Joined up thinking: Optimising UA effectiveness by aligning campaigns with live ops strategies
summary
Argues that User Acquisition works best when campaign creative and timing are driven by Live Ops rhythms: regular daily predictable content, tentpole feature releases and events that create shareable moments. Cites AppsFlyer data (2018) showing paid installs rising and a 2016 US stat where word-of-mouth ≈35% vs App Store ≈32%, and recommends segmented tests (around hundreds of dollars) using Facebook look-alike audiences, tracking repeat purchases and retention as the real success metrics.
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chapters (11)
- 0:00Introduction
- 0:27Games The Service
- 4:10Attributions
- 8:53Player Lifecycle
- 10:20Monetization
- 11:20Organic Drivers
- 13:53Conclusion
- 15:00Questions
- 15:50Where do you spend your money
- 17:13Do you recommend small teams
- 19:16One more question
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