Growth Masterminds: mobile growth podcast

How do you get more data from ad platforms than they offer? Simple: use Singular. No, we're not talking about anything underhanded or tricky. We're simply getting multiple dimensions and breakdowns that are individually available but not generally visible together. That lack of visibility has a cost: complexity, time, and your ability to see optimization or targeting capability. In this Growth Masterminds, host John Koetsier chats with Singular product manager Maayan Shor about the companies' new feature to bring as much data into your BI system as possible, allowing marketers to make the smartest optimization and allocation decisions. Multiple Breakdowns helps marketers by enabling access to a broader range of data breakdowns without the need to switch views constantly. This capability allows marketers to uncover hidden trends, fine-tune targeting strategies, and make more informed decisions by providing a more comprehensive view of campaign data across platforms like Facebook, TikTok, and Snapchat. We also chat about how specific breakdowns, such as age and gender, can lead to more precise targeting and identification of unexpected audience segments. 00:00 Navigating Data Challenges in Ad Platforms 00:28 The Struggle for More Data: Challenges and Solutions 03:15 Introducing Multiple Breakdowns: A Game-Changer for Marketers 04:55 Unlocking New Marketing Strategies with Enhanced Data 06:21 Optimizing Creative Strategies with Targeted Insights 07:11 Frequency and Impact of Data Analysis in Marketing 09:09 Exploring New Dimensions: DMA Breakdowns and Their Impact 11:07 Selecting the Right Data Breakdowns for Your Marketing Goals 12:37 Closing Thoughts and Appreciation

Welcome to a podcast crosspost from SplitMetrics' App Growth Talks. Host Lina Danilchik chats with usual Growth Masterminds host John Koetsier as they talk about Singular's ROI Index for 2024 highlighting the best ad networks on the planet. I chat about the significance of Singular's ROI Index, detailing the best mobile ad networks across various geographies and verticals. Lina asks me about my background in mobile ad tech and my path from journalist to VP of Insights at Singular, plus my philosophy on app growth and user acquisition. Key topics include the effectiveness of various ad networks like Google Ads, Meta, TikTok, and ironSource, the surprising success of smaller networks like Moloco, the potential of Apple Search Ads, and the strategic use of artificial intelligence in marketing. We also talk about future innovations in the mobile industry, including multiple app stores and ads personalized through generative AI. See a full transcript on SplitMetrics' website:https://splitmetrics.com/blog/category/app-growth-series/ 00:00 Welcome to a Special Crossover Episode! 00:43 Introducing John Koetsier 03:58 Unveiling the ROI Index: A Deep Dive into Mobile Ad Networks 05:21 The Golden Six: Top Ad Networks Uncovered 08:40 Exploring Apple's Search Ads Performance 15:08 Reddit's Unique Position in the Ad Space 19:10 Exploring AI's Impact and Future in Tech 21:15 The Evolution of Advertising with AI 24:49 Emerging Technologies and Innovations in the Industry 28:47 Insights from the ROI Index Report 30:55 Advice for Small and Growing Mobile Businesses 36:09 Concluding Thoughts and Future Sessions

How will Google’s new consent management platform requirement impact mobile app and game publishers? You now need a CMP ... what's that all about? In this Growth Masterminds we dive into the complexities of managing user privacy and consent in mobile apps and websites. Google's new consent management platform requirements for AdMob, AdSense, and Ad Manager users are in effect right now. So we chat with Gabe Morazan, a product director, and Achraff-Nour Meski, a client services leader from Source Point, a CMP provider. Together, we explore what CMPs are, their role in ensuring compliance with privacy laws like GDPR, and how they can be seamlessly integrated into the user experience without negatively impacting app engagement. 00:00 Introduction to Privacy and Consent Management 00:36 Understanding Google's New Consent Management Platform Requirement 00:51 Expert Insights: The Role and Functionality of CMPs 04:53 Customizing Consent Messages for User Experience 09:09 Global Privacy Control: Simplifying Consent Across Platforms 15:16 The Future of Privacy and Consent Management 18:37 Closing Thoughts and Acknowledgements

