Numu

Your UA team ships 10-30 creatives a week. Your data team checks ROAS once a week. That gap is where budget quietly dies. Numu closes it. One system that: → Generates on-brand ad creatives instantly → Connects Meta + your MMP, absorbs 60d of cohort data + your creative history & launches ads campaign → Continuously optimizes: reallocates budget to winners, auto-retires fatigued creative, adjusts bids 24/7 → Diagnoses performance daily We're opening up private beta access. Comment "NUMU" and we'll send you the invite.

The best UA platforms solve for something most devs don't think about: scale without the team. Manual UA = you do everything. 10 hours/week. Hiring help = $3k–8k/month. only viable at scale. Automated UA = you brief it. 2 hours/week. $49/mo. Most solo devs never try option 3 because they don't know it exists or think it's expensive. It's not. Scales with you. If you're spending time manually optimizing campaigns when you could be shipping, you're leaving revenue on the table and wasting your most expensive resource: your attention. What's eating your time right now that UA automation could solve?

What "good" CPI actually looks like in 2026, by genre, by platform. And which lever to fix when you're off.

Indie studios are shipping better games than ever. But they're losing to mid-core on UA because they don't have senior operators. A solo dev can ship a game in 6 months that would take a studio of 20 people a year ago. But they can't afford the UA person that scales it globally. Numu levels that. Not by hiring someone for you, but by being that person. That's why we're building this.

You can't hire enough senior UA operators, so we built something that doesn't sleep.

This will annoy people: your art direction matters less than you think it does. What the money turns on is whether the ad reads in three seconds, whether the store screenshot stops a scroll, and whether the first 30 seconds of play hooks anyone. Plenty of the highest-grossing mobile games are graphically ordinary. Art is what this industry gives awards for. Thumbstop is what it gets paid for.

CPI down 30%. D7 ROAS up 61%. six weeks. one live RPG. the studio didn't just get a better CPI. they got their UA lead's calendar back. full breakdown below: what numu saw, what it changed, what it deliberately left alone 👇

Most of the real work on a good creative team is questions. Which hook is carrying the account? What stopped working in month 2 and why? How far your creative sits from the three competitors you keep losing auctions to? That's the input layer, and it's the first thing to get cut when production is running behind. We've yet to see a team win it back by hiring one more designer. Numu takes production off the queue so that layer gets calendar space: numu.gg/

The UA analyst isn't dead. The job just moved. Advantage+ took the manual dials away. So what actually moves installs in 2026? We broke down the 5 levers that matter now 👇

Five signs the bottleneck is structural: • design finishes tuesday, goes live thursday, because approvals took two days • you ship one variant at a time because production is underwater • the same creative has been running four-plus weeks • your first move when you can't keep up is a headcount req • CTR drops and it's three days before a refresh is briefed and live Hiring a second designer usually just adds a second approval queue. Numu goes at the queue instead: numu.gg/ #UserAcquisition #MobileGames #GrowthMarketing

Frequency is lying to you. By the time it spikes, the CPI damage is already booked. The algorithm has already started pulling delivery. Numu watches four leading signals instead and acts on the composite, full breakdown in the article.

Everyone treats UA hiring as a reward for traction. It should be a tool for finding it. "We'll hire a UA analyst once we hit product-market fit" is backwards. You need someone testing creative to find product-market fit. Not after. But the studios that find PMF fastest are usually the ones iterating on creative and messaging the hardest early, because that's often how you discover which hook actually resonates before the core loop is even fully tuned. Waiting to hire means waiting to learn. The alternative isn't "do it all yourself with a spreadsheet" either, that doesn't scale past 2-3 creatives a week, which isn't enough signal to learn from. This is the actual gap agentic tools like numu are built for: not replacing a growth hire down the line, but giving you growth-hire-level testing velocity before you can justify or afford one. Have you felt this chicken-and-egg problem? What's held your studio back from testing creative earlier? #Hiring #UserAcquisition #GrowthHack

meta made advantage+ the default this year. most UA teams are still bidding like it's 2024. full breakdown, including the exact guardrails to change this week in the article.

