Mobile Game Growth Service
Grow your game’s userbase & revenue
AppAgent’s Growth Program brings acquisition, creative, ASO, data, and product expertise together in one managed service for mobile game studios.
UA
Creative
ASO
Analytics
Product
User acquisition
Paid acquisition, campaign management & channel diversification
Creative
Creative strategy, production, performance testing & iteration
App store optimization
Store visibility, conversion optimization, CPP and In-App Events promotion
Analytics & measurement
Tracking, reporting, LTV & financial modeling
Product
User engagement, retention, onboarding, monetization & Live Ops optimization
One connected growth system
What is the Growth Program?
A managed growth engine for mobile games
After GamePlanâ„¢, AppAgent’s Growth Program turns strategy into execution.
This managed service spans data, acquisition, organic growth, creative, retention, and monetization, connecting the disciplines that drive player growth and your game’s revenue.
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The Growth Program connects siloed work into one clear view of performance, making spend, messaging, and product priorities easier to evaluate.
Launch & Scale
From first launch to profitable scale, we build the growth plan around your game’s lifecycle stage.
For new launches
Build a scalable global launch plan
Validate gameplay and market potential, set clear soft launch benchmarks, and systematically turn early learnings into a scalable marketing plan.
For live games
Unlock hidden growth potential
Find opportunities in underutilized channels, grow organic downloads through stronger store visibility, expand audiences with new creative directions, and improve profitability.
Our Growth program results
Wordling
3× INSTALLS
Profitable UA unlocked substantial growth in monthly US installs.
Wordling
2.5× SPEND
Profitable UA enabled significantly higher media investment.
Game of Words
-31% CPI
Acquisition became more efficient as worldwide and US user growth accelerated.
Game of Words
+544% USERS
Worldwide new users grew more than 6× through profitable paid acquisition.
Pocket Paws
+215% UA SPEND
UA spend more than tripled while overall ROAS improved by around 45%.
what’s inside GROWTH program?
ACQUIRE MORE PLAYERS PROFITABLY
Connect the major levers that drive profitable growth.
1/3 - Acquisition
User Acquisition
Campaign managers optimize against metrics such as CPI, ROAS, payback period, and player lifetime value.
Campaign management
We continuously optimize budgets, targeting, and campaigns to improve returns and scale profitable player acquisition.
Channel diversification
We expand your acquisition mix to find new pockets of growth and reduce reliance on individual platforms.
The goal is to acquire players who generate long-term value through in-app purchases, ad monetization, or hybrid revenue models.
Success is measured by the sustainable revenue and profit those players generate.
2/3 - visibility
App Store Optimization
We improve how your game is discovered and how effectively store visitors convert into players across the Apple App Store and Google Play Store.
Increase Visibility
We improve keyword rankings, metadata, and category positioning to drive more organic discovery and installs.
Improve Conversion
We continuously test and optimize icons, screenshots, videos, Custom Product Pages, and In-App Events to convert more store visits into installs.
Each store requires a different approach based on its algorithms, ranking factors, and user behavior. Higher conversion makes every paid install more efficient, while increased paid traffic strengthens store signals and organic growth.
3/3 - Measurement
Mobile Marketing Analytics
Turn fragmented marketing data into clear decisions about where to invest, when to scale, and what returns to expect.
Connect Fragmented Data
We bring attribution, product analytics, ad network data, and financial reports together to create a reliable view of business performance.
Model Financial Outcomes
We model LTV, payback periods, and cash flow to understand the true economics of player acquisition.
The result: better investment decisions based on which channels generate profitable players, how quickly they pay back, and where you can scale with confidence.
GamePlanâ„¢
execution
M1
M2
M3
Quarterly
strategy
review
Structured yet adaptable
Growth execution in 3-month sprints
Once GamePlan™ priorities are set, we move into execution. The Growth Program runs in 3-month sprints with clear KPIs, weekly reporting, and a dedicated team working alongside yours.

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Each sprint aligns around the highest-impact priorities, while giving us the flexibility to adapt as performance, market conditions, and opportunities change.
Growth
manager
(your POC)
ASO
Specialist
Creative
Producer
Data
Analyst
UA
Specialist
Your dedicated growth team
A Senior Growth Manager oversees day-to-day communication, coordinates specialists, and keeps execution aligned with your targets, connecting strategy, execution, and performance under one experienced lead.
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We plug into your existing marketing team, bringing specialist expertise where you need it most. The result is broader capabilities without adding permanent headcount.
How Growth Program
works
GamePlanâ„¢ handover
Growth Program usually starts after GamePlanâ„¢. We use audit findings, growth backlog, creative directions, and roadmap to set execution priorities.
