Brutally Honest #116: User Acquisition in the Post-IDFA World

This industry analysis explores evolving user acquisition (UA) strategies in the mobile gaming sector, specifically addressing the challenges of the post-IDFA landscape. The primary thesis emphasizes that success in 2024 requires a shift toward sophisticated creative segmentation and a deeper understanding of platform-specific inventory, such as Google’s increasing push for short-form video content through YouTube Shorts and bumper ads.

A central focus is placed on optimizing Google Ad Groups by categorizing them into distinct creative concepts. Effective segmentation strategies include separating assets by format—such as text-only, static images, vertical short-form videos, and long-form videos exceeding 30 seconds—as well as targeting based on competitor audiences and custom store listings. These tactical recommendations aim to maximize conversion in an environment where traditional tracking is limited.

The analysis also provides a case study of the 4X strategy game Total Battle, which has achieved significant commercial success, generating approximately $600,000 in daily in-app purchase revenue and reaching a monthly peak of $14 million in May 2024. This performance is attributed to a unique onboarding process that utilizes a simulated map and story mode to bridge the gap between casual ads and hardcore gameplay. The game’s success serves as a benchmark for non-Chinese developers operating in the competitive 4X genre.

Geographically, the insights are global, with specific mentions of industry trends observed at European events like Gamesforum Hamburg. The methodology relies on qualitative industry observations, expert interviews, and quantitative revenue data from 2024. Ultimately, the findings suggest that while the fundamental framework for soft-launching and scaling mobile games remains intact, the execution must now prioritize creative diversity and platform-specific placement optimization to maintain growth.