Mobile User Acquisition

Not all debt solutions are created equal, and it’s important to understand the pros and cons of each in order to get the right fit for your business. So we created the definitive guide to funding mobile user acquisition to help developers make informed UA financing decisions.

In this episode, Saikala Sultanova, VP of Growth Marketing at DREST, tells us about combining white-hot fashion with community, commerce and a great mobile gaming engine. Saikala has years of experience in UA and growth at mobile gaming companies such as Ubisoft Mobile, Product Madness, and Space Ape Games.

A gaming company needs data and analytics to understand player behavior, predict LTV, and innovate live ops. Understanding this will allow them to improve player experience and grow their community.

Games with lifetime values (LTV) measured over months or years is where the industry is heading. But in creating games with much longer LTV periods (think Candy Crush and the like), the associated user acquisition (UA) costs to scale such a game also rise dramatically.

Revenue-based finance (RBF) has seen a strong increase over the last 24 months and is becoming an increasingly popular funding option for certain types of tech companies as an alternative to VC funding.

User acquisition (UA) costs are down, available inventory is up, and the competition for new users is fierce. That’s the state of affairs in today’s app market. Consequently, every app marketer is looking for the secret formula that makes their app stand out from the crowd, especially as research suggests paid UA is on the rise thanks to a confluence of events that conspired to drive down organic installs. 

Much like death and taxes, one thing you can be assured of is that UA metrics will change and evolve over time, and not remain static and predictable. Specifically, two things will start to happen as a business starts to scale through paid acquisition - acquisition costs will increase and lifetime values will decrease.

If you have a great new app, $100k in mobile user acquisition budget and 12 months to generate $500k of revenue – how do you plan your strategy?