Sprint planning
Together we define the 3-month sprint scope, KPIs, budget logic, reporting structure, active workstreams, and responsibilities.
Setup and execution
We launch or refine priority workstreams across paid campaigns, store performance, measurement, creative testing, reporting, and product improvements.
Weekly Performance Review
Performance reviews and tactical adjustments based on data, not assumptions.
Monthly performance review
We step back to assess channel and creative performance, store conversion, cohort quality, retention metrics, and ROI.
Quarterly strategy refresh
At the end of each cycle, we reassess what worked, what changed, and what’s next.
Why trust AppAgent with your game’s growth?
Our mobile game marketers have worked across the gaming industry for years, so recommendations are shaped by deep experience and the realities of launching, scaling, and growing live games.
improved ROAS for 100+
games
10 years of mobile gaming experience, from ambitious independent studios to some of the world’s largest game publishers and major IPs.
Growth & creative
In-house
Get a full-stack growth team that connects strategy and execution under one roof. Fewer handoffs, faster decisions, and everyone working toward the same business goals.
Execution after strategy
GamePlanâ„¢ gives you the blueprint. Growth Program gives you the team to execute, optimize, and adapt it as data comes in.
Built for mobile games
Genre, monetization model, creative tone, and store behavior all differ from general app marketing — our team’s deep gaming experience shapes every recommendation.
Client Testimonials
FREQUENTLY ASKED QUESTIONS
What is a mobile game growth service?
A managed engagement helping studios grow users, revenue, and financial performance. For AppAgent, that means paid and organic acquisition, creative, analytics, and product expertise working together in one managed service.
How is Growth Program different from GamePlanâ„¢?
GamePlanâ„¢ is the diagnostic and strategy phase. It audits the game, identifies bottlenecks, and creates the roadmap. Growth Program is the managed execution phase, turning that strategy into ongoing work across acquisition, creative, organic growth, data, product, and monetization.
Do we need to do GamePlanâ„¢ first?
Yes, in most cases. It gives the Growth Program the context needed to spend budget wisely. In rare cases, GamePlanâ„¢ and the Growth Program can run in parallel for time-sensitive launches or significant growth opportunities.
How do Growth Program sprints work?
Growth Program runs in 3-month sprints. The initial cycle starts with priorities from GamePlanâ„¢, then moves into execution across the agreed workstreams, such as UA, ASO, analytics, creative testing, or other forms of support. We review key performance metrics weekly, adjust priorities based on the data, and use quarterly strategy refreshes to decide what should scale, change, or stop next.
What are the key mobile game marketing service areas of Growth Program?
The Growth Program connects five core disciplines: acquisition, creative, store growth, data, and product. The exact scope depends on your GamePlanâ„¢ findings, budget, lifecycle stage, and internal team capacity.
Who works on our Growth Program?
Every Growth Program is led by a Senior Growth Manager who coordinates communication, priorities, and performance. Depending on scope, the team can include UA specialists, ASO specialists, data analysts, creative strategists, producers, and designers. The goal is to give your internal team access to an expert team without replacing your in-house team.
What analytics setup does the Growth Program support?
We help set up and maintain the measurement infrastructure needed to understand where growth comes from and how valuable it is. This can include mobile attribution, SKAdNetwork (SKAN), App Tracking Transparency (ATT), Privacy Sandbox, event tracking, postbacks, dashboards, and privacy-compliant measurement frameworks.
Whether you use AppsFlyer, Adjust, Singular, or another MMP, the goal is a clear view of channel performance, creative effectiveness, player quality, retention, LTV, ROAS, and monetization trends, so you know where to invest and where to pull back.
Which channels can be included?
Growth Program can include paid UA channels such as Meta, Google, TikTok, Mintegral, Unity Ads, Apple Search Ads, AppLovin, DSPs, and other ad platforms. The right cross-platform mix depends on your genre, budget, lifecycle stage, monetization model, payback window, and target ROI.
Can a Growth Program support an internal team?
Yes. Many studios use Growth Program to extend internal capacity, add specialist expertise, or bring a fresh mobile gaming perspective into existing processes. Your team keeps product context, while AppAgent adds cross-functional growth execution across UA, creative, ASO, analytics, and product optimization.
It’s not unusual that a legacy game (such as Marvel Puzzle Quest by 505 Games) is moved under AppAgent so the internal team has capacity for a new title.
Can Growth Program start without paid UA, and how much media budget do we need?
Yes. Paid UA is not always the first priority. In some cases, the Growth Program starts with measurement, store performance, and product improvements before scaling paid traffic. For paid UA, we recommend a meaningful monthly media budget of at least $30K so tests can reach useful conclusions. We usually start with two ad networks at lower spend levels to gather learnings before scaling and adding more channels.
