Growth Masterminds: mobile growth podcast

What works in retargeting for mobile games?

Host John Koetsier spends some time with Gamelight CEO Gunay Azer about segmentation, offers, LTV, timing, and much more around effective strategies for retargeting in mobile gaming.

Tune in to discover the best practices, challenges, and future trends in retargeting and remarketing for 2025, especially in the context of iOS privacy restrictions and Android user segmentation.

Learn how to optimize your retargeting campaigns to maximize user engagement and return on investment. Whether you're new to user acquisition or looking to refine your strategies, this insightful discussion offers valuable perspectives for growth marketers.

00:00 Introduction to Retargeting

01:00 The State of Retargeting in 2025

03:49 Best Practices for Retargeting

09:37 Challenges and Common Mistakes

12:32 Retargeting on iOS vs. Android

19:54 Future of Retargeting

20:54 Conclusion and Upcoming Events

Are rewarded ad channels the revenge of the humans on the AI-driven programmatic RTB scene? And where do rewarded or incentivized ad channels fit for mobile user acquisition pros?

In this episode of Growth Masterminds, host John Koetsier dives deep into the world of rewarded channels and their explosive growth with guest Roee Raz, former CEO of CashCow and current head of Payback.

They discuss the evolution of rewarded advertising, its current trends, and the challenges associated with it, such as user churn and fraud. Roy shares insights from his extensive experience in the gaming and ad tech space, emphasizing the importance of knowing your product and the potential future of rewarded channels.

Tune in to learn how to leverage rewarded ad networks for better user acquisition and long-term value.

00:00 Introduction to Rewarded Channels

00:45 Interview with Roee Raz

02:45 The Evolution of Rewarded Advertising

04:46 Challenges and Strategies in Rewarded Advertising

06:13 The Future of Rewarded Channels

16:35 User Quality and Engagement

28:04 Fraud in Rewarded Channels

31:05 Conclusion and Final Thoughts

Tilting Point just raised $150 million for user acquisition. In other words, it could be used to scale your game (or app!).

In this episode of Growth Masterminds, host John Koetsier chats with Asi Burak, Chief Business Officer at Tilting Point about what they look for in a game or app.

They talk about improving monetization and retention in games, the importance of data and iteration, and how Tilting Point successfully scaled marketing for major titles like SpongeBob, Star Trek, Warhammer, and more.

Burak shares insights on Tilting Point's unique business model, which offers non-dilutive marketing capital and expert UA strategies. They delve into the evolution of the mobile gaming market, cross-platform opportunities, and the future of game monetization.

This episode is packed with valuable advice for developers looking to scale their games and maximize their revenue.

00:00 Introduction to Growth Mastermind's Podcast

02:12 The Evolution of Tilting Point

05:05 Funding and Investment Strategies

08:12 The Importance of Data and Expertise

10:14 Challenges and Adaptations in UA

12:22 Collaborating with Developers for Success

16:18 Investor Expectations and Negotiations

16:50 Non-Dilutive Funding Model

18:21 Advice for Indie Developers

19:25 Persistence and Success Stories

21:45 Investment Strategies and Game Potential

24:13 Future of Gaming Industry

28:31 Cross-Platform and B2C Trends

30:16 Conclusion and Final Thoughts

Do you need an MMP if you just use Google? Or Meta? Or TikTok, or Apple Ads? Interestingly, you really, really do, even if you're using the free tier, because it unlocks so much more data and insight.

In this episode of Growth Masterminds, host John Koetsier sits down with Owen Farmer from Dynamic Apps to explore the world of app development and marketing.

Owen shares his journey of creating apps since the age of 13, and the success story of his popular vocabulary app, Word Power. We talk about the importance of marketing measurement platforms (MMPs) like Singular, the critical role of creative in Meta ads, and the strategies behind effective paid marketing campaigns.

Owen also discusses his transition from organic growth to leveraging Apple Search Ads and Meta ads, as well as his decision to adopt a subscription model.

This episode offers valuable insights for both new and experienced app developers and marketers, highlighting the importance of focus, user expectations, and aligning product development with marketing strategies.

00:00 Do you really need an MMP?

01:46 Owen's Journey: From Timer App to Vocab Success

04:59 Marketing Strategies: From Organic to Paid

06:15 The Role of Meta Ads and Campaign Optimization

08:22 Subscription Models and Monetization

15:34 Balancing Product Development and Marketing

20:51 The Importance of Focus and Product-Market Fit

22:50 Conclusion and Final Thoughts

Web-to-app funnels are huge in subscription apps. Andrey Shaktin has optimized more than 3,000 web-to-app funnels, and he's sharing 10 top tips for optimizing funnels ... including 1 that boosts your revenue 20%.

