Brutally Honest #64: No BS Newsletter With Useful Stuff About UA

The analysis focuses on optimizing the soft launch process for mobile games, specifically addressing user acquisition and monetization strategies in a post-IDFA environment. The primary thesis posits that a successful soft launch must be divided into three distinct, sequential stages: technical, retention, and monetization. By isolating these phases, developers can ensure data health and stability before attempting to optimize for long-term player engagement and eventual profitability.

Key findings highlight that while developers often prioritize Day 1 retention, long-term sustainability is frequently driven by Day 60 retention. Data suggests that games with a modest Day 1 retention of 25% can still generate significant monthly revenue, such as 2 million EUR, provided they maintain a Day 60 retention rate between 6% and 8%. In the monetization phase, the North Star metric is identified as Impressions per Daily Active User (IMP/DAU). A benchmark of 4.0 IMP/DAU is established as the threshold for rewarded video ads to meaningfully impact user acquisition efforts. Furthermore, implementing a mediation platform is estimated to increase ad revenue by 100%, with an additional 25% gain possible through advanced waterfall management.

The scope of the analysis covers the global mobile gaming industry, with specific focus on the limitations of the United States as a soft launch territory and a case study of Supercell’s recent strategy for the game Floodrush. The methodology relies on professional consultancy experience and industry observations of current market trends. It distinguishes between closed beta phases, which typically rely on organic growth and established intellectual property, and open beta phases, which require aggressive user acquisition spending on platforms like Facebook and Google Ads to scale effectively.