Do you know how many mobile games are on Google Play?
And in the App Store?
207,012.
Standing out in such a crowd may seem almost impossible, especially for indie game developers.
So you need to get creative with your user acquisition strategy.
In this article, we’ll dive into the latest mobile game user acquisition strategy trends to help you find the best ones for you.
Organic User Acquisition Strategy Trends for 2025
Social media, user-generated content and AI: we’ve got it all.
Try Cultivate Your Social Media Presence
Some people say that if you’re not on social media, then you don’t exist.
While this isn’t true (luckily), social media can really help you reach a broader audience.
Short-form videos are on your side here.
TikToks, Reels and YouTube Shorts are the perfect way to showcase your mobile game.
Try posting highlights of your game, challenges and new features. And don’t be afraid to think out of the box!
An example of a mobile game that used social media effectively to boost downloads is Clean It! by Homa.
If you’re like me, then you probably enjoy watching rug cleaning videos. And I know I’m not alone, because there are tons of them on TikTok.
Homa knows this too, and since Clean It! is inspired by those videos, they hopped on the #CleanTok trend and asked creators to try the game. The result was 2.5 million downloads in just the first six months!
Another game that boosted downloads thanks to TikTok is Dumb Ways to Die.
While the game has been around since 2012, in 2023, its theme song became a trend on TikTok. People from all over the world started creating memes using the song, leading to a spike in downloads, as you can see below:
While Clean It! combined both paid and organic sponsorship, the growth for Dumb Ways to Die was 100% organic, meaning that the brand didn’t spend anything to promote it. They just followed the wave of popularity and encouraged it by engaging with new content.
Sure, going viral is a dream of many, and original content can help you stand out in an ocean of videos.
However, the goal isn’t always to be seen by millions, but to build a community of people who engage with your game, share their experiences, and become your most loyal supporters.
A smaller, engaged audience is more likely to download and stick with your game than a million fleeting views.
To make it happen, focus on authentic engagement.
Start conversations with your followers, run fun challenges, and showcase what makes your game special.
Creating a user acquisition strategy through social media takes time and work, we don’t deny that.
But it’s an effort worth investing in.
Encourage User Generated Content
According to Newzoo, 80% of new game seekers are very likely to explore media related to their favourite games.
Video and mobile games are perfect for creating user-generated content (UGC).
Just take a look at the thousands of YouTube videos that review video games or show you how to play them.
User-generated content works because it is authentic.
Most of the time, there is no paid sponsorship behind these videos, it’s just gamers who enjoy what they do. And people can feel it.
That’s why UGC is a great channel for user acquisition.
You can use user-generated content in two ways here:
- If you see people talking about your game, make sure to comment, like, and share the post. Or,
- You can encourage players to create UGC content on their channels. For example, you can create a dedicated hashtag or reward players who post their videos.
Interact with Online Gaming Communities
It’s no secret that you should go where your people can find you.
Gamers are very active online and have their online communities, where they share tips, advice, or new games.
Look for those communities and try to get your game known there.
For example, Reddit has specific subreddits dedicated to mobile gaming, game development and game marketing.
People in these communities are active and curious gamers and are often more intentional about their choices. This means that they are open to trying new games and stick around for longer.
And this isn’t just theory, but it’s backed up with data.
According to Adjust, users acquired through Reddit show significantly higher retention rates and LTV:
- D30 retention is 22% higher than other social platforms.
- Spend rates on D1 are 136% higher.
- LTV is 200% higher within the first 30 days post-download.
That’s why online gaming communities are great channels to add to your user acquisition strategy.
However, you need to be careful about how you interact with them, and you should avoid spamming your content.
Spam is never a good idea, but it’s even worse in cases like this.
Online communities are spaces free from promotions and sponsorships, where people look for helpful advice.
Trying to use them just to increase the number of downloads is not going to work.
Instead, become a part of these communities yourself. Share tips, advice, useful content, and ask peer players to try your game and review it honestly.
And remember to be transparent and upfront about your intentions.
