Our guest today is Alice Guillaume. Alice is the Senior Director of Marketing at AppLovin where she heads up AppLovin’s in-house creative studio, SparkLabs, where she and her team build creatives for Lion Studios, for gaming studios worldwide, and for AppLovin’s partner studios to help developers grow their businesses. I'm excited to have Alice primarily because she's seen and experienced so much from working on creatives for a wide variety of games on AppLovin’s client base as well as for Lion studios, which is something I'm very, very curious about, especially given the massive success they've had lately.

Key Highlights:

🎮 What player motivations are - and how they apply to creative design.

💭 How to do directed brainstorming to improve creatives.

🎨 What elements in a creative drive high volumes, and what drive high quality.

⚖️ Why creative tests can be a powerful way to evaluate marketability before the launch of a game.

🧱 Why Alice recommends using raw unpolished creatives for marketability tests.

🎩 Why every designer on the SparkLabs team needs to wear the hat of a performance marketer.

🤔 How Alice thinks about creatives whose performance is inexplicable - and seem to have no clear reason for doing well.

💯 Why ads that seem to be unrelated to gameplay can sometimes work well.

Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/how-to-build-high-performance-creative-teams-with-alice-guillaumesenior-director-of-marketing-at-applovin/ 

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