Rewarded user acquisition doesn’t get talked about the way Meta and TikTok do. It’s not as flashy. It doesn’t dominate conference panels. And a lot of teams either dismiss it as “incentivized junk” or quietly use it without fully understanding why it works. Both are mistakes. When rewarded and loyalty-based UA is set up correctly, […]
Most mobile growth teams treat CTV like a bigger version of Meta or TikTok. Same creatives. Same hooks. Same expectations. That’s the mistake. CTV isn’t just another channel you plug into your UA mix. It’s a completely different creative environment, where your ad is full screen, unskippable, and sitting right in front of someone on […]
D7 ROAS is everywhere. Dashboards. Reports. Investor updates. Slack screenshots. It’s fast, it’s clean, and it gives teams something to react to. It’s also one of the most misleading metrics in mobile growth. Not useless. But dangerous if you treat it as truth. If you’re running gaming or iGaming, D7 ROAS will tell you a […]
Everyone says they care about incrementality. Very few teams actually run clean tests. Why? Because incrementality sounds simple, but in practice it feels slow, expensive, and messy. And when you’re under pressure to hit numbers, “clean measurement” often gets pushed aside for “what looks like it’s working.” This post is not about perfect experimentation. It’s […]
For a long time, the north star for mobile growth teams was simple. Installs. More installs meant more scale. Lower CPI meant better performance. Dashboards filled with green arrows when install volume climbed. That mindset made sense in the early years of mobile gaming and app marketing. User acquisition was still expanding, inventory was cheaper, […]
Most teams don’t have a creative shortage right now. They have a clarity problem. There are more tools than ever to produce ads quickly. Gameplay cuts, UGC-style edits, stat overlays, voiceovers, AI cleanups. You can spin up a batch of variations without a production crew or a massive budget. So naturally the next move becomes, […]
Everyone can make ads now. Not good ads. Not strategic ads. But ads. Lots of them. AI tools, template libraries, UGC cloning, gameplay editors, auto voiceovers. A small team can crank out 100 variations a month without hiring a production crew or blowing up a budget. Two years ago that was an edge. Now it’s […]
Work Dog Studios at Tokyo Game Show 2025
In the world of mobile game marketing, there’s one relationship that makes or breaks success: creative development and user acquisition (UA). Just like any great love story, these two must work together seamlessly—balancing art and data, storytelling and performance, intuition and optimization—to drive long-term growth. But this relationship isn’t just about finding the perfect creative […]
User Acquisition (UA) is the engine that drives growth in the fiercely competitive mobile gaming world. It’s the process of attracting new players, building a thriving community, and ultimately, turning your game into a profitable venture. While UA involves a complex interplay of targeting, bidding, and optimization, one element stands above the rest in its […]