−67% CPI. Same targeting. Same budget. Only the creative changed. The studio was running a set of human-designed banners that had been live for weeks. CPI had been climbing but nobody had bandwidth to test new concepts. We ran numu against the same brief. It generated variants and the team selected one to test. Result: 67% lower cost per install vs the designer baseline with controlled A/B testing. 67% lower CPI changes the math on every campaign that comes after it. This is a real result from our private beta. #UserAcquisition #MobileGames #GameStudio #GrowthMarketing

The most expensive mistake in mobile UA isn't bad targeting. It's good targeting with creative that isn't converting. Here's why: bad targeting is visible in your data immediately: impressions with no installs, wasted spend at the top of the funnel. Creative fatigue is invisible until it's already cost you. The audience hasn't exhausted, the creative has fatigued to that audience. And by the time CPI spikes enough to flag it, you've run 10–14 days of a degraded campaign. The studios that iterate creative fastest don't just get better CPIs. They get better learning loops. Every new variant teaches them something about their audience. The studios that can't iterate fast enough are stuck optimizing around creatives that are already dying. Speed of creative iteration is the real competitive moat in mobile UA. Not budget. Not targeting sophistication. If you could ship a new creative every few minutes, what would you test first? #UserAcquisition #MobileGames #CreativeStrategy #GameDev

a UA creative that used to take 1-2 weeks: brief → designer → revisions → revisions → launch with numu: brief → 6 variants → critic scores them → winner ships under a minute. the speed is the point.

every mobile game studio eventually hits this fork: PATH A: hire a UA team (average cost to do it right: 3 people + $60–750K/yr in operating cost) PATH B: find a publisher (1% of studios succeed. the other 99% go back to path A) there is a third path now: numu.gg/ live in a day. no payroll. no software stack.

21,541. That's how many games shipped on Steam in 2025. A new record. 90% of them are indie or small teams. 47.5% of new releases sold under 100 copies. More games than ever. Harder than ever to reach players. That's the market numu was built for.

99% of mobile game studios never reach players at scale. Not because their game was bad. Because no one could get it there. We've watched this happen multiple times, studios that raised real money, built a great game, hired a real team, and then hit the wall. The wall is publishing and UA. Path A: try to self-publish. No idea how to hire or scale a UA team. Path B: find a publisher. Only 1% get one. The other 99% circle back to Path A and eventually close. The game was rarely the problem. The GTM was. AI is making it easier than ever to build a game. It's doing nothing to make it easier to reach players. The gate stays narrow unless something changes. That's what numu is building. Publishing-grade growth. Productized. If you're a studio hitting this wall right now, comment "STUDIO" to request a FREE beta access to numu.

Most mobile game studios don't have a creative fatigue problem. They have a creative signal problem. By the time CPI spikes, you've already been running a degraded campaign for 10-14 days. The real signal is frequency × CTR. When frequency climbs above 3-4 and CTR starts compressing, even slightly, that's the creative fatiguing. Not the audience exhausted. But most lean UA teams don't have time to watch that signal daily. They're too busy making ads, launching tests, and shipping the game. So they wait for CPI to move. And by then it's already cost them. That's why we built numu. It watches for that signal continuously and flags fatiguing creatives before CPI moves, not on a reporting schedule, not once a week, always. Right now, what's your team's actual trigger to pull a creative? CPI moving, a gut check, or something else?

+128% CTR That's what one numu generated creative achieved for Merge Valley, a game our founding team also works on. Starting from a single creative brief, numu generated 3 x creative variants. The team selected one to test. That creative delivered +128% CTR versus the previous human created baseline. Today, creative iteration is one of the biggest bottlenecks in mobile UA. We built numu to help teams go from idea to test in minutes instead of days. This is just one of the early results from our private beta and we're excited to share more as we continue working with studios.