Growth Masterminds: mobile growth podcast

Everyone needs better app retention. Especially in health and wellness categories. One app, Welltory, has an insane 56% retention rate for users over the last 3 years. As in ... people installed 3 years ago, and THEY ARE STILL USING THE APP today. How? Perhaps some Jedi mind tricks, which Asya Paloni, VP of Strategy, shares with us in this episode of Growth Masterminds. We chat about Welltory's success in overcoming the notoriously poor retention rates in the fitness and wellness app industry by implementing innovative strategies. We also talk about making the app experience magical, hyper-personalizing content, offering new experiences with each app interaction, and ensuring users never feel bad for not meeting their goals. With a focus on making mundane data engaging and displaying it in real-time in a way that makes sense to users, Welltory has achieved a remarkable 56% usage retention rate over three years. The conversation highlights the importance of user engagement, the psychological aspects of app design, and the power of keeping users interested without relying on notifications or making them feel inadequate. 00:00 Introduction to Jedi Mind Tricks for App Retention 00:53 Unlocking Jedi Mind Tricks: Insights from a Content Creator 02:37 The Wellness App Dilemma: Retention Challenges and Solutions 07:31 Welltory's 5 Core Strategies for User Retention 08:48 Exploring Welltory's Innovative Features and User Engagement 22:47 The Impact of Welltory's Strategies on User Retention 28:48 Final Thoughts and Conclusion

Should you have an AI agent assigned to every single app user? In this episode of Growth Masterminds, host John interviews Shaun Wheeler, a data scientist at Aampe. They focus on mobile user engagement and the innovative approach of assigning an AI agent to each app user. They discuss the limitations of traditional user engagement strategies, such as generic pop-up messaging, and the power of AI agents in providing tailored interactions based on individual user behavior. Through examples, including a nursing scheduling app and e-commerce platforms, they explore how AI-driven personalization can significantly impact user retention, monetization, and overall satisfaction, while also reducing communication volume. The conversation highlights the use of surrogate models to predict user behavior, the importance of first-party data, and the future potential of AI in enhancing mobile user experiences. 00:00 Introduction to AI in User Engagement 01:15 A Deep Dive into Messaging Strategies 07:01 The Power of Personalization with AI Agents 09:50 Exploring the Impact of Over-Instrumentation 20:05 Case Studies and Real-World Applications 29:20 Concluding Thoughts on AI-Driven Engagement

What are the most common blockers to growing games profitably? In other words, why won't your game grow? You built a game and it’s awesome, but it’s not growing like you want it to. What’s wrong? Maybe this episode of Growth Masterminds holds the answer. Today we’re chatting with who reminds me of Ben Affleck in The Consultant, because she’s called in when nothing else is working Her name is Sara El Bachri. She runs ShamsCo, does the mobile gaming growth masterclass, and has worked with 40+ gaming studios over the last few years including EA, Rovio, Gameloft, DoubleDown, Netflix Games, and TutoToons. All of that means: she’s seen a few things. And fixed a few things. We hear about the biggest blockers for growth for games both big and small ... and a little about Sara's journey to becoming an internationally renowned UA consultant. 00:00 The Growth Dilemma 00:33 Introducing Sarah El Bachri 01:27 Mobile Game Growth: Strategies and Insights 11:44 Bridging the Gap: Communication and Creativity in Game Studios 18:10 Unlocking Organic Growth: The Power of Testing and Education 21:49 The Importance of Internal Education and Collaboration 27:12 The Complexity of User Acquisition

Where is IAP spend going in 2024? It’s tough out there: inflation is still high, ad revenue is underpacing GDP, and GDP growth is softening in key countries including the USA. So what can we expect from in-app payers in 2024? In this episode of Growth Masterminds, host John Koetsier delves into the future of in-app spend and gamer loyalty with guest Jason Heller, CEO of Mistplay. The conversation covers the expected decrease and concentration of in-app spending in fewer games, the importance of understanding consumer spending motivation, and the use of data to drive personalization and engagement. Insights reveal a shift towards more thoughtful spending among gamers, potentially leading to a landscape with fewer winners among game publishers. The discussion also explores loyalty and monetization strategies, user acquisition challenges, and the rising interest in the loyalty and engagement space for mobile gaming. 00:00 The Future of In-App Spending: Winners and Losers 00:32 Diving Deep into the Spend Report with Jason Heller 01:58 Analyzing Spending Trends and Predictions for 2024 08:59 The Importance of Personalization in Gaming Offers 13:07 Exploring Loyalty and Incentives in Mobile Gaming 30:43 The Rise of Loyalty Platforms in the Gaming Industry