Why do gamers like certain games and not others? GameTree is a LFG (looking for group) app that connects gamers to play together. To do that, GameTree leverages psychology to build Gaming DNA, which analyzes why certain players like specific games. Gaming DNA shows what kinds of gamers there are, who likes which games, and who might enjoy playing with others. In this Growth Masterminds, host John Koetsier chats with GameTree founders Dana Sydorenko and John Uke. Their conversation reveals insights into how gaming preferences differ across genders, ages, and platforms, touching on the social dynamics of gaming, the role of gamer psychology, and the implications for game design and marketing. Key topics include the surprising patterns of gaming among men and women, the importance of social connections in gaming, and how GameTree's technology is pioneering personalized gaming experiences. Additionally, the discussion delves into the potential of mobile gaming, the impact of VR and Web3 on the gaming landscape, and the significance of supporting diversity in gaming, particularly the inclusion of women in gaming communities and development. 00:00 Introduction to Gamer Psychology 00:59 Introducing GameTree and its Founders 01:34 Gender Differences in Gaming 03:22 Platform Preferences and Gaming Patterns 04:58 The Importance of Gaming DNA 06:21 The Social Aspect of Gaming 15:30 The Role of Mobile Gaming 22:38 The Future of Gaming: VR and Blockchain 26:39 Women in Gaming 31:51 Conclusion

Where is web3 in 2024? Investment is down, but there is still $91 billion of funding and 95 current unicorns in the space. Asaf Nadler, CEO of Addressable, says the game has shifted from hype to build mode. In this Growth Masterminds, host John Koetsier chats with Asaf to discuss the current state and future of web3, especially in relation to marketing and gaming. They delve into how blockchain can revolutionize game ecosystems by enabling asset sharing across different games and discuss the integration between Singular and Addressable. This integration aims to bridge the gap between marketing data and blockchain conversions, potentially transforming web3 advertising and marketing strategies. Also, Nadler provides insights into the challenges and opportunities of marketing in the web3 space, the transition towards mobile in the web3 ecosystem, and the potential future of app and game development on blockchain technology. 00:00 Introduction to Web3 and Gaming Ecosystems 00:36 Welcome to Growth Masterminds Podcast 01:49 The Current State of Web3 and Blockchain 03:56 The Impact of Web3 on Gaming 07:33 The Role of Web3 in Decentralized Finance (Defi) 09:51 The Challenges and Opportunities of Web3 in Mobile 10:29 Addressing the Disconnect Between Data Sets in Marketing 19:37 The Future of Web3 and its Penetration in Various Verticals 28:16 Conclusion: The Potential of Open, Decentralized Data

In this episode of Growth Masterminds, host John Koetsier chats with Singular product manager Gali Housman and product marketing manager Kelsey Lee about the complexities of cross-platform performance marketing. They discuss the necessity of tracking customer journeys across platforms to gain full return on investment and to adhere to user privacy concerns. Singular, their platform of choice, has increasingly evolved to address these intricacies providing tools to measure gaming engagement and the effectiveness of marketing strategies across platforms. Kelsey emphasizes the need for an end-to-end solution to manage the influx of data while ensuring full measurement by marketers. 00:00 Introduction to Journey Tracking in Marketing 00:27 Welcome to Growth Masterminds 00:56 Challenges in Cross-Platform Marketing 01:30 Changes in the Gaming Industry 01:45 The Impact of the Pandemic on Gaming 02:27 The Shift to Mobile Marketing 03:05 The Role of Privacy in Marketing 03:24 The Future of Cross-Platform Games 05:06 The Challenges of Cross-Platform Marketing 06:17 The Importance of User Tracking 10:58 The Role of Conversions API in Marketing 16:13 The Benefits of Cross-Platform Solutions 20:52 The Future of Cross-Platform Marketing 22:17 Conclusion and Wrap Up

How can you get pre-ATT levels of behavioral targeting in a privacy-safe way? Can you? In this Growth Masterminds we’re chatting with the co-founder of an AI-powered tool that says it analyzes game play and user behavior to understand gamers and what they do. Then it recommends games that they’ll like, while rewarding them for playing recommended games. Our guest is a co-founder of Gamelight, Gunay Aliyeva. Host John Koetsier interviews her about Gamelight, an AI-powered tool that analyzes user behavior and gameplay for targeted recommendations. The tool utilizes AI algorithms and a user's data (with given permission) to suggest games based on their preferences. Gamelight endeavors to minimize game downloads and maximize user retention through personalized recommendations. They also discuss Gamelight's arbitrage strategy of acquiring users at a generalized level, then offering highly targeted advertising opportunities to their partners, focusing on long-term user quality and satisfaction. They also touch on the company's expansion into non-gaming apps, the use of a consumer rewards system, and their global reach. 00:00 Introduction 01:15 Exploring the Functionality of Gamelight 03:02 Discussing the Privacy Aspect of Gamelight 04:32 Understanding the User Acquisition Strategy 05:12 Challenging the Traditional Ad Network Model 06:14 The Long-Term Vision of Gamelight 07:08 Understanding User Behavior and Gamelight's Approach 10:03 Discussing the Pricing and Value Proposition of Gamelight 11:08 Expansion into Non-Gaming Apps 15:14 Understanding the Loyalty Program of Gamelight 16:56 Discussing the Global Reach of Gamelight 18:35 Wrapping Up the Discussion

