Hypercasual games: the genre that turned most mobile phone owners into gamers.Our next episode on the Mobile UA Show is a re-broadcast of an older episode from How Things Grow. Here, Shamanth is in conversation with Jon Hook, CMO at PlayEmber.In this episode, they discuss the evolution of hypercasual from the early days of Snake on the Nokias to games that took over the app store charts.Check out this episode to understand how game mechanics, a solid core loop, and simplicity came together to propel hypercasual games to the top of app store charts. Even though this episode was recorded before ATT, it provides a fascinating perspective into the forces that propel the app economy.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/hypercasual-app-store-jon-hook-playember/KEY HIGHLIGHTS🖥 What is the hypercasual genre?🌄 What precipitated the ascent of hypercasual?🌅The vastness of the hypercasual market✈️When hypercasual began to take off🚂 Is this another boom and bust cycle? 🛣Unlearning & re-learning for a new genre of games📱 Game design is not a very core element in hypercasuals🎡 What are game mechanics & how to identify a good core loop✅ How publishers validate hypercasual games through ads🕰 The timelines for developing & validating hypercasuals💲 The economics of hypercasuals💣 Why IPM for hypercasual games is 10 times that of casual games🏦 The likelihood of crossovers between industries for hypercasual games🌱 How hypercasuals will evolved over the next few yearsNote:Mobile Growth LabWe wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses.  You can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

Wondering about the right way to run misleading ads post ATT? We feel you.And that’s why we have Liliya Gafitulina & Bogdan Khashiev on the Mobile UA Show today to talk about their how misleading ads fit into the creative strategy for the many games handled by AdQuantum. In today’s episode they pull back the curtains on user motivations that inform creative strategy. We dive deep into misleading ads, why they work, and how adapting that on onboarding and product experiences can unlock dramatic growth.Check out the episode here:🛫 How to start planning the creative strategy🌞 How user motivation models can help with the strategy📃Examples of creators using the models in ads📲Transitioning from core ads to misleading creatives⚖️ Misleading and meta-misleading ads🧨The risk involved with using misleading/meta-misleading ads📱 How does the appearance on the App Store change?💰 The impact of misleading ads on monetization🍀 The testing process in terms of geos🕰 The approach on TikTokCheck out the episode here: https://mobileuseracquisitionshow.com/episode/creative-srategy-ad-quantum-liliya-gafitulina-bogdan-khashiev/Note:Mobile Growth LabWe wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses.  You can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

Is MMM a complete solution for mobile marketers out there?Today’s episode is a recorded version of a webinar that we did along with the folks at Singular. We discuss all about MMM and how marketers are using it as part of their toolkit, how it has evolved from being a traditional tool used by large companies to something that’s being implemented by most of the mobile growth industry post-ATT.The webinar had a star panel with John Koetsier (Forbes), Igor Skokan (Meta), Liz Emery (Tinuiti), Eran Friedman (Singular), and Shamanth Rao (Rocketship HQ).Check out the episode here: https://mobileuseracquisitionshow.com/episode/media-mix-modeling-john-koetsier-igor-skokan-liz-emery-eran-friedman-singular/KEY HIGHLIGHTS:💡What is Media Mix Modeling and incrementality?🎈How MMM has evolved to be used for digital marketing🛤 Is it for small, medium or large companies?🧗🏿‍♀️ Challenging elements of MMM, and incrementality for smaller teams.🏌🏽‍♂️Elements of MMM or incrementality that are easy to implement, even for the small teams.📝  What are the stakes to get started with MMM?🍦 There’s more interest in the adoption of MMM.🎯 What can MMM deliver if all the data is in the right place?⛳️ Where would you not use MMM?🧭 How does MMM & incrementality fit into the concept of hybrid measurement?🌎 Real-world examples of using MMM🌪 The role of first party data.🧳 When will MMM be a core part of the majority of digital marketers' toolkits?📖 Key takeaways on MMM & incrementalityNote:Mobile Growth LabWe wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses.  You can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

Apps are used by people, not algorithms.In today’s episode of the Mobile UA Show, we’re in conversation with Hannah Parvaz, Co-Founder at Aperture, a mobile-focused growth agency. Hannah has spent a good part of her career going out into the market and getting into real conversations with app users. In this episode we talk about how it’s important to design an app’s qualitative marketing strategy based on your users experiences. Hannah gives us some great examples from her own experience of how speaking with customers can give you insights that you’ve never had and can help design your communication in ways you never thought possible.Check out the episode here:https://mobileuseracquisitionshow.com/episode/customer-feedback-hannah-parvaz-aperture/KEY HIGHLIGHTS:🧚‍♀️ When did Hannah understand the importance of customer feedback🧶 How qualitative research can turn into winning copy👔 Looking for the why beneath the why🎒 Structuring conversations with customers based on the requirement👑 Quotes over notes: Reviewing what your customers say🩰 How a user's language can change depending on where they are in the user journey.🐡 Finding reviews that matter in unconventional places🌳 Ads that work with people vs. ads that work with algorithms🍀 How to deal with resistance from teamsNote:Mobile Growth LabWe wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses.  You can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

