Our guest today is Gonzalo Fasanella, Chief Marketing Officer at Tactile Games. Gonzalo and his team have taken a strikingly unconventional approach to user acquisition and growth - by running ads that emphasize short, dramatic vignettes of stories rather than gameplay. Today we’re thrilled to dive into how they think about their strikingly original creatives, how their teams are structured to drive creativity, how they measure and track their performance - and much much more about everything that has made their hit game Lily’s Garden such a huge hit.

Key highlights:
📖 What inspired Tactile Games to create story-driven games
🥇 Making the story a priority instead of an afterthought in a design-heavy game
♀️ The idea of creating a relatable female protagonist
🏡 Filling a gap in the market by creating relatable games
🔎 Why Tactile Games relied on focus groups for key decisions about ads - and how these focus groups were structured.
🎨 How to determine the right mix of flow and elements to ensure ad recall for users
😾 The surprising starting point for making great ads is understanding how annoying people find ads.
🧪 The key elements of high performing ads that the team identified from focus groups.
😂 Most ads out in the market are either funny or cute. 
💫 Why Tactile Games explored emotions other than funny or cute.
🧮 The challenge of finding analytical performance marketers who are also creative
🏋️ Exposing creatives to data is the way to empower them
⛳ Tactile Games surfaces only two KPIs in front of their creative teams.
👍 Why virality is not the goal
🖊️ How to structure your working environment to foster creativity
🤖 How Tactile Games has used automation to supercharge UA

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-create-story-driven-ads-that-drive-massive-performance-with-gonzalo-fasanella-chief-marketing-officer-at-tactile-games/ 

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