About the author
Antti Kananen
Seasoned entrepreneur, executive, director, general manager & project/product lead bringing innovation, technology, startups and games to life!
Overcoming Stagnation: Moving Beyond ROAS & Funnel-Driven Strategies
📉 Overcoming Stagnation in Mobile Games: Moving Beyond ROAS & Funnel-Driven Strategies 📉
Many live-operated mobile games are struggling as post-IDFA realities set in. With dwindling engagement and rising churn, games that once thrived on high ROAS and funnel-driven tactics are stalling. To reignite growth, it’s time to shift from squeezing monetization to building genuine engagement.
🧠 1. Focus on Psychology & Physiology for Long-Term Growth
Today’s players, especially Gen Z and Gen Alpha, value authentic gameplay that prioritizes connection over competition. On top of them, older generations might have just consumed already, or not resonated with, some of your content — therefore, it’s time to re-think your strategies.
-> Use PNS-Led Design: Move away from “fight or flight” triggers, which lead to fatigue. For example, invest in a gameplay that fosters social bonds, creating moments and spaces where players can connect.
-> Reward Social Play: Encourage players to form connections inside (and, preferably as well outside) the game with features like unique matchmaking and cooperative trading (and e.g., proximity-based boosters).
📊 2. Healthy KPIs for Sustainable Growth
A healthy player base is built on retention, not just revenue:
-> Focus on DAU and MAU Growth: Avoid aggressive long-term hurting monetization that compromises experience. Instead, leverage e.g., social and fresh features that drive repeat visits and organic growth.
-> Encourage Natural Progression: Reduce pressure from aggressive IAPs or scarcity models. Instead, reward e.g., loyalty and teamwork, building a community that sticks without the squeeze of high-pressure IAPs.
-> Study Your Audience: By studying (asking won’t hurt!) your audience, you can find meaningful features and mechanics to invest, instead of running e.g., events that are not building MAU.
🌱 3. UA Strategies Beyond the Top of Funnel
Sustainable UA means creating strategies that retain players long after acquisition.
-> Leverage Psychology-Based Campaigns: Emphasize e.g., social connection and cooperation—resonating with today’s players. When done right, you get interesting phenomena for your k-factor.
-> Drive Organic Growth: Design shareable content that players want to share, bringing in steady, engaged users.
While whale-hunting may be fading, sustainable, player-centered growth is back again to focus on. As can be seen, I’m fan of social, but overall your solutions can be different. I’m hashtagOpenToWork on reigniting growth.
The main message is here: Let’s build games that meet players’ needs, reignite MAU, and bring back excitement. 💪🎯📈
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