The Impact of User Acquisition on Western Casual Mobile Game Success in China Market: Investigating Effective Strategies

Abstract

A study was conducted to investigate the role of user acquisition strategies in determining the success of Western casual mobile games in the Chinese market. A mixed-methods approach was employed, combining quantitative analyses of in-app performance metrics and qualitative interviews with industry experts. These methods were used to identify best practices for tailoring user acquisition campaigns to the preferences and behaviours of Chinese players. Marketing campaigns were localized to reflect cultural nuances, and partnerships with influential content creators on social media platforms were integrated to generate both initial downloads and continued engagement. Cost per install and return on advertising spend were monitored to evaluate campaign effectiveness.

It was found that strategic localization, incorporating linguistic, thematic, and visual adaptations, significantly increased user retention and in-game revenue. Despite the presence of cultural and regulatory barriers, these challenges were addressed by integrating locally preferred payment methods, modifying content to ensure compliance, and adapting promotional strategies to align with regional regulations. The results indicate that culturally sensitive user acquisition approaches support sustained growth and improve overall performance in a highly competitive market. This research concluded that the combination of effective localization, partnership with influential local media channels, and a clear understanding of regulatory requirements can offer Western developers a strong pathway to success in the Chinese mobile gaming sector.