User Acquisition: 5 Popular Trends of 2025

Finding new users for your app or game is never an easy task. 

But doing it in such a competitive landscape is even more challenging! 

Today, more and more app and game developers are becoming creative with their user acquisition strategies. 

In this article, we go over 5 popular trends of user acquisition in 2025.

Whether it’s optimizing your app store presence, showing up in the right online spaces, or partnering with trusted creators, these strategies can help you stand out in a crowded marketplace.

App Store Optimization (ASO)

Just like SEO, ASO is an evergreen strategy for UA.

With millions of apps available, visibility in app stores can make or break your downloads.

In 2025, ASO continues to evolve. Now, developers are focusing on intent-driven optimization, meaning they tailor keywords, visuals, and metadata based on user search behavior and trends.

Some of the biggest ASO trends this year include:

• Localized listings: Optimizing titles, screenshots, and descriptions for each target region.
• A/B testing creative assets: Testing icons, screenshots, and preview videos to see which ones perform better.
• AI-powered keyword research: Using AI tools to identify high-intent keywords with less competition and specific search intent.

A good example of a successful ASO strategy is Headspace, the meditation app. 

According to the Business of Apps, Headspace conducted a 6-month campaign of ASO experiments, which then led to a +40% increase in visibility and +18% installs.

A reminder that, even if some strategies may seem old, they still work wonders. 

UGC Content

Nothing builds trust like real users talking about your app or game.

In 2025, UGC has become one of the most effective acquisition tools because it feels authentic and community-driven. Instead of relying solely on polished brand ads, developers are using short-form videos, testimonials, and gameplay clips created by real users.

An example of a UGC campaign for Monopoly Go! (source: Facebook Ad Library)

Why it works:

• UGC builds social proof, so potential users see others enjoying the app.
• UGC-based creatives often outperform traditional ads on TikTok, Instagram, and YouTube.
• It’s cost-effective: Encourage your users to share content through challenges, contests, or referral incentives.

Online Communities

With the rise of AI, online communities have gained new importance and have become a channel for user acquisition as well.

In fact, today users discover apps and games not only through ads but through peer recommendations in niche spaces. Think of Reddit discussions, Discord servers, Facebook groups.

For developers, this means showing up where your audience already hangs out.

Be careful, though! 

Plain self-promotion is often forbidden and can get you banned.

So here’s what to do:

• Be authentic: Don’t just promote your app, but add value by sharing insights, tips, or personal stories.
• Identify micro-communities aligned with your niche (for example, puzzle game enthusiasts, productivity nerds, and so on).
• Build your own community space and cultivate relationships with your users directly.

Rewarded Advertising

When we talk about rewarded advertising, we mainly refer to advertising that rewards users for their engagement. For example:

• Rewarded video ads: Users watch a video to get extra lives in a game.
• Offerwalls: Users complete offers for rewards (in-game currency, bonus items, extra lives, etc.).

In particular, offerwalls can be a great UA channel because they can expose your app and game to a new audience of highly engaged users. 

Offerwalls ads work well because they combine engagement with rewards, making them a win-win for both users and developers.

Influencer Marketing

Influencer marketing isn’t new, but in 2025, it’s smarter.

Brands are moving away from big-name influencers and focusing on micro creators who deliver stronger engagement and authenticity. 

These smaller creators often allow you to target precise niches. Plus, their audiences are usually more loyal, which is perfect for a UA campaign.

Current trends include:

• Performance-based partnerships: Paying influencers based on installs or conversions rather than flat fees.
• Long-term collaborations: Building consistent storytelling instead of one-off promos.
• UGC crossover: Repurposing influencer content for paid ads or social channels.

When done right, influencer marketing helps you tap into audiences that trust the messenger as much as the message.

Final Thoughts

User acquisition in 2025 is all about authenticity, personalization, and creativity.

While generic ads and broad targeting may still work, the best results come from a targeted approach. Users respond better to experiences that feel real, relevant, and rewarding.

Remember: the best UA strategies evolve with the audience. Keep testing, stay authentic, and adapt as the landscape shifts.