Nailing the mobile games scene hinges on grabbing users’ attention, enticing them to download your game, and ensuring they enjoy playing it. As a mobile game developer, executing user acquisition campaigns can be challenging.
This involves choosing between establishing an in-house user acquisition team, hiring a mobile marketing agency, or collaborating with a mobile game publisher. Let’s analyze the pros and cons of each method.
In-house user acquisition team:
Pros:
1. Full control over marketing without revenue sharing.
2. Deep understanding of the game leads to tailored marketing strategies.
3. Long-term investment for sustained growth.
Cons:
1. High initial costs for team setup and marketing budgets.
2. Requires resources for analytics tools, ad network communications, and creative production.
3. Limited expertise in managing diverse traffic sources initially.
Performance marketing agency:
Pros:
1. Broad experience from managing multiple projects.
2. Expertise in specific strategies and traffic sources.
3. Territory-specific knowledge available through local agencies.
Cons:
1. Agency fees for their services.
2. Less immersive understanding of your game compared to in-house teams.
3. Longer decision-making processes may hinder timely responses to market changes.
Mobile game publisher:
Pros:
1. In-depth understanding of your game combined with agency-level expertise.
2. Access to substantial resources for advertising and creative production.
3. Financial support for marketing campaigns, especially beneficial for new projects.
Cons:
1. Revenue sharing agreements may lead to profit loss.
2. Dependency on the publisher’s support.
3. Limited control over marketing decisions and potential reputational risks.
Careful evaluation of these factors is crucial for aligning your choice with long-term objectives and vision for your game. Consider your goals, desired milestones, and readiness to invest time and resources before making a decision.
