Creative that shows the game
Test the core interaction, challenge or moment of satisfaction. Keep the expectation created by the ad consistent with the actual product.
INDUSTRY SOLUTIONS
Built around
the way your
app grows.
A casual game and a social app do not define a valuable user in the same way. Our planning starts with the product experience and the business model.
PLAY. RETURN. REPEAT.
✳
A new player is just the beginning.CASUAL & AD-MONETIZED GAMES
More than
another install.
Connect player acquisition with the way your game earns its next session.
For IAA-led games, the useful campaign conversation includes retention, engagement and advertising revenue. Creative should communicate the core play experience, while performance reviews consider how new cohorts behave.
Read the player-value playbookA test designed to teach
Separate market, placement and creative questions where possible. Give each test an agreed decision rule before changing the mix.
A view of user value
Read acquisition cost with retention and monetization. Compare cohorts at a consistent age rather than treating incomplete returns as final.
WHAT WE AGREE TOGETHER
A useful KPI starts
with a clear definition.
| Planning layer | Casual games | Social & entertainment |
|---|---|---|
| Acquisition | Install cost and download journey | Install cost and audience fit |
| Activation | First play and early progression | Onboarding and first meaningful interaction |
| Engagement | Return sessions and retention | Participation and repeat usage |
| Value | Advertising or purchase revenue, where measured | Agreed downstream conversions or monetization |
These are planning dimensions, not promised results. The event set and reporting basis are agreed for each campaign.
YOUR NEXT CHAPTER
Let’s make your
next growth move.
Bring us your app, your markets and your ambition. We’ll help shape the media plan.
Start a conversation
SOCIAL & ENTERTAINMENT
From first hello
to real engagement.
Connect discovery with the experience people came for.
Live, communication and social-entertainment products need more than an attractive install number. Localization, first-session experience and meaningful participation should guide the acquisition plan.
Discuss your social app↗Local context matters
Plan messaging, language and creative expectations for the intended audience. Avoid assuming one concept travels unchanged.
Activation needs a definition
Agree which first-session action matters: completing onboarding, beginning a conversation or joining an experience.
Quality belongs in the review
Use the agreed engagement or conversion signals to understand whether the acquired audience matches the product’s priorities.