From 5-Minute Sessions to 10-Year Player Loyalty

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Ada Mockute Jaime, Chief Marketing Officer at Nordcurrent, a 23-year-old bootstrap family business that develops and publishes mobile games like Cooking Fever (600+ million downloads), Murder in the Alps, Pocket Styler, and Airplane Chefs. Ada shares how mobile gaming marketing operates more like direct-to-consumer brands than traditional gaming, requiring sophisticated retention strategies and community building across social platforms. With games spanning from time management to storytelling, Nordcurrent has mastered the art of creating lasting emotional connections with players while navigating the complex mobile app ecosystem where organic traffic attribution remains challenging. Topics Discussed: Building 10+ year player retention through multi-layered game design Creating authentic community engagement on social platforms where players naturally gather Developing sophisticated user acquisition funnels that prioritize retention over installs Leveraging nostalgia marketing for games with generational staying power Navigating iOS privacy changes and app store attribution challenges Testing AI integration while maintaining character authenticity and player trust