The Evolution of User Acquisition in 2023

In mobile game publishing, staying on top of User Acquisition (UA) trends is paramount, and in the past year it is evident that the industry has changed. Today, John Wright , our VP of Mobile Publishing casts some light on key developments as part of our ongoing UA knowledge series.

What’s Driving the Change in UA?

Talking about changes in user acquisition means addressing the big issue – Apple's IDFA deprecation. It now makes it harder to reach and retain high-quality users. Important metrics like Lifetime Value (LTV) and Return on Ad Spend (ROAS) have taken a hit. Marketability tests, aka Cost Per Install (CPI) tests, have changed a lot in the last two years. Publishers used to run several CPI tests previously, spending a few hundred dollars each on Facebook Meta to check if the CPI was low enough to launch a game easily.

The Evolution of UA in 2023

In 2023, things have changed. Just aiming for a low CPI isn't enough anymore. Most developers now focus on a more thorough assessment of user retention, often using a fully developed Minimum Viable Product (MVP). Instead of just a short Unity scene recording, a 30-60 minute gameplay is needed to test Day 1 (D1) and sometimes Day 3 (D3) retention, in addition to CPI. But, be ready for higher costs (about 20-30 times more than before!). So, as a developer in 2023, it's crucial to invest more in creating a solid MVP with substantial gameplay to evaluate retention alongside the CPI.

In today's game development landscape, testing strategies for early-stage games are crucial. User acquisition (UA) has become trickier, pricier, and less predictable. Just two years ago, focusing on Meta until the monetization testing stage worked well. But now, incorporating another channel, like Unity, becomes essential for comparing metrics such as Installs per Mille (IPM), effective Cost Per Mille (eCPM), effective Cost Per Install (eCPI), and ROAS.

Before SKAdNetwork and IDFA changes, Facebook was a simpler and reliable UA platform, offering cost-effective campaigns and predictable CPIs. However, the tables have turned, with Facebook now often being more expensive than SDK networks. In a nutshell, adaptation is key in this evolving landscape!

Find out how you can diversify your UA efforts with more inputs from John, in our blog. Also, stay tuned for part two of The Evolution of UA where we will delve into creatives for UA and how to boost averages and overall performance.