In an article for Game World Observer, Appodeal Publishing shares three proven user acquisition (UA) strategies to help mobile devs and publishers make the most of the holidays. There’re also insights into how Join Blocks used these strategies to increase installs by 6x and revenue by 300% during Christmas.
Marc Llobet — Lead Marketing & Growth Manager — Appodeal
Why holidays matter for mobile games
At Appodeal Publishing, we’ve been helping mobile games grow for years, and we know how challenging it can be to get new users during the New Year season.
However, we always tell our clients that the holiday season is one of the best times for mobile game developers to grow their audience and boost revenue. After Christmas, people tend to relax, which leads to a surge in mobile game downloads as they enjoy their extra free time. Mobile game downloads can jump by up to 30%, and spending on in-app purchases and ads increases.
But with so many games competing for attention, it’s not easy to stand out. To succeed, developers need solid strategies that work year after year.
Strategy 1: Use holiday-themed ideas to find the best-performing ad creatives
People are already in the holiday mood, so showing them something fun and seasonal can make them stop and click. For example, you can add Christmas-themed colors, snowflakes, or festive characters to your ads. Limited-time events in your game, like a holiday tournament or special rewards, can also make people curious and excited to play.
Additionally, app store optimization (ASO) should be updated to reflect the holiday theme. This means you should A/B test specific visuals, such as Christmas or winter-style icons, screenshots, and descriptions, to align with the festive atmosphere. These updates can support your overall UA strategy by attracting users who are browsing for seasonal content.
Bottom line: A little holiday touch can make your ads and app store page stand out, driving more downloads. It’s simple but effective!
Strategy 2: Optimize reach, ad monetization strategy, and campaign goals
Choosing the right ad networks and selecting the best ad formats during the holiday season can significantly impact the success of your campaigns. With more people online, it’s crucial to ensure your ads appear in high-traffic areas where they can capture the most attention. To maximize your reach, consider expanding your ad network mix to include well-established networks in your target markets. This will increase ad exposure and engagement across a wider audience.
Using engaging formats like video or playable ads can also boost user interaction and improve ad performance. Make sure your ads are optimized for various devices and tailored to holiday-themed content to capitalize on the festive season.
To refine your ad monetization strategy, test the optimal intervals between ad impressions, particularly in different geographic regions, to boost your average revenue per user (ARPU). Here’re some good tips:
- Balance the frequency of interstitial and video creatives to prevent ad fatigue;
- Adjust settings to maintain high fill rates and eCPMs;
- Rewarded ads can work especially well during the holiday season, as players enjoy earning bonuses or extra lives in exchange for watching videos;
- Banner or interstitial ads are also effective when used at the right moments, e.g. between game levels.
During the holiday season, it’s essential to increase your spending on placements that perform best. Although competition is higher, the return on investment can be worth it if your ads bring in more players who spend money on your game.
Additionally, set clear and measurable campaign goals, like targeting users who hit specific in-game milestones or generate in-app purchases (IAPs). This will help optimize your UA strategy and ensure you attract high-quality players who contribute to long-term revenue growth.
Bottom line: By focusing on these strategies, you’ll get more value from your ad budget and attract a larger player base during the busy holiday season.
Strategy 3: Re-engage inactive users
The holidays are a great time to bring back players who used to play your game but haven’t opened it in a while. They already know it, so it’s easier to get them interested again compared to finding brand-new users.
One way to do this is by sending push notifications with holiday-themed messages, like special offers or limited-time rewards. For example, you can say, “Come back and play today to get a free holiday bonus!” This kind of message grabs attention and gives players a reason to return.
Another way is to run ads targeting people who have already downloaded your game but haven’t played it recently. Showing them a fun holiday event or new features can remind them why they liked your game in the first place.
Bottom line: Retargeting is a smart way to boost your active player count during the holidays and make sure no one misses out on the fun.
Case study: Join Block's success with Appodeal Publishing
Although Join Blocks saw some success in the US, CIS markets, Brazil, and Turkey, it struggled to maintain consistent growth and retention, particularly after the Christmas holidays. The metrics began to decline, and they sought Appodeal’s help to develop a global growth strategy that would sustain their upward momentum.
The Appodeal Publishing team implemented a comprehensive plan to optimize Join Blocks’ UA campaigns. This included setting new goals, identifying top-performing ad creatives, expanding reach, and exploring new markets. The team optimized UA campaigns with in-game events and geo-targeted ads, focusing on markets where Join Blocks had strong existing users. Additionally, they tested new ad networks, fine-tuned monetization strategies, and tailored ad creatives to specific cultural and market needs, boosting engagement and improving ad performance.
The Outcome
After applying the new strategy, Join Blocks saw a 300% increase in income and a 500% increase in installs. Cost per install (CPI) dropped by 40%, and the game’s UA and monetization strategies yielded higher ARPU (average revenue per user) in targeted regions. The optimization not only led to immediate improvements but also helped Join Blocks sustain growth and expand globally.
The holiday season is the best time to grow your mobile game and earn more money. By using the right strategies — adding holiday designs to your ads, choosing the best ad placements, or bringing back old players — you can get more downloads and increase your revenue.
The success of Join Blocks shows how powerful these ideas can be. With a little planning and the right tools, you can make this holiday season your most successful yet.