Mobile Game UA Strategy Scorecard for Growth Teams
What this page covers
Mobile Game UA Strategy Scorecard for Growth Teams
Use this scorecard to review a mobile game UA strategy against current app marketing signals, including platform focus, remarketing, campaign operations, testing, and team alignment.
The goal is not to promise results. It is to help growth teams see where their UA plan has clear priorities and where it needs sharper analysis before scaling.
In brief
- Review platform priorities carefully: reported app UA spend reached $78 billion in 2025, with iOS up 35% while Android spend was nearly flat.
- Build remarketing into the UA plan: reported remarketing budgets reached $31.3 billion, rising from 25% to 29% of total app marketing spend.
- Score operating readiness by whether the team can monitor and optimize campaigns, run A/B tests, and coordinate product, analytics, and creative work.
What to do
A practical UA strategy scorecard should start with market and platform choices. Available trend signals point to stronger iOS momentum in app UA, while Android spend is described as nearly flat. The plan should explain why each platform deserves budget, attention, and testing resources.
The second section should separate cold acquisition from returning-user activity. Remarketing is taking a larger share of app marketing spend, so growth teams should not judge UA only by new installs or first-touch activity.
The third section should review execution discipline. Strong UA work depends on ongoing campaign monitoring, optimization, hypothesis-led A/B testing, and collaboration between product, analytics, and creative teams. AI agents are also reported to be used by 57% of specialists for campaign management.
What to keep in mind
This page is most useful when a mobile game growth team already has a UA plan and needs a structured review before scaling. It fits teams comparing platform priorities, remarketing weight, testing routines, and internal ownership.
It is less useful as a full media plan or a guaranteed forecast. The supporting signals are broader mobile app marketing trends, not a complete game-specific benchmark set, so the scorecard should support planning rather than replace your own performance data.
The strongest review areas are clear: market analysis, platform and touchpoint strategy, campaign optimization, A/B testing, and cross-functional work. These are the areas where a UA plan should show evidence before budget increases.