03 · Competency
Marketing and user acquisition
I think like a product person and act like a marketer.
×2
ad campaign efficiency after the creative rework
Role
CMO of a mobile studio
Ownership
Strategy, media buying, analytics
Adjacent
ASO, monetization, niche selection
Sources and budget rollout
Google AdsAppLovinMetaASO
01Source
02Budget test
03Scale
04Optimize
What I own
- The whole marketing strategy of a game, from positioning to media buying.
- Building and leading the marketing team.
- User acquisition across Google Ads, AppLovin, Meta and other sources, running large media budgets.
- Analytics: payback, traffic quality, staged source rollout.
- ASO and niche selection by search demand against competition difficulty.
What came out of it
- Ad campaign efficiency doubled thanks to a reworked creative production.
- Monetization built as a system: in-app purchases plus ad monetization on AppLovin MAX mediation, soft launch economics, payback modeling.
- Marketing and production in the same hands removed the classic gap between what the ad promises and what the player finds inside.
Method
Niche selection is a data question: search demand against competition difficulty. That is how the fashion game versus cooking game question gets answered, and every next one after it.
Budget rolls out in stages: a plan and a priority order for sources, a budget that keeps cashflow positive during scaling, and moving spend to whatever source is working best at the moment.
A mobile game lives in short sessions and one hand. Marketing has to promise exactly what the player gets in those fifteen minutes.
UA strategyGoogle AdsAppLovinMetaASOMedia planningMarketing team
The formula that tripled CTR, broken down step by step.
Creative production →