The App Marketing Show with Jatin Mittal (TapNation) | Mobile Gaming Growth & User Acquisition Strategies

Episode Overview

In this episode, host Lucian is joined by Jatin Mittal, Head of User Acquisition at Tap Nation, to discuss navigating rising acquisition costs, the strategic pivot from hyper-casual to hybrid-casual gaming, and the power of data automation and alternative channels in modern mobile app marketing. 

Key Takeaways

• The Pivot to Hybrid-Casual: To combat rising User Acquisition (UA) costs and flat ad monetization, Tap Nation is shifting from hyper-casual to hybrid-casual games, focusing heavily on in-app purchases to drive higher player Lifetime Value (LTV).

• Data & Automation Investment: To stay ahead, they aggressively leverage data and automationi, ncluding the acquisition of the tool UA Hero—to predict player LTV in real time and automate creative asset testing.

• Diversifying Beyond Traditional Ads: When iOS privacy changes hyper-inflated traditional Android ad channels, Tap Nation pivoted to alternative inventory like AppNext, utilizing direct on-device OEM recommendations (Xiaomi, Oppo, Vivo) to scale affordably.

• Targeting Emerging Markets: They actively work with over 25 localized UA channels to aggressively penetrate high-growth, mobile-first economies like India, Brazil, and Indonesia.

• Essential Advice for Marketers: Success in today’s landscape requires mobile marketers to build strong data analysis skills to merge scattered privacy data, and to aggressively test new, non-traditional channels without fear. 

About Guest

Jatin is Head of User Acquisition at TapNation, With a keen eye for identifying key user audiences and implementing tailored marketing strategies, Jatin has consistently driven impactful results in the realm of in-app purchases and user engagement