Mobile Game UA Brief Template
What this page covers
Mobile Game UA Brief Template
Use this page as a starting point for structuring a clear, concise user acquisition brief for your mobile game. It is part of the Mobile Game UA Education section and supports planning and communication around UA activities.
The template helps you capture the essentials of your UA needs in one place so internal teams and external partners can align on goals, expectations, and next steps for your game’s growth.
In brief
- This template helps you structure a complete UA brief for your mobile game, covering business goals, target audience, budgets, channels, and creative requirements.
- Use it to align internal stakeholders and external partners so everyone works from the same assumptions, KPIs, timelines, and success criteria.
- You can adapt each section to your game’s genre, monetization model, and lifecycle stage while keeping a consistent, easy-to-share format.
What to do
A strong mobile game UA brief gives partners enough context to plan and optimize campaigns without long back-and-forth. This template walks you through the key sections: game overview, business model, target audience, markets, KPIs, budget, channels, and creative needs.
Start with a short description of your game, core mechanics, platform, and lifecycle stage. Then outline your monetization model, current performance (such as early retention or ROAS signals), and priority geos. Add details on your ideal players, including demographics, interests, and in-game behavior that matter for targeting and messaging.
Next, define your UA goals and KPIs, preferred channels, and any constraints such as platform rules, brand guidelines, or compliance limits. Close with creative requirements, testing priorities, timelines, and reporting expectations so UA specialists can turn the brief into a concrete test plan and scalable campaigns.
What to keep in mind
This template is most useful if you already have at least basic data about your game, such as early retention, monetization model, and target markets. Without that, you can still draft a brief, but many fields will remain assumptions and UA partners will need extra discovery before committing to budgets or performance expectations.
It is not a media plan or a creative concept document. The brief structures information so UA specialists can build those plans later. You should expect to update it regularly as you move from soft launch to global launch and as KPIs, budgets, and priority geos change.
The template assumes you use standard mobile measurement tools and run performance campaigns on common UA channels. If you operate in highly regulated niches, rely only on organic growth, or cannot share performance data with partners, you will need to adapt or simplify several sections to match those constraints.