Ever wish somebody had written the book on making mobile app businesses work? Wish no more: the job has been done. In this Growth Masterminds host John Koetsier chats with Russell Ovans, game OG, prof, brewery owner, entrepreneur, data scientist, and current Director of Analytics at East Side Games. Russell discusses his journey from social gaming through to mobile gaming. We delve into a range of topics such as the importance of understanding game analytics and monetization in mobile games, challenges in HR, managing company growth, the impact of pricing strategies on a global scale, the value of A/B testing and player retention. But the big story in this podcast is Russell Ovans' book 'Game Analytics, Retention, and Monetization in Free Play Mobile Games' which is a comprehensive guide to the mechanics of mobile game businesses. 00:00 Introduction and Background 00:00 The Challenges of Running a Mobile App Business 00:44 Introduction to the Guest Speaker: Russell Os 01:17 The Journey into Mobile Gaming 05:26 The Evolution of Facebook as a Gaming Platform 07:48 The Transition from Facebook to Mobile Gaming 09:59 The Importance of Analytics in Mobile Gaming 10:41 The Decision to Write a Book on Mobile Gaming 15:09 The Power of Building an Abstract Schema on Top of Your Data Warehouse 19:32 Understanding the Big Mac Index and AB Testing 20:01 Applying Purchasing Power Parity and Exchange Rates 20:34 Testing Market Response in Mexico 21:11 Adjusting Pricing for Different Markets 22:14 The Challenges of AB Testing 22:46 The Importance of Proper AB Testing 28:53 The Role of Retention in Gaming 33:52 The Complexity of ROAS 36:58 Final Thoughts and Conclusion

In this intriguing episode of Growth Mastermind, host John Koetsier chats with industry veteran Farhan Haq, founder of independent growth agency Hyper HQ. They explore crucial strategies to enhance CPMs, discussing the importance of manual calls and real-time bidding in optimizing ad ops within a real-time bidding world. Farhan provides an in-depth look at how games developers and publishers can navigate these processes for effective growth in the mobile gaming landscape. He further delves into ad placements, A/B testing, market strategy, and innovative methods like adjusting in-game rewards based on real-time user worth. The conversation wraps up with an exploration of emerging trends and projections for the future of in-app purchase, subscription, and ad monetization models. 00:00 Introduction and Guest Presentation 01:05 Understanding Ad Operations in an RTB World 01:57 The Importance of Manual Calls and Realtime Bidding 03:46 Optimizing Networks and Running AB Tests 04:05 The Role of Competition in Ad Monetization 04:27 Understanding the Fundamentals of AB Testing 05:53 The Impact of Ad Placement and Pricing on Monetization 06:02 The Importance of Ad Units in Monetization 07:27 The Impact of Automation on Ad Monetization 07:27 The Importance of Hands-On Approach in Ad Monetization 08:48 The Role of Google Ad Manager in Monetization 10:17 The Role of User Acquisition in Monetization 20:23 The Impact of Geographical Location on Monetization 26:59 The Future of Ad Monetization 32:13 Conclusion and Final Thoughts

If you're on the App Store or Google Play, you're paying the platform tax: 30% on all your IAP revenue. But can you legally AND SAFELY escape that? Maybe yes. In this episode of Growth Masterminds, John Koetsier interviews Archie Stonehill, Head of Product at Stash Gigi, to discuss the digital games industry and the evolution of direct-to-consumer platforms. They discuss the rise of third-party app stores, Apple and Google's 'app store tax', the Digital Markets Act in Europe, and how developers can shift towards alternative distribution channels. Stonehill explains the motivation behind Stash.gg, a platform that supports gaming developers in becoming their own platforms and processing their own payments, and shares insights on how developers can engage with their users directly to optimize profitability and improve overall gaming experience. 00:00 Introduction to the Gaming Industry's Challenges 00:43 The Role of Third-Party App Stores 01:29 The Impact of the Digital Markets Act 02:23 The Three Vectors of Pro-Competitive Pushes 04:23 The Importance of Direct Relationships with Players 05:11 The Evolution of the Games Industry 12:36 The Role of Stash in the Gaming Industry 32:26 The Future of the Gaming Industry 36:36 Conclusion