The Power of Iconic IPs: Driving Engagement and Growth in Gaming
Iconic IPs are a powerful tool in user acquisition, offering instant recognition, trust, and engagement. Blockbuster franchises and beloved characters provide a shortcut to higher installs and stronger retention, making them a top strategy for publishers aiming to scale quickly.
But success isn’t guaranteed. While IP-based games can drive massive UA potential, challenges like legal complexities, brand dilution, and community expectations must be carefully managed. The right execution can unlock high-value players at scale, but navigating the landscape effectively is crucial.
Why IP Collaborations Work for UA
Popular IPs — whether from blockbuster movies, hit TV series, or legendary gaming franchises — offer instant brand recognition and built-in fan loyalty. Integrating them into UA campaigns creates a direct connection with players who already love these brands, making it easier to drive installs and engagement.
John Koetsier, VP Insights of Singular, highlights the triple benefit of leveraging iconic IPs in mobile games:
"First, you can sell into an existing affinity community, improving targeting and relevance. Second, you suffer less from ad blindness because fans are attuned to noticing things they like and care about. And third, you get regular boosts of new sign-up activity, at least for those IPs that are regularly renewed (think a new Bond movie or a new Star Trek TV series), as fans get re-engaged. Add it all up, and you have the opportunity for cheap UA and higher LTV."
Key Benefits of Partnering with IPs:
-
Instant Credibility – Associating with a well-known IP builds trust and lowers the barrier to entry for new players.
-
Expanded Reach – IPs come with passionate, engaged audiences that publishers can tap into.
​ -
Stronger Emotional Connection – Fans are more likely to engage with and stay in games featuring their favorite characters and worlds.
As Ksenia Nogina, Senior PR & Marketing Manager at AAA Agency, puts it:
"Collaborating with popular IPs is a powerful strategy gaining momentum. It leverages the built-in passion and loyalty that fans already have for the IP, creating a shortcut to engagement and purchase intent (usually leading to higher DAU, LTV, and retention). Besides, IP-based mobile games or the ones that involve IP-based events show a reduced reliance on paid traffic sources. So, we expect more integrations of various forms in 2025."
How IP Collaborations Elevate UA Campaigns
Boosting Visibility & Standing Out
The mobile gaming space is crowded, but IP-based campaigns help games differentiate themselves. Recognizable characters, logos, and themes create instant familiarity, improving discoverability and recall.
Higher Conversion & Engagement Rates
-
Fans Convert Faster: Players who already love an IP are more likely to install a game associated with it.
-
Increased Playtime & Retention: IP fans tend to stay in games longer, contributing to higher retention rates.
More Effective Marketing Messaging
-
Instant Recognition: Less explanation is needed in ads or store pages since players already understand the value of the brand.
-
Stronger Creative Impact: Featuring familiar characters or iconic elements makes creatives more compelling, increasing click-through rates.
As Sven Jürgens, App Growth Consultant & Advisor at Sven Jürgens Consulting explains:
"Teaming up with well-known brands or characters is a great way to reach fans quickly. These partnerships can help to get user attention and trust."
Proven Strategies for IP-Based UA
IP partnerships create opportunities for multi-channel UA strategies, such as:
-
Social Media Campaigns: Leveraging an IP’s massive following to generate excitement and drive installs.
-
In-Game Events & Themed Updates: Introducing limited-time content tied to a well-known franchise to attract new players and re-engage existing ones.
-
Influencer Activations: Collaborating with content creators who resonate with the IP’s fan base to amplify reach and credibility.
Success Stories: IPs in Action
Polina Baeva, Head of Marketing & PR at Apptica, highlights both the scale and challenges of IP-based UA:
"In H2 2024, IP-based mobile games demonstrated massive impact, with 3.07B downloads and $9.91B in IAP revenue across 4,975 apps. Hits like My Talking Tom 2 (66.36M downloads on Android) and MONOPOLY GO! ($457.72M revenue on iOS) highlight how recognizable IPs boost app performance. With 911K+ creatives (62.57% video, 22.92% playable), IP-driven games are key to UA strategies. However, challenges like legal ambiguity, brand dilution, and community pushback remain. Success hinges on a solid legal framework and aligning IP with audience expectations."
Types of Successful IP Collaborations
-
Movie & TV Collaborations – Games that introduce characters or events from blockbuster franchises often see significant increases in downloads and engagement.
-
Hybrid-Casual Games & IPs – The combination of accessible gameplay and a beloved IP draws in both casual and core gamers, expanding audience reach.
Looking Ahead: IPs in the Future of UA
Key Considerations When Choosing an IP
-
Audience Alignment: Ensure the IP’s fan base matches the target players for the game.
-
Timing & Synergy: Plan campaigns around an IP’s promotional calendar (e.g., movie releases, new seasons, anniversaries) for maximum impact.
-
Strategic Fit: The IP should naturally integrate into the game’s world and gameplay to enhance the experience rather than feel forced.
As UA evolves, IP collaborations will continue to be a key driver of growth. When combined with advanced strategies like AI-driven targeting and personalized campaigns, these partnerships create a powerful formula for acquiring high-value players at scale.
Melanya Laz, Head of Growth at Elevatix, points out in this direction:

​
''By combining recognizable franchises with AI-driven personalization, developers can create immersive experiences that captivate players and build loyalty. In 2025, this synergy will redefine how games connect with their audiences.''
Conclusion
For game publishers looking to accelerate their UA efforts, IP collaborations offer a proven way to attract engaged players, improve conversion rates, and build lasting brand loyalty.
At Gamelight, we help publishers navigate these opportunities, ensuring they maximize the potential of IP-driven campaigns.
Stay tuned for more insights in our Mastering UA series as we continue to explore strategies for scaling games in an ever-evolving market.
