Growth Masterminds: mobile growth podcast Singular

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