The Mobile User Acquisition Show

Today’s episode is the recorded version of a webinar we hosted in association with Liftoff+Vungle. The webinar was titled “Winning Strategies for Subscriptions Apps in 2022” and the panelists were Carolin Rohte – Performance Marketing Manager at Yazio, Hichem Belouizdad – Senior New Business CSE at Liftoff + Vungle, Thomas Petit – growth consultant & Lisa Kennelly – CMO at Fishbrain. The panel...

Subscriptions are ubiquitous today. From streaming services to wellness to F&B and productivity, most of us have subscriptions to match our lifestyles. But have you ever wondered just how much thought goes into the layers of subscription apps - from pricing to marketing, to early user experience to ongoing personalization? In today’s episode, we’re in conversation with Robbie Kellman Baxter ,...

Your UGC video might be really well produced and slick, but does it have the necessary content and structure to ensure that it actually performs well and converts? In our previous episode on UGCs we talked about how to plan a shoot right – and today we’ll talk about getting the content and structure of a UGC ad right. From messaging sequences to video cuts to ending a video right, we cover it all....

We’ve talked about Marketing Mix Models(MMMs) on this podcast before - and they can absolutely be an effective tool to combat the measurement loss post ATT.  One challenge that we faced and heard about has been that MMMs and incrementality based models are really hard to implement.  As it turns out, that does not have to be the case - and we can very much build an MMM using spreadsheets, as our Se...

Every app is making UGCs these days. So how do you make one that not only stands out, but also helps generate strong ROAS, and helps your marketing to scale? We’ve made and analyzed over a thousand UGC/live action videos - so we’ve made mistakes with grainy lighting, shaky cams and everything else so you don't have to.  This week’s episode is the first of a series in which we give you a peek...

Have you been fishing around for new channels to improve your UA? This episode happens to be the perfect way to slide into spring. Today we talk to Lisa Kennelly, CMO at Fishbrain about her growth strategies on an app that caters to what would appear to a very niche audience - fishing enthusiasts. Tune in to listen to Lisa discussing how she explored alternate channels to partner with offline and...

What happens to naughty SDKs that do what they aren't supposed to do? In the second episode of our “Google’s Privacy Sandbox for Android explained” series, we talk about SDK Runtime - Google’s proposed solution to SDKs-gone-wild. SDKs are a convenient feature for most app developers. However, some SDKs tend to gather user data in ways that app developers aren't privy to. SDK runtime is e...

How exactly does #useracquisition work in Web3 games? In this week’s episode, Stardust COO Atif Khan takes #theMobileUAShow host Shamanth Rao on a deep dive into the world of Web3 and blockchain gaming. How do Web3 games stack up against F2P and console games? How exactly does building a strong community help? And what exactly is the role of NFTs in blockchain gaming? Check out the full episode fo...

We have a very special episode lined up for you today. We invited some amazing women and asked each some questions about how they faced obstacles while shattering glass ceilings, and paved the way for more women to follow suit.  We hope this episode helps women who may be facing challenges in their field of work. And with women leaders comprising nearly half of our guests on the show in 2021, we h...

How many channels have you really considered when developing your user acquisition strategy for your mobile game? Our guest on this week’s episode is UA and marketing consultant Matej Lancaric. Matej shares his views on everything from multiple UA channels, optimization techniques post ATT and how he uses incrementality analysis to maximize his UA strategy. Check out this episode on some tactical...

Apple’s privacy policy changes disrupted the ad industry and left us all in the dark, working around a broken measurement system. As expected, Google is following suit. While their approach is less ham-handed than Apple’s, it still can bring forth significant disruption in the mobile app ecosystem.  In our first episode of the Android series, we dive deep into the impact of Topics API of Google’s...

How do you successfully make the switch from B2C to B2B?  Should you go from focusing on one category to branching out to other possibilities? And how exactly are prediction games and NFTs connected? Get the lowdown from Matt Bailey, founder and CEO of GameOn, our guest on this week’s episode. KEY HIGHLIGHTS 💲 How betting on a relatively less mature market can lead to success 😷 The repercussions...

