Mobile Game User Acquisition Agency | Admiral

Question 1

What is mobile game user acquisition?

Accepted Answer

Mobile game user acquisition (UA) is the process of acquiring new players for a mobile game through paid advertising channels - including Meta, TikTok, Apple Search Ads, Google UAC, and in-app DSPs - and optimising the economics of those players over time. Effective gaming UA is not just about driving installs; it is about acquiring users at a cost that is recovered by their lifetime value (LTV). The discipline spans creative strategy, media buying, attribution, audience modeling, and ROAS forecasting, and differs significantly by game genre.

Question 2

What CPI should I expect for mobile game user acquisition?

Accepted Answer

CPI varies substantially by genre, channel, and target market. Hypercasual games typically see CPIs of $0.20-$0.80; casual puzzle games run $1.00-$3.00; midcore and RPG titles typically pay $3.00-$8.00 per install; hardcore strategy games often see $5.00-$15.00+ per install. These are blended global averages - US CPIs are typically 3-5x higher than Tier-3 market CPIs. The key question is whether your CPI is recovered within your users retention window.

Question 3

Which channel is best for mobile game user acquisition?

Accepted Answer

There is no universal answer - the right channel mix depends on genre, platform (iOS vs. Android), budget scale, and target market. Meta is the most scalable channel at volume for most genres. TikTok is particularly strong for casual and hypercasual titles. Apple Search Ads delivers the highest-intent users on iOS. Google UAC is often the most efficient Android channel via Play Store. Most mature gaming UA programmes run across 3-5 channels simultaneously.

Question 4

How do you measure success in mobile game UA?

Accepted Answer

The primary success metrics in gaming UA are D30 ROAS, CPI against genre benchmarks, and D7 retention. IPM (installs per 1,000 impressions) is used as the primary creative performance signal. For midcore and strategy titles, D90 ROAS and LTV modelling are essential because payback periods extend beyond 60 days. Attribution requires a properly configured MMP (AppsFlyer or Adjust) with SKAdNetwork mapping for iOS.

Question 5

How long does it take to scale a mobile game UA campaign?

Accepted Answer

A well-structured UA programme requires approximately 4-6 weeks to move from initial setup to data-informed scaling decisions. Weeks 1-2 cover infrastructure setup and first live data. Weeks 3-4 produce the first cohort signals. By week 5-6 the data is sufficient to inform budget scaling and channel allocation. Reaching 100,000+ monthly installs typically takes 8-12 weeks from a standing start, assuming D1 retention is at or above genre benchmark.

Paid Media

Growth & Creative

By Platform

By Discipline

AI Innovation

Creative Performance
Agency

Creative PerformanceAgency

Get in touch with us

Creative Performance
Agency