PODCAST · business
Mobile Heroes Uncensored
by Liftoff
Mobile marketing insight from user acquisition heroes as you've never heard them before. Featuring world-class pros from brands like Bumble, Sam's Club, Babbel, MoneyHub, Gameloft, Wooga, Playstudios, and more!We feature the best and brightest in mobile marketing in their best, worst, and funniest moments. We play games, give away Bitcoin (maybe!) and generally have a good time.Brought to you by Liftoff. Hosted by John Koetsier and Peggy Anne Salz.
Episodes
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The last dance
It’s the last dance. For the last time on Mobile Heroes Uncensored, John & Peggy are chatting about mobile growth, mobile success, and mobile challenges. In this episode, we chat about our favorite episodes, a few of our favorite guests — there’s no way we could talk about all of them — and the...
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Road Trip Part Deux (still in Brazil)
Apologies, but we liked Brazil so much we stayed (virtually, of course). In this Mobile Heroes Uncensored, we chat with Guilherme Braz, Acquisition Senior Director at Mercado Libre, an e-commerce and fintech leader in Latin America. While he’s got great experience in mobile -- having worked at...
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ROAD TRIP BRAZIL: winning mobile in the land of samba and Carnival
If the US Postal Service says “neither snow nor rain nor heat nor gloom of night stays these couriers from the swift completion of their appointed rounds,” we add appendicitis! While one of our guests was having emergency surgery (and is now much better!) We soldiered on with ROAD TRIP BRAZIL. In...
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Global mobile trends and economic indicators, with GroupM’s global director of business intelligence
How will massive global trends in advertising impact mobile apps and games? In this Mobile Heroes Uncensored, we chat with GroupM global director Kate Scott-Dawkins. This is not like other MHU sessions. In addition to being a former member of the United States Archery Team, Kate is a big thinker...
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CTV ad spending to outgrow social: chatting with Jonathan Yantz of M&C Saatchi Performance
How big will streaming TV be for mobile user acquisition in 2023? In this Mobile Heroes Uncensored, we chat with M&C Saatchi Performance managing partner Jonathan Yantz. Our focus: will streaming TV, connected TV, smart TV be a great place to run ads in 2023? CTV is one of the fastest growing ad...
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Love & Pies, broccoli cake, and reverse psychology in ads: chatting with Trailmix
Does reverse psychology work in ads? Sure, sometimes. And sometimes, just plain old psychology. In this Mobile Heroes Uncensored, we chat with Philippa Layburn, UA manager for Trailmix, the games studio that makes games snackable … yet somehow nourishing. Philippa tells hosts John Koetsier and...
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Fake ads and mobile marketing intelligence, with AppMagic’s Stan Minasov
Mobile marketing intelligence can tell you which are the top apps in a category, where your competitors advertise, how they monetize, what ads are working, and which apps that you’re competing with have the highest LTV. It can also reveal emerging trends. In this Mobile Heroes Uncensored hosts...
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Acceptable unprofitability? How Paired manages ad spend to hit home runs
In this Mobile Heroes Uncensored, we chat with Gessica Bicego, the CMO of Paired, an app that helps couples feel more connected. We chat about influencer marketing, about hitting singles and the occasional home run, and about whether you can engineer virality or not. We also talk about...
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Starting with the product: How Rootd bootstrapped to 2M users
Bootstrapping is great. Especially when you’re getting a suitcase full of awards for your app. In this episode of Mobile Heroes Uncensored, we’re chatting with the founder of Rootd (pronounced “rooted”), Ania Wyshocka. Rootd is an app for people who suffer from anxiety, stress, and panic attacks,...
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Cradle to grave, literally: success in sim games with Candywriter
What mobile game literally has a tombstone in one of its promo images? A super-successful one, actually: BitLife, which has tens of millions of installs and millions of reviews. In this Mobile Heroes Uncensored, we chat with BitLife maker Candywriter. Specifically, with VP Gabby Bradford Pigott....
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Segmentation that sparks joy, with Geoff Hladik from FlipaClip
If segmentation sparks joy in your life you might need to get fitted for a straitjacket. Or maybe you’re just super passionate about mobile marketing, engagement, monetization, and retention. We think the latter applies to Geoff Hladik, who leads revenue and growth at FlipaClip. At least we hope...
