Today’s players are not just gaming on their phones—they're engaging across multiple screens simultaneously. With 70% of adults using a second device while watching TV, mobile gamers are part of a larger second-screen ecosystem where their attention is divided between streaming content, social media, and their favorite apps. This shift has created a massive opportunity for game developers: by integrating retargeting strategies across mobile, desktop, and Connected TV (CTV), mobile games can boost engagement, retention, and revenue in ways never seen before.
At YouAppi, we understand the power of cross-channel engagement, and our ability to retarget mobile gamers on CTV is a game-changer for developers looking to maximize player lifetime value. Let’s explore how mobile games can harness CTV retargeting and cross-channel strategies to bring back lapsed players, drive in-app purchases, and increase engagement.
The second-screen phenomenon is no longer a trend—it’s the norm. According to Martech, a majority of users are watching TV while using their smartphones—and 51% of second-screen users turn to their mobile devices during their viewing experience. For mobile game marketers, this is a golden opportunity to re-engage players while they are already consuming digital content.
Key Second Screen Stats for Game Marketers:
With these insights in mind, let’s dive into how mobile game developers can integrate CTV into their retargeting strategies to boost player engagement.
Problem: Players download your game, play for a while, and then churn. They stop opening your app, and standard mobile ads aren’t pulling them back in.
Solution: CTV retargeting allows you to serve high-impact, full-screen ads on connected TVs, reminding players of your game in a distraction-free environment. These ads can showcase new features, seasonal events, or limited-time offers to entice lapsed users to return.
Example Use Case: A mobile RPG retargets lapsed players on CTV by running a 15-second ad during a popular gaming-related YouTube channel viewed on a Smart TV. The ad highlights an exclusive new character release, with a QR code linking directly to the app. Players scan and re-engage immediately, increasing reactivations.
Pro Tip: Combine CTV retargeting with in-app incentives, such as "Come back now and get 500 free gems!", to drive urgency and action.
Problem: Players see your ad on CTV, but they don’t always take immediate action.
Solution: By synchronizing CTV and mobile retargeting, you create a multi-touch experience where the messaging follows the user across screens. This reinforces brand recall and increases conversion rates.
Example Use Case: A strategy game runs a CTV ad during an esports tournament featuring top gaming influencers. After seeing the ad, players are then served a personalized mobile retargeting ad the next time they open Instagram or a mobile app, reminding them to return and claim their in-game rewards.
Pro Tip: Use sequential messaging—for example, a teaser ad on CTV followed by a "Your base needs you!" push notification on mobile—to drive action.
Problem: Traditional video ads don’t always convert—gamers want interaction.
Solution: CTV playables (interactive mini-ads) allow users to test gameplay mechanics directly on their TV before clicking through to their mobile device. This lowers friction and increases installs and engagement.
Example Use Case: A hyper-casual mobile game runs a playable ad on Roku and Fire TV, allowing users to control the game via their remote for 5 seconds before a CTA appears: "Play now on mobile!" Clicking the CTA sends a push notification to their phone with a direct deep link to install the game.
Pro Tip: Keep playable ads short, engaging, and rewarding. A quick taste of gameplay can lead to higher conversion rates.
Problem: Mobile game marketers miss out on massive cultural moments that could drive viral engagement.
Solution: Leverage real-time events like major sporting events, award shows, or live gaming streams to sync CTV retargeting ads with trending content.
Example Use Case: During a live Twitch esports event streamed on CTV, a competitive battle royale mobile game launches a real-time CTV ad showcasing a limited-time in-game event. Simultaneously, mobile push notifications remind lapsed users: "Jump back in NOW—double XP for 1 hour!"
Pro Tip: Use moment-based retargeting—aligning ad timing with game launches, celebrity gaming streams, or trending challenges—to maximize engagement.
Problem: Mobile game marketing strategies are often too broad and fail to localize for key user segments.
Solution: CTV retargeting allows hyper-localized campaigns, meaning you can re-engage players with offers tailored to their city or region.
Example Use Case: A mobile sports game geo-targets players in Los Angeles who have previously played the game, serving them a CTV ad that says: "Hey LA, your home team needs you! Log in today for a free bonus pack."
Pro Tip: Use weather-based or city-based CTV retargeting to personalize ads even further.
An integrated mobile + CTV retargeting strategy is the key to winning in today’s multi-screen gaming world. By engaging users across multiple touchpoints, mobile game developers can:
With YouAppi’s powerful CTV retargeting solutions, mobile game developers can level up their retention strategies and drive meaningful player re-engagement at scale. YouAppi’s CTV App Sync has already helped mobile gaming apps boost ROI by 230% and increase app reopens by 15%, proving that a cross-channel approach delivers real results.
📲 Ready to unlock the full potential of CTV retargeting for your mobile game? Let’s make it happen! 👉 Contact YouAppi today