How can you kill it on TikTok, generate more organic downloads, and build your community quickly? Oh ... and by the way ... you don't have a huge budget. In this episode of Growth Masterminds we meet Sarah Neill, founder and CEO of Mys Tyler, a platform connecting women with 'body doubles' to find clothing that fits perfectly, thus solving the common problem of shopping disappointment. Sarah shares her growth story, explaining how they use Meta ads, paid PR opportunities with major publications and what they've done in an experimental but highly successful use of TikTok for organic growth. She shares an insightful strategy involving unpaid internships, where interns created TikTok content that significantly boosted app downloads and engagement, demonstrating the power of authentic, user-generated content in digital marketing. 00:00 Exploring Paid Performance Opportunities in Digital Media 01:07 Introducing Ms. Tyler: A Revolutionary Fashion Platform 03:46 Growth Channels and Strategies for Startups 08:34 Mastering TikTok: A Unique Internship Approach 20:28 Reflecting on Marketing Insights and Future Plans

In this episode of Growth Mastermind, host John Koetsier discusses the challenges of iOS mobile measurement in the era of privacy updates, focusing on the difficulty of distinguishing between organic and paid acquisition and the fragmentation of measurement across different methods: SKAN, IDFA, IDFV, MMP, and more. Guests Evyatar Ram and Kelsey Lee, product and marketing managers, introduce Singular's solution to these challenges: unified measurement. This innovative approach combines SKAdNetwork and tracker data to provide marketers with a single, de-duplicated, and accurate view of user acquisition (UA) activity on iOS, tackling issues like over/under counting and data fragmentation. The solution enhances decision-making by offering comprehensive insights into installs, revenue cohorts, and event tracking without the typical delays or inaccuracies stemming from data fragmentation. Beta testers report significant improvements in campaign performance and attribution accuracy thanks to unified measurement, indicating a strong step forward in resolving iOS attribution woes. 00:00 Navigating the Chaos of iOS Mobile Measurement 01:32 The Fragmentation Problem in iOS Attribution 04:37 Unified Measurement: A Revolutionary Solution 07:18 Beta Testers Validate Unified Measurement's Impact 11:12 Differentiating Unified Measurement from Other Solutions 13:54 The Future of Unified Measurement and Its Evolution 17:29 Closing Thoughts and Future Directions

This special episode of Growth Masterminds features an all-women panel discussing their experiences and challenges in the growth industry. The guests share their career paths, biggest triumphs, and the key challenges they've faced, offering advice for women considering a career in growth. The panel comprises of five accomplished women from various companies who delve into topics such as the importance of self-advocacy, the value of mentorship, and the need to be adaptable and data literate in a fast-evolving field. The conversation also highlights the significance of community and support among women in tech and growth sectors. Guests include: Adrienne Rice, Performance Media Director, M&C Saatchi Performance Dr. Matina Thomaidou, VP data science, Dataseat Tamanda Itaye, Senior Global Performance Marketing Manager, WFP - ShareTheMeal Saadi Muslu, VP Marketing, Singular Susan Kuo, Chief Operating Officer, Singular 00:00 Welcome to the Women in Growth Special Episode 00:32 Introducing the Panel: Leaders in Growth 02:26 Journey into Growth: Panelists Share Their Stories 12:50 Biggest Career Triumphs: Stories of Success 22:53 Overcoming Challenges: Insights from the Panel 25:53 Cross-Functional Collaboration in Data Science 27:07 Navigating Leadership and Personal Growth 31:30 Challenges of Balancing Professional and Personal Life 36:47 Empowering Women in the Workplace 45:21 Advice for Women Considering the Growth Space 52:45 Closing Remarks and Appreciation

