When speaking with mobile game publishers, we often hear the same frustrations:
“Our UA performance is declining, but we don’t know why.”
“We’ve tested tons of new creatives, but nothing seems to work.”
“We’re spending more than ever, yet our growth is stalling.”
Too many studios rely on guesswork instead of strategy, wasting time and budget on fixes that don’t address the real issues. That’s why we created GamePlan™—a comprehensive growth diagnostic that eliminates wasted spend and unlocks scalable success.
What is GamePlan™ and Why Does it Matter?
GamePlan™ is AppAgent’s flagship strategic audit, designed to diagnose growth bottlenecks and unlock new opportunities before investing in UA, ASO, or creative execution. It’s a data-driven, 2-4 week deep dive that prioritizes the highest-impact actions for sustainable scaling.
Too often, studios treat symptoms instead of diagnosing the root cause. The result?
❌ Wasted Ad Spend – Poor retention and monetization make UA budgets ineffective.
❌ Fixing the Wrong Problems – Focusing on UA or ASO while onboarding, monetization, or data tracking are the real blockers.
❌ Missed Growth Opportunities – Big wins often come from creative testing, onboarding optimizations, or monetization tweaks.
❌ Scaling Too Fast, Then Stalling – Rapid UA growth without fixing fundamentals leads to diminishing returns.
❌ No Clear Growth Strategy – Without data-driven insights, scaling is guesswork.
The most successful games don’t scale blindly—they first assess what’s holding them back. GamePlan™ helps uncover these roadblocks and prioritize the right growth levers.
✅ User Acquisition – Are your campaigns structured for scale or burning budget?
✅ Creatives – Are your ads engaging the right players or losing impact?
✅ ASO & Store Presence – Is your game optimized for maximum organic traffic?
✅ Monetization & Retention – Are players converting and staying, or churning too soon?
✅ Data & Analytics – Are you tracking the right metrics or flying blind?
Who Is GamePlan™ For?
GamePlan™ is designed for three types of mobile game publishers, each with unique challenges:
1. Established Games (Major Titles & IPs)
Even top-performing games hit stagnation–declining ROAS, creative fatigue, or competition can slow growth. GamePlan™ uncovers new growth levers and operational optimizations to reignite momentum.
Common challenges:
- UA performance decline – Previous strategies no longer deliver.
- Creative saturation – Ads are losing engagement.
- Internal blind spots – Teams lack external benchmarks.
How GamePlan™ helps:
- Finds untapped UA & ASO opportunities through deep competitive analysis.
- Revamps creative strategies to boost engagement and conversion.
- Provides external expertise to uncover overlooked opportunities.
🔎 Case Study: Etermax
Etermax, the studio behind the popular Trivia Crack, used GamePlan™ to revamp its UA and data strategy.
By implementing the insights from our audit, including predictive model improvements, campaign restructuring, and better K-factor calculations—they saw a 44% month-over-month increase in marketing margins and a more sustainable ROAS.
GamePlan™ provided the strategic direction needed to reignite growth for their decade-old game.
2. Growing Games ($50K+ in Monthly Revenue)
These teams have traction but struggle to scale efficiently due to rising UA costs, inconsistent growth, or untapped market potential.
Common challenges:
- Scaling profitably – How do you grow while maintaining ROAS?
- Market expansion – Which new regions offer the best potential?
- Retention & LTV – Are players converting and staying engaged?
How GamePlan™ helps:
- Pinpoints growth levers by optimizing UA, creative, and monetization.
- Identifies high-potential markets based on competitor success and cost trends.
- Improves retention & monetization through onboarding and pricing tweaks.
3. New games
Even experienced studios face uncertainty when entering the market. Without a solid go-to-market strategy, they risk burning UA budgets on the wrong audience or launching a game that fails to gain traction.
Common challenges:
- No market validation – Will your game stand out?
- Unstructured UA strategy – Are you targeting the right players?
- Monetization uncertainty – Will your IAPs and ads convert?
How GamePlan™ helps:
- Validates market demand through competitor benchmarks and soft launch planning.
- Optimizes early UA through proven ASO & Creative Strategies to test positioning before scaling spend.
- Strengthens monetization by fixing early user experience revenue leaks before launch.
How Does GamePlan™ Work?
GamePlan™ is a structured, 2-4 week deep dive that turns insights into action:
Week 1: Kickoff & Data Collection
We begin by aligning on business goals, accessing key data (UA platforms, MMPs, analytics, store consoles), and tailoring the focus based on your game’s needs.
Weeks 2-3: Deep-Dive Analysis
Our specialists will evaluate UA efficiency, creative performance, ASO, monetization, retention, and data tracking. Findings are shared weekly.
Week 4: Action Plan & Roadmap
We’ll deliver a prioritized growth backlog ranked by impact, confidence, and effort—providing a clear three-month roadmap for execution.
What we need from you:
- UA data (Meta, Google Ads, TikTok)
- MMP & analytics access (Adjust, AppsFlyer, Firebase)
- Store performance insights (App Store Connect, Google Play Console)
- Creative testing results & monetization KPIs
Your team plays an active role—attending strategy discussions, sharing data, and aligning priorities.
After GamePlan™, you can choose to execute in-house or work with AppAgent for continued support. Either way, you get a data-backed roadmap for long-term, scalable growth.
What makes GamePlan™ Different?
A Fully Customized, Data-Driven Approach
We analyze your KPIs, UA performance, monetization data, and player behavior to create a tailored growth strategy.
More Than Just an Audit – A Prescription for Execution
Unlike other audits that leave you with insights but no next steps, GamePlan™ provides:
- A prioritized three-month growth backlog ranked by impact, probability of success, and effort.
- A structured roadmap covering UA, ASO, creatives, monetization, and analytics.
- Implementation support—execute the plan in-house or with AppAgent’s help.
Proprietary Tools & Frameworks That Drive Results
- Custom Growth Backlog – A clear action plan focused on high-impact opportunities.
- UA & Creative Testing Frameworks – Proven methodologies to optimize spend and increase ad performance.
- Competitive & Marketability Insights – Industry benchmarks to validate positioning and identify new growth levers.
Next Steps: What Happens After GamePlan™?
GamePlan™ is non-binding. You can take the findings and execute them yourself or partner with AppAgent for ongoing support. Either way, we try to make sure the takeaways are clear and can be executed by anyone.
For some studios, GamePlan™ serves as a foundation for long-term collaboration. Others simply use it as an independent growth strategy document. Either way, it ensures every dollar spent on UA, ASO, or creative is maximized.
Final Thoughts
By taking a holistic, data-driven approach, GamePlan™ helps mobile game publishers identify blind spots, optimize operations, and maximize success.
Interested? Let’s talk. GamePlan™ might be the missing piece to your next big win. 🚀
