Now that Apple’s effective sunsetting of IDFA has flipped the script on traditional UA, portfolio-driven growth strategies have become the new gold standard for mobile game publishers.
I stressed in 2021 the importance of mastering the fundamentals of portfolio-driven UA – the next step is to understand how to enhance and optimize what industry pundits like Eric Seufert have dubbed the “content fortress”, and learn to strategically incorporate next-best-action principles to create truly personalised marketing experiences.
In a mobile gaming context, next-best-action (NBA) marketing is about utilising portfolio-wide metrics like lifetime value and churn rate trends to inform user-level marketing decisions like cross-promotions or IAP offers in real time, keeping players engaged and profit margins high.
While we mourn the loss of IDFA, Identifier for Vendors (IDFV) is as much of an alternative as one could ask for, and provides all the necessary functionality to implement next-best-action marketing within your game portfolio.
This is easier said than done however, as any effective implementation will require significant data science expertise and technical overhead, or a partnership with a qualified partner, but the results are more than worth it.
With that in mind, what follows is a series of intermediate to advanced level strategies for taking your portfolio-driven growth strategy to the next level.