Verticals9 min readPublished:
Telegram Ads for mobile games: UA, LTV, and in-app events
Player acquisition for mobile games via Telegram Ads: CPI, D1 retention, loot box policy, and gamer channels.
Metrics beyond install
Games pay back on D1/D7 retention and first purchase — not install alone. Pipe in-app events to MMP before launch.
TRAFFIX recommends $500 test with daily cap: CPI first, then optimize to tutorial complete or first purchase.
- KPI: install → D1 → payer
- Separate OS campaigns
- MMP postback to reports
Creatives and policy
Gameplay footage, characters, rewards — no «earn real money» promises. Loot box and gacha need transparent odds on landing.
TRAFFIX pre-moderation blocks child violence and misleading gameplay.
- 15–30 sec gameplay in ad
- A/B PvE vs PvP angle
- 18+ for mature content
Placements and cabinet
TRAFFIX gaming and entertainment channel packs; public channels 1000+ subs only.
Hyper-casual — broad TON worldwide; mid-core IAP — Euro geo with deep targeting in 32 countries.
- Cut low-D1 placements
- Retarget install-no-tutorial
- Reach Traffix for creatives
Frequently asked questions
- What is «Telegram Ads for mobile games: UA, LTV, and in-app events» about?
- Player acquisition for mobile games via Telegram Ads: CPI, D1 retention, loot box policy, and gamer channels.
- Metrics beyond install?
- Games pay back on D1/D7 retention and first purchase — not install alone. Pipe in-app events to MMP before launch. TRAFFIX recommends $500 test with daily cap: CPI first, then optimize to tutorial complete or first purchase.
- Creatives and policy?
- Gameplay footage, characters, rewards — no «earn real money» promises. Loot box and gacha need transparent odds on landing. TRAFFIX pre-moderation blocks child violence and misleading gameplay.
- Rule of thumb
- KPI: install → D1 → payer