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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.
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The Business of Fun
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How to Discover New and Creative Mobile Game Ideas That Scale with Stan Minasov, VP of Product at AppMagic
57:51
57:51
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57:51
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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The Business of Fun
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How to Win at Mobile Gaming in 2023 with Lexi Sydow, Head of Insights at data.ai
40:04
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…
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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[Greatest Hits] Growing Without Paid UA? with Dora Trostanetsky of SoundCloud
40:33
40:33
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40:33
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
32:35
32:35
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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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Influencer Marketing Hacks for Mobile Games with Alex Ruban, Head of Growth Strategy at Product Madness
28:53
28:53
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28:53
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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Developing Winning Mobile Growth Strategies for Social Media Apps with Ariel Cohen, Head of Marketing at Tango
43:27
43:27
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43:27
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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Disrupting the Energy Market Through Mobile Apps with Clarize Marais, Performance Marketing Lead at Ostrom
29:25
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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The Business of Fun
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What Does the Future of Mobile Gaming Distribution Look Like? with Piyush Mishra, Head of Growth Marketing at Product Madness
40:49
40:49
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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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Alternative User Acquisition Channels and Strategies in Mobile with Vladimir Alov of Head of Growth Marketing (Mobile) at Stoloto
33:04
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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Designing an Innovative User Acquisition Marketing Strategy with Stefana Pesko of Product Madness
30:07
30:07
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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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Leading Efficient User Acquisition and Growth Strategies in Mobile Gaming Industry with Mariusz Gąsiewski of Google
34:50
34:50
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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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What Are the New Marketing and ASO Capabilities in Google Play, and What Do They Mean? with Esther Shatz and Jonathan Fishman of Storemaven
22:27
22:27
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22:27
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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The Business of Fun
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[Greatest Hits] Hyperlocal Growth Strategies with Jeff Aksengor of Podimo
39:39
39:39
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39:39
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 …
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[Greatest Hits] Growing Your Mobile App While Building Internal Credibility with Jeff Perkins of ParkMobile
40:37
40:37
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40:37
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Jeff Perkins, the newly-promoted CEO at ParkMobile. They discuss Jeff's secrets to building a sustainable marketing strategy and how to balance product vision execution and responding to user signals/feedback. Learn more about Jeff: Jeff on LinkedIn Jeff on Twitter Episode resou…
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What Mobile Marketers Should Know About User-Generated Content Ads with Christian Eckhardt of Customlytics
36:25
36:25
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36:25
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Christian Eckhardt, CEO of Customlytics, to discuss user-generated content ads and the consequences of working with big brand marketing agencies. Learn more about Christian: Christian on LinkedIn Episode resources Customlytics LinkedIn Customlytics Website Marketing Master M…
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Developing a Growth Strategy for Different Mobile Game Categories with Jerome Turnbull of AppLovin
29:53
29:53
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29:53
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Jerome Turnbull, VP of Growth at AppLovin, to discuss how to drive growth across different mobile game categories. They discuss how we think about partnerships for a first-party gaming business and share the tools and solutions AppLovin provides to help developers grow. Lear…
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Driving Incremental Growth Through Mobile On-Device Campaigns with Dor Isseroff of ironSource
27:35
27:35
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27:35
