In this report, we present findings of a survey conducted on one-hundred mobile gaming user acquisition experts. The survey was designed to identify key challenges and provide a clear picture of the day-to-day concerns of those who work within UA in mobile gaming.

METHODOLOGY

Twenty-five UA experts were asked to share their top five UA challenges via research calls. Their responses were collated and the top ten most frequently referenced challenges were identified. The challenges were as follows and are listed in no particular order.

• Creative Optimisation
• Understanding Privacy
• Synchronizing Paid and
• Organic Campaigns
• The Macro-Economic Landscape
• Stakeholder Management
• Implementing Automated
• UA Processes
• Utilising New UA Channels
• Product Development for UA
• Effective Data Segmentation
• Prioritising Retention for User LTV.

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