User acquisition is a bit of a rollercoaster. It’s all about creating an emotional connection that draws potential users in and makes them want to engage with your app or game. With Q4 just around the corner, now’s the time to sharpen your UA strategy to align with seasonal trends—without reinventing the wheel. You don’t need to produce brand new blockbuster video ads or design intricate playable minigames from scratch. Instead, a clever iteration of your recent successful campaigns, infused with some Halloween, Thanksgiving, and Christmas cheer, could work wonders.

Why Bother?

• Boosted Engagement, Lower CPIs: The emotional connection you establish—whether through the joy of the holidays or a sense of FOMO—directly translates to better ad engagement and reduced cost per install (CPI).
• Tap into Seasonal FOMO: Whether it’s exclusive in-game items or limited-time events, the fear of missing out is a powerful motivator. Users don’t want to be left out of the fun.
• Brand Refresh and Ad Fatigue Relief: Give your users something new to be excited about, keeping your ads feeling fresh and relevant.
• Market Competition: Every savvy studio is jumping on the seasonal bandwagon. If you snooze, you lose. Failing to iterate could mean skyrocketing CPIs as others claim the attention of your potential users.
• ROI Festivities: The holiday spirit is infectious. Users are in a good mood, ready to spend a little extra—call it a “Holiday Tip.” Q4 users are happier, more engaged, and a bit more willing to part with their cash.

How to Execute a Winning Strategy

• Localisation is Key: Recognize that not every region celebrates the same holidays. Sure, Halloween is widespread, but Day of the Dead? Primarily celebrated in Mexico. Tailoring your campaigns to regional holidays can make your ads more relatable.
• Speed is of the Essence: Seasonal windows are short. You’ll need to crank out creatives quickly, testing and iterating daily to find the sweet spot for engagement.
• In-Game Consistency: Make sure the seasonal vibe of your ads carries over into your game. If your Halloween ad is all about spooky skins, players better find them when they log in.
• Seasonal Offers: Design themed bundles and offers that speak to your audience. If some of your players are all about “Spooky Season,” let them know you’ve got Halloween-themed skins, boosts, or levels waiting for them.

Timing is Everything

• Plan Ahead: Get those holiday ads rolling at least six weeks before the event to give platforms time to optimize them for peak performance. If you wait until the last minute, you’ll miss the boat.
• Regional Holiday Mapping: Thanksgiving is big in the U.S., but doesn’t mean much elsewhere. Tailor your holiday calendar to reflect the customs and preferences of your target regions.

Who’s Your Audience?

• Everyone’s in the Game: From hybrid idle simulators to the latest must-have toy, Q4 is a battleground for ad supremacy. You’re not just competing with other games—you’re up against the entire holiday retail frenzy.
• Retargeting: Reach out to former players with the allure of new, seasonal content. Remind them why they loved your game in the first place, and show them what’s new.

Budgeting & Product Development

• Bigger Bids, Bigger Budgets: With the increase in ad volume comes more competition, and yes, higher costs. But it’s unavoidable. Make sure your product teams are ready with in-game events and features that give new users ample reason to spend.
• Data-Driven Decisions: This isn’t the time to go on autopilot. You need to analyze every bid, every asset, and every audience to ensure your return on investment (ROI) stays strong as CPMs rise.

Where to Focus

• App Store Optimisation (ASO): Your store page should reflect the seasonal ad theme to maintain that emotional connection. The transition from ad view to app install should feel seamless.
• Influencers and UGC: Getting your seasonal content into the hands of influencers can make your ads feel more organic and relatable. People trust recommendations from creators they follow, especially when it aligns with the holiday spirit.

Conclusion

Whether you’re preparing for a brand-new title launch or ramping up an existing campaign, giving your UA strategy a seasonal twist is essential. Haven’t started yet? No worries, but grab that notepad! Review your best-performing assets and brainstorm how to rework them with a Halloween, Thanksgiving, or Christmas flair. Also, don’t forget to optimize your store pages to keep the emotional connection flowing from ad click to in-game experience.

And for those thinking, "It's way too early for Christmas talk!"—think again. The best time to start planning your seasonal strategy was yesterday. So, get creative, get festive, and start executing your Q4 game plan today!