Mobile & Steam
Multiplayer Shooter: Global Mobile & Steam UA Launch
How we would structure a phased UA launch for a competitive multiplayer game on iOS, Android and Steam.
Illustrative sample. This page shows how we would approach this type of campaign. It is not a report of a specific client's results.
- D7
- Retention gate before scaling
- ROAS
- Primary optimisation target
- 3
- Launch phases
- 6
- Ad networks in rotation
The Challenge
A competitive multiplayer game needs enough players on day one for matchmaking to feel instant. Spending too early wastes budget, while spending too late leaves empty lobbies.
The Strategy
Soft launch in two test markets to validate retention and CPI, then coordinate creators, short-form video and playable ads for a synchronised global release.
What We Measure
Day 1 and Day 7 retention, cost per retained player, match wait time and cohort ROAS by network and country.