User Acquisition (UA) in mobile gaming is not just a clever method to rack up installs. It's a whole suite of methods and tools designed to attract, engage, and retain new users. In the fast-growing 2024 market (the year we're now summing up), UA is at the forefront and can even decide a project's fate. Without a steady influx of fresh players, even the most brilliant game mechanic might remain "buried" beneath a tide of new releases.
How Does User Attraction Happen?
- ASO (App Store Optimization): Don't expect to be discovered on page 100. The right description, screenshots, and keywords help your game rise to the top.
- Social Media and Influencers: Your favorite streamer or blogger might praise your game so effectively that their audience instantly rushes to tap "Download."
- Targeted Advertising: From Facebook to TikTok Ads, you can find "your" players on various channels—but you have to choose those with an optimal CPI.
At first glance, it might seem enough to "boost" one or two channels and enjoy a million installs. In reality, it's more complex: each audience has its own "interest button," and a precise blend of tools leads to the best results.
The Role of UA in Mobile Game Success
Looking back at 2024, it becomes clear: competition in mobile gaming is growing as fast as a teenager's appetite. Figures confirm that total spending on mobile advertising soared into the hundreds of billions of dollars, while user spending on apps also rose (though the top 10% of games still capture a significant portion of the revenue).
But simply racking up install counts won't ensure you land in that top 10%. It's far more important that these installs turn into a genuinely engaged audience.
The Influence of UA on Community and Long-Term Success
Significant revenues are certainly pleasant, but if your game endures for years, it means there's something more than just financial potential. Typically, that "something" is a live community, where players:
- Exchange strategies (and sometimes spoilers)
- Organize clans and guilds, hosting joint events and in-game activities
- Enthusiastically declare, "You won't understand how awesome it is until you try it!" to friends, acquaintances, and random people on the bus
The more you "warm up" your player base, the higher the chance that word-of-mouth will kick into high gear. And loyal users not only bring repeat purchases (crystals, skins, subscriptions) but also create a positive buzz around the project, accelerating its growth. Eventually:
- Revenue from in-app purchases and ads goes up—some people enjoy donating, while others prefer watching ads for bonuses.
- Your rankings in stores and searches rise—an active audience spurs install after install, pushing your game into top charts.
- Your reputation strengthens—satisfied players leave good reviews, talk about your project on social media, and invite friends.
According to forecasts, by 2026, total user spending on in-app purchases may reach 233 billion dollars. Precisely those "high-quality" players will form the foundation of that figure: they arrive through well-thought-out UA campaigns and stay because they find engaging mechanics, a strong community, and a constant stream of fresh events.
UA and Market Trends as of Early 2025: Briefly, With a Spark
Gathering opinions from analysts, marketers, and users to summarize 2024, we can highlight several key trends:
- Hybrid Monetization: Games no longer rely solely on in-app purchases—many also actively use ads. This way, you cover both types of users: those who prefer to pay and those who are happy to watch ads.
- The Growing Role of Creatives: Users see so many ads in a year that, without fresh and memorable creative, you risk being overlooked.
- Effective Micro-Influencers: It's not just top bloggers with millions of subscribers—niche creators with "only" 50–100 thousand followers often provide a better conversion rate, thanks to their highly dedicated audience.
- Focus on Retention: Acquiring a user is costlier than before, so companies are increasingly investing in mechanics for re-engagement (daily events, push notifications, season passes).
Why Advertising Without Creative Is Money Down the Drain
Sure, you can spend a hefty budget on buying traffic, but if your ads look dull or too ordinary, CPI will climb and your conversion will disappoint. In a market where hundreds of thousands of ads rotate daily, you need to stand out. Enter "Artik."
"Artik": A Workshop of Unique Creatives
We specialize in crafting ads that:
- Stand out from competitors (no bland "three levels, awesome game, download now" clichés)
- Showcase the gameplay so that potential users know what they're signing up for
- Evoke emotions—be it laughter, surprise, or the irresistible desire to jump into that "epic battle" right away
Creatives can take many forms: short videos, playable ads, dynamic banners, animated sketches, and more. In each case, we search for that "hook" that grabs your specific audience's attention.
Conclusion: 2025 Is the Time to Be Bold
Mobile gaming isn't just growing—it's skyrocketing. Yes, the competition is fierce, but interesting projects with a well-thought-out promotion strategy still have huge opportunities to find their audience. If you:
- Have created a game you're ready to show the world
- Want to take the next step in developing your UA strategy
- Are looking for those very creatives that turn a viewer into a player
The Artik team is at your service. Let's build an advertising campaign that won't get lost in the crowd, but becomes the driving force that takes your game to the top of the charts.
Contact us, and we'll show you how powerful creatives, combined with well-designed UA tools, can turn an ambitious project into a true hit!
Discuss your project with one of our experts and learn how Artik Agency's services can elevate your success.