How do you get more data from ad platforms than they offer? Simple: use Singular. No, we're not talking about anything underhanded or tricky. We're simply getting multiple dimensions and breakdowns that are individually available but not generally visible together. That lack of visibility has a cost: complexity, time, and your ability to see optimization or targeting capability. In this Growth Masterminds, host John Koetsier chats with Singular product manager Maayan Shor about the companies' new feature to bring as much data into your BI system as possible, allowing marketers to make the smartest optimization and allocation decisions. Multiple Breakdowns helps marketers by enabling access to a broader range of data breakdowns without the need to switch views constantly. This capability allows marketers to uncover hidden trends, fine-tune targeting strategies, and make more informed decisions by providing a more comprehensive view of campaign data across platforms like Facebook, TikTok, and Snapchat. We also chat about how specific breakdowns, such as age and gender, can lead to more precise targeting and identification of unexpected audience segments. 00:00 Navigating Data Challenges in Ad Platforms 00:28 The Struggle for More Data: Challenges and Solutions 03:15 Introducing Multiple Breakdowns: A Game-Changer for Marketers 04:55 Unlocking New Marketing Strategies with Enhanced Data 06:21 Optimizing Creative Strategies with Targeted Insights 07:11 Frequency and Impact of Data Analysis in Marketing 09:09 Exploring New Dimensions: DMA Breakdowns and Their Impact 11:07 Selecting the Right Data Breakdowns for Your Marketing Goals 12:37 Closing Thoughts and Appreciation

Welcome to a podcast crosspost from SplitMetrics' App Growth Talks. Host Lina Danilchik chats with usual Growth Masterminds host John Koetsier as they talk about Singular's ROI Index for 2024 highlighting the best ad networks on the planet. I chat about the significance of Singular's ROI Index, detailing the best mobile ad networks across various geographies and verticals. Lina asks me about my background in mobile ad tech and my path from journalist to VP of Insights at Singular, plus my philosophy on app growth and user acquisition. Key topics include the effectiveness of various ad networks like Google Ads, Meta, TikTok, and ironSource, the surprising success of smaller networks like Moloco, the potential of Apple Search Ads, and the strategic use of artificial intelligence in marketing. We also talk about future innovations in the mobile industry, including multiple app stores and ads personalized through generative AI. See a full transcript on SplitMetrics' website:https://splitmetrics.com/blog/category/app-growth-series/ 00:00 Welcome to a Special Crossover Episode! 00:43 Introducing John Koetsier 03:58 Unveiling the ROI Index: A Deep Dive into Mobile Ad Networks 05:21 The Golden Six: Top Ad Networks Uncovered 08:40 Exploring Apple's Search Ads Performance 15:08 Reddit's Unique Position in the Ad Space 19:10 Exploring AI's Impact and Future in Tech 21:15 The Evolution of Advertising with AI 24:49 Emerging Technologies and Innovations in the Industry 28:47 Insights from the ROI Index Report 30:55 Advice for Small and Growing Mobile Businesses 36:09 Concluding Thoughts and Future Sessions

How will Google’s new consent management platform requirement impact mobile app and game publishers? You now need a CMP ... what's that all about? In this Growth Masterminds we dive into the complexities of managing user privacy and consent in mobile apps and websites. Google's new consent management platform requirements for AdMob, AdSense, and Ad Manager users are in effect right now. So we chat with Gabe Morazan, a product director, and Achraff-Nour Meski, a client services leader from Source Point, a CMP provider. Together, we explore what CMPs are, their role in ensuring compliance with privacy laws like GDPR, and how they can be seamlessly integrated into the user experience without negatively impacting app engagement. 00:00 Introduction to Privacy and Consent Management 00:36 Understanding Google's New Consent Management Platform Requirement 00:51 Expert Insights: The Role and Functionality of CMPs 04:53 Customizing Consent Messages for User Experience 09:09 Global Privacy Control: Simplifying Consent Across Platforms 15:16 The Future of Privacy and Consent Management 18:37 Closing Thoughts and Acknowledgements

