Deconstructor of Fun Masters of Publishing 3: What Makes Game Go Viral in 2026?
Oct 29, 2025
Karen Levy, Director of Creative Business Operations, shares her insights on scaling user acquisition in mobile gaming. She emphasizes that great creatives alone don’t ensure success and discusses the nuances of effective ad strategies. Topics include the impact of AI on creative production, the importance of UGC-style ads, and the need for multiple iterations to find winning elements. They also touch on the significance of player motivations and data-driven creative strategies for optimal monetization.
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Good Creative ≠ Good Traffic
- A great creative does not automatically produce great traffic or valuable users.
- Creative lifts installs (IPM) but can harm retention and LTV if it misrepresents the game.
Taxi Driver Complains About Misleading Ads
- Michail recounts a taxi driver complaining about misleading ads and feeling frustrated after downloading misrepresented games.
- The story illustrates real user backlash against exaggerated creative hooks.
Hook Quickly, Then Show Reality
- Use a strong three-second hook to grab attention, then return to truthful gameplay.
- Lead with exaggeration only briefly, then show the real game to avoid long-term retention harm.