In this episode of Mobile Growth & Pancakes, Esther Schatz is joined by Dor Isseroff, Senior Director of Sales and Partnerships at ironSource, to discuss the benefits of on-device campaigns for mobile developers. Learn more about Dor: Dor Isseroff on LinkedIn Dor on Twitter Episode resources: ironSource LinkedIn ironSource Website ironSource Aura p…
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Driving Growth in the Mobile Gaming Industry with Enric Pedró of Tilting Point
52:30
52:30
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52:30
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Enric Pedró, VP of Growth at Tilting Point, to discuss Enric's role at Tilting Point and his approach to mobile growth, UA, ASO, and analytics. Learn More About Enric: Enric on LinkedIn Enric on Twitter Episode resources: Tilting Point LinkedIn Tilting Point Website Storemav…
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Mastering ASO in 2022 with Simon Thillay of AppTweak
45:37
45:37
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45:37
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Simon Thillay, Head of ASO at AppTweak, to discuss why ASO benefits mobile leaders and their apps. They also dive into the strategic role of the ASO team and what new features and opportunities ASO teams should consider for 2022. Learn More About Simon: Simon on LinkedIn Sim…
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Managing Organic Methods for Mobile Growth with Iain Russell, of Moneyhub Enterprise
28:06
28:06
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28:06
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Iain Russell, Head of Performance Marketing at Moneyhub Enterprise, to discuss organic methods and using available tools in the best way possible on a limited budget. Learn More About Iain: Iain Russell on LinkedIn Iain Russell in Twitter Episode Resources: Moneyhub Enterpri…
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User Acquisition for Games with Long-term Monetization Post ATT Roll-Out With Alexey Gusev of Goodgame Studios
35:59
35:59
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35:59
In this episode of Mobile Growth & Pancakes, Jonathan Fishman (subbing in for Esther Shatz) is joined by Alexey Gusev, Lead Performance Marketing at Goodgame Studios. They discuss the impact of ATT rollout on user acquisition with long-term monetization for games and how to engage with the new advertising landscapes. Learn more about Alexey: Alexey…
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Why and How to Develop Subscription-Based Apps with Dan Burcaw of Nami ML
42:55
42:55
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42:55
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Dan Burcaw, Co-Founder and CEO of Nami ML, to discuss strategies and tactics related to subscription-based apps. Learn more about Dan: Dan on LinkedIn Dan on Twitter Episode Resources: Nami ML LinkedIn Nami ML Website Storemaven Website Storemaven Webinar If you enjoyed this epi…
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The Business of Fun
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How Do In-App Events Influence ASO and What is the Correlation Between Organic and Other Metrics with Jevgen Tarasenko of Tilting Point
37:35
37:35
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37:35
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Jevgen Tarasenko, Head of ASO/Organic Growth at Tilting Point. They discuss in-app event best practices and correlations between organic and other metrics. Learn more about Jevgen: Jevgen on LinkedIn Jevgen on Twitter Episode Resources: Tilting Point LinkedIn Tilting Point W…
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Understanding Growth Loops, Brand Strategy, and Channel Strategy with Scott Dodson of Play Magnus Group
43:32
43:32
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43:32
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Scott Dodson, Chief Marketing Officer at Play Magnus Group. They discussed growth loops and the relationship between brand strategy, channel strategy, and monetization strategy. Learn more about Scott: Scott on LinkedIn Scott on Twitter Episode Resources: Play Magnus Group L…
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How Brand Marketing is Making a Comeback with Brooke McKnight of Jam City
32:27
32:27
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32:27
In this episode of Mobile Growth & Pancakes, Jonathan Fishman, VP of Marketing at Storemaven, is joined by Brooke McKnight, VP of Product Marketing at Jam City. They discuss leading brand marketing channels and strategies for the gaming industry in 2022. Learn more about Brooke: Brooke on LinkedIn Episode Resources: Jam City LinkedIn Jam City Websi…
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Mastering UA Globally and Locally with Veera Ala-Kaila of Wolt
29:51
29:51
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29:51
In this episode of Mobile Growth & Pancakes, Jonathan Fishman (subbing in for Esther Shatz) is joined by Veera Ala-Kaila, User Acquisition Lead at Wolt. They discuss user acquisition and retargeting tailored and localized markets. Learn more about Veera: Veera on LinkedIn Episode Resources: Veera Website Wolt LinkedIn Wolt Website Storemaven Websit…
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Driving an Effective User Acquisition Strategy with Macarena Sabalza of Papumba
38:07
38:07
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38:07
In this episode of Mobile Growth & Pancakes, Jonathan Fishman (subbing in for Esther Shatz) is joined by Macarena Sabalza, User Acquisition Manager at Papumba. They discuss how to scale user acquisition campaigns and adopt effective UA strategies. Learn more about Macarena: Macarena on LinkedIn Episode Resources: Papumba LinkedIn Papumba Website St…
