Are people predictably irrational? Pretty much, and some game marketers have learned exactly how and used that knowledge to grow. One, with over 1.4 billion game installs, is our guest Mert Ersöz, Head of Marketing at MagicLab Game Technologies. Mert started his career in -- you guessed it -- behavior economics, and has been growing hit games like Fidget Trading, Text and Drive, Run Race 3D, and more over the past few years. We ask him: How have you had a string of top-ranked games? What tactics made the biggest difference to your performance? What growth hacks can you share? How are you boosting retention? We also learn more about how MagicLab is transitioning from hyper-casual to casual games, and how their marketing is changing too … Timestamps 0:00 Predictably irrational? 2:30 From behavioral economics to marketing 3:30 Growing top-ranked games 7:30 Acquisition is great; retention is essential 9:45 From hyper-casual to mid-core mobile games 13:15 Growth in the age of privacy 16:45 Balancing self-publishing and working with studios 20:40 Top 3 tips for mobile marketers