TikTok has become one of the most powerful platforms for mobile game user acquisition (UA). With its massive young audience, high engagement rate, and creative-driven environment, TikTok Ads offer mobile game studios an unmatched opportunity to grow globally.
However, running a successful TikTok campaign for mobile games requires more than just uploading gameplay clips and hoping for installs. It’s about smart campaign setup, precise tracking, and continuous creative optimization.
Here’s a full-scale guide on best practices for mobile game advertising on TikTok Ads in 2026, combining expert insights, updated TikTok strategies, and Ecomdy Global Gaming’s UA experience.
Build a strong campaign structure
Separate by placement and post-back event
The first rule for mobile game advertising on TikTok is to segment your campaigns by placement and event. Run dedicated campaigns for:
TikTok (main in-feed placement)
Pangle (TikTok’s extended ad network)
Smart+ Campaign (AI-optimized placement mix)
Each channel performs differently; separating them helps you understand which source delivers the highest-value users.
Also, make sure you send more than five post-back events via your MMP (Mobile Measurement Partner). Don’t just track installs. Include deeper events like:
Tutorial completion
Registration
First purchase
Day-7 retention
Ad engagement (for IAA models)
If you’re monetizing through in-app ads (IAA), enable ad revenue forwarding to better evaluate lifetime value (LTV), not just CPI.
Creative & budget distribution
A common mistake among new advertisers is adding too many creatives to one ad group. TikTok’s algorithm needs enough budget to learn which creative performs best.
Best practice: Do not add more than three videos for one ad group with a daily budget below $100.
If your budget is limited, test fewer creatives per ad group (max 3). Once you scale beyond $100/day, you can add more creativity in batches.
This ensures faster learning, stable delivery, and more accurate data for optimization.
iOS campaign learning phase
For iOS campaigns, TikTok needs more time to gather signals (especially under Apple’s ATT/SKAdNetwork framework).
Allow at least 3 days before evaluating performance. Avoid making major changes too early, as it can reset the learning phase.
Start broad: run one campaign with a wide audience and multiple events, then narrow down after the system learns who your best players are.
Budget scaling
When an ad group performs well (positive ROAS, strong retention), scale it carefully. Increase the budget gradually, up to +30% per day. Jumping too fast may cause performance instability.
Scaling isn’t only about raising budgets; it’s also about refreshing your creatives regularly. New videos keep your campaigns alive and prevent “creative fatigue” - one of the biggest killers of long-term TikTok performance.
Turn off underperforming creatives
Every few days, review the performance of each creative. If a video underperforms (low CTR, low CVR, or weak ROAS), turn it off and replace it with a new version.
Monitor replacements for at least 3 days before deciding whether to keep or drop them. This quick iteration cycle helps sustain campaign efficiency.
Creative best practices for mobile games
TikTok is not a banner platform; it’s a short-form video environment where native, authentic, and fast-paced content wins. To attract players, your ad must look and feel like a TikTok video, not a commercial.
Hook viewers in the first 3 seconds
The first 3 seconds decide whether viewers keep watching or scroll away.
Start with high-impact elements:
A powerful in-game moment (e.g., boss fight, reward, or level-up)
An emotional reaction (“I can’t believe I beat this in 10 seconds!”)
A trending sound or meme
Show gameplay immediately - players want to know what the game feels like, not just what it looks like.
Optimize for vertical and sound-off
Always use 9:16 full-screen vertical format.
Add text overlays or captions, since many users watch videos without sound.
Highlight key actions visually (e.g., flashing “WIN!”, scoreboards, rewards).
Short videos (10–15 seconds) usually perform best for mobile games.
Speak the TikTok language
Use TikTok’s native features: effects, trending sounds, or user challenges — to blend your ads into the platform’s culture.
Ads that look “too professional” often perform worse than creator-style UGC (user-generated content).
Consider using Spark Ads to boost organic creator videos instead of creating separate ads. This approach brings social proof and authenticity, which improves CTR and install rates.
Show real emotions and player perspective
Make the viewer feel like they are playing:
“Can you defeat this boss in 10 seconds?”
“Only 1% of players can finish this level!”
