A Powerful & Customizable Mobile Game Marketing Strategy (FREE)

A comprehensive mobile game marketing strategy, covering the entire sales funnel and all digital marketing channels. Designed to you get more traffic and customers for your mobile game business.
Prepared by: Eduardo Yi
Created on: March 5, 2025
Your Strategy
Primary Item (H2)
Primary Item (H2)

The Sales Funnel

The sales funnel is a visual way to understand the journey your customers take, from first discovering your business to eventually making a purchase. Imagine it like a funnel shape: at the top, many people might learn about your business, but fewer move down to become actual buyers.

Optimizing your entire sales funnel, you're able to increase the number of people who move smoothly from interested browsers to loyal, paying customers.

It helps ensure every part of your business—from your website to your follow-up emails—is designed to guide people toward buying. The clearer this pathway, the easier it is to boost your sales and grow your business.

The marketing plan below includes dozens of marketing ideas and tactics to optimize your entire sales funnel.

Your Target Personas

A target persona is a fictional representation of your ideal customer, created by researching and understanding the behaviors, needs, and preferences of people most likely to buy your products or services.

Think of it as drawing a detailed portrait of your best customer, including details like their age, interests, job, daily habits, and the challenges they face.

By visualizing this customer, you're better able to understand what motivates them, how to communicate effectively, and how to reach them through your marketing efforts.

Rather than trying to appeal to everyone—which can lead to wasted resources and ineffective marketing—you can specifically tailor your messages to resonate deeply with the people most likely to become loyal customers.
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Your Target Persona #1: Casual Cathy
Age: 28 | Education: Bachelor's in Communications | Occupation: Marketing Coordinator at a Tech Startup
"I often find myself overwhelmed by choices and don't know which mobile games are worth my time. I want something exciting but also light enough to enjoy during breaks."
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Visible Goals
These are the goals your target persona would tell you about.
Complete all levels of the game
Share achievements with friends on social media
Participate in special events or challenges
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True Goals
These are the real things they want to achieve.
"I want to unwind and escape from my busy work life"
"If I can beat my friend’s score, I will feel more accomplished"
"I need a fun way to connect with friends despite our busy schedules"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I worry that in-app purchases might ruin the experience"
"I'm not sure if the game will offer new and interesting content regularly"
"I might get bored with the gameplay mechanics quickly"
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Answer to Objections
These are your product's answers to your target persona's doubts.
The game offers engaging storylines and characters that enhance your experience without forcing in-app purchases to succeed
We release frequent updates with new puzzles and challenges to keep things fresh and exciting
The gameplay is designed to stay captivating, with a variety of adventure elements that evolve as you progress
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"Now, I truly enjoy my gaming breaks. I can relax while solving puzzles and I love sharing my achievements with friends. My competitive spirit is satisfied without it feeling like a chore."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.
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Your Target Persona #2: Parenting Polly
Age: 35 | Education: Master's in English Literature | Occupation: Working Mom and Freelance Writer
"I'm concerned about the quality of apps available for my kids. I want something that is both enjoyable and educational, but it's tough to find games that meet my standards."
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Visible Goals
These are the goals your target persona would tell you about.
Find safe and educational apps for my kids
Spend quality time playing games together
Limit my children's screen time with engaging content
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True Goals
These are the real things they want to achieve.
"I want to ensure my kids learn while having fun"
"If we can bond over games, I feel I’m being a good parent"
"I need to trust that the apps they use are appropriate and beneficial"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I doubt that a free-to-play game will genuinely engage my children"
"I'm not sure if the educational content is strong enough"
"I worry about in-app purchases affecting their experience"
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Answer to Objections
These are your product's answers to your target persona's doubts.
The game is designed to be fun and addictive, allowing kids to learn through engaging puzzles without pressure
We focus on educational themes within an adventurous storyline, ensuring learning is natural and enjoyable
Parents can control in-app purchases to make the experience safe and affordable for their children
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"I finally found a game that my kids love and can actually learn from. We play together, bond over challenges, and I feel proud knowing I'm giving them quality entertainment."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.