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Top trends in ASO today with AppTweak’s Simon Thillay
Every mobile marketer needs good ASO. The last thing you want is to acquire users, have them hit your App Store or Google Play listing, and say … nah, maybe not. So getting your app store optimization right is critical. In this Mobile Heroes Uncensored, we chat with AppTweak’s head of ASO Simon...
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Huuuge Games, huge automation, and hugely human advice from Misha Syrotiuk
It’s never been tougher to make it in user acquisition and growth, but Huuuge Games director of marketing creatives Misha Syrotiuk makes it work in two diverging ways: more automation, and more human connection. In this Mobile Heroes Uncensored, we chat with Misha about the amount of automation...
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Agency day: M&C Saatchi, Apex Growth, and Neil Patel Digital
Blockchain and gaming? Check IDFA, ATT, and Privacy Sandbox on Android? Check Influencer advertising on TikTok? Check Today is agency day on Mobile Heroes Uncensored, and we’re chatting with three all-stars. Jonathan Yantz at M&C Saatchi Performance, Dave Riggs from Apex Growth (used to be…
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AI-driven marketing is the new data-driven marketing
Is data-driven marketing actually impossible today? Do we have too much data … so much we have to shift to AI-driven marketing? In this Mobile Heroes Uncensored we chat with Agustin Ochoa, a former Googler and now Performance Senior Manager at Winclap, a growth marketing consulting partner. Ochoa...
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3 billion kisses from Brazil: the story of Wildlife Studios
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...
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From zero to $2 billion: chatting with SmartNews advisor Fabien-Pierre Nicolas
Apple’s app tracking transparency was great … if you were primarily monetizing via ads on Android. In this episode of Mobile Heroes Uncensored hosts John Koetsier and Peggy Anne Salz chat with long-time SmartNews marketing leader Fabien-Pierre Nicolas, now an advisor. We chat about ad…
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How Mattel163 took UNO and Skip-Bo to 250M users: globalization is localization
What can 250M users and 30 billion games played reveal about mobile games, winning IP, and monetization? In this episode of Mobile Heroes Uncensored we chat with Amy Huang, the CEO of Mattel163. She’s led the company to take iconic games like UNO and Skip-Bo mobile, leading to a quarter of a...
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20M views on TikTok, and a new approach to “uncomplicated attribution”
Apple’s SKAdNetwork has accelerated 10 years worth of CPM growth in just a year, according to our guest, Giulia Porter, VP of Marketing at RoboKiller. In this episode, we dig into what that means, how marketing a utility is different from marketing a game, and a new approach to both channels and...
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8M MAU with $0 in spend: Geoff Hladik at Visual Blasters
How do you get to 8 million monthly average users with $0 in marketing spend? That’s the core question we ask Geoff Hladik, Head of Revenue & Growth at Visual Blasters. Part of the answer: product-led growth. Hosts John Koetsier and Peggy Anne Salz also chat about getting featured by Apple, the...
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Nothing is impossible in mobile games, with GameRefinery’s Joel Julkunen
Can you make better games by understanding player psychology? By knowing what people’s primary (and secondary) motivations are in mobile games? According to GameRefinery’s Joel Julkunen, absolutely. And understanding these motivations has led, he says, to multiple hit games over the past few…
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Going global with your app
Why stick with a potential audience of millions if you could have billions? It’s not the right move for every app, but for apps that don’t rely on geographical boots-on-the-ground in terms of inventory, warehouses, or fulfillment, going global can unlock runaway growth. But there are a few things...
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Why soft launches are getting so ridiculously hard
From crazy success to favorite flops, we chat with veteran DoubleDown Interactive marketer Faith Price. Price tells us about soft launches, MVPs, app store featuring, and advice for a younger self, and talks about how getting the “grand tour” in marketing gigs was the perfect set-up for what…
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How to efficiently scale ad spend beyond 7 digits
Scaling ad spend seems easy: boost buys, increase bids, add partners. But it’s really easy to lose massive amounts of efficiency and instead of driving results, simply increase ad blindness. In this episode of Mobile Heroes Uncensored we chat with mobile growth marketer and consultant Alper…
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SKAN 4 rants and raves with app growth legend Thomas Petit
More granularity! More data over time! But … still plenty of uncertainty over timing, transition, implementation, and so much more. Apple’s announced SKAN 4, and in this Mobile Heroes Uncensored we dive deep into it with mobile growth expert and consultant Thomas Petit, who participates while…
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App store optimization: free money?
