In an interview last year, they said they wanted their company to be in the same league as giants such as Activision Blizzard Inc. 7 last year is remarkable for two brothers native of Vologda, a city almost 300 miles (483 kilometers) north of Moscow. in South Korea have surged this year with people spending more time and money playing. in the U.S., CD Projekt SA in Poland and Netmarble Corp. Listed gaming companies from China’s Tencent to Zynga Inc. “I don’t know how many hours a day I would be playing if the pandemic had never happened, probably much fewer." “It made life indoors not so boring," said the 42-year-old stay-at-home mom from Gloucestershire, U.K. The match-3 puzzle game is one of Playrix’s most popular. After clicking on an ad in February, she soon started spending as much as six hours a day playing Gardenscapes and about 50 pounds ($64) in a month to get through levels faster. Julia de Macfarlane-Smith is among those who got hooked during the pandemic. “We are constantly adding new stories, different game mechanics and levels to our games, and people are playing them for years." If you want to prevent ad fraud, look at the data as soon as possible.“Successful games have become long-term services similar to Netflix, which manages to retain users by constantly adding new content," Igor said in a Skype interview from London, where the brothers live. We try to analyze the data ASAP, especially when we are testing a new channel and understanding whether all fraud metrics are ok or not. In Playrix we are very vigilant regarding ad fraud. What advice can you offer to help marketers combat mobile ad fraud? And from what I see, it looks like the market is ready for it. I think “header bidding” is the next big thing in mobile marketing. What do you see as the next big thing in mobile app marketing? It helps us understand what will help our campaigns, what suits us best, and what will be the next big thing in the industry. It’s because we are testing many new things and doing so much data analysis. When UA is your job, you will always need to stay ahead of changes in technology. How do you stay ahead of changes in technology? It seems that this field is growing and several top publishers are moving in this direction. We see a big impact from programmatic buying on our UA. In the past year, what is one tip you can share which made the biggest performance difference with UA or re-engagement of your app? In marketing, we are doing a little bit of retargeting and trying to test how these actions will influence our main campaigns and previous cohorts. This is more of a question for development, but from my perspective, we are testing many different incentivization strategies: discounts, paywalls, etc. What strategies work best to convert installs into engaged users? Users can play a lot and be very loyal, but some will never pay, so we really like to focus on ROAS. If not, it means that we are buying irrelevant audiences. If we are hitting our ROAS goals per campaign, it means that users are good. What does a quality mobile user look like to you? What does it take to succeed in mobile marketing?Ī creative mind and knowledge (with access to a lot of data). It’s really necessary to understand that what you are doing is beneficial for the team and company as a whole. What do you like most about mobile marketing? With increased exposure, advertising technology became an important part of my life and changed my career to what it is today. After a period of time, the stakeholders started an internal media buying team, which I was given the responsibility to manage. I started as a product owner in a small German startup. How did you get started in mobile marketing? Homescapes and Gardenscapes are almost identical on the backend but have different match 3 mechanics and designs. I mostly manage casual match 3 games with their own stories. In your own words, tell us about the app that you manage? Read Sergey’s blog: “ Returning to the basics. During this time he discovered his passion for ad tech, prompting his move to Lead User Acquisition Manager at Playrix. After several years as a developer, Sergey became the product owner at a German DSP and SSP. He started his career as a developer in a small outsourcing company in Ukraine. Sergey is a mobile marketing expert with six years of experience in the field.
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