Growth Masterminds: mobile growth podcast

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

Can web2app deliver 60% cheaper trials for your subscription-based apps? And be able to track 20% more? In this Growth Masterminds, we chat with Gessica Bicego: - Blinkist - Paired - Kayak - Fractional CMO, growth consultant Gessica shares her journey from Blinkist to Paired, revealing key insights into the benefits and challenges of transitioning user acquisition efforts from app to web campaigns. We talk about why web-based UA offers better tracking capabilities, how to leverage landing pages to drive app store conversions, and the potential of web onboarding to minimize app store fees. We also talk about the effectiveness of paid content and specific strategies to attract different user segments. 00:00 Introduction to Web-Based User Acquisition 01:46 Transitioning from App to Web Acquisition 03:01 Success Stories and Strategies 06:04 Challenges and Solutions in Web Campaigns 07:21 Understanding Audience and Metrics 14:05 Optimizing Mini Mobile Web Landing Pages 17:21 The Impact of Familiar Environments 17:44 The Evolution of Landing Pages 18:58 Innovative Paid Content Strategies 19:55 The Challenges and Rewards of Paid Content 24:45 Web Onboarding: A New Trend 31:19 Personalizing Web and App Funnels 34:32 Conclusion and Final Thoughts

Will 50% of in-app purchase revenue move to owned channels over the next few years? Stash thinks so. In this Growth Masterminds, I chat with Justin Kan, co-founder of Twitch, serial entrepreneur and investor, along with Archie Stonehill, who leads product for Stash. We talk about direct-to-consumer or D2C in mobile gaming, where getting revenue from what used to be in-app purchases over owned channels is resulting in 30% more revenue for top publishers. We also chat about what's driving D2C for all mobile apps, not just games. 00:00 Introduction and Historical Context 00:53 Introducing the Guests 01:24 Stash: Direct Consumer Player Experiences 03:22 Regulatory Changes and Market Impact 03:38 Justin's Perspective on the Gaming Industry 06:41 Financial Benefits of Direct Channels 10:59 Future of the App Economy 16:58 Regulatory Developments and Legal Battles 20:21 Historical Parallels and Future Predictions 25:11 Closing Remarks and Future Updates

How do you scale your mobile game beyond 1 million players? Anyone can start a game or an app and get a certain amount of growth. But scaling is hard: you need to find more players, sure, but you also need to expand beyond your initial niche. And you probably have to start paying attention to what your competitors are doing. In this episode of Growth Masterminds, host John Koetsier talks with Sven Jurgens, an independent mobile games consultant, about the challenges and strategies for scaling mobile games beyond 1 million players. Sven shares his journey into growth marketing, the importance of focusing on successful creatives, managing ad partners, handling cash flow, and optimizing monetization. He also discusses the significance of automation, getting smarter with data, and the impact of AI in user-generated content. The conversation concludes with actionable insights on competitor analysis and core marketing strategies. Tune in for practical advice and expert tips to take your game's growth to the next level. 00:00 Introduction to Growth Masterminds 01:37 Journey into Growth Marketing 03:55 Challenges of Scaling: Creative Strategies 09:20 Ad Partners and Scaling 11:39 Financial Challenges in Scaling 13:52 Monetization and Data Utilization 15:39 Tools and Automation in Scaling 18:23 Automate the Boring Stuff 19:04 Building Small Tools for Efficiency 20:37 Competitor Analysis Strategies 25:04 Getting Smarter About Data 28:53 Winning Strategies and Trends 32:55 Reviving Old School Marketing 35:35 Conclusion and Final Thoughts

What is going on in the rewarded ad space? Why is it exploding? Well, in an odd way, it's AppLovin's fault. In this episode of Growth Masterminds, host John Koetsier chats with adtech OG Paul Bowen, Chief Revenue Officer at Stream Elements. They discuss the current state and future of the ad tech industry, focusing on the resurgence of rewarded and incentivized ad spaces, the implications of industry consolidation, and the impacts of AI and data analytics on user acquisition. Paul shares deep insights from his extensive career at companies like Unity, TapJoy, and Liftoff, providing a comprehensive overview of the key trends shaping ad tech today and looking ahead to 2025. Whether you're a growth marketer or ad tech enthusiast, this episode is packed with valuable information and forward-thinking perspectives. Link to Paul's list of companies in the rewarded space: https://docs.google.com/spreadsheets/d/1LaVUk8cNHsHNJndKuKyf6Ncpjc05Tc-TR9MmY5q9mkI/edit?gid=0#gid=0 00:00 Introduction to Adtech and Rewarded Ads 01:18 Building a Database of Incentivized Ad Platforms 02:54 The Evolution of Rewarded Ads 07:12 StreamElements: Tools for Twitch Streamers 09:35 The Resurgence of Rewarded Ads 16:14 Challenges and Opportunities in the Gift Card Reward Space 22:02 Expanding User Acquisition Beyond Gaming 22:35 AppLovin's Success in Mobile Ad Tech 27:32 The Role of AI in Mobile Advertising 35:21 Challenges and Innovations in Measurement 38:28 Concluding Thoughts on Ad Tech

Is it possible that you’re wasting marketing dollars by only user acquisition where you always have been in the past? Or limiting your potential growth? In this episode of Growth Masterminds, host John Koetsier chats with Tom Shadbolt, Moloco's Senior Marketing Insights Manager, about the untapped opportunities in global markets beyond the big 5 countries which account for 60% of gaming UA spend. They delve into findings from Moloco's analysis of 4,000 apps and $3 billion in in-app purchase revenue, exploring emerging markets like Brazil, India, and South Africa, and the importance of a diversified marketing strategy. The conversation highlights the necessity of long-term planning, localization, and the utilization of machine learning to identify high-value users across various regions and genres. Tune in to learn how to optimize your marketing spend and discover new growth potential across the globe. 00:00 Global Growth Opportunities 00:54 Key Insights from the Report 02:56 Top Markets for Gaming UA Spend 05:44 Challenges and Strategies for Global Expansion 10:04 Diverging Strategies for iOS and Android 11:35 Finding the Right Market for Your Game 13:23 Localization and Market Segmentation 14:34 Average Revenue Per User (ARPU) Insights 16:42 Experimentation and Long-Term Strategies 20:09 Conclusion and Final Thoughts

How do you scale influencer marketing? In this episode of Growth Masterminds, we chat with influencer marketing expert Yuliya Gorenko from Mishka Agencies. She's scaled influencer marketing programs to 8 figures, has over a decade of experience and has worked with over a thousand creators. She's also a former PR and marketing specialist with L'Oreal. Yulia shares her journey from L'Oreal to building influencer programs for various mobile apps. Listen to learn how to scale influencer marketing to eight figures, hear about the evolution of the space, and and get Yuliya's top tips for verticals including beauty, health, fitness, retail, tech, gaming, and more. This is a must-listen for performance marketers looking to leverage influencer marketing as a strong growth engine. 00:00 Introduction to Influencer Marketing 01:36 The Early Days of Influencer Marketing 05:16 Evolution and Current Trends 09:13 Scaling Influencer Marketing Programs 15:49 Measuring Success in Influencer Marketing 20:03 Final Thoughts on Scaling and Measurement 20:51 The Realities of Influencer Marketing 22:26 Rapid Fire Tips for Key Verticals 22:32 Beauty Industry Insights 24:10 Fitness and Health Strategies 26:55 Tech and Gadgets Recommendations 27:46 Travel and Hospitality Tips 29:53 Gaming Community Building 30:55 Parenting and Family Influencer Ethics 33:04 FinTech and Financial Services Caution 34:22 Entertainment and Media Storytelling 35:44 Conclusion and Final Thoughts