This session provides a framework for conducting comprehensive performance audits in mobile gaming, focusing on the intersection of user acquisition (UA), ad monetization, and game design. The primary objective is to offer actionable, no-nonsense guidance for developers and marketers to evaluate their game’s health and identify areas for optimization. The discussion emphasizes a holistic approach, moving beyond surface-level metrics to examine the underlying mechanics of growth and revenue generation.
The audit framework is divided into three core pillars. For user acquisition, the analysis covers campaign structure, targeting strategies—such as broad versus lookalike audiences—and the importance of value-based optimization over purchase-only models. It also highlights the necessity of reviewing creative history to understand what content resonates with users and why. The monetization segment focuses on data integrity, specifically reviewing fill rates, eCPM, revenue streams, and the balance between network share of revenue and share of voice. Finally, the game design component encourages a critical assessment of the development team, production processes, and the core game experience itself.
The content serves as a professional guide for industry practitioners, utilizing a conversational, expert-led format to distill complex operational challenges into manageable audit categories. By integrating these disparate areas—UA, monetization, and design—the framework aims to help studios pinpoint inefficiencies and improve overall game performance. The scope is broad, applicable to various mobile game genres, and intended for teams looking to refine their operational strategies through rigorous, data-driven self-evaluation.
