Mobile Game Marketing Agency for Game Studios
From indie game marketing on a first title to a full mobile launch programme, run against the CPI, ROAS and retention numbers your own dashboards already report.
Four Things That Make Mobile Game Marketing Its Own Discipline
Video game marketing is not app marketing with better artwork on it. The economics, the discovery mechanics and the shape of a release are all different.
Free-to-play economics set the ceiling on CPI
In a free-to-play title a small share of players carries the revenue for everyone else, so the payback curve is long, uneven and specific to your game. Mobile game marketing has to start from that curve: what an install is allowed to cost is a consequence of monetisation design, not a media-buying preference.
Store discovery is a ranking problem, not an ad problem
A large part of game installs still comes from browsing and searching inside the App Store and Google Play. Keywords, category placement, icon, screenshots and the first seconds of the preview video decide whether paid traffic converts at all. Buying more installs into a weak listing just raises the price of every install.
Creative burnout is the real spend driver
Game creatives fatigue faster than almost any other vertical. A concept that carried the campaign last month stops converting, frequency climbs, and CPI drifts up while nothing about the targeting has changed. Video game marketing at scale is a production problem: enough new concepts, tested on schedule, retired before they drag the account.
A launch is a curve, not a date
Soft launch in a few markets to read retention and early monetisation, then a global release, then live operations that keep returning to the same audience with events and updates. Each phase needs a different channel mix and a different definition of success, and the plan has to be written that way from the start.
What Mobile Game Marketing Covers
Four capabilities, each owned by a service page with fixed-price scopes behind it, so you can see what you are buying before you buy it.
Store Optimisation for Games
Keyword research against how players actually search a store, metadata that earns the ranking, and creative assets tested rather than argued about. The discipline and its pricing live on the app store optimisation service, and this page links down to it instead of restating it.
- + Store keyword research per platform
- + Metadata, icon and screenshot testing
- + Localised store listings per target market
Paid User Acquisition
Apple Search Ads, Google App Campaigns and paid social run to a target cost per install and a payback window, not to a spend target. Campaign structure, bidding and creative rotation are handled as one job because in games they are one job.
- + Apple Search Ads and Google App Campaigns
- + Paid social campaigns for app installs
- + Bidding against payback, not against volume
Store Conversion and Retention
The two levers that decide whether acquisition pays back: how many store visitors install, and how many of them are still playing a week and a month later. Onboarding, lifecycle messaging and store page conversion are handled together.
- + Store page conversion testing
- + Onboarding and early-session drop-off analysis
- + Lifecycle messaging for returning players
Creator and Community Marketing
Mobile game influencer marketing, creator collaborations and community work that feed the same funnel as paid. Creator content doubles as performance creative, which is where most of its measurable value comes from.
- + Creator briefs and collaboration management
- + Community and social presence around a release
- + Creator footage reused as paid creative
What we sell today, and what we do not
Scope honesty is cheaper than a disappointed client. Here is exactly where this page has priced work behind it and where it does not.
iOS and Android, priced as scopes
The mobile half is fully staffed and fully priced. Three app services sit above seven fixed-price scopes, so a studio can start with one piece of work and expand into the rest without renegotiating a retainer.
- Store optimisation and store listing localisation
- Apple Search Ads, Google App Campaigns, paid social
- Store page conversion and retention work
PC and console store pages are not on the menu yet
Our store optimisation service is built for iOS and Android. We do not currently sell store-page work for PC or console storefronts, and we would rather say so here than discover it three weeks into an engagement. If your title is PC-first, the parts below still apply, but the store layer does not.
- No PC or console store-page scope today
- Mobile-first studios get the complete stack
- Cross-platform titles get the mobile half only
What carries across any platform
Creative production, community and creator work, press and analytics do not care which storefront you ship to. If you are PC-first or cross-platform, this is the part of the programme that still works exactly as described.
- Performance creative and trailer production
- Press, creator and community programmes
- Analytics, attribution and cohort reporting
What Working With a Game Marketing Agency Delivers
Different people on a studio team need different things from the same engagement. Here is what each of them gets.
A growth loop, not a media plan
Store and paid managed against one set of cohort numbers, with creative supplied at the rate the account actually burns it. No more reconciling a network dashboard against your own analytics.
App marketing domain →Spend you can defend
Every channel reports against payback, so the question at the end of the month is whether the cohort paid back, not how many impressions were served. Marketing that survives a board conversation.
How the model works →A launch calendar that holds
Soft launch, global release and live operations planned as separate phases with separate success criteria, and the store assets ready before the date rather than after it.
See defined scopes →Indie game marketing without a marketing hire
An indie game marketing agency engagement can start at one fixed-price scope: fix the store listing, then buy installs once the listing converts. You keep building the game.
Browse services →Launches beyond the home market
Store listings, creative and community work adapted per market by native specialists, so a release in a second or third market is not a translated copy of the first one.
