Campaign-based versus ongoing growth
Agencies usually work in campaigns. They want to launch your game, create a splash, and move on. But mobile gaming is a marathon. You need a constant stream of new users. A managed network is designed for this. It is a set of many pages that are constantly active. You do not need to pause and restart your growth efforts; the network keeps running 24/7. It provides the steady state of growth that you need to maintain your game's position in the charts.
The efficiency of service models
Agencies sell hours. You pay for the time of their account managers, designers, and strategists. A managed network sells a service. You pay for the output of distribution. This is a much more efficient model for a CEO. You are not paying for the agency's internal meetings or their overhead. You are paying for a specific outcome: more eyes on your game. It is a leaner, more direct way to manage your marketing budget.
Risk and business continuity
If your agency lead leaves, or if they pivot to a new client, your game's performance can suffer. You are tied to the people in the agency. With a managed network, you are tied to a system. If a page goes down, the network stays up. It is a more resilient model for a company that cannot afford to have its growth pipeline interrupted. You have a system that works regardless of the individual people involved.
Evaluating the trade-off
Agencies are great for building a brand identity or creating a high-end commercial. If your creative is lacking, start there. But if your creative is good, and you just need more people to see it, go with a managed network. It is a direct route to growth. You stop worrying about the agency's creative process and start seeing the data on your installs. This is how you build a scalable business in the mobile gaming space.
CEOs should favor managed content networks for continuous, scalable growth over the project-based, service-heavy model of traditional agencies.
See your network before you hire.
Tell us what your mobile game studio already makes and how you get customers today. We'll show you a real network running live and tell you honestly whether it fits. It costs about the same as one marketing hire.
Follow-up questions
Is the quality of the network as good as an agency?
It is different. The network is built for reach and frequency, while the agency is built for creative polish.
Can I switch from an agency to a network?
Yes, many studios do exactly that when they realize they need more volume than an agency can provide.
Do I need to manage the network?
Very little. You just provide the clips and the goals. The provider does the heavy lifting.