Why do gamers like certain games and not others? GameTree is a LFG (looking for group) app that connects gamers to play together. To do that, GameTree leverages psychology to build Gaming DNA, which analyzes why certain players like specific games. Gaming DNA shows what kinds of gamers there are, who likes which games, and who might enjoy playing with others. In this Growth Masterminds, host John Koetsier chats with GameTree founders Dana Sydorenko and John Uke. Their conversation reveals insights into how gaming preferences differ across genders, ages, and platforms, touching on the social dynamics of gaming, the role of gamer psychology, and the implications for game design and marketing. Key topics include the surprising patterns of gaming among men and women, the importance of social connections in gaming, and how GameTree's technology is pioneering personalized gaming experiences. Additionally, the discussion delves into the potential of mobile gaming, the impact of VR and Web3 on the gaming landscape, and the significance of supporting diversity in gaming, particularly the inclusion of women in gaming communities and development. 00:00 Introduction to Gamer Psychology 00:59 Introducing GameTree and its Founders 01:34 Gender Differences in Gaming 03:22 Platform Preferences and Gaming Patterns 04:58 The Importance of Gaming DNA 06:21 The Social Aspect of Gaming 15:30 The Role of Mobile Gaming 22:38 The Future of Gaming: VR and Blockchain 26:39 Women in Gaming 31:51 Conclusion

Where is web3 in 2024? Investment is down, but there is still $91 billion of funding and 95 current unicorns in the space. Asaf Nadler, CEO of Addressable, says the game has shifted from hype to build mode. In this Growth Masterminds, host John Koetsier chats with Asaf to discuss the current state and future of web3, especially in relation to marketing and gaming. They delve into how blockchain can revolutionize game ecosystems by enabling asset sharing across different games and discuss the integration between Singular and Addressable. This integration aims to bridge the gap between marketing data and blockchain conversions, potentially transforming web3 advertising and marketing strategies. Also, Nadler provides insights into the challenges and opportunities of marketing in the web3 space, the transition towards mobile in the web3 ecosystem, and the potential future of app and game development on blockchain technology. 00:00 Introduction to Web3 and Gaming Ecosystems 00:36 Welcome to Growth Masterminds Podcast 01:49 The Current State of Web3 and Blockchain 03:56 The Impact of Web3 on Gaming 07:33 The Role of Web3 in Decentralized Finance (Defi) 09:51 The Challenges and Opportunities of Web3 in Mobile 10:29 Addressing the Disconnect Between Data Sets in Marketing 19:37 The Future of Web3 and its Penetration in Various Verticals 28:16 Conclusion: The Potential of Open, Decentralized Data

In this episode of Growth Masterminds, host John Koetsier chats with Singular product manager Gali Housman and product marketing manager Kelsey Lee about the complexities of cross-platform performance marketing. They discuss the necessity of tracking customer journeys across platforms to gain full return on investment and to adhere to user privacy concerns. Singular, their platform of choice, has increasingly evolved to address these intricacies providing tools to measure gaming engagement and the effectiveness of marketing strategies across platforms. Kelsey emphasizes the need for an end-to-end solution to manage the influx of data while ensuring full measurement by marketers. 00:00 Introduction to Journey Tracking in Marketing 00:27 Welcome to Growth Masterminds 00:56 Challenges in Cross-Platform Marketing 01:30 Changes in the Gaming Industry 01:45 The Impact of the Pandemic on Gaming 02:27 The Shift to Mobile Marketing 03:05 The Role of Privacy in Marketing 03:24 The Future of Cross-Platform Games 05:06 The Challenges of Cross-Platform Marketing 06:17 The Importance of User Tracking 10:58 The Role of Conversions API in Marketing 16:13 The Benefits of Cross-Platform Solutions 20:52 The Future of Cross-Platform Marketing 22:17 Conclusion and Wrap Up