Can you run user acquisition at scale without app store optimization? Probably not without wasting a lot of money, according to Taha Karsli from MobileAction. In this episode of Mobile Heroes Uncensored, we chat with Karsli about key ranking factors on Google Play and the App Store, reviews,...
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UA for Call of Duty: Learning from Activision’s senior manager of growth strategy
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,...
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Predictably irrational: winning in fitness, health, and wellness categories
Have you ever been review-bombed by an unscrupulous competitor? In this episode of Mobile Heroes Uncensored we chat with Natalie Drozd, User Acquisition Lead at Fabulous. She’s an app store optimization expert as well as a user acquisition expert, and she chats about good ASO, bad ASO, and toxic...
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What 99% of ads for mobile apps misses: the Creative Index report
Can it be possible that 99% of ads for midcore games fail to address one of the most important factors in drawing new players in? In this Mobile Heroes Uncensored we dive into Liftoff’s creative index report. Based on analysis of 805 billion ad impressions -- yes you got that number right -- the...
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Privacy that doesn’t suck: Privacy Sandbox on Android
Is it possible to have privacy that doesn’t suck for marketers? While SKAdNetwork and iOS 14.5 might not fit that billing, Privacy Sandbox on Android just might. What does it include? What will change? What will get worse, and what will get better. In this episode of Mobile Heroes Uncensored, we...
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How one CMO built the world's most popular mobile market & social network for people who love fishing
This may come as a shock but not every massive, successful, money-making app is in gaming, fintech, ride-hailing, or the metaverse. Today we chat with the CMO of a very different type of app: one that builds a digital layer to connect a pre-existing community and offers tools and commerce that…
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Road trip Turkey: the new Silicon Valley of gaming?
Why has Zynga bought no fewer than 5 Turkish game companies? Why are there so many significant success stories coming out of the Turkish game community? In this episode of Mobile Heroes Uncensored, Peggy Anne Salz and John Koetsier talk to 2 leading experts in Turkey’s emerging mobile gaming...
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Predictably irrational? Applying behavioral psychology to 1.4B game installs
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 --...
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Building a fintech super-app for expats
Times Internet is a global behemoth with over 550 million users. Now the company is extending its reach globally from its home base in India. In this episode, we chat with Machine Zone alum Vivek Girotra, who is building a fintech app for the Indian diaspora: tens of millions who live in the…
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Winning IRL: Growing location and travel apps again (finally!)
Is it happy days for location-based apps again? We’re getting back to some kind of normal and apps for places, travel, restaurants, hikes, flights, hotels, beaches, and bookshops are back in action. Today we chat with a super-interesting location-based app called Bimble, which is…
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How to scale your app for hypergrowth: 220M users and growing
Scaling to 220 million users is a pretty massive achievement. Helping over 30 million women get pregnant: also massive. And driving growth via content and curation is a pretty unique way to do it. In this Mobile Heroes Uncensored, hosts John Koetsier and Peggy Anne Salz chat with Aurelie Genet…
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Better admon than pre-IDFA? Here’s how …
It sounds insane but one of the top ad monetization specialists in the world is confident that ad monetization is not dead … and that a blast-from-the-past ad unit with super-high CPIs is one of the ways to make it happen. In this episode of Mobile Heroes Uncensored we chat with Kelly Kang,...
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These ads outperform native content: here’s how
How do you get ads that outperform native content? There’s only one way today’s guest has achieved that, and it’s via influencer marketing on social platforms. “The best thing about TikTok is that you can get massive algorithmic distribution on ads, which I haven't been able to achieve in the…
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Voodoo & Drest: Chatting with top women in mobile growth
March is women’s history month and includes International Women’s Day, so of course we’re chatting with two incredible leaders in mobile growth and user acquisition who just happen to be women. One is currently a user acquisition manager at Voodoo and has led growth at other top games studios…
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Games that win: unveiling the DNA of successful mobile games with Sensor Tower’s Craig Chapple
Games with insects are super-hot right now. So are fashion games. And so are games with 2D cartoony graphics. So maybe it’s time to make a game about fashion choices for beetles in 2D? If you want to grab a place on the Top Grossing charts for games, it pays to pay attention to Sensor Tower’s…
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How to maximize in-app ad revenue: privacy, in-app bidding, and top tips to boost profitability
In-app bidding, waterfall, privacy, ATT … maximizing in-app ad monetization has probably never been harder. In this episode of Mobile Heroes Uncensored we chat with GSN Games (Scopely) VP Brian Truman about boosting admon and scaling revenue without negatively impacting user experience. In this...