Ever wondered what it takes for a Round B startup with no mobile marketing function to get to an IPO and be featured on best-of lists? Or perhaps you’ve been struggling to hire key growth marketing people for your own start-up.  In this episode, Simon Vishnevskiy, Head of Paid Acquisition at Dave, shares his methods on building a mobile marketing team from scratch, and the qualities he looked for...

How do you make cross-promos work in a post-ATT world? David Philippson, CEO and co-founder of Dataseat, gives us the lowdown on how exactly cross-promos can be deployed effectively. In a post-IDFA reality, with ad networks having pretty much lost the third party data advantage, David says cross-promos can help game studios monetize and retain their users better, even those users who are already h...

Ever thought that each SKAN update from Apple is making measurement more and more ambiguous? We’re back to delving into SKAN in this latest episode with Piyush Mishra . Piyush talks about the evolution of SKAN, predictions based on conversion values, performance comparison between channels and much more. He also tells us about the changes coming about in iOS 15 and how that makes the landscape eve...

Our first guest of 2022 is Faith Price .  Faith heads the paid UA team at DoubleDown Interactive and has spent a large part of her career managing UA and ASO. She has managed over 20 soft launches throughout her career.  Yet, her most recent launch was a very unique challenge for her – because this was the first one she managed after Apple’s introduction of the ATT.  It was impossible to estimate...

Why is the buzzword for 2022 “retention marketing”?  How is the play-to-earn model going to grow next year? Cross promotions are on the rise.  Will the move to self-publishing be worth it? We are here with the final episode of the Mobile Growth Crystal Ball series. Today we have Peggy Anne Salz (Mobile Groove) going into retention marketing, Keith Kawahata (AppLovin) who tells us about the play-to...

Will creative processes march back in-house? Is the grass greener on the other side of Facebook UA? How are game developers going to look at payments on gaming apps? The second episode of the Mobile Growth Crystal Ball series is out. Today we’re thrilled to share predictions by Melissa Zeloof ( ironSource ) on bringing creative processes in-house, Nataliia Drozd ( Fabulous ) on newer UA channels a...

Can AI breathe life into creatives? What does 2022 look like for subscription apps? Will there be a blow up because Apple hasn’t really kept its word on “no fingerprinting”? Welcome to the first episode of our Mobile Growth Crystal Ball series, in which we ask the smartest folks we know in Mobile Growth about their predictions for 2022.  In our first episode today, please welcome our featured gues...

Our guest today is Jayvian Hong . Jayvian heads Strategic Partnerships at Miniclip . Over the past few years, Jayvian has developed deep partnerships with the App Store and Google Play Store. These partnerships obviously weren’t formed overnight but took time, effort and patience.  While initially she and her team had to work hard to find their footing with the big platforms, Jayvian and her team’...

A few weeks ago, we released an episode on balancing monetization and retention . We talked about improving user experience to enhance retention by getting rid of monetization. However, this does not always work. We did say that it’s not a one size fits all solution.  In this episode, we talk about another hack that can be used to improve your app’s retention – adding monetization barriers. Sounds...

MMM based incrementality models: Is it the light at the end of the tunnel? Post IDFA, we were quite skeptical about employing MMM based incrementality analyses in our measurements. Our opinions have changed over time and today, we believe that these models have helped us in our measurements significantly.  However, it’s not always hunky-dory. There have been quite a few challenges that we encounte...

Our guest today is Jon Hook. Jon is the CEO at BoomHits, a mobile game publisher with many hits in the hypercasual and idle genres.  In today’s episode, Jon tells us about how the hypercasual genre has evolved to the point where it’s approaching saturation in the form that it currently is - and outlines the next stage of its evolution - hybrid casual.  Our conversation flows around the new dynamic...

How many times did you think to yourself “Well, that 60 min meeting could’ve been a 5 min email!”? Today's guest is Brett Nowak. Brett is the founder of Liquid & Grit, a product research company for games that creates actionable reports about new game features and industry trends for game developers. Prior to this, Brett spent a big chunk of his career working with different gaming studio...

What does it take for an indie studio founded by someone with no game design experience  to achieve 100 million downloads? Our guest in today’s episode is Sheetal Bairamadgi. Sheetal is the founder of Crikey, a game studio based in Sydney. Sheetal began her career as a digital marketing manager, and after working with a number of apps during her tenure as Chief Marketing Officer at Leadbolt, Sheet...