Explore languages →What a Video Game Marketing Company Has to Get Right
Three things that separate a working growth loop from an invoice for media buying.
Unit Economics First
Payback, not install counts
Every campaign is briefed against a payback window agreed before launch. Installs are an input, not a result: the numbers that decide whether we scale or stop are cost per install measured against what those cohorts return, by market and by creative.
- Target CPI derived from your own payback curve
- ROAS read by cohort, not by calendar month
- Scale and stop rules written down in advance
Creative as a Production Line
Volume, tested, retired on schedule
Game creatives decay, so the programme plans for replacement instead of reacting to it. A defined number of new concepts per cycle, a test structure that reads results before the budget is spent, and retirement rules so fatigued concepts stop dragging the account.
- Planned concept volume per cycle
- Structured creative testing, not sequential guesses
- Creator footage reused as performance creative
A Named Specialist on the Account
Accountability with a face
Mobile store optimisation and paid acquisition for games are led by Muhammad Hijazi Siddiqui, our senior ASO and mobile growth specialist, whose track record on mobile games and apps includes 100%+ tROAS and millions of installs driven through store optimisation and paid acquisition.
- Named lead on store optimisation and paid acquisition
- Creative testing and performance work in one pair of hands
- Direct access to the specialist, not an account manager relay
Game Marketing Agency vs. Alternatives
Three ways to run mobile growth. Only one keeps the store side and the paid side inside the same loop.
|
Factor
|
UA Network or Media Buyer
Buying installs through a network or a freelance buyer
|
In-House Team
Building growth capability inside the studio
|
ONLINUUM
Game marketing agency running store and paid as one loop
|
|---|---|---|---|
| Store and paid in one loop | - | Depends on hire | One team, one loop |
| Creative throughput | Network templates | Capped by headcount | Planned volume per cycle |
| Pricing model | Percentage of spend | Salaries + overhead | Fixed-price scopes |
| Attribution you can audit | Network-reported only | Custom build required | Cohort reporting you keep |
| Time to launch | Fast, then generic | Months to hire | Days with productized scopes |
| Multi-market release | One market at a time | Hire per market | native execution per market |
Results from Mobile Game Marketing Done Right
What changes when the store side and the paid side stop being two separate projects.
Lower Cost per Install
A store listing that converts makes every paid click cheaper. Store work and media buying are optimised against the same target, not against separate ones.
Retention You Can Read by Cohort
Day one, day seven and day thirty retention tracked per source and per creative, so a cheap install that never comes back is treated as the problem it is.
Higher Store Conversion
Icon, screenshots, preview video and description tested as a conversion surface. The same traffic, more installs, no extra media spend.
ROAS Visible by Cohort and Market
Return on ad spend read where decisions are made: per market, per channel, per creative concept, against the payback window agreed at the start.
Faster Creative Cycles
New concepts produced and tested on a schedule, so fatigue is replaced before it shows up as rising cost per install in the account.
Releases Beyond One Market
Store listings, creative and community work adapted per market by native specialists, so a second or third launch is not a translation of the first.
How We Build Game Marketing Programmes
From a look at your store listing and cohort data to a loop that runs every week.
Audit
Read the store listing, the cohort data and the creative library you already have, and find where the money is leaking.
- Store listing and keyword position review
- Retention and payback analysis on existing cohorts
- Creative library audit: what is fatigued, what is missing
Plan
Set the target cost per install from your payback curve, then build the channel and creative plan that can hit it.
- Target CPI and payback window agreed in writing
- Channel mix per market and per launch phase
- Creative concept plan with test structure
Execute
Deliver through fixed-price scopes so the work has a defined output and a defined price from day one.
- Store optimisation and store page conversion scopes
- Apple Search Ads, Google App Campaigns, paid social
- Creative production on the agreed cycle
Scale
Push the channels that pay back, open new markets, and keep the loop running through live operations.
- Budget shifted toward cohorts that pay back
- New market entry with localised store assets
- Live operations and event-driven reactivation
The service and scope pages behind this vertical
This page describes the vertical. The work itself is priced and described on the pages below, which is where the detail and the packages live.
Paid user acquisition for apps and games
Apple Search Ads, Google App Campaigns and paid social run to a target cost per install. Mobile game user acquisition is scoped and priced on this service page.
Store optimisation as a fixed-price scope
Keyword research, metadata and creative testing for an App Store and Google Play listing, delivered as a defined scope with a defined price.
Gaming PR and press coverage
Press outreach, launch coverage and founder positioning for studios. If you are looking for a gaming PR agency rather than media buying, this is the service page for it.
Start with a game marketing audit
We read your store listing, your cohort data and your creative library, then come back with a prioritised plan and fixed-price scopes for the parts worth doing first.
Questions about mobile game marketing
What it costs, how it is planned, and where the boundaries of our scope sit.
How much does mobile game marketing cost?