If you want to look for communities of gamers, start from these platforms:
- Discord
- X/Twitter
- Facebook groups
Use AI to Gather Data About Your Personas
In order to work, your mobile game user acquisition strategy needs to clearly define who you’re targeting.
Before starting with social media or paid advertising, ask yourself: “Who is my ideal player?”
Then create a list of their characteristics.
How old are they? What do they enjoy in their free time? What software, apps, or tools do they use? What type of content do they consume?
One common mistake people make here is to guess.
They think they know who their target audience is, and so they create a strategy around that idea.
But you’d be surprised how many times the idea is wrong!
Here AI can help you.
AI tools have sped up the process for customer acquisition. Thanks to their database, they can identify patterns, behaviors, and preferences that would otherwise take significant time and effort.
For example, you could go to ChatGPT and use a prompt like this:
This will give you a list of all the characteristics that can help you define your persona.
However, always make sure to double-check the insights. AI tools are a great starting point, but shouldn’t be your only source of information.
Paid User Acquisition Trends for 2025
When it comes to mobile game user acquisition strategy, you should always reserve some budget for paid acquisition, whether it’s paid advertising or influencer marketing.
Work With Influencers (Not Just Gaming Ones)
The other day, I was watching a video about interior design on YouTube and – wait – the video was sponsored by a mobile game!
We’ve already mentioned this: content creators and influencers are a great way to promote your mobile game.
So when you find your target audience, look also for creators and influencers in that niche.
They can help you broadcast your game to a bigger audience, made of people who also share the same interest!
For example, in the case of the video I was watching, the ad didn’t feel forced, because the game aligned with the topic of the video and overall aesthetic of the channel, even if it wasn’t a gaming channel.
The reason why influencer marketing works so well lies in something called social proof.
It means that we’re more likely to follow the advice of a person we trust and who shares our interests and values, and influencers are often very relatable to us.
Gaming influencers are perfect for promoting your game, but don’t limit your options too much.
Try broadening your reach also to creators and influencers who don’t primarily talk about gaming, but whose audience may be interested in your game.
In the example we discussed earlier, the one about Clean It!, Homa decided to reach out to creators who posted content about cleaning and home organization.
And the results were impressive, as you can see.
Try More Innovative Advertising
Paid advertising is a must for a user acquisition strategy for mobile games.
Interstitials, banners, reward advertising: investing in a good ad strategy can really make a difference for your game.
However, what you perhaps don’t know is that you can experiment with more innovative types of advertising that can boost your revenue even more.
An example?
Offerwalls!
Offerwalls are “walls of offers” where players can find a list of different actions they can complete to earn a reward. For instance, they could fill out a survey, download another app, or complete a level in a different game.
Their strength is being opt-in and non-intrusive, meaning that players choose to interact with them.
Offerwalls have shown the highest eCPM among different ad formats ($200 – $1,700+ eCPM) and are also the most effective in terms of ROAS and retention.
For example, Mystery Tag added rewarded advertising through offerwalls to their user acquisition strategy.
The ad format encouraged new players to discover their game while engaging with other apps, downloading it in exchange for in-game rewards elsewhere. Once in, players were rewarded to continue, earning rewards either for completing levels or simply for time spent in the game.
The result? +25% in retention and 2x game installs!
Experimenting with different types of advertising can open new streams of revenue for your mobile game, so do your research and don’t be afraid to give it a try.
The results may surprise you!
Organic UA vs Paid UA: Which One Is Best in 2025?
To answer this question briefly, there is no better channel.
Organic user acquisition and paid user acquisition both aim at the same result: to get you more players for your game.
Using multiple UA channels means opening more ways for people to find you.
Imagine your mobile game as a shop.
Each acquisition channel is a road leading to it.
If you were the owner of a shop, you wouldn’t place it at the end of a dusty road in the middle of nowhere, right?
That’s more or less the same principle as user acquisition for mobile games.
User acquisition is no longer just about running ads and hoping for the best. In 2025, it’s about being smart, strategic, and most importantly, authentic.
Just remember that the key is to meet players where they are and give them a reason to care.
So test, tweak, and try new things: with the right mix of creativity and data, you’ll get there.
