Business of Apps Podcast

#185: How do you scale subscription apps for kids with Luisa Zuleta, Growth Lead at Sago Mini & Toca Boca

Feb 12, 2024

Learn how Luisa Zuleta scaled subscription apps for kids, faced marketing limitations, built partnerships, redefined audiences, and optimized LTV. Discover challenges in compliance, adapting to industry changes, and reworking marketing channels. Explore reflections on smartphones, features, and Apple AirTags disappointment.

39:55

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Episode guests

Luisa Zuleta

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Marketing kids apps requires complying with COPA and GDPR regulations, impacting advertising and data collection strategies.

Innovative marketing partnerships and strategies are essential for scaling subscription apps for kids, emphasizing brand trust and parental engagement.

Deep dives

Challenges of Scaling a Subscription App for Kids

Scaling a subscription app for kids involves unique challenges, including addressing the needs of both children and parents. Luisa Zaleda shares insights into working with a renowned educational app, Sago Mini, emphasizing the importance of engaging content that is safe and beneficial for kids. The app, focusing on play-to-learn concepts for children aged three to five, offers a holistic approach of promoting laughter and fun to aid in the educational process.

Introduction

3min

Challenges and Compliance in Marketing Kids' Apps

11min

Marketing Strategies, Industry Changes, and Building Relationships in Children's Apps

4min

Optimizing Marketing Funnel for Kids' Subscription Apps

19min

Exploring Nostalgia, Messaging, and Ideal Smartphone Features

2min

Reflections on Apple AirTags and Closing Remarks on the Podcast

3min

As so many app developers and publishers would agree, growing an audience for an app is a challenge. Nothing is static - you find a new marketing channel that works and for a while and you feel like you can finally breath again freely but then it becomes crowded with your competitors or the app industry wide change happens like Apple’s introduction of ATT framework and… - back to the drawing board.

But today Luisa will tell you a story of what it takes to scale a subscription app for kids and if you feel like it should be even more challenging, you are right - it is.

Today’s Topics Include:

Luisa Zuleta's background
What Sago Mini and Toca Boca games are about
Limitations in app marketing Luisa faced even before SKAD introduction
Building relationships with partners to go through tough times
Rethinking app audiences
Reworking the marketing channel
Defining LTV for an app
What Luisa managed to achieve as the result
Takeways
What Luisa would like to change about mobile ad tech the most
Android or iOS?
Leaving her smartphone at home, what features would Luisa miss most?
What features she would like to see added to his smartphone?

Links and Resources:

Quotes from Luisa Zuleta:

"So when you're advertising and producing kids apps, you are you have to face two sets of regulations COPA for the US and GDPR for Europe. Those regulations affect not only marketing, but also the app development, publishing, what kind of data you can collect inside the apps, and also monetization strategies. "

"So it's not like any traditional gaming app where you look at your user base and you know that the user that's most engaged is the one who did level one to three in the first 20 minutes, or bought this pack or that. It's not applicable. Sometimes you could have a parent of a four year old having a strict screen time of two times a week."

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Business Of Apps - connecting the app industry since 2012

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Business of Apps Podcast

#185: How do you scale subscription apps for kids with Luisa Zuleta, Growth Lead at Sago Mini & Toca Boca

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Challenges of Scaling a Subscription App for Kids

Navigating Marketing Limitations for Kids Apps

Adapting to SCAD and Marketing Strategy Shifts

Revamping Audience Engagement and Marketing Funnel

Remember Everything You Learn from Podcasts