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How to Maximize a Game's Business Potential and Growth with Ivan Trancik of SuperScale
59:01
59:01
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59:01
In this episode of Mobile Growth & Pancakes, Jonathan Fishman (subbing in for Esther Shatz) is joined by Ivan Trancik, the CEO and Founder of SuperScale. They discuss LTV growth via content personalization, ways to acquire new quality players and the impact on mobile game scalability. Learn more about Ivan: Ivan on LinkedIn Ivan on Twitter Episode …
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Leveraging the Most Suitable Marketing Tools for a Dating App with Guilhem Duché of Once Dating Group
39:15
39:15
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39:15
In this episode of Mobile Growth & Pancakes, Jonathan Fishman (subbing in for Esther Shatz) is joined by Guilhem Duché, the Co-Founder and CPO of Once Dating Group. They discuss challenges on launching a new app and how to choose the best marketing tools for promoting your app. Learn more about Guilhem: Guilhem on LinkedIn Guilhem on Twitter Episod…
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Leading Successful UA Gaming Campaigns for Higher Ranking with Alexander Lubchenko of Nekki
45:25
45:25
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45:25
In this episode of Mobile Growth & Pancakes, Jonathan Fishman (subbing in for Esther Shatz) is joined by Alexander Lubchenko, Chief Marketing Officer at Nekki. They discuss UA, ASO, and ML in ad monetization management. Learn more about Alexander: Alexander on LinkedIn Episode Resources: Nekki LinkedIn Nekki Website Storemaven Website Storemaven We…
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Adapting to the New Normal of Mobile Growth with Raphaël Labouré of MWM
46:10
46:10
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46:10
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Raphaël Labouré, Head of Growth at MWM. They discuss challenges in targeting due to Apple’s new privacy-focused approach to ads, hiring and training creative marketers, and Apple’s direction in the future now that they have deprecated IDFA. Learn more about Raphaël: Raphaël …
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How Can Instant Games Grow Fast with Novel Rahman of Playco
33:35
33:35
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33:35
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Novel Rahman, Sr. User Acquisition Manager at Playco. They discuss the pros and cons of not having to deal with IDFA deprecation for instant (in-platform) games. He also shares his tips on growing instant games through content marketing and leveraging social platforms like F…
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Apple Might Be Taking Over the Data Ecosystem with Thomas Kriebernegg of App Radar
31:37
31:37
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31:37
In this episode of Mobile Growth & Pancakes, host Jonathan Fishman (subbing in for Esther Shatz) is joined by Thomas Kriebernegg, Co-founder and CEO at App Radar. They discuss the shift in the mobile growth industry after IDFA deprecation, the skills a mobile growth marketer would need in a post-IDFA world, and Apple’s intentions with its App Store…
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Nurturing Users Through PR with David Eberle of Typewise
38:00
38:00
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38:00
In this episode of Mobile Growth & Pancakes, Guest Host Jonathan Fishman (subbing in for our host Esther Shatz) is joined by David Eberle, Co-founder & CEO at Typewise. They discuss how PR contributed to Typewise’s growth strategy, why they use PR, how you can run successful PR campaigns, and when you should opt for a PR agency. Learn more about Da…
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The Comeback of Old School Game Marketing After IDFA Deprecation with Adam Jaffe of Mega World Wide
43:52
43:52
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43:52
In this episode of Mobile Growth & Pancakes, Guest Host Jonathan Fishman (subbing in for our host Esther Shatz) is joined by Adam Jaffe, Founder, and CEO at Mega World Wide. They discuss how game marketing was only a few years ago before AI profiling and user-data mining took over the industry and also the future of advertising, which will have to …
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Are Paid User Acquisition Ads Useless? With Tom Hammond of UserWise
40:09
40:09
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40:09
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Tom Hammond, Co-founder, and CEO at UserWise. Tom talks us through how resource-constrained studios can use audience-based strategies and paid ads to create hit games. He also expands on his wife’s experience of hating a specific mobile game because the studio targeted her with …
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The Business of Fun
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Growing Your Mobile App While Building Internal Credibility with Jeff Perkins of ParkMobile
40:37
40:37
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40:37
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Jeff Perkins, the newly-promoted CEO at ParkMobile. They discuss Jeff's secrets to building a sustainable marketing strategy and how to balance product vision execution and responding to user signals/feedback. Learn more about Jeff: Jeff on LinkedIn Episode Resources: ParkMobile…
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1
Hyperlocal Growth Strategies with Jeff Aksengor of Podimo
39:39
39:39
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39:39
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 …
