In the new world since post-Apple IDFA deprecation, mobile marketing has become more difficult than ever. According to Consumer Acquisition, a leading marketing services company, consider the following key issues: Margin Loss: IDFA deprecation has created a -30% margin compression for many game studios against their game revenue.Loss of Lookalike Audiences: With … [Read more...] about Creating Highly Performant Mobile Ads | The Ad Concept Model
INTRODUCTION Indie mobile game developer WildCard Games has been developing mobile card games for the past 7 years launching games like Ultimate Cribbage, Cribbage, and Backgammon. How does this 2 person studio get to the next level in growing their mobile game products? Let's DIVE DEEP! We review mobile marketing strategy and discuss channels, campaigns, creative … [Read more...] about Mobile Marketing for Card Games | Growing Ultimate Cribbage
Today we’re going to be talking about 2 different perspectives on the future of performance marketing. Positive View: The changes currently impacting UA will shift the role of a UA marketer but ultimately the changes will not be so dramatic and besides potentially adding some additional skills or shifting to be a bit more strategic and having leaner teams, and the changes … [Read more...] about Death of Performance Marketing: End of a Career in UA?
Huge changes are coming to the role of user acquisition (UA) and what it means to be a performance marketer in mobile. What are the big changes coming and the trends that are driving the changes? How big will brand marketing be in the future? Will it take over performance marketing? What new skills will performance marketers need to build to prepare for the future? … [Read more...] about How to Prepare for the Future of Mobile Marketing!
How do you deal with mobile game marketing and user acquisition when there are big environmental changes? Not just coronavirus, but what if gacha boxes get regulated? What if real money gaming cannibalizes social casino games? What if a new game mode or even external new game (hello Auto Chess!) starts to cannibalize or modify your games ARPU curve? The objective of … [Read more...] about User Acquisition Under Crisis
Mobile apps and games in particular rely heavily and critically on mobile app measurement data to optimize and budget user acquisition campaigns. The use of user and device level data with advanced machine learning algorithms have provided incredible value since Facebook first introduced highly targeted and optimized advertising campaigns. Examples include Facebook’s App … [Read more...] about The Death of Performance Marketing: The Secret Interview
Jam City is one of the largest and most successful mobile free-to-play game publishers in the world with a lot of hit titles such as Cookie Jam, Panda Pop the recently launched Harry Potter Hogwarts Mystery. More recently they have made a couple of acquisitions such as Disney's Emoji Blitz from Disney and Bingo Pop from Uken Games based in Canada. How has the company been … [Read more...] about How to get 40M installs? Marketing for Mobile Games | Brian Sapp VP User Acquisition at Jam City