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Welcome to The Business of Fun, where we explore the secrets of successful mobile games and discover what goes on behind the screens. With your host Jonathan Fishman, we invite a mobile gaming expert onto the show in each episode to break down their game's success strategy: how it works, why it works, and what they would do differently.
The Business of Apps podcast brings you actionable insights from the leaders of the global app industry and the world's fastest growing apps. App marketers, product managers and developers share the latest approaches to building, marketing and monetising mobile apps. Every Monday we have a candid conversation with app industry professionals about specific topic that may cover app marketing, mobile advertising or app development and we also allow people to get to know our guests better.
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#141: The App Stores reverse engineering with Simon Thillay, Head of ASO at AppTweak
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Stores. We all visit several times a week a grocery store, once a week we may check out what’s cool in a nearby mall but what store do we check sometimes a couple of times a day? Right - it’s either Apple’s App Store or Google Play. Social Media, Instant Messaging, e-Commerce, streaming apps, and on and on, we download apps on our smartphones or a …
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#140: Boosting app engagement with product-led growth principles with Esther Trapadoux, Growth Marketing at Amplitude
25:03
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One of the pillars of mobile app growth is App Engagement. Month after month, year after year this is the never-ending challenge for every app marketer or mobile product manager out there. This is what keeps them up at night and put them on a plane to fly to the next app industry conference to learn more about it. It doesn’t matter what country’s a…
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#139: Customer-driven App Development with Josh Wetzel, CRO at OneSignal
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Look around, wherever you’re listening to this episode, many products you can see have three people associated with them - consumer, marketer, and developer/builder/designer - you get the point. So hence the following questions are always involved. What does the consumer want? How to make sure the product is what the consumer is looking for? And ho…
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#138: State of Mobile 2023 with Lexi Sydow, Data Analytics at Data.ai
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Throughout the year we host around 50 episodes to introduce you to an app marketing technique, explain how app subscriptions work, dive into app monetization strategy building, to share tips and tricks for app marketing on holidays, and much more. But at the beginning of the year, we get together with people from Data.Ai (formerly known as App Anni…
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#137: The Future of App Attribution with Mateusz Bochenczak, Apps & Mobile Gaming Measurement at Appsflyer
35:03
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One of the biggest causes of our fears and worries is uncertainty. Ask any app marketer “What’s on your mind more than anything else?” and chances are you will hear something like “how well do I know what are the channels that bring me most of my app users today?” App attribution is important like never before, I know it may sound like a cliche but…
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#136: Creating the best monetization strategies for free apps with Andriy Sambir, CEO of LinkUp Studio
40:39
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When you think about the Internet, what words come to your mind? Essential, cross-cultural, crucial for governance, and the word free would pop up as well. Yes - we pay for many online services, these days primarily for subscriptions, and mobile apps are a huge part of that. But on the other hand - there is a free part of the Internet. But what do …
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#135: Tapping Influencers for your app marketing mix with Marion Balinoff, Influencer Marketing Consultant
24:03
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Today I’d like to continue the Influencer marketing theme, covering with Marion running an Influencer marketing campaign. Now previously on this podcast, we covered this topic conceptually multiple times, and I bet you read about its pros and cons on blogs, watched presentations, etc but this time I want to focus specifically on launching your own …
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#134: What makes Influencer marketing tick in 2023 with Jennifer Sudo, Managing Partner at M&C Saatchi Performance
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We’ve just passed the holiday season, perhaps some people are still under the impression from the gifts that they got this Christmas. Hence my question - how do you decide what to buy? Of course, your mental journey of making a decision probably starts with “what does she or her like?”, “what does she or he need?” - totally fair. But how do you dec…
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#133: Hardcore and mid-core gaming apps marketing with Kate Lovejoy, COO, Retargeting at Adikteev
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This is the first episode we record in 2023, so Happy New Year everybody! It was another turbulent one, to put it mildly, and so let’s talk about something light - like games. Specifically mobile games. To be very specific - gaming apps marketing. People turn to games during holidays as one of the best ways to give their minds a bit of a break and …
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#132: Improving Your App Subscription Funnels with Jeff Grang, Co-founder and CPO at Purchasely
35:44
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Apple launched subscriptions on the app store back in February 2011. Today, when you think about what apps are powered by this business model, it’s obvious that it’s way more than paying to stream media content on a monthly basis. It’s about gaming, fitness & health, photography, education, and much more. The reason why Apple introduced this model …
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#131: What does Augmented Reality have to offer to app marketing with Doddz, the top Augmented Reality artist
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In every technology, and mobile is not exception, there are transitional moments when a new tech comes in that drastically change the game. For mobile Augmented Reality is that technology and by now it is way more than Pokemon GO - admit when you’ve heard the term, it was what popped up in your mind. Today AR is about education, shopping, navigatio…
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How to Discover New and Creative Mobile Game Ideas That Scale with Stan Minasov, VP of Product at AppMagic
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In this episode of Mobile Growth & Pancakes, Stan Minasov, the VP of Product at AppMagic, joins Jonathan Fishman to discuss how to balance creativity and the data-driven approach in mobile gaming, the science behind evaluating new mobile game ideas, and tips on how to come up with game ideas and monetize apps. Learn More About Stan Minasov: Stan Mi…
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#130: Mobile App vs. Web3 ads with Andre Kempe, Founder at Admiral Media & Admiral Studio
31:06
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Something tells me that among people who listen to this show there are some who do remember how a dial-up modem should sound like when you’re connecting to the Internet. These people witnessed the fight for dominance between the Internet Explorer browser from Microsoft and the one from the Mozilla Foundation. Now, I’m not sure people are that famil…
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#129: Creating a profitable growth strategy for Subscription Apps with Alexander Guerra, Head of Monetization from baz SuperApp
36:29
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Back in the day, when app developers made money selling copies of their apps, a growth strategy was important, then in-purchases came along and the necessity to retain app users, by having a solid strategy, became even more important. Today, when app subscriptions are the name of the game, it is absolutely crucial to have a robust app growth strate…
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How to Win at Mobile Gaming in 2023 with Lexi Sydow, Head of Insights at data.ai
40:04
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40:04
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Lexi Sydow, Head of Insights at data.ai. They discuss the state of mobile gaming specifically as we head into 2023, why gaming companies see a decrease in revenues, and how that should affect game marketers or publishing teams in the next six to twelve months. Learn more abo…
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#128: Building user research based app monetization strategy with Jenny Kay Pollock, Lead Subscription Monetization Manager at Together Labs
28:17
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28:17
I remember a few years ago there was an app industry-wide research conducted with tens of thousands of app developers to reveal what it was like for them to be a part of the mobile app ecosystem. One of the findings was that there was only a very small number of them for whom developing apps was a hobby. The bulk of people went into mobile app deve…
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#127: SKAdNetwork 4.0 and Privacy Sandbox: what do subscription apps need to know with Alex Bauer, Head of Product & Market Strategy at Branch
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Every industry has these moments - everybody is chugging along, no drastic changes are on the horizon, and then all of a sudden boom - rules of the game are changed significantly. For the app industry that change was the introduction of the SKAdNetwork by Apple a couple of years ago. For some that was the moment of shock and terror, for some folks …
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#126: Consumer Subscription Apps: opportunities & challenges with Eric Crowley, Partner at GP Bullhound
31:16
31:16
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On this podcast, we had app marketers, developers, advertisers, and experts in various areas of the app industry. All these people shared their expertise, gave their take on challenging questions, and shared their dreams and hopes for the industry. Today, I want to give you a perspective from somebody who is, in my opinion, in the best position to …
