France fined Apple $232 million or $150 million euros because France says the way Apple implemented App Tracking Transparency, or ATT is unfair and anti-competitive. Third-party independent app publishers suffered as a result, and small app makers in particular.In fact, France says, Apple could have easily integrated ATT and GDPR, the massive privacy regulation that governs digital commerce and advertising in the European Union.

Channel diversification for mobile games: where do you start, and how do you do it?In this Growth Masterminds we bring not 1, not 2, but 3 seasoned growth experts to join host John Koetsier on how to scale smarter via better channel diversification for mobile games:- Matej Lancaric from 2 and a Half Gamers- Kyle West from Mistplay- Brendan O’Connor from MolocoWhen do you add new channels?Which ad partners do you start with?How important are rewarded ads?Where do influencers fit? When?CTV ... should you try it?How do you test new UA channelsLook for all of this and more.Whether you're a new game publisher or managing a large-scale game, this episode provides actionable insights for achieving sustainable growth in the ever-evolving mobile gaming industry.00:00 Introduction to Growth Masterminds01:49 Starting with Channel Diversification03:10 Expanding Your Partner Network06:19 Testing New Channels12:54 Scaling and Diversifying Channels19:18 The Rise of Rewarded Advertising22:33 Influencer Marketing in Gaming26:22 The Challenge of Influencer Marketing27:51 Celebrity Endorsements: A Double-Edged Sword30:01 The Rise of CTV Advertising35:57 Future of Ad Partners and Channels45:17 Final Thoughts and Key Takeaways

Mobile app retargeting is a huge part of engagement, monetization, and retention for top apps. Especially in categories like shopping, travel, and gaming. What can you learn about mobile app retargeting from a 100M MAU app?Lots.In this episode of Growth Masterminds, host John Koetsier speaks with Subhadeep Chakraborty, Senior Manager for Growth at Ixigo. We chat about the importance and effectiveness of retargeting strategies in one of the most competitive markets – travel and booking in India. Subhadeep shares detailed insights on how Ixigo leverages retargeting to maximize customer value, personalized messaging, and algorithm-driven data points to recommend the best options for users. We also cover CRM channels, the role of analytics, and personalized customer engagement to boost retention. 00:00 Introduction to Growth Masterminds00:52 Understanding Ixigo's Market and Services01:15 Retargeting Strategies at Ixigo02:40 Effective Retargeting Techniques04:14 Timing and Channels for Retargeting08:25 Personalization in Retargeting10:06 Technology and Tools for Retargeting11:38 The Importance of Retargeting14:29 Real-World Retargeting Experiences15:14 Conclusion and Final Thoughts

How do you achieve optimal revenue from ads in your game? Ad monetization is an increasingly complex but necessary part of the business for mobile game publishers. In this video we dive into ad monetization for games with Felix Braberg ... part of 2 and 1/2 Gamers.We discuss the perfect balance needed for successful game monetization strategies, focusing on hybrid and ad monetization. Felix shares invaluable insights into when to integrate monetization in the game development lifecycle, how to decide on the right models, and the importance of A/B testing. Felix also delves into the challenges faced with ad durations, user acquisition, and segmenting users based on their purchasing behaviors. We end by looking ahead in 2025 and offer tips for developers and publishers aiming to scale their games and increase revenue in the ever-evolving landscape of ad revenue models and e-commerce integration in gaming.00:00 Introduction to Game Monetization01:11 Current Trends in Hybrid Monetization01:54 Building Monetization Models02:22 Ad Monetization Strategies06:00 Innovative Monetization Techniques17:43 Challenges in Ad Measurement23:49 Future Trends and Tips for 202529:22 Conclusion and Final Thoughts

Measuring ad campaigns on iOS has been hard ever since ATT. But what can we expect in 2025?In this episode of Growth Masterminds, we discuss the future of iOS measurement and marketing in 2025 with Jesse Lempiainen, co-founder of GeekLab, and Neils Beenen from Singular. We talk about the impact of Apple's IDFA changes, the effectiveness of various measurement methodologies like SSOT, MMM, CAPIs, platform probabilistic approaches, and the potential future developments in Apple's advertising landscape. Key points include the challenges of current iOS mobile measurement, the role of creative testing, the implications of server-to-server data transfers, and the rise of conversion APIs and web-to-app campaigns. Tune in to get expert insights on how iOS game marketing might evolve in the next few years.00:00 Introduction to 2025 iOS Measurement01:01 Current Challenges in iOS Mobile Measurement03:50 Retargeting Strategies and Banner Ads04:40 The Role of SKAdNetwork and AEM05:47 Probabilistic Attribution and Industry Trends09:06 Unified Measurement and Incrementality19:24 Web to App Campaigns and Conversion APIs24:36 Future of iOS Game Marketing in 202527:45 Conclusion and Final Thoughts

How important is incrementality? In this Growth Masterminds we chat with the CEO of an app publisher with 750 million app installs: how they think of incrementality, how they measure incrementality, and tips for how you can do the same.Measuring incrementality is especially on the App Store and Google Play ... where you might be the top result and also have bought ads against your brand and keywords: is this good or bad?Our guest is Jonathan Reich, CEO of Zedge. He and host John Koetsier chat about how Zedge achieved over 750 million cumulative installs and Jonathan shares the origin story of Zedge. We also talk about the shift from organic to paid user acquisition, and how Zedge navigates the challenges of ensuring each ad dollar is effectively spent. We then dive into testing strategies, the balance between organic and paid growth, and insights gained from their extensive data analysis. This episode is a deep dive into optimizing ad spend and understanding the art of incrementality in the competitive app market.00:00 Introduction to Incrementality Testing00:44 Meet Jonathan Reich, CEO of Zedge01:15 The Origin Story of Zedge05:24 Marketing Strategies and Organic Growth07:26 Challenges and Insights in Incrementality09:48 Testing and Optimization Techniques14:44 Key Learnings and Best Practices20:04 Common Pitfalls and Final Thoughts

Need retention curves, LTV predictors, or DAU predictors for your mobile game or app? Don't want to learn about to build retention curves or LTV predictions or DAU predictions, but need the data?You're in luck: Russell Ovans, author of Game Analytics, has just built out these tools for free use. And in this edition of Growth Masterminds, he shows us exactly how they work and why they're useful.Ovans demos his set of free online tools designed for game marketers, including the retention curve creator, LTV predictor, daily average user predictor, and a geographical pricing tool that does have a cost. Perfect for anyone in game marketing or analytics who needs this kind of data but prefers not to learn exactly how to create it themselves :-) 00:00 Introduction to Growth Masterminds00:59 The Goal of Making Game Analytics Simple02:09 Challenges and Feedback on the Book03:39 Launching ARPDAU's Free Tools04:54 Demo of Retention Curve Creator10:51 Predicting Customer Lifetime Value (LTV)16:52 Estimating Daily Active Users (DAU) and Revenue21:57 Future Enhancements and Feedback24:05 Introduction to the Big Mac Index24:30 Country-Specific Pricing Strategies25:08 Challenges with Global Pricing26:31 Implementing the Big Mac Index28:06 Google Play Console Pricing Features30:39 Using Professor ARPDAU's Tool31:52 Adjusting Prices with CSV Files39:33 Final Thoughts and Q&A

How do you scale ad spend profitably? You can spend $300/day and make money, but it's much harder to scale ad spend to $10,000 per week and still be profitable. Here are 5 keys to profitably scaling mobile ad spend ...In this episode of Growth Masterminds, host John Koetsier is joined by Lukas Szanto, a lead generation specialist and senior UA manager. We explore 5 keys to profitably scaling ad spend for an iOS subscription app from zero to $10,000 in weekly ad spend.Lukas shares invaluable insights from his extensive experience, including the importance of creative testing, building a solid campaign structure, the value of user surveys for accurate attribution, and overcoming unexpected challenges.00:00 Introduction to Scaling Ad Spend01:49 Creative Testing Strategies03:56 Building a Strong Foundation05:08 Iterating and Testing Angles12:54 Campaign Structure Essentials18:21 Isolating Strong Ads for Better Performance19:09 Understanding Meta's Algorithm and Risk19:40 The Correlation Between Risk and Reward20:17 Creative Testing and Patience for Unicorn Ads20:28 Tracking and Tools for Campaign Success21:08 The Impact of iOS Changes on Attribution22:22 Survey Strategies for Indirect Attribution24:48 Using Custom Product Pages for Better Attribution29:14 Challenges in Mobile Marketing31:50 Realistic Expectations in Paid Ads36:35 Concluding Thoughts and Final Insights

Since 2020, 19 U.S. states have implemented data protection laws. That means mobile app publishers don't just have to worry about data, privacy, and consent when they publish in Europe. They also have to think about it in the U.S. So ... how do you make data consent (a boring legal formality that annoys customers) a positive part of your app onboarding. And ... essentially ... a marketing moment? In this episode of Growth Masterminds, host John Koetsier interviews Jerome Perani, CRO of Axeptio, a leading Consent Management Platform (CMP) used by over 70,000 websites worldwide. They discuss the evolving landscape of data privacy regulations across the globe, particularly focusing on GDPR and similar laws in the EU, US, Canada, and other regions. Jerome provides insights on how mobile app developers can effectively integrate consent management into their user onboarding processes, aligning with regulations without compromising user experience. They also touch on recent stringent measures from the French Data Protection Authority and the impact of such regulations on global businesses. 00:00 Introduction to Data Protection Regulations 00:45 Guest Introduction: Jerome Piani 01:41 The Evolution of Data Protection in Europe 04:49 Global Data Protection Landscape 12:47 Challenges and Solutions for App Developers 17:43 Future of Data Protection Regulations 27:02 Conclusion and Final Thoughts

Women are half of mobile gamers, but many of them don't identify as gamers. Superbloom CEO Emily Yim and John Koetsier talk about making great mobile games for women, and much more. Emily shares her journey from working at major gaming companies like EA, Zynga, and Glu to founding her own company and launching the hit game Venue. The conversation delves into the gender dynamics in gaming, growth strategies for niche markets, and the technological and social elements essential for game development. Emily shares 9 insights about women and gaming: 1. Women make up at least 50% of mobile gamers 2. Many women gamers don’t identify as gamers 3. Women in mobile gaming are highly engaged and spend money 4. Women gamers often prefer different game genres and play styles 5. Women’s motivation to play games is different from men’s 6. Women value productivity and progression in games 7. Women prefer collaboration over competition in gaming 8. Women gamers appreciate real-life inspiration in games 9. Many women gamers prefer games with a non-traditional “game” aesthetic 00:00 Introduction and Audience Insights 00:27 Meet Emily Yum: Gaming Industry Leader 01:02 Emily's Career Journey 03:24 The Concept and Development of Venue 06:26 Growth Strategy and Audience Engagement 13:19 Women in Gaming: Insights and Motivations 20:21 Future Plans and Global Expansion 27:15 Conclusion and Final Thoughts