E86: Why User Acquisition Isn't Just For Mobile Anymore with Matej Lančarič

Building a great game is hard—but getting players to actually discover and play it? That’s often harder.

In this episode of Building Better Games, Ben sits down with user acquisition expert Matej Lančarič, whose decade of experience spans mobile, PC, Steam, and cross-platform launches. Together, they dive deep into the realities of user acquisition (UA), creative strategy, and why great games still fail without a clear plan to get players in the door.

We break down:

• What “user acquisition” really means in 2024
• Why CPI, LTV, ROAS, and retention all matter—but don’t tell the whole story
• How studios waste UA budgets by skipping data health and onboarding funnels
• Why today’s ads look nothing like the games—and why they still work
• The surprising metrics that matter most (and how to track them)
• What the best studios are doing to lower CPI and extend LTV curves
• The role of creative testing, paid channels, and landing page optimization

Matej shares how mobile’s UA evolution is coming to PC and console games, and why studio leaders must get hands-on with their marketing strategy before it’s too late.

Whether you're a game developer, producer, or studio lead, this episode is your tactical crash course on how to actually reach players in 2024’s overcrowded game market.

Connect with Matej Lančarič:

Website: https://lancaric.me/

LinkedIn: https://www.linkedin.com/in/matejlancaric

Twitter: https://twitter.com/matej_lancaric

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