Samantha Benjamin

Samantha Benjamin, Senior Director of Growth, dives into the complexities of scaling hybrid-casual mobile games. She explains how scaling is like a shifting puzzle, influenced by ever-changing KPIs. Profit-sharing doesn’t always lead to profits, and the era of spray-and-pray marketing is over. Samantha discusses the challenges of scaling efficiently when downloads plateau and the importance of continuous optimization. Plus, she highlights the balance between quantity and quality in cohorts and why CPI improvements are generally easier than boosting LTV.