How to get a player to commit to your mobile game

For marketers of mobile games and apps, user acquisition is a lot like swimming in the dating pool. Smartphone users represent a vast population, with differing profiles and varying notions of what it means to play the game. Brands want games that appeal to as wide an audience as possible, yet protect time and resources from attracting incompatible matches. Striking a balance between getting noticed by the right players and avoiding entanglements with wrong ones can be complicated.

With Valentine’s Day in mind, here is some advice on how to attract and filter for high quality players with whom you’ll want to build a relationship, without sacrificing scale: