Marketing and user acquisition
At Game Garden I ran the marketing myself, from niche to traffic.
Doubled: ad campaign efficiency after we reworked the creatives.
Strategy, media buying, analytics
- Role
- CMO of a mobile studio
- Next to it
- ASO, monetization, niche selection
Budget rolls out in stages
Google Ads, AppLovin, Meta and other sources, plus ASO.
- SourceA plan first: which sources we go to and in what order.
- Budget testEach source gets a test budget before it gets more.
- ScaleCashflow stays positive while we scale.
- OptimizeMoney moves to whatever works best right now.
What I owned
- The whole marketing strategy of a game, from positioning to media buying.
- The marketing department: built it from scratch and led it.
- Analytics: payback, traffic quality, staged source rollout.
- Built the monetization: in-app purchases plus ads through AppLovin MAX mediation, soft launch economics, payback models.
- I pick a niche by data: search demand against competition difficulty. That is how we decided between a fashion game and a cooking game.
A mobile game lives in short sessions and one hand.
Marketing has to promise exactly what the player gets in those fifteen minutes. I ran both marketing and production, so the ads promised what the player then found in the game.