Today, mobile gaming marketing is a decisive factor in gaining the attention of the target group in the dynamic world of mobile games. In view of the constantly increasing number of users and the variety of offers, it is no longer enough to simply develop a good game. Rather, sophisticated marketing strategies are required that not only attract users, but also retain them in the long term.
Fundamental approaches in mobile gaming marketing
A key element in mobile gaming marketing is a precise understanding of the target group. Only those who know the interests and user behaviour of their potential players can design effective campaigns. This includes age, gaming preferences, frequently used platforms and regional characteristics.
For example, publishers such as Supercell rely heavily on targeted rewarded ads for „Clash of Clans“, which offer players rewards for watching videos. This method focusses on the gaming experience and thus strengthens user loyalty to the game. Similarly, „Among Us“ uses influencer marketing on platforms such as Twitch and YouTube to gain viral attention and build a loyal community.
App store optimisation (ASO) also plays an important role. Precise optimisation of keywords, screenshots and app descriptions increases visibility and thus promotes organic downloads.
Social media and influencers as door openers
Social media and influencers are more important than ever in mobile gaming marketing. Through partnerships with micro and macro influencers, developers can tap into new communities and create authentic, target group-orientated content. Such collaborations often lead to more interactions and a stronger emotional connection to the brand.
One example of this is the use of live streams with interactive elements. Streamers integrate game news or events into their streams, while viewers are directly involved through surveys or chats. This creates a sense of community and at the same time provides valuable feedback for further development.
Smaller publishers also benefit from cooperations with up-and-coming content creators, who often have particularly committed target groups with an affinity for the topic.
BEST PRACTICE with one customer (name hidden due to NDA contract)
For a project in the strategy game segment, iROI-Coaching relied on targeted micro-influencer campaigns and in-game events with live streams. This made it possible to strengthen the community and increase daily sales within a short space of time. The close collaboration with influencers helped to obtain direct feedback and subsequently roll out customised updates.
In-game marketing as an effective tool
Another important tool in mobile gaming marketing is in-game marketing. Here, advertising content is integrated directly into the game world, for example as digital banners, product placements or rewarded video ads. The result is not a disruptive interruption, but an organic integration that is well received by many players.
Large sports games, for example, integrate virtual sponsor boards, while casual games offer rewards for watching short advertising clips.
This enables companies to place digital advertising in a more targeted manner and to rely on the target group precision and high usage duration in mobile gaming.
BEST PRACTICE with one customer (name hidden due to NDA contract)
For a medium-sized publisher, iROI-Coaching developed a campaign with native in-game advertising formats that gently integrated the brand experience. This strategy led to a significant increase in the acceptance of advertising content and improved player retention.
Technological innovations in mobile gaming marketing
New technologies such as augmented reality (AR), virtual reality (VR) and AI-driven personalisation open up exciting prospects. Personalised advertising based on player behaviour ensures greater relevance and therefore better conversion rates.
Innovative formats such as playable adverts offer users the opportunity to try out the game before downloading it. This increases interest and optimises the install-to-game rate at the same time.
In addition, live events in the game are becoming increasingly important: time-limited challenges and seasonal specials promote user loyalty and offer interesting starting points for marketing campaigns.
BEST PRACTICE with one customer (name hidden due to NDA contract)
As part of an action game project, iROI-Coaching supported the realisation of live events combined with targeted push campaigns. This resulted in a significant increase in active user numbers and improved reach through social sharing.
What role does iROI coaching play in mobile gaming marketing?
iROI-Coaching provides companies with expert support in the conception and implementation of mobile gaming marketing projects. Especially in an industry that is so fast-moving, experienced partners help to provide the right impetus and manage complex processes. Whether in the selection of influencers, the development of content strategies or the implementation of data-driven campaigns - iROI-Coaching is a reliable companion.
Clients often report that the in-depth analysis of the target group and the iterative approach in particular bring great benefits. This results in marketing measures that not only have a short-term effect, but also ensure sustainable success.
My analysis
Mobile gaming marketing is a complex and multi-faceted field. The needs of the target group always take centre stage. Successful campaigns combine innovative technologies with authentic community engagement and targeted advertising. Best practice examples from the industry show that close collaboration with influencers, the use of in-game marketing and live updates often lead to an increase in user loyalty. iROI coaching offers valuable support in this context to effectively accompany projects and attract the attention of target groups in a targeted manner.
Further links from the text above:
[1] Mobile game marketing: proven tips and practices
[2] Mobile Game Marketing in 2025: Trends and Strategies That Work
[3] Mobile Gaming Trends 2025: Innovation, Growth and ...
[4] Gamescom 2025: Current trends and the importance of in-game marketing
[5] Mobile Game Marketing in 2025: Top 10 Strategies for ...
[6] Mobile Gaming Market Trends for 2025 and Beyond
[7] 2025 Mobile gaming trends: industry perspectives
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