Brutally Honest #33

This analysis explores strategic user acquisition tactics and industry trends within the mobile gaming sector during late 2022. The primary focus is on optimizing Android campaign performance by filtering for high-value users based on hardware specifications rather than software versions alone. Research conducted at Wooga serves as a foundational data point, establishing that device RAM is the most reliable indicator of a high-end user profile and overall device quality.

The technical findings suggest that user acquisition managers should move beyond the traditional practice of excluding devices with less than 3GB of RAM. To target premium audiences in the current market, a more effective strategy involves targeting Android OS 12 exclusively. This approach leverages Google’s hardware requirements for the operating system, which mandate at least 6GB of RAM and a 1080p display, effectively filtering out lower-performing legacy devices that may negatively impact return on ad spend.

Beyond technical optimization, the scope covers the competitive landscape of the "survivor" sub-genre, specifically identifying Heroes vs. Hordes as a significant competitor to Survivor.io. The analysis also addresses the introduction of TikTok’s Smart Performance Campaigns (SPC) and the ongoing transition to SKAdNetwork 4.0 on iOS. The overarching conclusion emphasizes the necessity of direct, data-driven communication in the industry and the importance of hardware-level targeting to maintain efficiency during high-competition periods like the fourth quarter.