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The
Growth
Loop

The Growth Loop is a holistic approach to game growth, which merges the monetization and user acquisition sides of the business to create a virtuous cycle of growth. Keep scrolling to learn more about the Growth Loop approach and how following it can turn your game into a booming business.

eBook: Introducing the Growth Loop: 4 stages to scaling your game business

Podcast: Why game growth is a loop and not a funnel

Case study: How Dual Cat leveraged the Growth Loop to multiply revenue 10x

Step 1:

Acquire new users

The first stage of the Growth Loop is to acquire users, either organically or via paid channels. The goal here is to assess your game’s marketability and test user acquisition.

The best way to assess marketability is to measure the IPM, or installs per one thousand impressions, of your creatives. Is the market interested in the concept of your game?

Don’t forget to optimize your app store page – it’s a key part of the user acquisition funnel. If users are interested in your game and click through your creative to the app store, your page better be ready to convert them.

Podcast: Inside Step 1 of the Growth Loop

Webinar: Utilizing ASO in your UA strategy

Case study: PLANK! reaches #2 with ironSource soft launch

Step 2:

Monetize with ads and IAPs

Now that you’ve got users trickling in, it’s time to start monetizing them in Stage 2 of the Growth Loop – either via in-app advertising, in-app purchases, or both. Your goal here is to build a monetization strategy that maximizes ARPU, or average revenue per user, while balancing user experience.

If you’re running ads, consider using a mediation platform, which aggregates multiple ad networks, and utilizing in-app bidding instead of the traditional waterfall. Be sure to serve users a diverse mix of ad units, including rewarded video, interstitials, and even offerwalls. The key is integrating ad units into the core loop of your game.

Podcast: Inside Step 2 of the Growth Loop

eBook: The definitive guide to ad monetization

Case study: Random Logic switches to ironSource mediation to access the platform’s full product suite

Step 3:

Analyze and optimize monetization

By Stage 3 of the Growth Loop, you’re ready to analyze and optimize the monetization strategy you built in Stage 2. Where can you improve? How can you further maximize ARPU?

Use A/B testing to pinpoint the ideal combination of ad units, waterfall settings, and segments. And measure ad revenue data as granularly as you do in-app purchase data – on the device, network, and ad unit level.

Podcast: Inside Step 3 of the Growth Loop

Blog: 3 ways to utilize ad revenue measurement to grow your game business

Case study: Lucky Kat increases ARPDAU by 50% with ironSource ad monetization A/B testing tool

Step 4:

Analyze and optimize UA

Finally, Stage 4 is where we close the Growth Loop. Use everything you’ve learned so far to boost user acquisition to further increase IPM and maximize profit.

How? Improve creatives with in-ad data, implement anti-fraud efforts, and optimize bids. You can even use a bid optimizer to automate the process.

Case study: How Voodoo’s Aquapark slid to the top using Playworks Studio

The Growth Loop
Step 1
Step 2
Step 3
Step 4
Closing the Growth Loop

Case study: How Moonee’s Square Bird reached #1 with the ironSource Growth Loop

eBook: 9 most common mistakes made by game developers

Webinar: The ultimate mobile game growth strategy

Blog: How to win with the ironSource Growth Loop

Step 1:

Acquire new users

Case study: Nexon increases IPM by 50% with ironSource soft launch

eBook: The complete guide to app store optimization

eBook: How to leverage positive app store reviews

eBook: Your guide to boosting profit with UA

Step 2:

Monetize with ads and IAPs

Webinar: Desgining your ad monetization strategy

Case study: PickCrafter boosts revenue with rewarded video ads

Case study: Madbox achieves “mad growth” monetizing with ironSource interstitials

Podcast: In-app bidding and the future of monetization

Step 3:

Analyze and optimize monetization

Case study: Neon Play boosts ARPDAU using ironSource ad monetization A/B testing tool

Webinar: How to A/B test your ad monetization strategy

Case study: Jam City doubles cross promotion installs with ironSource solution

Webinar: How to cross promote your mobile games

Step 4:

Analyze and optimize UA

Podcast: Trends in mobile game creatives 2019

Case study: ironSource ROAS optimizer triples Idle Heroes’ installs

Case study: ironSource ROAS optimizer increases Kwalee’s ROAS by 40%

Case study: How optimizing ROAS goals led Japanese publisher ITI to the top 10