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User Segmentation

Segmentation refers to a group of mobile users that fit a certain set of criteria. Usually, segmentation can take one or two forms, which include:

  • Segmentation Based on User Engagement.
  • Segmentation Based on Monetization.

Game developers and publishers usually segment their mobile games based on monetization – which includes dividing users into:

  • Payers – These are people who spend money on your game.
  • Non-Payers – These are players who haven’t yet spent a dime on your game.

User segmentation is one of the most popular ways and essential components of a successful mobile retargeting strategy.