Maxing out your Facebook user acquisition for games
summary
Ubisoft tests South Park in a short soft launch (about four months) then goes global in November, using Facebook/Instagram with Smartly.io, app event optimization and value optimization plus look‑alikes and placement optimization. Five core post‑install events are tracked (including tutorial complete (35 minutes) and PvP rank) via SDK/MMP; these drive AO/VO targeting. Results beat expectations but show a ceiling: roughly 40–50% spend on install campaigns for volume, the rest on AO/VO for higher LTV; featuring gives two‑week spikes.
AI-written summary · about
chapters (8)
- 0:00Introduction and context
- 3:08Leveraging Facebook for growth
- 6:05Instagram and cross-platform
- 8:53The role of creative strategy
- 12:33Soft launch to global launch
- 21:32Best practices for UA
- 25:05Impact of featuring and scale
- 29:50Future trends and Q&A
related talks
23mJoined up thinking: Optimising UA effectiveness by aligning campaigns with live ops strategies
50mA Step by Step Guide to Ads for Your Game
52mBest Practices in User Acquisition & Retention
31mDriving Discovery of Mobile Games
16mSuperstar Session: Sustainable Social Growth on Instant Games
33mPromoting Your App on Facebook
37mEmbracing complexity and compliance in modern user acquisition
19mThriving in the App-ocalypse