Mobile Games Playbook

Saikala Sultanova, a growth marketing and user acquisition expert with 14 years at top studios like Ubisoft, shares invaluable insights. She emphasizes the power of structured testing in user acquisition campaigns, stressing the importance of hypotheses and clean data. Saikala also highlights the significance of qualitative feedback and offers practical advice on A/B versus multivariate testing. Additionally, she discusses how skills from gaming can enhance marketing in non-gaming fields like health and fintech, urging professionals to stay curious and adaptable.

In today's hyper-competitive app stores, intellectual property is the ultimate power-up for mobile games. Join us on this episode of the Mobile Games Playbook as we explore the strategic value of licensing, from the instant recognition of beloved brands to the revenue boost of limited-time events. Join host Jon Jordan and Rovio’s User Acquisition (UA) Manager Kentaro Sugiura as they dive into the critical factors for IP selection (Affinity vs. Expansion), the challenges of UA creative approvals and balancing IP expectations, and the future trends of deeper integration and crossover events.Remember to subscribe, leave a review, and check out our websites, https://liftoff.io/ and https://gamerefinery.com/, for more information on game development topics and strategies for growing your game.

This episode of the Mobile Games Playbook explores Liftoff’s new AppRefinery platform. Building on the success of GameRefinery, AppRefinery offers deep insights into the strategies driving engagement across over 20 consumer app verticals. We've just launched a brand new listener survey, and your feedback is invaluable in helping us make The Mobile Games Playbook even better. We want to know what you enjoy, what you'd like to hear more of, and how we can continue to bring you the most insightful content. Head to the following link to share your thoughts and be entered into a draw to win a $150/£100/€130 Amazon voucher: https://liftoff.io/resources/?type=podcastJoin Brendan Fraher, General Manager of Liftoff Intelligence, and Kalle Heikkinen, Chief Game Analyst, as they unpack how AppRefinery will revolutionise our understanding of what makes apps successful.Remember to subscribe, leave a review, and check out our websites, https://liftoff.io/ and https://gamerefinery.com/, for more information on game development topics and strategies for growing your game.

This episode of the Mobile Games Playbook is all about celebrating and breaking down the 2025 Mobile AppDev Awards winners, brought to you by Liftoff. We've just launched a brand new listener survey, and your feedback is invaluable in helping us make The Mobile Games Playbook even better. We want to know what you enjoy, what you'd like to hear more of, and how we can continue to bring you the most insightful content. Head to the following link to share your thoughts and be entered into a draw to win a $150/£100/€130 Amazon voucher: https://liftoff.io/resources/?type=podcastJoin Liftoff’s Chief Game Analysts, Kalle Heikkinen and Wilhelm Voutilainen, along with host Jon Jordan, as they discuss this year’s winners, ranging from categories such as “Best Collaboration Event”, “Best Newcomer”, and “Excellence in AI-powered features”, diving into the reasons each winner managed to beat the competition and present you with actionable insights that will help take your mobile game to the next level.Remember to subscribe, leave a review, and check out our websites, https://liftoff.io/ and https://gamerefinery.com/, for more information on game development topics and strategies for growing your game.

This episode of the Mobile Games Playbook explores current monetization trends in mobile gaming and touches on subjects such as hybrid monetization, header bidding, and the challenges of in-app purchases. Join Andrew Seow (Director of Monetization at Tripledot Studios) and Ravid Sela (Ad Monetization Lead at Play Studios), along with host Jon Jordan as they discuss the ever-shifting nature of mobile monetization.Remember to subscribe, leave a review, and check out our websites, https://liftoff.io/ and https://gamerefinery.com/, for more information on game development topics and strategies for growing your game.

This episode of the Mobile Games Playbook peers into the crystal ball to forecast the mobile gaming landscape of 2025 with GameRefinery’s experts, Kalle Heikkinen, Senior Chief Market Analyst, and Wilhelm Voutilainen, Chief Game Analyst.We'll delve into how we expect monetization models such as DTC and subscriptions to evolve, the continued growth of LiveOps, and the upcoming genres/games we expect to be taking over the charts in 2025. Join us as we discuss the trends poised to shape the future of mobile gaming. This episode will provide valuable insights for developers and players alike, offering a glimpse into the year ahead.Remember to subscribe, leave a review, and check out our websites, https://liftoff.io/ and https://gamerefinery.com/, for more information on game development topics and strategies for growing your game.

This episode of the Mobile Games Playbook dives into the mobile landscape of 2024 with GameRefinery’s experts, Erno Kiiski, Chief Game Analyst, and Teemu Palomaki, Chief Game Analyst. They’ll explore the trends that have shaped 2024 in mobile games, analyzing how midcore genres like 4X and CCGs are adapting to wider audiences and the rise of hybrid casual games before delving into the growth of trending features, including live events, overarching currencies, and loss aversion mechanics.Join us as we break down the biggest trends of the year in this essential guide to understanding 2024 in mobile games and a sneak peek at what the future may hold.Remember to subscribe, leave a review, and check out our websites, https://liftoff.io/ and https://gamerefinery.com/, for more information on game development topics and strategies for growing your game.

Dominating the App Store charts, Chinese mobile games are captivating players worldwide. But what's their secret? This episode of the Mobile Games Playbook dives deep with Liftoff’s experts, Kalle Heikkinen, Chief Game Analyst, and Inka Reinola, Game Analyst, to unpack the winning formula behind China's mobile gaming giants. We'll explore how China’s mobile market became a global force and discuss the effective monetization strategies and gameplay mechanics fuelling the success of Chinese games.Join us as we unpack the secrets of Chinese mobile game success and how developers worldwide can learn from their winning formula.Remember to subscribe, leave a review, and check out our websites, https://liftoff.io/ and https://gamerefinery.com/, for more information on game development topics and strategies for growing your game.For more on what's driving the success of Chinese apps, check out Liftoff's Guide to Growing Chinese Gaming Apps Overseas: https://info.liftoff.io/2024-growing-chinese-gaming-apps

In this episode of the Mobile Games Playbook, we explore the power of UGC to effectively acquire users (UA).UGC is a goldmine for mobile game marketers, but how do you leverage it for maximum impact? Join our expert guests, Nicole Danser, Senior Manager of Creative Strategy & Production at Liftoff Influence, and Sydney Bruce, Creative Account Strategy—UGC, as they share insights into identifying target audiences and the key components of a successful UA campaign.By harnessing the power of UGC, you can unlock a cost-effective and authentic way to reach new players and grow your mobile game.Don’t forget to subscribe, leave a review, and check out our website, https://liftoff.io/and https://gamerefinery.com/ for more information on game development topics and strategies for growing your game.

Kentaro Sugiara, a Senior Performance Marketing Manager at Rovio, and Christie Crable, Head of Activations at GameRefinery, dive into innovative user acquisition strategies for mobile games. They discuss utilizing mini-games to engage diverse audiences and the power of brand IP, as seen with Angry Birds. TikTok emerges as a key player for reaching younger users through creative ads and effective metrics. The transformative role of AI in enhancing campaigns is also explored, emphasizing the blend of tech efficiency and human creativity.