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#125: A 30-day App Customer Retention challenge with Jennie Lewis, Senior Manager, Customer Insights at Airship
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Imagine you have your bakery shop. I’m sorry if you’re listening to this episode before your lunch but it will help me to make the point :-) Anyway, you see people coming through the door every day and some of their faces are familiar to you - they’ve become your recurrent customers. Now, as much as you like to see familiar faces and possibly becom…
In this episode of Mobile Growth & Pancakes, we dive into some of the hottest tips on user acquisition from Alexander Lubchenko of Nekki, Alexey Gusev of Goodgame Studios, Stefana Pesko of Product Madness, and Tom Hammond of UserWise. Learn more about Tom Hammond, Alexey Gusev, Alexander Lubchenko, and Stefana Pesko: Tom Hammond on LinkedIn Alexey …
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#124: Getting your mobile app to greater heights with Dr. J. Gonzalo, VP, Consumer Mobile Services, Europe & P. Gauden, Head of WEU Ecosystem Marketing at HUAWEI
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On one hand, you know how deep mobile has penetrated our lives, how ubiquitous it is, so you realize the potential of your app project. On the other, the same reasoning drives so many competitors and you know how hard it is to win people’s attention and grow your app business. So, today Dr. Gonzalo and Peter will tell you about services and tools t…
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#123: Leveraging mobile games ad tech for non-gaming apps with Andrey Kazakov, Vice President of Demand at AppLovin
21:33
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You know, quite often in marketing a strategy that was proven to be really effective in one area, finds its second application with the other. Usually, it happens when you take a holistic approach and all of sudden you can see that your calculation of why certain ad creatives or targeting work with one audience, should absolutely work with others. …
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#122: App Marketing for Black Friday & Cyber Monday with Jason Smith, VP of Sales (UK & Europe) at MoEngage
23:38
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23:38
When you are a mobile app marketer, holidays mean a bit more than just the days to spend more time with friends and family and have a chance to escape thoughts about work. In fact, I’m sorry to say, but for the thoughts, it’s the opposite - every app marketer, and marketer in general for that matter, knows that the holidays are the time when you ca…
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#121: Untapping app growth with great ad creatives with Dan Greenberg, Chief Design Officer at ironSource
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You’ve seen these great videos from Apple they tend to start with the WWDC event every summer, right? Both indie app developers and big app powerhouses get a chance to share a bit of their experience of building an app business. Do you know what’s in common for such a broad spectrum of app developers? In one word - growth. The scale can be very dif…
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#120: 2022 Mobile App Experiences Gap Survey with Corey Gault, Senior Director of Corporate Communications at Airship
40:55
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Think about it, from the time you wake up in the morning to the moment you fall asleep at night you use tools. Please, don’t picture necessarily a hammer or a screwdriver as a tool, I mean tools in a broader sense - means that help you to do tasks, small and big - create a reminder, set a timer, calculate something, get up in time, and so on. And, …
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[Greatest Hits] Growing Without Paid UA? with Dora Trostanetsky of SoundCloud
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In this episode of Mobile Growth & Pancakes Esther Shatz is in conversation with Dora Trostanetsky, Director of Growth Marketing at SoundCloud, where she shares that Soundcloud only recently started investing in paid user acquisition, details of how Soundcloud onboards users, and ASO benefits for big brand names. Learn more about Dora Trostanetsky:…
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TikTok: the NextGen User Acquisition Mobile Channel with Ryan Thorpe, Co-Founder and CMO of Reflectly
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32:35
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Ryan Thorpe, Co-Founder, and CMO of Reflectly. They discuss the role of TikTok in the world of mobile growth and how you can leverage its UA capabilities. Learn more about Ryan Thorpe: Ryan Thorpe on LinkedIn Ryan Thorpe on Twitter Episode resources: Reflectly 's Website App…
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#119: LTV in Mobile with Levi Matkins, CEO of LifeStreet
23:37
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At the heart of any sustainable business is knowing how much money you actually make with each client. When you launch a mobile app project, your hope is to sustain this business for years to come, not just months or weeks, right? How do you achieve that? For starters, you absolutely need to know what revenue each of your app users generates for yo…
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Influencer Marketing Hacks for Mobile Games with Alex Ruban, Head of Growth Strategy at Product Madness
28:53
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In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Alex Ruban, Head of Growth Strategy at Product Madness, to discuss how mobile game companies can leverage influencer marketing to grow downloads, installs, and user engagement. Learn more about Alex Ruban: Alex Ruban on LinkedIn Episode resources: Product Madness' Website St…
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#118: What an app and the Black Mirror movie have in common? with Emily Tate, Managing Director at Mind the Product
35:23
35:23
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At this very moment, somewhere on the planet app development teams are working on new mobile apps. Some of them are thinking through features of those apps, others are ready to launch them on an app store, yet other teams are already marketing their apps to acquire users. It’s non-stop and you bet all those teams believe their apps are only capable…
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Developing Winning Mobile Growth Strategies for Social Media Apps with Ariel Cohen, Head of Marketing at Tango
43:27
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In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Ariel Cohen, Head of Marketing at Tango, to discuss the latest trends in the social media market, the rise of live streaming, and the role of branding in mobile growth. Learn more about Ariel: Ariel Cohen on LinkedIn Episode resources: Tango’s LinkedIn Tango’s Website Storem…
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#117: App Subscriptions Best Practices with Tobias Boerner, Co-Founder at Admiral Studio
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It’s been a while since we talked on this podcast about App Subscriptions - the latest business model for mobile apps that powers revenue generation for so many apps today. It all started with video and audio streaming services such as Netflix and Spotify but then….it turned out that the model actually works for so many other apps. But popularity d…
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Disrupting the Energy Market Through Mobile Apps with Clarize Marais, Performance Marketing Lead at Ostrom
29:25
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29:25
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Clarize Marais, Performance Marketing Lead at Ostrom, to discuss how Ostrom is pushing mobile in a traditional industry and disrupting the German energy market. Learn more about Clarize: Clarize Marais on LinkedIn Clarize Marais on Twitter Episode resources: Ostrom's LinkedI…
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#116: An App Launch: Expectations vs. Reality with Amrick Chauhan, Lead Product Manager at Which?
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Expectations versus reality. This theme is as old as this world. In so many walks of life, we set our expectations high, we’re driven by optimism, which on itself is a great quality but sometimes it may lead you to a very frustrating experience. Mobile app development and marketing can be one of the brightest examples, especially when venture capit…
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What Does the Future of Mobile Gaming Distribution Look Like? with Piyush Mishra, Head of Growth Marketing at Product Madness
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40:49
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Piyush Mishra, Head of Growth Marketing at Product Madness, to discuss the differences between app-based and gaming companies, changes in the gaming industry, and the future of mobile gaming distribution. Learn more about Piyush: Piyush Mishra on LinkedIn Episode Resources: …
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#115: Chasing app users’ rapidly changing interests with Fabien-Pierre Nicolas, Advisor at SmartNews
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If you app marketer, one of the things at your job that rises your pulse and eyebrows is the mobile churn. This is the KPI that measures the percentage of users who have abandoned your app, the logic goes - the smaller the number the better but unfortunately in real life, this number is always bigger than you would want it to be. So people leave ap…
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#114: Does Connected TV become the next big thing in UA? with Arthur Querou, CEO at Vibe
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29:25
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Let me ask you something, do you watch TV? Depending on your age, when you hear a question like this, you may get a mental picture of a TV set or your Roku box, your Apple TV, or even your iPhone, if watching movies and TV series on a smartphone is your thing. Now, remember all those never-ending commercial breaks on your TV set? Well, you may also…
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#113: How Lose It! hit 2 million monthly active users with Erin Webster-Shaller, VP Marketing at Loose it!