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Overcoming Growth Challenges Through Customer Lifecycle Management with Victor Seca of OLX Brasil
38:24
38:24
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38:24
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Victor Seca, who was the Marketing Manager at OLX Brasil when the interview was recorded. They discuss the customer lifecycle, how they manage it at OLX in their real estate category, and a time when OLX recommended a cemetery plot to a user as their next home. Learn more about …
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Designing Complex Affiliate Marketing Funnels with Marichka Baluk of Blinkist
42:28
42:28
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42:28
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Marichka Baluk, Head of Online Marketing at Blinkist. They discuss lessons from the pandemic, affiliate marketing at Blinkist, and web funnels for mobile-first apps. Learn more about Marichka: Marichka on LinkedIn Episode Resources: Blinkist LinkedIn Blinkisnt Website Storemaven…
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The Secret Sauce behind Launching Hit Games with Sophie Vo of Voodoo
39:30
39:30
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39:30
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Sophie Vo, Studio & Game Lead at Voodoo. They discuss hyper-casual and casual games, creating a synergy between marketing and product teams, and creating hit gaming titles. Learn more about Sophie: Sophie on LinkedIn Episode Resources: Sophie Website Voodoo LinkedIn Voodoo Websi…
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The Dawn of Post-IDFA with Offer Yehudai of Fyber
28:28
28:28
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28:28
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Offer Yehudai, President at Fyber. They discuss the changes we will see in data sharing and contextual ad targeting for mobile ads after IDFA deprecation, Offer also lays out his predictions about when we will see a recovery in mobile advertising in the current fiscal year. Lear…
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Sustaining Long-term Mobile Growth with Andrej Kugonic of Nordeus
37:59
37:59
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37:59
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Andrej Kugonic, Marketing/Growth Lead at Nordeus. They discuss what it takes to succeed with brand marketing in mobile gaming and how to maintain mobile growth over the long term. Learn more about Andrej: Andrej on LinkedIn Episode Resources: Nordeus LinkedIn Nordeus Website Sto…
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Early Stage Mobile Growth with Saulo Marti of Olist
45:27
45:27
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45:27
In this episode of the Mobile Growth and Pancakes, Esther Shatz is joined by Saulo Marti, Marketing Director at Olist. They discuss Saulo's passion for testing and conversion rate optimization, strategies for early-stage growth teams, communication between growth and other teams, paywalls, and how Disney+ helps him put his newborn baby to sleep. Le…
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Google's Black Box: Organic & Paid with Natalie Drozd
40:31
40:31
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40:31
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Natalie Drozd, Digital Marketing Manager. They discuss strategies for app store optimization, how to split focus between paid and organic user acquisition and Google Ad creative strategies. Learn more about Natalie: Natalie on LinkedIn Episode Resources: Storemaven Website Store…
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Video Creative Mastery with Bryan Buskas of TubeScience
40:40
40:40
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40:40
In the current Mobile Growth and Pancakes episode, Esther Shatz is joined by Bryan Buskas, the VP Gaming at TubeScience. They discuss the latest trends in video creative, the shift from video to playables to live action and what's working for Bryan in video right now... Learn more about Bryan: Bryan on LinkedIn Bryan on Twitter Episode Resources: T…
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Ad Automation & Creative Strategies in 2021 with Hannah Parvaz of Curio Labs
35:18
35:18
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35:18
In this episode of Mobile Growth & Pancakes, Esther Shatz is in conversation with Hannah Parvaz, the Head of Growth at Curio Labs. They discuss Hannah's role at Curio, ad automation, and how to develop a creative strategy in 2021. Learn more about Hannah: Hannah on LinkedIn Episode Resources: Hannah's Website Curio LinkedIn Curio Website Storemaven…
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Closed Vs Open Funnels with Noam Auerbach of Enhancv
36:18
36:18
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36:18
In this episode of Mobile Growth & Pancakes, Esther Shatz is in conversation with Noam Auerbach, the Head of Product & Growth at Enhancv. They discuss the difference between open and closed funnels, why closed funnels often result in a higher ROI and the upcoming impact of iOS 14. Learn more about Noam: Noam on LinkedIn Episode Resources: Enchancv …
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The State of Mobile Growth with Thomas Petit, Growth Consultant
44:56
44:56
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44:56
In this episode of Mobile Growth & Pancakes Esther Shatz is in conversation with Thomas Petit, an independent mobile growth. They discuss the state of mobile growth... including the convergence of ASO and user acquisition, what iOS and IDFA mean for mobile marketers and complimenting app traffic with web traffic. Learn more about Thomas: Thomas on …
