing the right keywords, providing detailed descriptions, and using screenshots and videos to showcase the game.

  • Public relations: This involves working with media outlets to secure coverage for the game. This can be done through press releases, interviews, and other forms of media outreach.

  • Referral marketing: This involves incentivizing current users to refer friends to the game through referral links or rewards.

  • Cross-promotion: This involves promoting the game through other games or apps that have a similar audience.

These are some of the common strategies used in the mobile gaming industry for user acquisition. However, different games and developers may use different strategies and tactics depending on their target audience, budget, and other factors.


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