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OEM advertising for every model: Understanding mobile game user acquisition

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OEM advertising for every model: Understanding mobile game user acquisition

Robert Wildner, CEO and co-founder of AVOW, busts some myths around the assumptions that many mobile developers make about the value of OEM advertising across multiple game types.

Picture this. A UA manager tests a new channel, sees strong numbers on one title, and assumes it only works for that monetisation type. That assumption costs studios reach every year. Mobile game user acquisition through OEM advertising does not favour one business model over another. It performs across in-app purchase (IAP), in-app advertising (IAA) and hybrid games, just through different levers.

Mobile original equipment manufacturers (OEMs) like Samsung, Xiaomi, vivo, HONOR, Transsion and Huawei sit on a trove of first-party device data and reach users before they ever open an app store. That inventory works whether a studio monetises through purchases, ads or both.

OEM advertising places a game directly on the device, not just in a browser or social feed. It covers the first-boot moment on a new phone, the app store the phone ships with and the native display surfaces (app vault, launcher, browser homepage) users check daily.

This matters because a growing share of gamers never see traditional search or social ads. In several regions, AVOW’s mobile OEM inventory reaches the majority of the Android install base: 91% in Africa, 87% in Southeast Asia, 84% in India and 75% across the CIS countries. With worldwide smartphone shipments reaching 1.25 billion in 2025, hardware distribution still shapes how players discover new titles at that scale.

Dynamic preloads (Play Auto Install) put a game on the device during setup, before the user searches for anything.


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