First Step for IAA Game Global Launch: Know Your User Acquisition Channels

IAA games rely on user acquisition (UA) to scale, especially when going global. But choosing the wrong UA platform can waste time and budget—especially for new developers unfamiliar with the international ad ecosystem.

This guide introduces the most common UA channels for IAA games and helps you understand each platform’s strengths and best-use cases.

1. Google Ads: The Global Foundation

Pros:

• Access to Android inventory and Google App Campaigns (GAC).

• Automated optimization (tROAS, CPI, CPA strategies).

• Strong for global reach and performance-driven UA.

Watchouts:

• Requires Firebase or MMP data for measurement.

• SKAN mandatory for iOS.

• Regionally restricted in mainland China.

Best for:

• Developers targeting multiple regions with flexible budgets.

• Teams ready to build a data-driven UA loop.

2. Meta Ads (Facebook/Instagram): High Precision, High Value

Pros:

• Advanced audience targeting based on interests and behavior.

• Access to Facebook Audience Network for broad inventory.

• Strong creative iteration tools (Dynamic Creative, A/B testing).

Watchouts:

• Requires verified Business Manager.

• May underperform in markets with low Facebook penetration (e.g., Korea, Japan).

• Account setup can be complex for first-timers.

Best for:

• Casual and hybrid games looking to test audience segments.

• Teams with creative resources for ad production.

3. Unity Ads (ironSource / LevelPlay)

Pros:

• Strong SDK-level integration for Unity engine games.

• Reliable rewarded video fill rates.

• Seamless monetization + UA management with LevelPlay mediation.

Watchouts:

• Primarily video-focused; works best for IAA.

• Stronger in US and EU markets.

• Requires in-SDK analytics setup for best performance.

Best for:

• Midcore or hybrid IAA games built with Unity.

• Developers wanting to consolidate UA and monetization.

4. Mintegral: Cost-Effective Growth in Emerging Markets

Pros:

• Strong penetration in Southeast Asia, MENA, and LATAM.

• Rich rewarded ad inventory, especially for hyper-casual and mini-games.

• Supports advanced bidding strategies like tROAS and event optimization.

• Localized support in Chinese, ideal for outbound dev teams.

Watchouts:

• Primarily Android traffic; SKAN required for iOS.

• Performance may vary with creatives and region.

Best for:

• Teams with limited UA budget seeking cost-effective reach.

• Games targeting Tier-2 markets.

• Casual or mini-game developers.

SolarEngine offers free attribution for Mintegral traffic, helping IAA game teams reduce MMP costs and gain real-time insights into user quality and monetization behavior.

5. Quick Platform Comparison Table

Conclusion: The First Step Is Not Opening a UA Account—It’s Choosing the Right Channel

More platforms ≠ better results. Picking the right channel is critical for your ROI and long-term UA scalability. For IAA games, the right platform unlocks not only users—but also better measurement and monetization optimization.

SolarEngine supports attribution and behavior analytics across all major UA platforms, helping developers build a strong foundation for growth starting from the first campaign.