Our guest today is Tobias Boerner. Tobias is the Co-Founder at Wallet Ads, Appic and Admiral Studio. In today’s episode, we talk about Wallet ads, and how users’ history on the blockchain allows hyper-targeting of ads to them on web 3.  We talk about brands in the ecosystem that are leveraging this feature and we also talk about the potential for spam too.For a peek into the future, check this episode outhttps://mobileuseracquisitionshow.com/episode/blockchain-web3-tobias-boerner/KEY HIGHLIGHTS🧗  How blockchain aids performance marketing📁 Wallet ids that make user id private▶️ How are ads shown to different users🧳What the user experience looks like🍎Brands that are already a good fit for wallet ads⛳️Tackling the risk of spamming💰What the costs looks like when going for blockchain🧨The risk of poor retention🖥The scope for a backlash due to privacy concernsNote:Mobile Growth LabWe wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses.  You can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

In July 2021, right after WWDC 2021 we recorded an episode predicting the possibilities that Custom Product Pages would unlock for marketers.For more than a year, these possibilities remained unrealized - because the Custom Product Pages were unavailable on Facebook. All of that has changed as of September 2022 - with the introduction of Custom Product Pages on Facebook. With this, the biggest challenge on iOS - of marketers being unable to align screenshots and ads to each other - has been overcome.We’re already seeing some very strong results from aligning ads and screenshots - and in this episode we lay out how we are approaching CPPs - and how we are testing these on our team.KEY HIGHLIGHTS🐚 What we’d predicted in July 2021.💐 How to identify what custom product pages to test. How to execute CPP tests with Facebook.🌾 Why you should evaluate the combination of ad, audience and CPP - and not a CPP in isolation.Note:Mobile Growth LabWe wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses.  You can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

In today’s episode, Shamanth is in conversation with Dan Riaz, who witnessed the rise of the ride-sharing industry. Dan talks about various strategies that the team at Lyft implemented to scale the app from 4 to 24 cities, and beyond. Today’s episode features some wild stories and important lessons from the early days of a now ubiquitous industry - and we’re excited to bring this to you today. Check out the episode here:KEY HIGHLIGHTS:💼 Dan’s role at Zynga✨ Joining Lyft when it was a 50-person team🧗🏽‍♂️ Prioritizing the experience at Lyft in the midst of uncertainties🏋🏽‍♀️ Finding the balance between drivers and riders☄️ When Lyft decided to go bigger and expand🏙 The prep involved in launching in 24 cities in one day🚦 How was the response from the regulatory bodies?🔖Challenges the team faced when entering a new city⚖️ Managing the data across cities with different demand rates🚕 Joining 500 Startups and working with GrabTaxi👞Working for what was wanted and not what was needed, at GrabTaxi🏳️How the ride-sharing industry differs in the US & Asia🚲 Dan’s experience at Lime bikesNote:Mobile Growth LabWe wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses.  You can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

In today’s episode, Shamanth is in conversation with Selina Tobaccowala, Founder at Evite & Gixo (both of which have been acquired). who talks to us about her experiences as an entrepreneur from the early days of the internet boom, the following bust - and all the way to today. She talks about how she and her team were among the earliest to systemically study and drive virality while at Evite, and employ virality and freemium models while at SurveyMonkey - and how many of those lessons have helped her in her latest venture Gixo.Check out the show notes here:https://mobileuseracquisitionshow.com/episode/invites-surveys-selina-tobaccowala-evite-surveymonkey-gixo/ KEY HIGHLIGHTS:☂️ The first internet boom👔 Growing the Evite business in the beginning🎓 How did the team understand the scope of the business Monetizing Evite☄️ The effects of the dot com bust🌈 The experience at SurveyMonkey☕️ How SurveyMonkey handled international expansion🤿 Pioneering the freemium model at SurveyMonkey🤸‍♂️ The beginnings of Gixo🎭 Why live coaches work better than recorded sessionsNote:Mobile Growth LabWe wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses.  You can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

So you got ridiculously high CPAs on your SKAN campaigns?In today’s episode, we break down the reason why this happens, and explain why it might not be a sign of bad performance. Check out this episode to understand why a CPA of $40 pre-ATT can jump to $1000+ post-ATT on SKAN.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/privacy-threshold-high-cpa-skadnetwork/ **Note:Mobile Growth LabWe launched the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. While the premium and executive editions are closed for registrations, you can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

What separates a good referral program from a great one?In today’s episode, a re-release of our episode on our erstwhile podcast How Things Grow, we have one of the foremost experts on referral flows and virality: Dominic Coryell, whose experience as a founder of Talkable informed so many of his insights and learnings about referrals. We talk about how to gamify referrals, the key components of referral flows, how to customize referral flows to minimize friction - and much much more.KEY HIGHLIGHTS👗 Beginnings at Garment Valet & challenges🚬 Smoke-testing and how it helps startups✍️ The practicality of a smoke-test👘 Referral marketing with Talkable🛠 How to gamify referral mechanics👟 The best point in a customer journey for a referral🌻 How to ensure your referral plan is lucrative🧘🏻‍♀️ How tapping into communities can help your referral’s success🍯What kind of companies should not opt for referral strategies?🤳🏽 Airtable, Uber & Airbnb - some companies with good referral mechanics🤽‍♂️ Common mistakes that companies make with referral programs🏐 How the referral behavior changes outside the US marketCheck out the episode here:https://mobileuseracquisitionshow.com/episode/referral-flows-dominic-coryell-distrodom/**Note:Mobile Growth LabWe launched the Mobile Growth Lab where over 60 marketers, executives, product managers and developers signed up to break the shackles of ATT's performance and measurement losses. While the premium and executive editions are closed for registrations, you can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com