Top of the Funnel

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Your Goal at the Top of the Funnel: Awareness
At this stage of the funnel, your marketing persona isn't aware of your product and isn't even necessarily looking for a product. They just know they have a problem. Your objective at the top of the funnel is for them to be aware of your business by providing value (without trying to get them to buy right away.)
New visitors to website
Total views on YouTube channel
Engagement rate on social media posts
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Content Marketing
Content marketing is all about creating the assets you'll promote and optimize on through the different marketing channels (SEO, social media, email marketing, and ads.) At the top of the funnel, you're creating your mass-market content, aimed to attract as many people as possible.
Content ideas:
Blog post: '10 Reasons Why Puzzle Games Are Great for Relaxation and Mental Clarity'
Video: 'Day in the Life of a Mobile Game Developer - Behind the Scenes'
Infographic: 'The Evolution of Mobile Gaming: Trends and Insights'
Podcast episode: 'How Games Foster Friendship: The Social Aspect of Gaming'
Webinar: 'Exploring Adventure Elements in Puzzle Games and Their Benefits'
Social media campaign: 'Share Your Favorite Gaming Moments' with user-generated content
What to measure:
Page views
Social shares
Average time spent on page
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SEO
With SEO, you can get your content to rank on the top of search engines for the keywords that your marketing persona is typing into Google. At the top of the funnel, the keywords you'll target will likely have a higher search volume and will be harder to rank for.
Keyword ideas:
Why puzzle games improve cognitive function
Best mobile games for relaxation
Educational benefits of gaming for kids
Adventure puzzle game recommendations
Benefits of mobile gaming for parents and children
Current trends in mobile gaming
adult downtime activities under 30 minutes
best puzzle games for casual gamers
mental benefits of casual gaming
how gaming can enhance family bonding
What to measure:
Organic traffic growth
Keyword ranking improvements
Number of new referring domains
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Paid Advertising
When it comes to ads, targeting is probably the most important predictor of a winning campaign (closely followed by ad creatives.) At the top of the funnel, you'll be looking for brand new audiences who have never heard about your company — these are called "Prospecting" campaigns.
Target audience ideas:
[Prospecting] Facebook/Meta Ads: Women aged 25-40 interested in mobile games, gaming blogs, or tech news
[Prospecting] YouTube Ads: Users who watch mobile game reviews or gameplay videos
[Prospecting] Google Ads: People searching for 'best mobile puzzle games' or 'fun games for adults'
[Remarketing] Facebook/Meta Ads: Users who visited the website but did not download the game
[Remarketing] Google Ads: Visitors who engaged with educational content on the blog
What to measure:
CPC
Impressions
Click-through rate (CTR)
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Social Media
The hardest part about doing social media as a brand/business, is that you should look to not behave like just another business on social media. Your social media content should be native to each channel in tone, format, and style. Because of its mass usage, social media is perfect for top of the funnel content.
Social media campaign ideas:
Launch a contest inviting users to share their best game strategies or tips
Share behind-the-scenes content about game development on Instagram Stories
Create a series of posts highlighting different aspects of the game (graphics, puzzles, storylines)
Initiate discussions on platforms like Reddit about favorite gaming experiences and challenges
Engage with players by asking them to share their achievements using a specific hashtag
What to measure:
Engagement rate (likes, comments, shares)
Follower growth rate
Traffic from social media to the website
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Marketing Experiments
For whatever campaign you launch, there will always be room for improvement. It's a good idea to pick a few experiments ideas and launch split tests designed to improve your most important metrics.
Experiment ideas:
Implement A/B testing on blog headlines to see which topics generate more clicks
Test different call-to-action placements on the homepage to increase click-through to game downloads
Experiment with various social sharing button designs to boost engagement rates
Run a split test on video thumbnails to find which attracts more viewers on YouTube
Test different landing page designs for content offers to optimize lead generation
What to measure:
Conversion rate from visitors to leads
Bounce rate on landing pages
Engagement rate on content

Middle of the Funnel

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Your Goal at the Middle of the Funnel: Consideration
At this stage of the funnel, your marketing persona is aware of your product but isn't ready to purchase. They are still doing research and comparing your solution against competitors. This is the time to build trust by giving them more information and provide answers to questions they might have. Your main objective at the middle of the funnel is to turn a stranger into a lead.
Return visitors to the website
Lead conversion rate
Engagement metrics from email campaigns
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Content Marketing
The content you'll create for the middle of the funnel is typically called a "lead magnet." This is usually a free (or very cheap) piece of content that you'll offer to your marketing persona in exchange for their contact information (e.g. email address or phone number.)
Content ideas:
Webinar: 'How to Choose the Right Mobile Games for Different Age Groups' tailored for parents like Parenting Polly
Blog post: 'The Importance of Storytelling in Mobile Gaming: Enhancing Your Adventure' appealing to Casual Cathy and Parenting Polly
Video series: 'Game Mechanics Explained' focusing on how gameplay evolves—engaging both personas
Email newsletter featuring user testimonials showcasing the fun and educational aspects of the game for both personas
Interactive quiz: 'Which Game Character Are You?' that encourages sharing on social media
A downloadable guide: 'Top 5 Tips to Maximize Your Gaming Experience' aimed at engaging users who have shown interest in game features
What to measure:
Webinar registrations
Comments and shares on blog posts
Downloads of the guide
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SEO
At the middle of the funnel, your marketing persona is likely specifically searching for information about the solutions to their problem (without looking into any specific product, yet.) These keywords are considered to have "higher intent" (aka, more valuable) than the ones at the top of the funnel, but they will have smaller search volumes.
Keyword ideas:
Benefits of storytelling in mobile games
Educational value of puzzle games for kids
Best family-friendly mobile games
How to engage young minds through gaming
Mobile games for relaxation and stress relief
How games can foster social interactions among friends
Engaging mobile games for busy adults
Payments safety for in-app purchases in games
Family bonding over mobile games
Successful puzzle games with educational values
What to measure:
Number of organic leads
Time spent on content pages
Bounce rate on blog content
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Paid Advertising
At the middle of the funnel, your paid advertising campaigns will zoom into people who are already aware of your brand somehow, but haven't yet become leads. "Remarketing" campaigns are great for this (although, you might also sometimes experiment with prospecting campaigns that try to convert strangers to leads right away.)
Target audience ideas:
[Prospecting] Facebook/Meta Ads: Parents aged 30-40 interested in educational apps or family activities, targeting Parenting Polly
[Prospecting] YouTube Ads: Young adults who enjoy gaming lifestyle content, targeting Casual Cathy
[Remarketing] Google Ads: Visitors who engaged with the educational content section of the website
[Remarketing] Facebook/Meta Ads: Users who downloaded the guide but haven’t signed up for the newsletter yet
[Prospecting] Google Ads: Searchers looking for 'best puzzle games for relaxation' or 'safe mobile apps for kids'
What to measure:
Cost per lead
View-through rate (VTR)
Lead acquisition cost
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Social Media
The social media campaigns at this stage of the funnel are designed to get your marketing persona off of the social media channel and into your own platform (e.g. your website), where you can actually capture their contact information.
Social media campaign ideas:
Run a discussion campaign on Instagram inviting users to share their favorite game stories using a dedicated hashtag
Launch an interactive live Q&A session on Facebook addressing common questions about in-game features
Post success stories of users achieving game milestones and encourage others to share their experiences
Create polls on Twitter asking users about their favorite game updates or future content wishes
Engage in relevant forums discussing the balance of fun and education in mobile gaming for the target personas
What to measure:
Engagement on posts (comments and shares)
Follower interaction rate
Traffic from social media to the content pieces
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Email Marketing
Email marketing is an often overlooked channel that's critical for the middle of the funnel. Email is a very effective way to reach your marketing persona directly. The most common mistake businesses make is underutilizing email in their marketing (you should think beyond just email newsletters.)
Email marketing campaign ideas:
Send a 'Guide to New Game Features' email highlighting recent updates that enhance gameplay experience for both personas
Create an engagement email listing upcoming events or challenges within the game specifically inviting both personas
Regularly update subscribers with 'Player Spotlight' showcasing achievements from Casual Cathy and Parenting Polly's insights
Offer exclusive access to beta tests for new puzzles through targeted email campaigns
Send a survey email asking for feedback on current game experiences and desired features from both personas
What to measure:
Open rates for newsletters
Click-through rates on featured emails
Feedback response rates
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Marketing Experiments
For this stage of the funnel, your experiments will be designed to maximize the number of leads you get from your campaigns.
Experiment ideas:
Test different subject lines on email invitations for webinars to see which drives more registrations
A/B test calls-to-action in blog content to optimize for downloads of guides versus webinar sign-ups
Experiment with the timing of social media posts to identify when targeted personas are most engaged
Split test landing page designs for the game’s updates to evaluate which converts better
Develop and test different formats for the player testimonials to find out what resonates best with potential leads
What to measure:
Conversion rates from content views to leads
Engagement duration on landing pages
Click-through rates on CTAs in various channels