This creates curiosity and motivation to download.
If possible, feature real people reacting to the game (streamer-style). It feels more trustworthy than scripted gameplay footage.
Refresh ccreatives weekly
TikTok’s audience consumes content rapidly. Creative fatigue can appear after only 7 days.
Plan a continuous creative testing loop:
Test 3–5 new videos each week.
Pause low performers after 3–5 days.
Scale top performers with higher budgets or duplicates.
Constant creative refresh is the secret behind stable UA costs and sustained growth.
Targeting & measurement strategies
Go broad first
Unlike other ad platforms, TikTok’s algorithm works best when it has freedom to learn. Start with broad targeting of all genders and ages 18–45 in your target countries.
Once you collect enough data, analyze which audience segments bring the highest ROAS, then refine your targeting. Avoid overlapping audiences between campaigns, as it may lead to budget waste.
Track deep funnel events
Use TikTok’s SDK or connect your MMP (Appsflyer, Adjust, Kochava, etc.) to track key in-app events:
Tutorial complete
Level reached
First purchase
Retention Day 3/7/30
The more events you send back to TikTok, the better the algorithm optimizes for quality users instead of cheap installs.
Focus on ROAS and LTV, not just CPI
Successful advertisers in 2026 no longer chase the lowest CPI. Instead, they measure return on ad spend (ROAS) and lifetime value (LTV).
Studies show that paid installs also generate organic installs by boosting app visibility — so evaluate your campaigns on total impact, not isolated metrics.
Analyze and Iterate
Every 3–5 days, analyze campaign data:
Which creatives drive the most installs?
What’s the cost per quality user?
Are retention and ROAS improving?
Duplicate winning ad groups, raise budgets gradually, and keep testing new creatives. Consistent iteration is what separates top UA teams from average ones.
Compliance and landing optimization
Ad policy alignment
Ensure your ads follow TikTok’s latest ad policy, including rules on language, iconography, and user safety. Non-compliance can cause disapproval or even account suspension.
If you’re advertising in multiple countries, localize content (subtitles, currency, voiceover) for each region.
Optimize your app store page
After users click your ad, their next decision point is your app store page.
Make sure it includes:
Clear, high-quality screenshots or gameplay trailers
Positive ratings and updated reviews
Compelling description with the first line emphasizing core gameplay
A smooth landing experience boosts conversion rate and improves TikTok’s delivery algorithm.
Improve onboarding and retention
Even the best ad won’t help if players drop off after the first session.
Simplify onboarding, highlight rewards early, and give users a sense of progress from the start.
Better retention → higher LTV → stronger campaign performance.
2026 trends in TikTok game advertising
The mobile gaming landscape on TikTok is evolving fast. Here are the top trends shaping 2026:
UGC and creator-driven content
TikTok continues to reward authenticity. Partnering with creators or letting players produce short videos featuring your game drives stronger engagement than polished studio ads.
Creator-made Spark Ads now outperform traditional video ads in CTR and conversion rates.
AI-Powered ad creation
TikTok recently launched AI-based creative generation tools, allowing advertisers to generate ad videos from text inputs. This innovation enables studios to produce and test multiple video variations quickly — essential for performance marketing teams managing dozens of campaigns.
Smarter optimization tools
Smart Performance Campaigns (Smart+) now use machine learning to auto-allocate budget across placements.
If you’re new to TikTok Ads, this is a great way to start - it learns from your event data and adjusts bids dynamically for maximum ROI.
TikTok is now one of the most effective UA platforms for mobile games in 2026. Its combination of powerful targeting, massive reach, and creative-first environment makes it ideal for driving installs and high-quality users.
To succeed, mobile game advertisers need a balance between data-driven strategy and creative excellence.
By following these best practices — from campaign structure and creative design to optimization and scaling — you’ll unlock TikTok’s full potential for your game growth.
If you want to maximize your TikTok UA performance, consider partnering with Ecomdy Global Gaming — Vietnam’s #1 TikTok Agency specializing in mobile game advertising and creative optimization.
👉 Contact us today to learn how we can help you set up, optimize, and scale your TikTok campaigns effectively.
