Stop Optimising User Acquisition and Monetisation in Isolation

Summary

David Ruggiero, Business Development Director for Europe at BIGO Ads, argues that mobile game developers should not treat user acquisition and monetisation as separate functions but as parts of an interconnected growth model. He warns that optimising one metric in isolation can give a false impression of success while the underlying business weakens. For instance, overly aggressive user acquisition might inflate download numbers with low-quality users, harming long-term retention and revenue. Conversely, focusing solely on monetisation may degrade user experience and drive churn. Ruggiero emphasises the need to view the entire player journey—from acquisition, activation, retention, monetisation to referral—as a single loop, using data-driven decisions to harmonise these elements. This holistic approach provides a more accurate picture of a game's health and supports sustainable growth strategies. The article also highlights that with changing privacy regulations and rising ad costs, an integrated growth strategy becomes even more critical. Developers are urged to shift from short-term, siloed tactics to long-term value creation, which is essential for surviving in a competitive mobile market.