My guest today is Anette Staloy, the VP of Business & Marketing at Dirtybit, the Norwegian studio behind the successful Fun Run titles for mobile (125+ mill downloads). She joined the company almost 5 years ago, and has had a key role in growing the company from 8 to 22 employees. Anette is also co-founder of Women in Games Norway.

I’m excited for this conversation because Anette & her team have had experiences that are a direct counterpoint to a very public position that I’ve had. In many articles and forums online I’ve stated that distribution on mobile is very very hard without paid marketing - for many reasons. Yet Anette and her team at Dirtybit crossed 100+ million installs for the Fun Run series of games with no paid marketing whatsoever - by relying primarily on their community to capitalize on a surprising burst of early virality.

Yes, mobile is primarily pay-to-play today -> but this conversation with Anette showcases what circumstances let you evade the primarily pay-to-play nature of the mobile app ecosystem.

Key Highlights:

🔥How FunRun ended up trending worldwide on Twitter and became the top downloaded app on the iTunes charts in 2012.

⚡️How the DirtyBit team discovered that the virality had originated in high schools in America.

🎨Why the DirtyBit offices have one wall designated for fan art.

🤝What DirtyBit’s approach to community and live ops is like today.How DirtyBit works with in-game ambassadors - and how they incentivize them.

💰Why DirtyBit started thinking about paid UA in 2017.

🔎 What Anette and her team did when they noticed the older versions of Fun Run were cannibalizing the newer ones.

🚀Is it realistic to expect to attain massive organic growth a la Fun Run in 2020?


Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/100-million-installs-with-zero-paid-user-acquisition-spend-with-anette-staloyvp-of-business-marketing-at-dirtybit/
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