Preface: What This Guide Is About
User acquisition (UA) for mobile games has transformed dramatically in the last few years. Rising competition, stricter privacy policies, and rapid creative fatigue have made it harder than ever for both indie studios and mid-sized publishers to profitably scale their titles. Yet, the opportunity has never been bigger: global mobile gaming revenue continues to grow, new markets are emerging, and the best ad networks keep improving their machine learning models.
This article was written as a hands-on, practical, no-fluff guide for mobile game founders, UA managers, and growth teams looking to scale efficiently across the top performance channels: Google Ads, Mintegral, Unity Ads, and Applovin. The best practices in this guide are based on 2025 algorithms, post-IDFA realities, and the newly dominant ad formats shaping mobile user acquisition.
If you are running a hybrid-casual, puzzle, RPG, simulation, idle, or mid-core mobile game, these strategies will help you:
- Reduce CPI while maintaining profitable ROAS
- Improve early retention (Day 1–3) from traffic quality
- Understand how each ad network’s algorithm learns
- Build a creative system that consistently produces winners
- Structure budgets and bids so campaigns don’t stall
- Take advantage of automated UA while still maintaining control
- Scale profitably without relying on a single ad network
This is a deep-dive, not a surface-level list, so you can treat it as your 2025 Mobile Game UA playbook.
Best Practices in User Acquisition for Mobile Games
1. Google Ads: Scaling with UAC (App Campaigns) Effectively
Google remains one of the most stable and scalable channels for mobile games. But to get the most out of UAC, you must tailor your strategy around machine learning, asset quality, and event prioritization.
1.1 Structure Only 1–2 Campaigns per Geo
Unlike many other networks, UAC punishes over-segmentation. One strong campaign per country (or a cluster of similar markets) achieves faster learning and higher quality traffic.
1.2 Prioritize High-Value Events Early
Best practices for event prioritization:
- Install → Tutorial Complete
- D1 Retention → Level 3 Complete
- Add-to-Cart Equivalent (soft currency/IAP trigger)
- Purchase
This helps the algorithm understand your quality signals from Day 1.
1.3 Feed UAC With Creative Variety
Google needs text lines, images, HTML5, and multiple video formats. Mandatory minimum:
- 5 landscape videos
- 5 portrait videos
- 5 square videos
- 5 images
- 5 short text lines
- Optional: HTML5 playable (high performance for games)
1.4 Avoid Frequent Creative Resets
UAC resets its learning phase when you change:
- Event goal
- Target CPA/ROAS
- Creative bundles
Only rotate 1–2 creatives at a time.
1.5 Scaling Strategy
- Begin with tCPA for installs or early funnel events.
- Switch to tROAS after enough post-install signals accumulate.
- Increase budgets by 20–30% at a time to avoid rapid CPI spikes.
2. Mintegral: Best Network for APAC & Playable Ads
Mintegral is especially strong in Asia (China, Japan, Korea, SEA) and performs well for hypercasual, hybrid casual, puzzle, and idle games.
2.1 Always Use Playable Ads
Mintegral’s playable format delivers stronger Day 1 retention and cheaper CPI. For games with simple mechanics (match, idle, simulation, merge, puzzle), playables often cut CPI by 20–40%.
2.2 Use the Standard + Smart Optimization Combo
Recommended campaign structure:
- Campaign 1: Standard CPI Bid
- Campaign 2: Smart/Auto Optimization (no bid or broad bid)
Allow both to run for 3–5 days, then scale the better one.
2.3 Start with T1 and Tier 2 APAC Markets
Strongest countries on Mintegral include:
- Singapore
- Malaysia
- Philippines
- Indonesia
- Thailand
- Japan
- Korea
- Taiwan
You get lower CPIs and generally high D1–D3 retention.
2.4 Creative Best Practices
- Playables focusing on first 3 seconds of gameplay
- Multiple CTA variations
- Fast gameplay speed
- Bright UI and clear objectives
- “Action + Reward” framing (win coins, merge items, harvest crops, etc.)
3. Unity Ads: Strong for Gaming Traffic & High LTV Users
Unity is one of the best UA channels for games because its users already play other games. This results in better monetization for titles with rewarded video or interstitial revenue.
3.1 Optimize for ROAS, Not CPI
Unity learns faster when you feed it purchase or IAP conversion data. For ad-monetization-heavy games, optimize for:
- Ad Impression Signal
- Ad Revenue Signal (ADM tracking)
- Rewarded Video Trigger Event
3.2 Use Multiple Creative Packs
Unity allows up to 15–30 assets. High-performing formats:
- 15s portrait video
- 30s portrait (for mid-core)
- Playables (top performer)
- End-card variations
3.3 Set a Wide Bid Range
Instead of micro-managing your bid:
- Use broad bid ranges
- Keep budget above 2x your target CPI
- Avoid pausing campaigns too early
Unity needs volume to learn.
3.4 Best Performing Genres on Unity
- Hybrid casual
- Idle
- Puzzle
- Simulation
- Merge
- RPG (mid-core)
Cross-Network Best Practices: What Applies Everywhere
1. Focus on Early Retention
Your creative directly impacts:
- D1 Retention
- Tutorial Completion
- Ad Revenue per User
- ROAS Tracking Stability
Use pre-tutorial gameplay hooks in ads so users know exactly what to expect.
2. Build a Creative Pipeline
Winning teams use:
- Weekly creative testing
- Monthly refresh cycles
- Creative analytics dashboards
- Strong variation testing (color, UI, CTA, gameplay pace)
3. Don’t Pause Campaigns Too Early
Let campaigns run for at least 3–5 learning days unless CPI is extremely high. You should see your LTV and D0 ROAS climb in this period on your MMP.
4. Optimize Your App Store Before Scaling
Your store should reflect your ad creatives. Update:
- Icon
- Preview video
- Screenshots
- First sentence of the description
- Promos and seasonal events
5. Use a Multi-Network Mix
No single network performs at 100% all the time. A healthy UA mix:
- Google Ads for scale
- Applovin for volume and scale
- Unity for gaming traffic
- Mintegral for APAC and playables