User Acquisition Specialist

A User Acquisition Specialist is responsible for growing the user base through effective marketing and advertising strategies. They closely collaborate with the Marketing team and the Product team to develop and implement campaigns to attract users on various channels, such as social media, digital stores, online advertising platforms and through partnerships with influencers. The ultimate goal is to attract new players and optimize the acquisition funnel to maximize the number of users who convert into engaged players.

 

A User Acquisition Specialist conducts extensive market research and analyzes user data to identify target audiences and demographics. They manage and optimize advertising campaigns, set up performance tracking systems and monitor key metrics to measure the effectiveness of different marketing strategies. They continuously assess and adjust campaigns based on collected data to ensure the most efficient resource allocation and the highest return on investment. They stay updated on the latest industry trends and competitor analysis, which is why they find innovative approaches to new players. Due to their expertise in data analysis and marketing strategies, they play a vital role in the success of the video game, driving user growth and ensuring that the game effectively reaches its target audience.

Tools

Google Analytics

Facebook Ads Manager

Google Ads

App Annie

Adjust

Unity Analytics

Kochava

Chartboost

Adobe Photoshop

COLLABORATION WITH OTHER TEAMS:

A User Acquisition Specialist closely collaborates with various other positions in the gaming industry. Primarily, this involves the Marketing team, so they could provide adequate guidance to the Marketing and Art teams and implement marketing campaigns together with them. Additionally, the collaboration includes partnerships with influencers, outreach on social media and other advertising initiatives. They also work with the Product team to ensure that game features and updates are aligned with the user acquisition strategy and that the user experience is optimized for new players.

A User Acquisition Specialist also collaborates with Data Analysts to understand user behavior and optimize the acquisition funnel. Furthermore, they often collaborate with external partners to ensure that advertising decisions reach the right audience.

Skills

Depending on seniority, the User Acquisition Specialist is expected to be able to master, do and deliver the following:

Hard skills

  • Data analysis
    • Is skilled at extracting insights from user data, conducting A/B testing and analyzing key performance indicators (KPIs).
  • Knowledge of digital marketing
    • Understands the principles and strategies of digital marketing, campaign optimization techniques and conversion tracking.
  • Performance tracking and analytics tools
    • Uses analytics to track campaign performance, measure KPIs and gain practical insights for campaign optimization.

Soft skills

  • Analytical thinking
    • Interprets data, identifies patterns and makes decisions based on them, analyzes campaign performance, user behavior and market trends.
  • Communication and collaboration
    • Articulates strategies, findings and recommendations, communicates clearly and concisely.
  • Adaptability and creativity
    • Stays up-to-date with the latest marketing trends, platforms and techniques, and is ready to adapt strategies accordingly.

Seniority

Depending on seniority, the User Acqusition Specialist is expected to be able to master, do and deliver the following:

Junior

  • Sets up advertising campaigns, creates advertising materials, tracks campaign performance and conducts basic analyses of key metrics.
  • Conducts basic market research, analyzes competitive games, identifies target audience, collects and synthesizes information from various sources.
  • Assists in basic data analysis tasks, such as data extraction and organization, basic calculations and creating reports or visualizations.
  • Actively participates in team discussions, provides ideas and support, receives feedback and learns from others, is willing to help with various tasks.

Medior

    • Develops and implements comprehensive user acquisition strategies, analyzes market trends, identifies target audience and formulates effective campaign plans.
    • Conducts in-depth analysis of user acquisition campaigns, understands statistical analysis, A/B testing and data visualization techniques, analyzes segmentation.
    • Coordinates work with Marketing and Creative teams, developers and Data Analysts to align strategies and optimize campaign performance.
    • Stays informed about the latest industry trends, technologies and best practices, adapting their approach to leverage new opportunities.

Senior

  • Possesses strategic planning and leadership skills, develops comprehensive, long-term user acquisition strategies aligned with overall business objectives.
  • Conducts complex analysis of user behavior data and identifies opportunities for campaign optimization, measures the impact of different marketing channels.
  • Establishes and maintains relationships with external partners, negotiates and manages partnerships to enhance user acquisition and expand growth reach.
  • Stays ahead of industry trends, experiments with new technologies and approaches, pushes the boundaries of traditional user acquisition strategies.
USER ACQUISITION SPECIALIST // MARKETING //
USER ACQUISITION SPECIALIST // MARKETING //

EDUCATION:

If you are interested in a career in marketing within the gaming industry, a degree in marketing, communications, or business with a focus on digital media and entertainment could benefit you. Look for educational programs that cover topics such as digital marketing strategies, social media marketing, branding, market research, and player behavior. Understanding the unique aspects of the video game market, including player demographics, trends and preferences, is critical to developing effective marketing campaigns. Courses that offer hands-on experience with digital marketing tools, analytics platforms and campaign management software will give you practical skills relevant to marketing roles in the industry.

 

In addition to formal education, gaining practical experience through internships or entry positions, especially in the field of video games or entertainment, can be very valuable to you. Look for opportunities to work with companies to gain industry insight and build a portfolio of marketing campaigns and projects. Networking with industry professionals, and attending events and conferences will also help you stay informed about industry trends and developments. Showing creativity, analytical skills and a passion for gaming in your approach to marketing will set you apart in this field.

Resources

Books

  • “Hooked: How to Build Habit-Forming Products” – Nir Eyal
  • “Traction” – Gabriel Weinberg, Justin Mares
  • “The Lean Startup” – Eric Ries
  • “Growth Hacker Marketing” – Ryan Holiday
  • “Data-Driven: Creating a Data Culture” – Hilary Mason, DJ Patil

Individuals

  • Eric Seufert (@eric_seufert)
  • Gabe Kwakyi (@gabe_kwakyi)
  • Peggy Anne Salz (@peggyanne)
  • Thomas Petit (@thomasbcn)
  • Andrea Swan (@andreaaswan)

What does the interview for this position look like?​

News

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USER ACQUISITION SPECIALIST // MARKETING //
USER ACQUISITION SPECIALIST // MARKETING //