Bottom of the Funnel

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Your Goal at the Bottom of the Funnel: Purchase
At the bottom of the funnel, your marketing persona already knows your product and is ready to make a purchase decision. They already have all the information they need. Your objective at this stage is to address purchasing objections and convince them to take that last step and become a paying customer.
Conversion rate from leads to customers
Average revenue per user (ARPU)
In-app purchase conversion rate
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Content Marketing
The content you'll create for the bottom of the funnel is purposely design to get your marketing persona to purchase. You don't have to be afraid to be sales-y or about talking about your product directly.
Content ideas:
Blog post: 'How Our Game Keeps You Engaged with Regular Updates and New Challenges' highlighting commitment to quality content
Video testimonial series featuring real players discussing their favorite game moments and how the game fits into their daily lives
Interactive live stream event where developers showcase upcoming features and answer player questions, establishing transparency and trust
Case study document on user achievements and satisfaction, particularly focusing on those similar to Casual Cathy and Parenting Polly
A downloadable checklist: 'How to Make the Most of Your Gaming Experience' addressing common concerns about in-app purchases and engagement
FAQ video addressing common objections about in-app purchases and game engagement, showcasing how players can trust the game's integrity
What to measure:
Number of downloads for the case study
Viewer retention rate on testimonial videos
Engagement on live stream event polls and questions
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SEO
At the bottom of the funnel, your marketing persona will be searching Google for information about your product (for example: reviews, pricing, features, etc), which is why you'll be optimizing for a lot of "branded" searches — these are searches that include your brand/product name.
Keyword ideas:
Best strategies to enjoy free-to-play mobile games
In-app purchase safety tips for parents
Continued engagement in puzzle games over time
Benefits of regular updates in mobile gaming
User testimonials on mobile gaming experiences
Guide to maximizing enjoyment in puzzle games
Mobile gaming success stories from players
Best practices for in-app purchases
Maintaining interest in mobile games
Top reviews on our mobile game features
What to measure:
Conversion rate of organic traffic to paying customers
Ranking for targeted keywords related to in-app purchases
Increase in referral traffic from testimonials
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Paid Advertising
At this stage of the funnel, you'll be running conversion campaigns to get purchases. These will be your highest revenue campaigns, where you will be keeping a close eye on your return on ad spend (ROAS.)
Target audience ideas:
[Prospecting] Facebook/Meta Ads: Parents looking for educational and safe gaming experiences for their kids, targeted at Parenting Polly
[Prospecting] YouTube Ads: Users who watched gameplay walkthroughs or reviews, specifically targeting younger audiences like Casual Cathy
[Remarketing] Google Ads: Visitors who downloaded the guide but did not complete a purchase or engage further with the game