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Ok, a quick experiment - try to recall apps on your smartphone, that you’ve been using since the inception of the App Store? And now, I am not talking about the native iOS apps, no-no, apps developed not by Apple. Can you think of any? If you do have some, at least one, it means the app hasn’t lost your trust and the trust of so many other people. …
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#112: How to hack TikTok with Mike Cimmarrusti, Co-Founder & CEO of Realize
30:19
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By this time you’ve heard about TikTok countless times, on some occasions, you heard about it from your children, and on others when tech pundits were arguing that TikTok is the first solid rival for Instagram & YouTube & Snapchat video market empires. But you may get this impression “well, this is not for me, it won’t work for my business, because…
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#111: Pushing the envelope with Push Notifications with Nicole J Castillo, Senior Director, Mobile Products at NewsCorp
28:31
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How do you get your app users’ attention and communicate something to them? Well, if you could just be next to them if you could just live in their neighborhood that would be easy to do. But you can’t live next to tens of thousands, even millions of people who use your app at the same time, right? So what do you do? You use digital communication ch…
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Alternative User Acquisition Channels and Strategies in Mobile with Vladimir Alov of Head of Growth Marketing (Mobile) at Stoloto
33:04
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33:04
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Vladimir Alov, Head of Growth Marketing (Mobile) at Stoloto They discuss the effect of mobile performance from TikTok, the growth of organic traffic via alternative app stores, and how to tame a mobile agency. Learn more about Vladimir: Vladimir on LinkedIn Episode resources: St…
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#110: Making social media campaign go viral with Jonathan Maxim, CEO at HeyPal
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Every app marketer would love for their app marketing campaign to go viral. Spending less by getting your potential users’ attention to spread the message about your app is pure gold. Today’s guest is Jonathan Maxim, CEO at HeyPal and former marketing strategist. He talks about how to make your social media campaign go viral. Today’s Topics Include…
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#109: Solving the AdTech Maze to make UA manager life easier with Ankit Rawal, VP – International Sales & Marketing at Affle’s MAAS
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Designing an Innovative User Acquisition Marketing Strategy with Stefana Pesko of Product Madness
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30:07
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Stefana Pesko, User Acquisition Manager at Product Madness. They discuss effective and creative UA strategies, tools, and future trends. Learn on Stefana: Stefana on LinkedIn Episode resources: Product Madness' LinkedIn Product Madness' Website Storemaven's Website Storemaven's …
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#108: How to market apps via Influencers with Nadia Bubennikova, Head of agency at BuzzGuru
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So it’s Monday morning, you’re sitting at your desk, taking a sip from your coffee mug and go like “Ok, I know my app’s user base isn’t growing as I planned. That’s obvious. I need to try another channel. Hm….” Let me interrupt your thinking at this point, that thing you’re looking for right now is Influencer marketing. This is how you can reach ou…
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Leading Efficient User Acquisition and Growth Strategies in Mobile Gaming Industry with Mariusz Gąsiewski of Google
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34:50
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Mariusz Gąsiewski, CEE Mobile Gaming Lead at Google, to discuss efficient, scalable acquisition and growth strategies in the gaming business. Learn more about Mariusz: Mariusz on LinkedIn Episode resources: Google’s LinkedIn Google’s Website Storemaven's Website Storemaven's…
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#107: Apps and brands with Charlie Cooke, Head of Growth at Sidekick by Sorted Food
25:05
25:05
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Let’s make a quick mental experiment. When I say brand, what pops up in your mind? Apple? Nike? Tesla? That’s right - all those are brands, in fact if you think about it you can easily count like a dozen of brands around you. And there is more - you can think of some of the mobile apps on your phone as brands as well. Today, Charlie will help you t…
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What Are the New Marketing and ASO Capabilities in Google Play, and What Do They Mean? with Esther Shatz and Jonathan Fishman of Storemaven
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In this episode, our two Mobile Growth and Pancakes Podcast hosts - Esther Shatz, Storemaven’s VP Consultancy and Product Marketing, and Jonathan Fishman, VP Growth and Marketing, crossed to discuss the new Google Play Console capabilities announced in May 2022: From the boost to Custom Store Listings, Store Listing Experiments, and LiveOps, what i…
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#106: How we gained 200M+ downloads with Anton Volovyk, COO at Reface
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Since the inception of the iPhone and its innovative App Store, we heard many success stories of apps that grabbed so many people’s attention because of their novelty, practical application or just pure fun. Some of those apps were brainstormed, developed and marketed by Ukrainians. But that was before the war in Ukraine. Now, imagine if you own on…
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[Greatest Hits] Hyperlocal Growth Strategies with Jeff Aksengor of Podimo
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In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Jeff Aksengor, Global Head of Growth at Podimo. They discuss how content consumption trends have made a broad shift during the pandemic. He also shares his insights on creating a localized growth strategy for hyperlocal content platforms. Learn more about Jeff: Jeff on LinkedIn …
