3 billion app downloads is no small feat. Wildlife Studios, however, has achieved that and has very quietly become a top 10 games studio on the planet, beginning from Brazil and expanding across the globe. In this Mobile Heroes Uncensored, we chat with Carolina Guimarães, Senior Director of Performance Marketing, and Anel Ceman, VP of Ad Monetization, about the twin challenges of UA and monetization. Get more quality users as cheaply as possible Monetize them without destroying the game experience And … we get both Carolina’s and Anel’s uncensored opinions about ATT and privacy, as well as their biggest hacks for automating the more annoying and mundane aspects of user acquisition and monetization. We also get Anel’s take on what to measure in a mobile game – pretty much everything – and Carolina’s identification of the single most important KPI. Timestamps 0:00 Success has a thousand fathers 3:30 Wildlife Studios 6:50 Performance marketing vs product 9:40 UA vs ad monetization 13:30 The biggest challenge 14:30 Automation save times 15:35 KPIs to measure in mobile games 17:30 One metric to rule them all 19:10 Ad partners 22:40 Superheroes of mobile 26:40 Carolina’s nightmare