Gamification Beyond Engagement

Ada Mockutė Jaime is the Chief Marketing Officer at Nordcurrent, the largest game developer and publisher from the Baltics. With over 800 million game downloads worldwide and a portfolio of hit mobile titles like Cooking Fever and Airplane Chefs, Nordcurrent has become a global gaming powerhouse—all while remaining completely bootstrapped. 

On this episode we talk about:

• How Nordcurrent scaled into a global gaming giant without any external funding, driven by adaptability and long-term thinking.
• What goes into launching a mobile game, from market research to year-long development and brutal early-stage testing.
• How Nordcurrent uses TikTok, player feedback, and grassroots engagement to fuel virality and loyalty.
• Ada’s take on why most non-gaming apps miss the mark with gamification and what truly makes engagement work.
• The business model behind mobile games, balancing in-app purchases, ad revenue, and player churn.
• Lessons other businesses can take from gaming: A/B testing culture, creative iteration, and building around user psychology.

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