Welcome to read no bullshit tips to UA. When it comes to user acquisition (UA), there’s no shortage of advice, but we headed straight to the source of unfiltered best practices. Here’s Matej Lancaric‘s take on what really matters in user acquisition for mobile games.
Play the damn game
It’s surprising how many UA managers skip this fundamental step. According to Matej, “It’s essential to play the game I run campaigns for. How can I convince players to come and play ‘the best game ever created’ when I have no fucking clue what it’s all about?”
The excuse that UA managers are “too busy” to play the games they market doesn’t fly. Understanding the gameplay, mechanics, and player experience is crucial for crafting effective ads that resonate with audiences. Don’t just rely on briefs, immerse yourself in the product.
The 80/20 rule reimagined
Balancing innovation and proven performance is critical in UA, and the 80/20 rule has been the gold standard for years: 80% of the budget goes to proven creatives, while 20% is reserved for testing experimental ideas.
But here’s a twist: with advancements in AI, Matej has flipped this rule. “Now it’s 20% proven creatives, 80% experimental and innovative stuff. Why? Because it’s so cool to build creatives myself, and I love experimenting. Use at your own risk.”
The takeaway? While this approach isn’t for everyone, leaning into AI for creative production and testing can unlock exciting new opportunities. Just ensure you monitor performance metrics closely. Read Matej’s guide to harnessing AI in UA here.
Fake ads are here to stay but they’re evolving
Fake ads have long been a controversial yet effective tactic in mobile game marketing. And despite calls for more transparency, they’re not going anywhere. “The plain fake ads as we know them are gone. Now fake ads are incorporated into onboarding. This is the future of game development: UA-led game design,” says Matej.
This shift highlights a broader trend where UA strategies and game design are becoming more intertwined. By aligning the onboarding experience with the promises made in ads, developers can create a more seamless and engaging user journey even if the initial ad stretches the truth.
Prioritize ROAS over everything else
With fake ads, won’t the players be disappointed? According to Matej: “I don’t care if players are disappointed. I care about ROAS (Return on Ad Spend). Our job is to convince players to install a game and convert them into payers.”
While this may sound harsh, it underscores an important point: emotions drive installs. Whether the ad makes users excited, angry, or even slightly disappointed, the ultimate goal is to generate installs and conversions. Of course, ensuring long-term retention and minimizing churn is important, but for UA, the primary focus is ROI.
Can’t predict the future only adapt to it
When asked to predict the next big disruptor in mobile game marketing, Matej offered a candid response true to his style: “I have no idea. It’s pretty hard to say what’s gonna happen next week, let alone in 3-5 years.”
Still, AI is undeniably shaping the landscape, from creative production to campaign optimization. While it’s impossible to predict the full impact, staying flexible and open to experimentation will be key to navigating the future of UA.
The bottom line
Effective UA isn’t only about following trends or overthinking strategy. It’s about understanding your product, testing relentlessly, and focusing on results. Whether you’re experimenting with AI, leveraging creative emotions, or rethinking fake ads, remember that bold moves often lead to the biggest wins.
If you’re ready to put these tips to use and receive real-time creative-level data on your next campaign, reach out to us to get started with Audiencelab!
