Julie Tonna

“What’s the secret to growing on iOS?”.It’s the question I get asked the most. My answer? There’s no one-size-fits-all strategy.Looking back at the game developers and UA teams I’ve worked with at Apple & ironSource, I noticed one thing:1. The most successful teams know their strengths. 2. Then they double down on them.Take Trailmix Games.With Love & Pies 🥧, they stood out in the competitive Merge category through strong storytelling, inclusive characters, and sweet visuals.And it worked: looking at their App Store reviews, 40% of players mentioned loving the game for these exact reasons.The next step? Leaning into it and making sure their UA campaigns + ASO strategy highlight what players love.That’s exactly why I built the DICE Framework - to help teams identify their strengths and use them to drive growth, focusing on 4 key UA pillars:- Data- Innovation- […]

Last week, I had the opportunity to moderate a panel at Gamesforum in Barcelona about the state of user acquisition for free-to-play games. We discussed many topics, including the ever-increasing costs of acquiring new users, the constantly evolving landscape, and the reality of AI in marketing. Panel at Gamesforum Barcelona, discussing Costs, AI & sustainable growth: the state of F2P UA. One topic that really stood out to me was how the role of the performance marketer is changing. Today, we are expected to cover many different areas, including creative optimizations, data analytics, long-term planning, and overall strategy. From AI reducing the time spent on repetitive tasks and giving us some time back, to the challenges marketers face in standing out in an extremely competitive landscape with complex app store policies and ad network rules, we need to examine how […]

AI is everywhere. On our laptops, on our phones. Artificial Intelligence has become a part of daily life. From removing the background of a photo to generating lyrics for a new song or making an email more friendly, there are endless use cases, and even more apps to choose from. But the AI app space is changing, and fast. With the category growing so quickly, we’re seeing both exciting opportunities and major challenges, like rising competition in regional markets. This article looks at ChatGPT’s revenue boom, the competition bringing challenges in specific regions, and the advertising strategies these apps are using to keep up. Insights shared in this article come from the Sensor Tower report “ChatGPT Maintains US Lead; Share Weakens in Emerging Markets”, with graphs and additional insights & analysis sourced from Mobile Action. The Rise of ChatGPT No […]

⭐️ User reviews = your ASA & ASO cheat sheet ⭐️ While prepping for PocketGamer.biz London, I dove into MobileAction App Intelligence insights and discovered something really interesting.I analyzed a variety of games: Exploring App Store pages, creative strategies, keywords, ratings, rankings... But one discovery really stood out while looking into Love & Pies by Trailmix Games.Out of the last 620 US reviews, a few keywords kept popping up, pointing to the 3 things players loved most about the game:- Story (59%)- Graphics (23%)- Inclusivity/characters (10%)This completely changed how I approach ASO, ASA keyword optimization, and especially Custom Product Pages (CPPs):- For returning users, spotlight updates to the story they’re already invested in.- For new users, highlight visuals and inclusivity to stand out from competitors.Reviews aren’t just feedback; Use them as a goldmine for your ASO, ASA, and UA strategies.

Here’s my little gift to you: Top free tools for ASO & ASA. 🌍 Switchr – App Store looker | https://lnkd.in/ewMD_Dit🔎 Ad Repository – Competitor research | https://lnkd.in/eynfFNGz📸 Scrnshts Club – Design inspo | https://scrnshts.club💬 ASO CustomGPT – Strategy tool | https://lnkd.in/eNep5fbZ📊 MobileAction Action – App Store insights | https://lnkd.in/eyX9n2nA⭐ Sensor Tower – Top charts WW | https://lnkd.in/eac3PCSk