How can you get pre-ATT levels of behavioral targeting in a privacy-safe way? Can you? In this Growth Masterminds we’re chatting with the co-founder of an AI-powered tool that says it analyzes game play and user behavior to understand gamers and what they do. Then it recommends games that they’ll like, while rewarding them for playing recommended games. Our guest is a co-founder of Gamelight, Gunay Aliyeva. Host John Koetsier interviews her about Gamelight, an AI-powered tool that analyzes user behavior and gameplay for targeted recommendations. The tool utilizes AI algorithms and a user's data (with given permission) to suggest games based on their preferences. Gamelight endeavors to minimize game downloads and maximize user retention through personalized recommendations. They also discuss Gamelight's arbitrage strategy of acquiring users at a generalized level, then offering highly targeted advertising opportunities to their partners, focusing on long-term user quality and satisfaction. They also touch on the company's expansion into non-gaming apps, the use of a consumer rewards system, and their global reach. 00:00 Introduction 01:15 Exploring the Functionality of Gamelight 03:02 Discussing the Privacy Aspect of Gamelight 04:32 Understanding the User Acquisition Strategy 05:12 Challenging the Traditional Ad Network Model 06:14 The Long-Term Vision of Gamelight 07:08 Understanding User Behavior and Gamelight's Approach 10:03 Discussing the Pricing and Value Proposition of Gamelight 11:08 Expansion into Non-Gaming Apps 15:14 Understanding the Loyalty Program of Gamelight 16:56 Discussing the Global Reach of Gamelight 18:35 Wrapping Up the Discussion

Ever wish somebody had written the book on making mobile app businesses work? Wish no more: the job has been done. In this Growth Masterminds host John Koetsier chats with Russell Ovans, game OG, prof, brewery owner, entrepreneur, data scientist, and current Director of Analytics at East Side Games. Russell discusses his journey from social gaming through to mobile gaming. We delve into a range of topics such as the importance of understanding game analytics and monetization in mobile games, challenges in HR, managing company growth, the impact of pricing strategies on a global scale, the value of A/B testing and player retention. But the big story in this podcast is Russell Ovans' book 'Game Analytics, Retention, and Monetization in Free Play Mobile Games' which is a comprehensive guide to the mechanics of mobile game businesses. 00:00 Introduction and Background 00:00 The Challenges of Running a Mobile App Business 00:44 Introduction to the Guest Speaker: Russell Os 01:17 The Journey into Mobile Gaming 05:26 The Evolution of Facebook as a Gaming Platform 07:48 The Transition from Facebook to Mobile Gaming 09:59 The Importance of Analytics in Mobile Gaming 10:41 The Decision to Write a Book on Mobile Gaming 15:09 The Power of Building an Abstract Schema on Top of Your Data Warehouse 19:32 Understanding the Big Mac Index and AB Testing 20:01 Applying Purchasing Power Parity and Exchange Rates 20:34 Testing Market Response in Mexico 21:11 Adjusting Pricing for Different Markets 22:14 The Challenges of AB Testing 22:46 The Importance of Proper AB Testing 28:53 The Role of Retention in Gaming 33:52 The Complexity of ROAS 36:58 Final Thoughts and Conclusion

In this intriguing episode of Growth Mastermind, host John Koetsier chats with industry veteran Farhan Haq, founder of independent growth agency Hyper HQ. They explore crucial strategies to enhance CPMs, discussing the importance of manual calls and real-time bidding in optimizing ad ops within a real-time bidding world. Farhan provides an in-depth look at how games developers and publishers can navigate these processes for effective growth in the mobile gaming landscape. He further delves into ad placements, A/B testing, market strategy, and innovative methods like adjusting in-game rewards based on real-time user worth. The conversation wraps up with an exploration of emerging trends and projections for the future of in-app purchase, subscription, and ad monetization models. 00:00 Introduction and Guest Presentation 01:05 Understanding Ad Operations in an RTB World 01:57 The Importance of Manual Calls and Realtime Bidding 03:46 Optimizing Networks and Running AB Tests 04:05 The Role of Competition in Ad Monetization 04:27 Understanding the Fundamentals of AB Testing 05:53 The Impact of Ad Placement and Pricing on Monetization 06:02 The Importance of Ad Units in Monetization 07:27 The Impact of Automation on Ad Monetization 07:27 The Importance of Hands-On Approach in Ad Monetization 08:48 The Role of Google Ad Manager in Monetization 10:17 The Role of User Acquisition in Monetization 20:23 The Impact of Geographical Location on Monetization 26:59 The Future of Ad Monetization 32:13 Conclusion and Final Thoughts