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How dating apps win (and when they’re busiest)
Dating apps are huge. 40% of couples are now finding each other via digital dating services, and dating apps are forecast to be an $8.4 billion opportunity by 2024. But how do you beat the competition? First of all, by defining your niche like, perhaps, the Thursday dating app … which only works…
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How to boost sales in your mobile app
You gotta do your data homework, you have to look under the hood of all those fancy shiny marketing platforms, and you have to find channels that your competitors overlook. Those are just a few of the massive number of tips and insights for increasing sales in your retail app from Nico…
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Super Bowl success: how to do retention-first mobile user acquisition
There are not many retention-first mobile user acquisition specialists on the planet. While retention is important -- ok, essential -- most UA experts focus, naturally, on the acquisition of users. While retention matters, it’s more the product and DevOps teams responsibility. Not Miray Alanlar,...
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Underdog champion: how to beat the biggest, baddest, richest competitors
Imagine competing with Apple, or Google, or Amazon, or Spotify. Better yet, imagine competing with all of them at the very same time. Sounds insane? Not for Audiomack, which has been streaming music from creators to fans for over a decade. In this Mobile Heroes Uncensored, we dive deep into…
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3 types of data you need on competitive apps (plus the eye of Sauron)
What do you need to know about competitive apps? In this episode of Mobile Heroes Uncensored we chat with Apptopia CEO Jonathan Kay, who shares the three super-simple but uber-important pieces of data you need on competitors. (Apptopia, by the way, collects 4 billion data points daily on over 1...
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How Wattpad boosted programmatic ad revenue substantially
90 million writers and readers connect on global storytelling platform Wattpad. Daniel Kenny-Godoy, Wattpad’s director for ad-ops and programmatic, boosted revenue substantially. But how? In this Mobile Heroes Uncensored Origin Story, hosts John Koetsier and Peggy Anne Salz chat with Daniel about...
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Why incrementality is like heaven (but you can’t really go there)
Is incrementality the answer to mobile marketing measurement’s crisis? Let’s be honest: mobile marketers exist on last-touch attribution, whether they’re using GAID, SKAdNetwork, or probabilistic methodologies. But declining signal on iOS has led some to suggest that incrementality is the answer....
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Top 3 tips for growing your mobile marketing career in 2022
Everyone wants to grow. Today we’re learning from an expert, Vishal Korlipara. Vishal leads growth at Future, the fitness startup, and has held roles at Morgan Stanley, Credit Karma, and Intuit. He’s essentially not just a growth expert, but an expert at ending jobs successfully, transitioning to...
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3 ways for mobile marketers to win in 2022 (and a recap of YAYs and BOOs from 2021)
We have had a year. In some ways an awful, horrific, challenging year. In other ways a crazy, wacky, but growth-filled year. What happened? What did it mean? And, more importantly, how will mobile marketers achieve massive growth next year in 2022? In this episode of Mobile Heroes Uncensored…
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ABOUT THIS SHOW
Mobile marketing insight from user acquisition heroes as you've never heard them before. Featuring world-class pros from brands like Bumble, Sam's Club, Babbel, MoneyHub, Gameloft, Wooga, Playstudios, and more!We feature the best and brightest in mobile marketing in their best, worst, and funniest moments. We play games, give away Bitcoin (maybe!) and generally have a good time.Brought to you by Liftoff. Hosted by John Koetsier and Peggy Anne Salz.
HOSTED BY
Liftoff
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Frequently Asked Questions
How many episodes does Mobile Heroes Uncensored have?
Mobile Heroes Uncensored currently has 76 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is Mobile Heroes Uncensored about?
Mobile marketing insight from user acquisition heroes as you've never heard them before. Featuring world-class pros from brands like Bumble, Sam's Club, Babbel, MoneyHub, Gameloft, Wooga, Playstudios, and more!We feature the best and brightest in mobile marketing in their best, worst, and funniest...
How often does Mobile Heroes Uncensored release new episodes?
Mobile Heroes Uncensored has 76 episodes. Check the episode list to see recent publication dates and frequency.
Where can I listen to Mobile Heroes Uncensored?
You can listen to Mobile Heroes Uncensored on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts Mobile Heroes Uncensored?
Mobile Heroes Uncensored is created and hosted by Liftoff.
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