Mobile game user acquisition (UA) is the process of attracting paying or engaged players to a mobile game through paid advertising — primarily Meta Ads, Google UAC, TikTok Ads, Apple Search Ads, AppLovin, and IronSource. The goal is to acquire players at a cost lower than the revenue they generate (positive ROAS or LTV:CAC). UA teams manage bids, creative rotations, audience targeting, and channel budget splits across all networks simultaneously to hit a target cost-per-install or cost-per-paying-user. Dex, TeamDay's UA Campaign Manager, connects to all six major networks and produces a unified ROAS, install, and creative performance report each week.

AI can run the reporting, analysis, and recommendation layer of mobile game UA campaigns fully automatically. Dex connects to Meta, Google, TikTok, AppLovin, IronSource, and Apple Search Ads simultaneously, ingests all spend and ROAS data, classifies each channel by performance (scale, cut, or kill), and surfaces specific budget-move recommendations with numbers. For creative, Dex detects fatigue when CTR or IPM drops below threshold and triggers a brief to the Design Studio. A human UA manager reviews the recommendations and approves moves; the AI handles the daily data grind that used to consume 2–3 hours of analyst time per day.

AI optimizes mobile game UA spend by continuously comparing cost-per-install, ROAS, and LTV signals across all active channels and campaigns simultaneously — a task impossible to do manually at useful frequency. Dex reads raw performance data from each ad network API daily, computes blended ROAS by channel and creative, flags any campaign where the spend-to-ROAS ratio has deteriorated below threshold, and outputs a specific reallocation recommendation: how much to shift from which network to which. It also tracks iOS vs Android split separately because LTV curves differ significantly between platforms. The result is that budget migrates toward performing channels 5–7× faster than a manual weekly review cycle allows.

For mobile game studios running multi-channel UA, the best AI is one that connects to all six major networks (Meta, Google, TikTok, AppLovin, IronSource, Apple Search Ads) from a single interface and produces actionable budget moves — not just a reporting dashboard. Appsflyer, Adjust, and Singular are attribution tools, not UA optimizers. Smartly.io automates creative rotation within one network. Dex (TeamDay) ingests cross-channel ROAS, classifies all campaigns simultaneously, recommends specific budget reallocation, and feeds the creative fatigue signal directly to an AI design pipeline — all in one unified daily loop.