Pocket Gamer Connects London Highlights: User Acquisition Tips and Trends for 2020

Key insights

5 slides

Retention Matters

Retention is the critical performance metric for midcore titles.

High retention rates are essential for midcore games, as they naturally lead to success in other areas of the user funnel.

Organic vs. Paid

Organic traffic should not be the foundation of a business case for mobile games.

Organic installs are declining, making paid acquisition increasingly necessary for profitability.

Like expecting free samples to sustain a restaurant, organic traffic alone cannot build a robust mobile game business.

Strategic Shift. Organic traffic should not be considered the primary foundation for a mobile game's business case.

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Summary

The Pocket Gamer Connects London 2020 panel, hosted by Sensor Tower, provides strategic guidance for mobile game developers and publishers on optimizing user acquisition (UA) in an increasingly competitive market. The primary thesis emphasizes that successful UA requires a shift from volume-based metrics to a focus on Return on Ad Spend (ROAS), high-quality user retention, and highly targeted creative strategies.

Key findings highlight a transition away from broad audience targeting toward specific, high-value user segments. Industry experts note that while App Store Optimization (ASO) remains a component of discovery, it is increasingly insufficient for hyper-casual titles, where paid acquisition is essential. Panelists argue that organic traffic should be viewed as a secondary benefit of a well-executed product rather than a foundational pillar of a business model. Furthermore, the discussion underscores the critical importance of creative assets, advocating for short, story-driven ad formats that clearly communicate the game’s value proposition to ensure that acquired users are genuinely interested in the product.

The scope of these insights covers the global mobile gaming industry, with a specific focus on the evolving needs of hyper-casual and midcore developers. The methodology relies on qualitative data gathered from a panel of industry experts representing companies such as Next Games, Infinity Games, Boomzap, and Snap Inc. The consensus suggests that while the advertising landscape remains dominated by a duopoly, developers must diversify their ad network stack to reach untapped audiences and maintain cost-effective growth. Ultimately, the industry is moving toward a more disciplined, data-driven approach where measurable performance metrics dictate marketing spend and creative direction.