Research led audience strategy for new game
What this page covers
Research led audience strategy for new game
Launching a new game without clear audience insight can make in‑app ads, social campaigns, and creator work more expensive than they need to be. Formats and platforms shift every year, and video and image creatives perform very differently across channels.
This page explains how we use research and real performance data to define who to target, which formats to prioritize, and how to shape your launch messaging before you commit serious user acquisition and creator budgets.
In brief
- Clarify who to target and why
- We combine market and player research to identify priority US segments, their motivations, and value props so you know exactly which audiences to back with launch and UA budget.
- Align channels, formats, and creatives
- Using performance benchmarks across in‑app, social, and creator channels, we show where video vs. image works best and how to adapt messaging for each platform and device.
What to do
We start by mapping your potential US player base: genres they already play, platforms they prefer across PC, mobile, and console, and what actually motivates them to try a new title. Using structured audience and market research, we identify a focused set of priority segments and define clear value propositions for each, grounded in real player language rather than internal feature lists.
Next, we connect these insights to channels and formats. Drawing on performance data from in‑app ads, social, and creator campaigns, we benchmark where video still dominates and where image creatives are gaining share, including square formats that are widely used in feeds. This lets us recommend a channel mix and creative formats that reflect current trends instead of last year’s playbook.
Finally, we translate the strategy into execution tools your team and partners can use: segment narratives, messaging frameworks, creator profiles, and guidance for how to brief influencers and UA partners. We also outline a measurement and testing plan so you can validate positioning in early flights, reduce uncertainty, and scale launch and UA budgets with more confidence.
What to keep in mind
This approach is built for product marketing and growth leads preparing a new IP or major title launch who need to commit meaningful budgets in the US but lack deep, recent audience insight. It works best when you can share early builds, feature roadmaps, and past learnings from other titles, even if those learnings are fragmented.
The strategy is not a replacement for ongoing UA optimization, creator relationship management, or creative production at scale. Instead, it reduces the risk of misaligning creatives and channel choices with real player motivations by clarifying which segments to prioritize, which messages to test first, and how to coordinate influencers, paid UA, and social under one research‑led plan.
Because in‑app, social, and creator economics are shifting, we explicitly factor in current format trends and benchmarks rather than assuming video will always win. You should expect recommendations that may challenge internal assumptions, such as reallocating some budget toward high‑performing image formats or specific creator profiles where data supports it.