If you’re building a mobile game in a competitive category, you probably know the feeling: your team is deep in the weeds, tracking CPI, retention, ROAS — yet no one’s fully aligned on what’s working, what’s broken, or what to prioritize next.
We saw this happen across the studios we work with — especially in pre-launch or soft launch phases. Everyone had data. But no one had a clear, shared view of the game’s actual growth potential.
So we built SCALE™, a simple framework that breaks growth down into five core pillars.
From scattered signals to strategic clarity
SCALE™ started as a way to help us quickly assess a game’s growth readiness. Not just from a UA lens, but across the full marketing-to-monetization journey. We wanted something fast, flexible, and actually useful in high-pressure situations: pitch calls, soft launches, post-funding strategy sessions.
More than anything, we needed a shared framework — one that could align product, UA, and leadership teams around the same priorities.
Because if everyone’s solving different problems in isolation, growth stalls. Worse, you end up chasing noise instead of impact.
What’s SCALE™?
It stands for:
- Sentiment – What players say, feel, and expect.
- Creatives – How your game shows up in ads, store pages, and social.
- Acquisition – How effectively you acquire users (paid + organic).
- Loyalty – How well your game retains and monetizes those users.
- Expansion – Where your next growth opportunities lie.
Each pillar is scored based on data, market context, and creative audits, not just to benchmark performance, but to shape strategy.
Why We Created It
We needed a way to evaluate games quickly, especially in high-stakes situations like pitch calls, soft launches, or due diligence.
More importantly, we wanted to give studios a common language across UA, product, and leadership, so everyone could move faster in the same direction.
Now, SCALE™ is the foundation of how we do audits, prep launches, and design growth roadmaps. It keeps teams focused — and helps cut through the noise when everything feels urgent.
When We Use It
We bring out SCALE™ at key decision points:
- Soft launch reviews
- Fundraising and publisher evaluations
- Creative overhauls
- Post-launch audits
- Market expansion planning
It’s especially useful when something feels off, but the team isn’t sure where the bottleneck is.
What It’s Not
SCALE™ isn’t a silver bullet or some magic scorecard.
It’s a structured way to start better conversations — and to surface the real blockers (including the ones hiding in plain sight).
Want a SCALE™ Review?
We run custom audits for funded studios, publishers, and dev teams looking to improve UA, creative, and product alignment.