The audit that opens an engagement starts at a few thousand dollars and covers the store listing, cohort data and creative library. After that the work is priced as fixed-price scopes rather than a blended retainer, so you can start with one piece and add the rest later. Media spend is separate and stays yours. On the mobile game marketing budget question, the honest answer is that the ceiling is set by your payback curve, not by us: we would rather agree a target cost per install and a payback window first and size the budget from there.
What does a mobile game marketing strategy actually look like?
It starts with monetisation, not with channels. We read what a player is worth over the payback window you care about, derive the cost per install that maths allows, and only then choose the mix. From there a mobile game marketing plan has three phases: fix the store listing so traffic converts, buy installs in the channels that reach your audience at that price, and keep retention and creative moving so the price does not drift back up. The best mobile game marketing campaigns we have seen were not clever ideas — they were ordinary ideas attached to a cost ceiling that was worked out in advance.
Do you run user acquisition for mobile games?
Yes. Mobile game user acquisition is scoped, described and priced on the app user acquisition service page, and this page links down to it rather than repeating it. In practice that means Apple Search Ads, Google App Campaigns and paid social, structured around a target cost per install and a payback window instead of a monthly spend target. The packages sit on the App User Acquisition service page, and the individual pieces of work are the Apple Search Ads and Google App Campaigns scopes, all of them linked from the cards below and from the related services at the foot of this page.
Do you do ASO for mobile games?
Yes, and it is usually the first thing we do. Store optimisation for a game is different from a utility app: category competition is brutal, the icon and preview video carry most of the conversion, and keyword sets shift with every featured slot and seasonal event. The discipline lives on the App Store Optimisation service page, the fixed-price work is the ASO Optimisation scope, and store listing localisation is a separate scope for when you open a new market. All three are linked from this page rather than restated on it.
What does the marketing mix look like across channels?
For most mobile titles the mobile game marketing mix is roughly: store optimisation as the foundation, Apple Search Ads and Google App Campaigns as the dependable volume, paid social for creative-led scale, and creator or community work feeding both awareness and the creative library. The exact split is a consequence of your genre and your payback window — a mid-core title with a long payback curve can afford channels a casual puzzle game cannot, and the mix is revisited every cycle against cohort performance.
How do you structure a marketing campaign for a mobile game?
Each mobile game marketing campaign gets a single job: a soft-launch campaign exists to read retention and early monetisation cheaply, a global launch campaign exists to buy volume at a known price, and a live-operations campaign exists to bring existing players back around an event. Mixing those jobs into one campaign is the most common mistake we see, because the success criteria contradict each other and nobody can tell afterwards which part worked.
Do you have a mobile game marketing case study we can read?
Not a published one. Our public case studies are from other verticals, and we will not dress one of them up as a game case. What we can point to is the named specialist on this account: Muhammad Hijazi Siddiqui has run store optimisation and paid acquisition for mobile games and apps with results including 100%+ tROAS and millions of installs. On a first call he will walk through that work directly, and we will scope the audit against your numbers rather than against a slide.
What should we keep in-house and what do you take on?
Studios ask this as marketing your mobile game yourself versus hiring out, but it is rarely all or nothing. Keep everything close to the product: community voice, event calendar, in-game economy decisions. Hand over the parts that need daily attention and specialist tooling: store optimisation, campaign management, creative testing and cohort reporting, with the store-page and lifecycle half of that covered by the App Conversion and Retention service. A common split is that you produce the game footage and we turn it into tested performance creative.
Do you do SEO for a game website or a studio site?
Yes, as a supporting channel rather than the main one. Search demand around a specific title is mostly brand demand that follows the marketing rather than creating it, so a game website earns its keep as a conversion and press surface: a fast site, clean technical foundations, press kit, and pages that rank for your own title name before someone else does. If you want that half of the work, it runs through the SEO service and the keyword research, technical SEO and on-page scopes behind it.
Which kinds of games do you take on?
Games as products: premium titles sold once, free-to-play games monetised through in-app purchases, subscription titles, and ad-monetised games. That list is the whole of our scope and we keep it that way on purpose — it is the boundary that keeps a studio account in good standing with the ad platforms we buy on, and it keeps the store optimisation and acquisition work we do transferable from one client to the next.
Do you work with PC and console titles?
Partly, and we would rather be precise about it. Our store optimisation service is built for the App Store and Google Play, so we do not sell store-page work for PC or console storefronts today. Everything that is platform-independent still applies: performance creative and trailers, press and creator programmes, community work, analytics and attribution. If your title is cross-platform, we take the mobile half plus the platform-independent parts, and we say so in the proposal rather than after signature.
Can you run a launch in several markets at once?
Yes, and it is the usual shape of a global release. Each market gets its own store listing treatment, its own creative variants and its own bid strategy, because install cost, competitive pressure and player expectations are not transferable between markets. Work is delivered by native specialists per language rather than by translating one market's assets, and the reporting layer above them uses the same definitions everywhere so the markets can actually be compared.