[Remarketing] Facebook/Meta Ads: Players who have interacted with live streams but haven’t made any in-app purchases yet
[Prospecting] YouTube Ads: Individuals searching for terms like 'mobile game with great storylines and puzzles' or 'puzzle games with frequent updates'
What to measure:
Cost per acquisition (CPA)
Return on ad spend (ROAS)
Conversion rates from remarketing ads
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Social Media
The bottom of the funnel campaigns will usually only make up a small minority of your social media content.
Social media campaign ideas:
Create a dedicated post highlighting user-generated content, showcasing achievements of players like Casual Cathy and Parenting Polly
Run a promotional contest encouraging users to share their favorite in-game purchases and how they enhanced their gaming experience
Host a Q&A session on Instagram Live focused on monetization within the game to alleviate concerns regarding in-app purchases
Share short highlights of testimonials celebrating player achievements and engagement with the game
Monitor and respond to brand mentions about user experiences, addressing any concerns openly and positively
What to measure:
Engagement on user-generated posts
Participation rate in contests
Sentiment analysis on brand mentions
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Email Marketing
Email is perfectly tailored to run bottom of the funnel campaigns. After you've provided value to customers via your other email campaigns, you can run sales and promotional campaigns to get conversions.
Email marketing campaign ideas:
Send a targeted email campaign featuring positive testimonials from current players addressing purchasing objections
Create win-back campaigns offering exclusive in-game perks to users who downloaded the game but haven't engaged with it recently
Offer early access invitations for new features or updates through personalized emails to lure existing but inactive users back
Regular follow-up emails after key milestones, such as completion of levels or challenges, encouraging sharing achievements on social media
Provide a curated list of players’ stories showcasing how they overcame initial hesitations and now enjoy the game fully
What to measure:
Conversion rates from email campaigns
Click-through rates on calls-to-action in win-back campaigns
Engagement levels in personalized email follow-ups
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Marketing Experiments
Your bottom-of-the-funnel experiments will have the objective of maximizing your profits. That could be by getting more first-time customers or increasing the amount of money you get from each customer on their first purchase.
Experiment ideas:
A/B test different messaging on calls-to-action in the app store to see which drives more downloads
Implement split testing of landing pages for in-app purchases to identify layouts that encourage buying
Run a test on various reward structures within the game to see which provides the highest engagement and spending
Experiment with different email timings and content to optimize open rates for win-back campaigns
Monitor player feedback loops to iterate on content offerings and adjust tactics based on engagement responses
What to measure:
A/B testing click-through rates
Engagement rates for different landing page versions
In-app purchase frequency following changes to game rewards

