Podcast: Game-Changing User Acquisition Trends To Watch In 2024

By Ashley Chicola / January 5, 2024

In the latest episode of the PocketGamer.biz Podcast, Matt Conlin, Founder and Chief Customer Officer at Fluent, joins Brian Baglow, Managing Editor at PocketGamer.biz and Peggy Anne Salz, Founder of Mobile Groove, to discuss the user acquisition trends shaping the mobile landscape in 2024 and beyond.

Listen to the full recording below or jump to our key takeaways for a quick recap.

2024 User Acquisition Trends: Key Takeaways

From the introduction of third-party app stores to the rise of alternative UA channels, the ecosystem is evolving fast. Check out our tips and tricks for navigating these shifts below.

ROAS Reigns Supreme (3:20)

In 2023, there was a notable shift from “growth at all costs” to prioritizing growth with Return on Ad Spend (ROAS) as the primary metric. Marketers are adapting to a changing economic landscape and emphasizing shorter payback windows.

Embracing App Store Diversity (4:25)

With Epic’s recent victory against Google and Apple’s compliance with the EU’s Digital Markets Act, game developers will have an opportunity to embrace third-party app stores in 2024. Their focus will expand beyond creating great games to building engaging retail experiences.

The Real Value of Rewards (8:31)

Leveraging rewarded platforms for user acquisition is no longer taboo. With 65% of rewarded users making in-app purchases, rewarded platforms offer scale, efficiency, and opportunities for app marketers to drive long-term loyalty.

Discovery Starts with Search (17:16)

Social media, especially for younger generations, is a key channel for discovering new products, including games. Micro and nano influencers play a key role in driving engagement and performance across social platforms.

A Brave New World of Mobile UA (23:54)

Mainstream channels like Facebook and Google are reliable but saturated. Alternative user acquisition (UA) sources like rewarded platforms and influencer marketing offer access to incremental audiences, enabling app marketers to expand their reach.

Trending Now… (26:44)

The rise of contextual targeting, prioritization of first-party data collection, and exploration of non-traditional channels like connected TV, podcasts, and commerce media are just a few of the trends that will shape the app ecosystem in 2024.

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