Journal

Here is the link to the original article. ​​Why your incentivized F2P UA campaign failed (And how to fix it) Imagine dedicating countless hours to launching your incentivized user acquisition campaign - negotiating terms, signing contracts, aligning on creative, and meticulously setting up attribution - only to watch it underperform. As a user acquisition manager, you know the sinking feeling of seeing the data trickle into your BI system, hoping for a turnaround that never comes. A month in, the decision is made: pause the campaign. It’s frustrating, disheartening, and feels like a colossal waste of effort. But why did it fail? Incentivized advertising campaigns can go wrong for several reasons - some within your control, others not. The good news? Most issues can be fixed, and with the right adjustments, a reboot of your campaign can succeed where the […]

Layers of Game LTV Here is a breakdown:1. Marketing How do you bring players into the game and who they are?- Target Audience: Who are you appealing to?- Relevant Creatives: Are your ads on point?- CPI (Cost Per Install): Are you acquiring users efficiently?2. Engagement How do you keep players coming back?- DAU/WAU/MAU: Daily, weekly, and monthly active users matter.- Playtime & Session Length: The more time in-game, the better.- Levels Per User: Are players progressing? This drives retention.3. ProgressionHow do you guide players through the game?- Completion Rate: Are players finishing what they start?- Late Game: What keeps them engaged long-term?- Retention: Keep them coming back for more.- Churn Rate: Minimize players leaving the game.4. MonetizationHow do you turn engagement into revenue?- Conversion & Purchase Frequency: Get players to buy and keep buying.- ARPU/ARPPU: Maximize revenue per user and […]

If you’ve already been running creatives in campaigns, you should, in theory, have some data that can offer valuable insights to help shape your creative strategy. Here's how you can leverage that data:1. Assess Ad Spend PotentialMachine learning can predict success pretty damn fast. Look for ads that scale well and stay relevant. If an ad consistently attracts spend, it's likely resonating with your audience.2. Evaluate CTR & IPMCTR and IPM show how well your ad’s initial hook resonates with your target audience and its effectiveness in driving results.3. Analyze ROASROAS helps ensure your ads reach the right audience—those who will engage with your game. Monitor this from day 1 to day 30 for a complete picture.4. Check Hook RateThe hook rate reveals how many viewers watch past the first 3 seconds. A low hook rate might mean your ad […]

𝗪𝗵𝘆 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝗼𝗻 𝗶𝘀 𝘁𝗵𝗲 𝗯𝗲𝘀𝘁 𝘁𝗵𝗶𝗻𝗴 𝘁𝗵𝗮𝘁 𝗰𝗮𝗻 𝗵𝗮𝗽𝗽𝗲𝗻 𝘁𝗼 𝘆𝗼𝘂𝗿 𝗦𝗮𝗮𝗦 𝘀𝘁𝗮𝗿𝘁𝘂𝗽 🚀 If there is only one piece of advice I could give to startup founders, this would be it.It’s natural to feel uneasy about competition. But here is the truth: if you're building a new product category on the market, your main "competitors" aren't fellow startups - but the tools made in-house or basic things like spreadsheets and Google products. Whereas 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝘄𝗶𝘁𝗵 𝘀𝗶𝗺𝗶𝗹𝗮𝗿 𝗼𝗳𝗳𝗲𝗿𝗶𝗻𝗴𝘀 𝗮𝗿𝗲 𝘆𝗼𝘂𝗿 𝗽𝗮𝗿𝘁𝗻𝗲𝗿𝘀 𝗼𝗻 𝘁𝗵𝗲 𝗷𝗼𝘂𝗿𝗻𝗲𝘆 𝘁𝗼 𝗽𝗿𝗼𝘃𝗲 𝗬𝗼𝘂𝗿 𝗰𝗼𝗻𝗰𝗲𝗽𝘁 𝘁𝗼 𝘁𝗵𝗲 𝗺𝗮𝗿𝗸𝗲𝘁. Think of it from a consumer behavior perspective: choosing between only two very different options - A (your startup) and B (in-house tools) can be tough. But if you throw in option “A-“, which is similar to “A”, it eases the choice. Now, the “B” option (in-house tools) disappears from […]

What is the success rate of top mobile game publishers? Here is the data with sources:𝟭. 𝗗𝗿𝗲𝗮𝗺 𝗚𝗮𝗺𝗲𝘀 [https://lnkd.in/eKB9GrPE]• Total Games: 2• Successful games: 2• Success rate: 100.0%𝟮. 𝗦𝗰𝗼𝗽𝗲𝗹𝘆 [https://lnkd.in/e6D-4gTY]• Total Games: 27• Successful games: 14• Success rate: 51.9%𝟯. 𝗖𝗢𝗚𝗡𝗢𝗦𝗣𝗛𝗘𝗥𝗘 [https://lnkd.in/eC66D7cG]• Total Games: 14• Successful games: 5• Success rate: 35.7%𝟰. 𝗦𝘂𝗽𝗲𝗿𝗰𝗲𝗹𝗹 [https://lnkd.in/eyt_RkHF]• Total Games: 17• Successful games: 6• Success rate: 35.3%𝟱. 𝗠𝗼𝗼𝗻 𝗔𝗰𝘁𝗶𝘃𝗲 [https://lnkd.in/e_2V3PZM]• Total Games: 7• Successful games: 2• Success rate: 28.6%𝟲. 𝗣𝗹𝗮𝘆𝗿𝗶𝘅 [https://lnkd.in/eBp-V_iu]• Total Games: 27• Successful games: 7• Success rate: 25.9%𝟳. 𝗙𝗶𝗿𝘀𝘁𝗙𝘂𝗻 [https://lnkd.in/eHKKbWtj]• Total Games: 8• Successful games: 2• Success rate: 25.0%𝟴. 𝗞𝗶𝗻𝗴 [https://lnkd.in/eYdRrzXR]• Total Games: 43• Successful games: 7• Success rate: 16.3%𝟵. 𝗡𝗶𝗮𝗻𝘁𝗶𝗰 [https://lnkd.in/eS9aUTcZ]• Total Games: 20• Successful games: 3• Success rate: 15.0%𝟭𝟬. 𝗖𝗲𝗻𝘁𝘂𝗿𝘆 𝗚𝗮𝗺𝗲𝘀 [https://lnkd.in/e9Fzehyk]• Total Games: 69• Successful games: 9• Success rate: 13.0%𝟭𝟭. 𝗭𝘆𝗻𝗴𝗮 [https://lnkd.in/euY-uPw6]• Total Games: 140• Successful games: 18• Success rate: 12.9%--------------------------------------------------------*A […]