Journal

Explore the connection between paid campaigns and organic app growth—and how to make them work together. Nearly all apps today use paid campaigns to grow. After working with more than 95 apps over the last six years, I’ve seen how important paid traffic is—not just for driving installs but also for improving organic traffic. In the long run, organic traffic is what creates the consistent cash flow apps need to scale effectively. Paid campaigns significantly influence organic traffic, no matter the channel. Yet, paid campaigns and ASO (App Store Optimization) are often handled by separate teams. To thrive it’s essential to understand how these two areas work together. In this post, we’ll cover: Why optimizing ASO is crucial before running paid campaigns. How ASO and paid user acquisition (UA) support each other. Real-world examples of how paid campaigns can boost […]

As we enter 2025, the digital advertising and mobile gaming industries are transforming remarkably. Despite initial concerns in the post-IDFA era, there are encouraging signs of growth and opportunity, albeit on a smaller scale than many of us anticipated just a few years ago. As always, there are winners and losers, and within mobile gaming, certain genres stand out as clear frontrunners. Casino, Puzzle (Casual), and Strategy games are flourishing, with blockbuster titles like Monopoly Go and Royal Match driving incredible success. Even when factoring out these standout performers, these categories continue to experience levels of growth, propelled by a broader shift in player preferences. Post-hyper-casual, today’s gamers are seeking more engaging and robust experiences, which is evident in the shift toward casual gaming and the surging popularity of live ops in leading titles. One game I’ll be keeping a […]