Game user acquisition, measured in paying players.

Game user acquisition (UA) is the paid side of growing a game: buying advertising that brings new players to a game's landing page, then steering that spend by what those players do next — register, install, come back, pay. It differs from brand marketing in one way that changes everything: each euro is followed from the click to the paying player, and budget moves every day towards the ads, audiences and markets that bring back the most.

A game user acquisition agency does this work on a publisher's behalf. Nomads Digital covers the whole chain in one team — strategy and market research, media buying, ad creatives, interactive funnels, localisation, tracking and reporting. We have promoted 137 games in 37+ GEOs for publishers including Plarium, InnoGames, Travian Games, Goodgame Studios and GTArcade, and 85% of our clients come back for the next title.

Every campaign runs in the same four steps. Brief: you tell us the game, the markets that matter and where your numbers sit today. Build: funnels and creatives are made for your game and are ready before the first euro is spent. Launch and test: campaigns go live and we test what works — messages, audiences and markets, side by side. Scale: budget follows the winners, and what stops working is switched off.

The goal is set on your numbers from day one. If you report on registrations, we optimise for registrations; if paying players are what counts, campaigns are steered on payers. Impressions and clicks are only the first two steps on the way there.

We buy on 15+ traffic sources across social, search and native advertising — networks such as Meta, Google, TikTok, Taboola, Outbrain and Microsoft Bing, plus specialised sources that fit a genre or a market. A game rarely finds all of its players in one place: strategy fans, RPG players and casual audiences sit on different networks, and the same network behaves differently from Germany to Japan.

Running several sources at once keeps a campaign independent of any single platform. When prices rise or a creative wears out on one network, budget shifts to the next — so your player numbers keep growing while the mix underneath changes.

Every click is followed from the ad to the paying player. The stages are the same for every campaign: click, registration, install, retention, payer. Each stage is recorded per market, per creative and per day, so it is always clear which ad in which country brought in the players who stayed and paid.

You see the same live numbers we do, every step of the way — from the first test to a campaign at full scale.

We run campaigns in 37+ GEOs. The published case studies alone cover 18 countries across Europe, the United States and Asia — including Germany, the United States, the United Kingdom, Japan, South Korea, Taiwan and Turkey. Before money is spent we research each market: which countries pay, which audiences convert, and what competing games are already running there.

Every funnel and creative ships in 20+ languages as standard, written to sound local rather than translated, and further languages are added when a market calls for them.