If you're on the App Store or Google Play, you're paying the platform tax: 30% on all your IAP revenue. But can you legally AND SAFELY escape that? Maybe yes. In this episode of Growth Masterminds, John Koetsier interviews Archie Stonehill, Head of Product at Stash Gigi, to discuss the digital games industry and the evolution of direct-to-consumer platforms. They discuss the rise of third-party app stores, Apple and Google's 'app store tax', the Digital Markets Act in Europe, and how developers can shift towards alternative distribution channels. Stonehill explains the motivation behind Stash.gg, a platform that supports gaming developers in becoming their own platforms and processing their own payments, and shares insights on how developers can engage with their users directly to optimize profitability and improve overall gaming experience. 00:00 Introduction to the Gaming Industry's Challenges 00:43 The Role of Third-Party App Stores 01:29 The Impact of the Digital Markets Act 02:23 The Three Vectors of Pro-Competitive Pushes 04:23 The Importance of Direct Relationships with Players 05:11 The Evolution of the Games Industry 12:36 The Role of Stash in the Gaming Industry 32:26 The Future of the Gaming Industry 36:36 Conclusion

How do you become Apple's iPhone app of the year? In this episode of Growth Masterminds, John Koetsier sits down with Ron Schneidermann, the CEO of AllTrails, an outdoor exploration app. Out of all the millions of apps on the App Store, AllTrails won iPhone app of the year in 2023. How? How does AllTrails grow? How does AllTrails achieve 7X better retention than the average app What decisions boosted AllTrails growth? Schneidermann talks about taking over from the founder in 2015, growing the user base and revenue, and the critical role of their community. We also chat about the importance of continual product development We end with Schneidermann's thoughts on success, staying humble, and surrounding oneself with smart, passionate people can drive success. 00:00 Introduction to the Journey of Success 00:25 The Making of an iPhone App of the Year 01:45 Understanding the Significance of Being iPhone App of the Year 04:10 The All Trails App: A Closer Look 05:18 The Journey from Startup to Success 07:24 The Decision to Reject Quick Flip and Aim for Long-Term Growth 07:44 Key Decisions that Ignited Growth 12:14 The Role of Product Development in Growth 25:33 The Importance of Regular App Updates 27:50 Advice for Aspiring App Developers 28:15 Conclusion: The Importance of Humility and Openness

In this episode of Growth Mastermind, host John Koetsier chats with Faheem Saiyad, director at App Samurai, about the intersection of AI and user acquisition. They dive deep into topics like the role of AI in game development, how AI aids in campaign optimization, and the application of generative AI in the creative process of ad creation. Faheem also shares details about App Samurai's new ad unit, Rewarded Playtime, that incentivizes users for every minute they spend engaging with a game. However, the chat concludes on the idea that AI is still not perfect; it requires human guidance for optimal performance. 00:00 Introduction and welcome 00:14 Getting to know the guest 01:19 The role of AI in game development 03:35 The Impact of AI on user acquisition 06:22 Challenges of campaign optimization 10:25 Introducing rewarded playtime: a new ad unit 13:44 The future of AI in marketing and game development 16:38 Wrapping up the discussion

In this episode of Growth Masterminds, host John Koetsier talks with Ayush Choudhary, senior product manager of GenWise. They discuss the development and growth of the GenWise app, a multifaceted platform designed specifically for elders, which is making a big impact in India. Other topics covered include the challenge of marketing to an older demographic, combining AI with real human interaction, the concept of a 'super app', and emerging monetization models. Tune in to explore how GenWise is revolutionizing the way elders interact with technology ... and how to market an app in non-traditional ways for a non-traditional audience. 00:00 Introduction and Welcome 00:18 Introduction to GenWise App 00:26 Interview with Ayush Choudhary 00:45 Understanding the Concept of GenWise 01:16 The Gap in Elders' Navigation of the Digital World 02:03 The Two Main Focus Areas of GenWise 02:47 The Role of Technology in Combating Loneliness 03:13 The Real-life Impact of GenWise 03:46 The Features and Services of GenWise 07:49 The Growth and Funding of GenWise 07:58 Marketing Strategies for GenWise 15:00 The Concept of Super App in the Context of India 19:00 Monetization Model of GenWise 22:33 Conclusion and Final Thoughts