Growth Analytics & Campaign Optimization for Mobvista

Performance Marketing Through Game Analysis

As part of the Mintegral team, I supported user acquisition and performance marketing by translating gameplay analysis into insights for paid advertising.

I conducted hands-on testing and competitive research across mobile titles such as Call of Duty: Mobile, BitLife – Life Simulator. I focus on game mechanics, in-game buying, monetization design, and player behavior patterns.

My product analysis and reporting informed user acquisition decisions that collectively impacted campaigns reaching a hundred-million–user scale.

Product Analysis for User Acquisition

When supporting product analysis for clients, I first identified the core player segments by age range and approximate ARPU. This helped clarify value expectations, spending behavior, and the type of experience most likely to resonate with target users

To further ground these assumptions, I used third-party market intelligence tools such as Sensor Tower to examine revenue trends and performance patterns across comparable titles.

These tools helped validate market potential, contextualize monetization scale, and support more informed decisions around user acquisition strategy.

User acquisition ultimately leads to monetization

Because the primary goal of user acquisition for most games is to drive in-app purchases, I regularly deconstructed each game’s monetization system to support more precise ad targeting.

I broke down how currencies are earned and spent, what items are monetized, and how progression, cosmetics, and functional purchases are positioned within the gameplay loop.

By mapping these purchase structures and value moments, I helped media buyers better understand which features to highlight, which player motivations to target, and how different spending behaviors could be matched with the right audiences and creatives.

Context matters as much as data

In addition to product analysis, I conducted competitive research to support client campaigns.

I first identified where competitors were in their release or event cycle, such as whether they were running limited-time events or major updates, to understand the timing behind their acquisition efforts.

Using market intelligence tools like reyun, I examined competitors’ advertising activity and channel distribution to analyze their acquisition strategies.

Based on these findings, I provided constructive recommendations on platform selection and creative direction for client products, giving media buyers clearer references when choosing channels and matching creatives.

Wrap-up

This is my first internship, and it shaped my understanding of the game industry from a user acquisition and platform-side perspective. Viewing games through Mintegral’s lens pushed me to think beyond design intent and player experience, and instead consider how products are evaluated, positioned, and scaled in a competitive market.

More importantly, this experience taught me how games are translated into signals for marketing and growth, deepening my understanding of how product design, player behavior, and business outcomes intersect within the broader game ecosystem.