Relying exclusively on Facebook for user acquisition is a high-risk strategy that fails to support sustainable scaling in the current mobile gaming market.
Developers should initiate diversification once monthly spend on a single channel reaches the $20,000 threshold.
Before expanding to new platforms, developers must maximize existing channels by utilizing a mix of campaign goals including Mobile App Installs (MAI), App Event Optimization (AEO) with tCPA, and Value Optimization (VO) with tROAS.
User acquisition strategy must be integrated early in the development lifecycle to validate marketability, retention, and technical viability before a game is fully built.
Long-term operational flexibility and sustainable growth are prioritized over short-term financial gains when managing internal growth teams and external consultants.
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