Mobile Gaming OG Eric Futoran: (Scopely) War stories, Algorithm Manipulation, Growth strategies, ANR

This is no BS gaming podcast 2.5 gamers special OG session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Special guest: Eric Futoran from https://embrace.io/ Youtube: https://youtu.be/nWdvjIP6D2s Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ Agenda 00:00 Epic Introduction and Special Guest 03:22 Starting with Max and Scopely 08:26 Scopely's Breakout Success 14:27 Scopely's Winning Formulas 20:37 Launching a Game at Scale 24:04 Different Types of Traffic for Game Launch 28:37 The Importance of Featuring and Channels for Launch 30:32 Strategies for Growth and Algorithm Manipulation 31:30 The Importance of Starting Strong 33:40 Timing and Seasonality in App Launches 34:14 The Impact of Changing App Icons 36:14 Success Stories of Simple App Ideas 37:08 Negotiating IP Deals 38:24 The Process of Signing IP and Deal Structures 40:49 The Challenges of IP Approvals 42:55 Calculating Fees and Revenue Sharing in IP Deals 45:52 The Limitations of Predictive LTV in Soft Launch 49:20 Analyzing ANR Issues and Ad Networks 55:47 The Importance of Collecting Data for Troubleshooting 59:34 Balancing User Experience and Revenue Generation --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Felix Braberg Ad monetization consultant ⁠https://www.felixbraberg.com Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar --------------------------------------- Takeaways Starting strong in app rankings is crucial for long-term success. Changing app icons can help reactivate dormant users and trigger increased engagement. IP deals require careful negotiation and consideration of upfront fees, revenue sharing, and content approvals. Predictive LTV is challenging to calculate accurately in soft launch. Collecting data and using analytics tools can help identify and troubleshoot ANR issues and ad network problems. Balancing user experience and revenue generation is a constant challenge in the gaming industry. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - [email protected] --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://lancaric.substack.com/p/creative-framework-how-to-win-in?r=7qqaf&utm_campaign=pod&utm_medium=web&triedRedirect=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes