In the world of game marketing, many studios and publishers still treat paid media like a light switch; turning campaigns on and off in short bursts around key milestones like announcement trailers, pre-orders, or launch day. While this approach may have worked in an earlier era, today’s digital ecosystem and the way players discover and engage with games, demands a more continuous, data-driven strategy. This is where TRACKS, our attribution and analytics platform, becomes a game-changer.
Short-term campaigns often create artificial peaks in visibility, followed by long periods of silence. These fluctuations don’t just confuse audiences, they leave valuable performance insights on the table. In contrast, studios using TRACKS over longer periods, typically four months or more, benefit from a sustained, always-on marketing rhythm. This enables them to not only maintain momentum but also build a far more accurate, actionable understanding of what’s working, where, and why.
Always-on attribution unlocks a feedback loop that evolves with your campaign. With TRACKS, performance isn’t just measured in bursts, it’s monitored continuously across all platforms and regions. You get real-time visibility into installs, wishlist growth, and conversions per channel, per store, per geo, and per creative. Instead of waiting for storefront reports or post-mortem results, marketers can see live data and make strategic adjustments on the fly.
When campaigns run longer, TRACKS can also uncover deeper patterns that short-term attribution simply misses. Trends in player acquisition, emerging geos, or underperforming creatives often don’t reveal themselves in just a few weeks. It’s the extended data window that brings these patterns into focus and that’s where real cost-efficiency gains emerge. We’ve seen up to 30–40% improvement in ROAS for studios that run TRACKS continuously versus those relying on stop-start campaign cycles.
Moreover, longer-term use of TRACKS enables critical features like incrementality testing and brand health tracking to work at their full potential. Understanding whether your influencer campaign in LATAM is truly lifting sales, or whether your awareness efforts in Germany are lagging behind competitors, requires time, consistency, and a stable baseline of marketing activity. These are exactly the insights that vanish when campaigns are shut off before they mature.
Short-burst campaigns also suffer from limited postback effectiveness. Media platforms like Meta or Google can’t optimize audiences properly if your conversion signals stop mid-cycle. TRACKS’ real-time postback system ensures platforms receive the right signals at all times—allowing for ongoing learning, smarter retargeting, and better suppression of converted users. That kind of optimization simply isn’t possible with traditional campaign models that go dark between beats.
In today’s fragmented gaming landscape; where discovery is ongoing, platforms are global, and players make decisions asynchronously, there’s little value in going quiet for weeks at a time. Visibility and relevance must be maintained across the full lifecycle of a game: from wishlist to launch to DLC and beyond. TRACKS supports this lifecycle by giving marketers a continuous stream of insights, performance benchmarks, and optimization opportunities.
The difference is clear. Short bursts lead to short insights. Always-on leads to long-term advantage.
To see how TRACKS can support a long-term, always-on UA strategy that drives real ROI, reach out to our team or request a live walkthrough of the platform.
