In a constantly changing and complex market, scaling mobile games successfully can be a challenge. The recent changes to app tracking transparency (ATT) have forced studios to reassess their strategies and adapt to overcome these emerging challenges. Ivan Trančík, CEO and Founder of SuperScale, shares valuable insights on how to effectively scale mobile games in a post-ATT market, including monitoring competition and optimizing your app store presence.
The changes made by Apple to the accessibility of its identifier for advertisers (IDFA) have significantly impacted the mobile market, leading to a major shift in user acquisition and game monetization. The introduction of post-ATT landscape, combined with the effects of the pandemic and macro-economic downturns, resulted in a 5% year-over-year drop in global mobile game player spending in 2022 – the first decline ever recorded.
Just two years ago, all you had to do was use Facebook and an MMP, hire a freelance UA manager, and your game would reach 80% of its potential on a small budget. However, in 2023, the reality is completely different. Launching and scaling mobile titles is harder than ever, with marketers now having to analyze complex datasets to find the right users. Successfully growing a high-quality mobile game now requires a team of 10-15 specialists and a variety of tools, and even major publishers are feeling the pressure. Playtika, a well-known name in the industry, has even temporarily suspended new releases until the return on investment for new games becomes economically viable.
Despite these challenges, there is still hope. It is possible to successfully scale good games using tools available to everyone. Here are five top tips for scaling mobile games in the post-ATT landscape:
1. Have a clear roadmap and build predictive models
When planning a user acquisition (UA) campaign, it is crucial to have a clear roadmap that spans at least three months. Your strategy should outline which ad networks you want to be visible on, as well as backup options in case your chosen strategies and channels do not yield desired results. It is important to align the marketing, data, and creative teams to work towards the same roadmap. This collaborative effort goes beyond just the marketing department.
In addition to your roadmap, it is essential to build predictive models for each campaign channel. Each network has a unique audience with different behaviors, and having accurate prediction models allows you to set budgets and expectations. This helps you understand when to expect a return on investment. If a network underperforms in terms of expected users or high-quality paying players, it is easier to replace it, especially if other networks are performing well. SuperScale, for example, runs prediction models for up to one year in advance, refreshing them daily.
2. Run campaigns in tandem with LiveOps
Your UA roadmap should align with your studio’s LiveOps. Big updates, new gameplay features, events, and potential partnerships should inform your future creative strategy. By bringing various teams together, you can start testing ideas early for key milestones, maximizing their impact and improving the success of UA campaigns and monetization.
This collaborative approach extends to in-game operations as well. By collaborating across teams, you can conduct A/B tests on engagement and monetization before implementing major game design updates. This ensures that the updates are as effective as possible, leading to increased revenue and optimizing your game’s potential while enhancing UA efforts.
3. Track your competitors
While it is important to have clear goals and objectives for your own game, it is equally important to stay informed about how your competitors’ campaigns are engaging with your target audience. Benchmarking performance beyond your own games is critical, even for the largest publishers in the industry.
Mobile analytics tools can be used to monitor the most popular channels used by other publishers. Additionally, monitoring their creatives, changes to app icons, and store pages can provide valuable insights and inspiration for your own creative strategies. Tracking your competitors regularly not only helps with UA efforts but also informs game design, monetization, and LiveOps in the long run.
4. Regularly conduct creative testing
High-quality creatives are crucial for a successful marketing campaign. Even with the best performance marketers, UA efforts will not be as profitable without the right approach to creatives. It is recommended to test new creatives on a weekly basis.
The reason for regular testing is simple: not all creatives will work, and some will outperform others. To achieve the best return on investment for UA campaigns, it is important to enter the market with the most effective and proven creatives. Regularly refreshing creatives to align with new trends is also necessary to maximize their potential.
Planning ahead is also important. By preparing creatives in advance, keeping key holidays and celebrations in mind, you will be better positioned to run successful campaigns throughout the year.
5. App Store Optimization
Alongside high-quality creatives, app store optimization (ASO) plays a critical role in driving conversions and installs for your game. If your store page lacks quality, has poor screenshots, a boring description, or does not align with your ads, you will see a decrease in installations.
For larger teams with successful games and organic traffic, it is worth optimizing and iterating on the store page on a weekly basis. Testing new ideas for screenshots, icons, and marketing copy regularly can lead to better conversion rates for both organic and inorganic traffic. Smaller teams should aim to optimize their ASO strategy at least every three months to improve conversion rates.
Scaling mobile games in a post-ATT market is undoubtedly more challenging than ever. However, by fostering collaboration among teams, regularly iterating on performance and campaign creatives, developers can position themselves for success. With the right strategies and approaches, it is possible to grow your game and overcome the obstacles presented by the changing landscape.
About SuperScale
Founded in 2015, SuperScale is dedicated to helping developers and publishers of all sizes grow their mobile games through effective user acquisition campaigns, predictive analytics dashboards, and other key services that maximize their potential. With offices in Slovakia and London, SuperScale has supported over 150 mobile titles, resulting in more than two billion downloads worldwide. The company has worked with industry leaders such as Electronic Arts, Lego, Big Fish Games, and BoomBit to expand their player bases, increase revenue, and create engaging experiences for gamers around the world.
About Ivan Trančik, CEO and Founder of SuperScale
Ivan Trančik established SuperScale in 2016 with the aim of supporting publishers in growing their mobile games through user acquisition and predictive analytics dashboards. Under Ivan’s leadership, SuperScale has assisted in scaling over 150 mobile games, resulting in more than two billion downloads worldwide. Ivan, a lifelong gamer, also serves as an advisor and mentor to multiple startups and emerging companies in the games and technology industries. Ivan and SuperScale have received several prestigious accolades, including Forbes 30 under 30 and Slush’s top 100.