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𝐃𝐎𝐍’𝐓 𝐔𝐒𝐄 𝐒𝐄𝐀𝐒𝐎𝐍𝐀𝐋𝐈𝐓𝐘 𝐀𝐃𝐉𝐔𝐒𝐓𝐌𝐄𝐍𝐓𝐒 𝐈𝐍 𝐆𝐎𝐎𝐆𝐋𝐄 𝐀𝐃𝐒 𝐓𝐎 𝐒𝐏𝐄𝐍𝐃 𝐌𝐎𝐑𝐄! ❌❌❌ According to Google's documentation:"Seasonality adjustments are an advanced tool that can be used to inform Smart Bidding of expected changes in conversion rates for future events like promotions or sales"On paper, this sounds like a great solution to test when you’re struggling to increase spend (as was my case).But in practice?Using seasonality adjustments essentially tells the algorithm: "Hey Google, my conversion rate is gonna be higher so send me the WORST quality users ever because my creatives will convert them anyway!"As mentioned above, we wanted to scale the spend during Christmas and here’s what happened when we aggressively adjusted conversion rates (claiming our Christmas creatives would convert 100% better):✅We could scale (+41% spend)❌But CPA was the worst of the year (+62% compared to the previous period)❌The worst CPI of […]

Success in mobile games isn’t a result of just a new idea.It’s about data driven creative decisions over time. By looking at top Casual games of 2024,You can see 5 things:1- Market is growing rapidly,2- Live ops matter more than ever,3- Long term retention drives revenue,4- Puzzles are still leading the casual games,5- Player segmentation boosts profits significantly.Data: AppMagic#gamedevelopment #videogames #tech #mobilegames

2️⃣0️⃣2️⃣5️⃣WHAT’S COMING UP? 🤔 ✨ 2024 was the year of Hybridcasual's consolidation. 💫The big publishers have created specific launch programs. 📝Some good development practices have been set, such as the depth of the games, collectibles (e.g. city builder), etc. 🌆Hypercasual studios have structured themselves to develop Hybrids. 👨‍💻👩‍💻And, most importantly, many hits have broken into the charts. 🔝So what can we look forward to this year? 👀To answer this question, I brought the thoughts of three market experts from Supersonic from Unity, Samantha Benjamin (Director of Growth), Igor Bereslavski, and Guy Agiv (Director of Product Design). 👉🧠On the latest SuperMonday, they discussed issues relevant to the industry, such as the current state of the market, the new game development process, how to create deeper content, monetization strategy, and 2025 trends.👇 Go through the slides below and take a look at […]

In the ever-evolving landscape of mobile gaming, the pressure to drive immediate results has often led marketers to lean heavily on extrinsic motivations. Strategies rooted in FOMO, exaggerated claims, or outright misleading tactics have proven their effectiveness in short-term gains.However, what if the key to long-term success lies in something more profound?By focusing on audience profiling, unique selling points (USPs), and value propositions (value props) from the perspective of intrinsic motivations, marketers would be able to craft ads and creatives that truly resonates with their audiences — building deeper connections and sustainable engagement.This is where we’ll be focusing on this article, incl. giving an example of a simple tool around these means.The Role of Audience Profiling in Meaningful MarketingAudience profiling is the foundation of effective marketing. It allows you to understand the needs, desires, and motivations of your target users […]