About the author
Antti Kananen
Seasoned entrepreneur, executive, director, general manager & project/product lead bringing innovation, technology, startups and games to life!
Journal 8 Antti Kananen November 4
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 hashtag#OpenToWork on reigniting growth.
The main message is here: Let’s build games that meet players’ needs, reignite MAU, and bring back excitement. 💪🎯📈
hashtag#MobileGames hashtag#F2P hashtag#GameDesign hashtag#Engagement hashtag#Retention hashtag#GamingIndustry hashtag#UA hashtag#PlayerExperience hashtag#GameIndustry hashtag#GamesIndustry hashtag#GameDev hashtag#GameDevelopment hashtag#GameDeveloper hashtag#GameDevelopers hashtag#LiveOps hashtag#GaaS hashtag#GameBusiness hashtag#GamesBusiness hashtag#MobileGaming hashtag#FreeToPlay hashtag#Monetization hashtag#MonetizationDesign hashtag#EconomyDesign hashtag#ProductManagement hashtag#GamesProductManagement hashtag#SustainableGrowth
About the author
Seasoned entrepreneur, executive, director, general manager & project/product lead bringing innovation, technology, startups and games to life!
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