Does your creative drive targeting? Does your creative answer questions? Do you offer video ads like cinematic trailers for the CTR and gameplay videos for the retention? In this episode of Mobile Heroes Uncensored we chat with Activision’s senior manager of growth strategy Thanasi Chalkiadakis, who shares how he drives growth for one of the most iconic game franchises of all time, Call of Duty. With hosts John Koetsier and Peggy Anne Salz, we dive into: Mobile growth at Activision Working on Call of Duty Lifecycle marketing Creative strategy Targeting in an age of privacy Top tips for growing games in 2022 Timestamps 0:00 What UA pros need to know 1:01 Mobile growth from 1979 5:45 From Greece to Call of Duty 7:40 What working in a restaurant teaches you about UA 9:30 Lifecycle marketing in mobile 11:05 UA and product 14:55 Ad creative: 2 kinds 20:20 How creative drives targeting 24:05 Getting a job in user acquisition 26:40 Create ads that answer questions