Allocate 60% to 70% of the user acquisition budget to high-performing campaigns and platforms, while reserving 30% for exploratory efforts in untested markets or channels.
Mobile game monetization remains heavily reliant on advertising, with top-performing titles like Survivor.io generating over $500,000 in daily ad revenue.
For U.S. launches, utilize a channel mix of Facebook, Google, and Unity for Android, and incorporate TikTok alongside Facebook and Unity for iOS.
International market strategies should focus on Facebook and Google for Android, and Facebook and TikTok for iOS.
Avoid excluding specific platforms based solely on soft launch data; maintain a diversified budget across both Android and iOS even if one demonstrates superior initial metrics.
Long-term operational success requires maintaining agile user acquisition teams and continuously refining campaign strategies over several months post-launch.
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