Retention

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Your Goal at the Retention Stage: Increase Lifetime Value
In the retention stage, your marketing persona is already a customer of your product. Your objective is to increase the value you can extract from them directly by generating repeat purchases, upsells, or reducing churn; or indirectly by improving brand image or promoting referrals.
Customer lifetime value (CLV)
Churn rate
Repeat purchase rate
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Content Marketing
The objective of the content you'll create at the retention stage is to keep your existing customers happy by providing ongoing value (even after purchasing.)
Content ideas:
Monthly performance report email highlighting game updates and player achievements to both Casual Cathy and Parenting Polly
Blog post: '10 Tips for Parents on How to Encourage Healthy Gaming Habits', aimed at Parenting Polly's concerns
Video series on 'Behind the Scenes of Game Development', showcasing the ongoing improvements and new features to keep players engaged
Interactive community event: 'Player Challenges' to foster community engagement and competition among players
User-generated content campaign inviting players to submit their most creative in-game strategies, rewarding selected entries
What to measure:
Email open rates
Engagement on performance report content
Participation rates in community events
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SEO
At the bottom of the funnel, you'll want to make sure your marketing persona can find all the information she needs to get the most of your product (e.g. knowledge base articles), or to solve any problems that may arise (e.g. support/contact page.)
Keyword ideas:
How to get the most out of free-to-play games
Benefits of gaming communities for player retention
Best practices for competitive gaming
Educational content for parents about gaming
Gaming tips for maximizing enjoyment of multiplayer experiences
Success stories from mobile game communities
New trends in mobile gaming engagement
Improving teamwork through gaming experiences
Health benefits of social mobile games
Parental controls for in-app purchase safety
What to measure:
Return visits to content pages
Keyword performance for retention-focused searches
Traffic sourced from SEO-related content
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Paid Advertising
At this stage of the funnel, you might choose to be run campaigns promoting of new features, upgrades, or promotions.
Target audience ideas:
[Remarketing] Facebook/Meta Ads: Players who have downloaded the game but haven't made in-app purchases recently, targeting Casual Cathy and Parenting Polly
[Remarketing] Google Ads: Users who accessed the game's community page or helped forums but did not engage with new content
[Prospecting] YouTube Ads: Parents searching for entertainment options for kids that are educational and engaging, tailored to Parenting Polly
[Remarketing] YouTube Ads: Users who interacted with player testimonial videos about the enjoyable gameplay experience but have not yet made purchases
[Prospecting] Facebook/Meta Ads: Parents interested in innovative educational apps, promoting how the game can entertain and educate their children
What to measure:
Ad conversion rate for remarketing campaigns
Cost per engagement for ads focused on parental interests
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Social Media
Retention campaigns on social media revolve around building a sense of community with your existing customers. You'll do a lot of monitoring of brand mentions on social media.
Social media campaign ideas:
Host an Instagram Live session where players discuss their achievements and share gameplay tips, encouraging future engagement
Encourage users to post their favorite in-game moments with a specific hashtag to showcase community spirit and participation
Regularly share user testimonials on social media highlighting player journeys and successes within the game
Launch themed contests based on game updates to keep the community active and engaged
Monitor social channels for brand mentions and actively respond to feedback to create a supportive environment
What to measure:
Engagement rate on testimonials shared
Participation levels in contests and challenges
User sentiment analysis regarding brand mentions
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Email Marketing
Retention email campaigns will be a mix of educational emails (onboarding, activation, etc), transactional emails (reports, receipts, reminders, etc), and promotional emails (upgrades, upsells, etc.)
Email marketing campaign ideas:
Send personalized follow-up emails to players after they reach a specific milestone, celebrating their achievements
Encourage active users to refer friends by offering exclusive in-game content as rewards through referral email campaigns
Inform users about upcoming in-game events and previews of new features or updates that promote community involvement
Provide curated content about gaming best practices to maintain engagement while addressing concerns about screen time, particularly for Parenting Polly
Send satisfaction surveys asking for feedback on game mechanics and player experience, ensuring continuous improvement
What to measure:
Response rates on satisfaction surveys
Engagement rates for milestone celebration emails
Click-through rates on special offers and event invitations
🧪
Marketing Experiments
Your retention experiments will have the objective of maximizing lifetime value of existing customers.
Experiment ideas:
Test different approaches for win-back email campaigns targeted at re-engaging lapsed users, modifying subject lines and content
A/B test promotional offers to discover which incentives drive the highest retention rates among existing players
Optimize the in-game notifications structure for updates, ensuring they're timely and resonate with the core audience
Experiment with different messaging for referral programs emails to find what encourages current players to invite others
Monitor player behavior feedback through analytics to refine content features that enhance retention strategically
What to measure:
Effectiveness of retention emails measured by open/click-through rates
Success rate of win-back campaigns
Change in active user engagement following community-driven initiatives

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