How the Game Growth program accelerates your game

Unity’s Game Growth program was designed to help indie developers find the right players for their game. Find out more about our industry-leading approach to user acquisition, using data science, machine learning, and automation.

You’ve created a mobile game. Now what? How do you make sure it reaches its maximum potential?

Getting the right players after launch is vital for the success of your game, but without the right expertise and funding, it can be challenging and expensive. 

We believe that every indie creator should have the chance to make their game successful and reach the right players – without making compromises when it comes to studio ownership, creative vision, or player experience. With the Game Growth program, we give select indie developers access to best-in-class user acquisition funding and industry experts from some of the top mobile studios in the world. 

In this blog post, we take you through how we collaborate with our Game Growth program partners to accelerate their games and help them build an effective and sustainable player base. While official partnerships are limited, we encourage you to submit your game.

Setting you up for success

Before we start acquiring users, we need to make sure new players have a great experience when they install your game. If you become a Game Growth partner, we start by optimizing key elements to ensure future lifetime value (LTV) is high and user acquisition (UA) efforts are successful.

Monetization Improvements: Our group of game experts will work with you to improve in-app purchase (IAP) optimization, ad placement, economy balancing, and more. We also help you improve your gameplay balance and core features. This improves the core experience for current players and also helps retain new players in the future.

App store optimization (ASO): Creating an effective app store page is essential for setting up UA for success. We’ll help you optimize ranking features such as keywords and creative assets, all while benchmarking against competitors. Outside of paid UA, this will also improve overall discoverability and organic downloads.

Our team optimizes everything from the game icon to the store description to improve conversion rates. After the fundamentals are implemented, we run regular A/B tests to make sure you’re getting the best results from both organic and paid traffic.

Designing your user acquisition strategy

Once your game is optimized, our UA managers build best-in-class campaigns uniquely tailored to your game. We optimize UA for our indie partners by taking a platform-agnostic approach that brings more players into your game and cutting down on upfront cost, management, and fees for attribution. 

Identify channels and buying models: It all starts with the right channels and buying model. We review your game and determine which channels will be most effective for UA based on your key metrics, game type/genre, monetization model, and other factors. Our team explores options across the Unity Ad platform and industry-standard channels such as Facebook and Google UAC.

Predict and maximize revenue: We start running campaigns to bring in new users and use machine learning and data science to predict the LTV of acquired users. This allows us to create and run effective UA campaigns that maximize your net profit.

Specifically, our goal is to maximize the return on advertising spend (ROAS) and the number of installs. We

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