In this episode of Growth Masterminds, we dive deep into optimizing web-to app funnels with Andrey Shaktin, CEO of FunnelFox.

We explore best practices for building and scaling subscription app funnels, discuss the commonalities and differences across various verticals, and offer tips for effective user acquisition and conversion strategies.

Andrey shares his extensive experience from creative testing and landing page design to payment flow optimization and the role of AI-generated content in modern funnels.

Discover the essential elements of successful funnels, learn what to avoid, and get insights into launching and optimizing multiple funnels. Whether you’re a seasoned growth marketer or a newcomer, this episode is packed with valuable takeaways to help you enhance your funnel performance and drive revenue growth.

00:00 Introduction to Growth Masterminds

00:34 Common Traits of Successful Funnels

00:59 Vertical Differences in Funnel Usage

02:13 Essential Elements of a Funnel

02:27 Tips for Approaching Funnels

03:37 What Not to Do in Funnels

05:42 The Role of AI in Funnels

06:56 Multiple Funnels for Different Audiences

10:24 Building Effective Start Landing Pages

18:37 Importance of Email Collection

21:06 Critical Aspects of Paywalls

23:07 Optimal Funnel Length

25:11 Geographical Differences in Funnels

26:02 Effective User Acquisition Channels

27:22 Conclusion and Final Thoughts

The waterfall is dead, long live the waterfall. On July 16, MAX will eliminate waterfall placements. Everything will be bidding.

What does that mean? Is that a good thing? Bad thing? What are the impacts?

In this episode of Growth Masterminds, host John Koetsier chats with Josh Chandley, co-founder and COO of Wild Card Games. They discuss the major shift in mobile ad monetization from the traditional waterfall method to real-time bidding, effective July 16th.

They dive into the complexities of ad mediation, the influence of major players (or ... THE major player) like AppLovin, and the potential revenue implications for game publishers.

They also explore the future of ad monetization strategies, the challenges in maintaining transparency, and the potential for integration of broader advertiser audiences in mobile games.

Tune in to gain insights into how these changes are reshaping the landscape of mobile ad monetization and what it means for growth marketers.

00:00 Introduction to App Monetization

00:53 Understanding Waterfall and Real-Time Bidding

05:59 Challenges and Changes in Ad Mediation

13:15 Impact of Bidding on Revenue and CPMs

14:50 The Impact of Performance and Revenue Distribution

15:17 Transparency in Ad Auctions

15:56 AppLovin's Dominance and Mediation

16:30 The Shift from Ad Monetization to User Acquisition

20:32 Segmentation and Ad Experience

23:15 Expanding Ad Audiences in Mobile Games

26:19 The Future of E-commerce Ads in Gaming

29:26 Conclusion and Final Thoughts

Can you trust your growth data?

Bottom line … can you trust the data you use to grow?

This is a special LIVE episode of the Growth Masterminds podcast. We’re live on LinkedIn, YouTube, and Facebook.

We're here to answer a critically important question

- When Meta says you got 20,000 installs ... can you trust it?

- When Google says that … can you?

- How about TikTok?

- Or any other partner?

We’re not talking about deliberate deception of course

We’re talking about modeling

- AEM

- ADC

- The new ICM on Google

Is it accurate?

Because the problem we’re seeing is that

There are massive discrepancies

- Between ad network data

- App Store Connect

- SKAN

- First-party data

- MMP data?

We’re going to dive into this today and solve it (!!!) with the help of some very special guests.

- Hannah Parvaz

- App marketer of the year

- Leads Aperture agency

- Sara el Bachri

- Sara is a gaming growth consultant

- Former Gameloft UA manager

- Leads SHAMSCO, her agency

- David Vargas

- UA consultant

- UA manager for Splitmetrics

- Partnership manager for Acorns

- Eran Friedman

- Cofounder and CTO at Singular

- Serial entrepreneur

- Eran is a very unusual CTO … he is talking to customers in person, live, or on Slack basically every single day, so he's super in tune with what's going on ...

AI is changing everything in marketing. Targeting, measurement, creative, content, budgets, optimization ... everything.

In this Growth Masterminds host John Koetsier welcomes Lior Elden, COO of Moburst. They chat about how AI is revolutionizing the landscape of mobile marketing.

Learn about the latest integrations of AI with cloud systems that allow marketers to directly interact with their data, addressing questions like campaign effectiveness, ad performance, and creative longevity. Dive into stimulating conversations on the role of AI in analysis, creative messaging, content creation, budget optimization, and targeting.

Discover insights on customized AI applications, the evolving measurement ecosystem, and the exciting potential of personalized marketing strategies. Don't miss this comprehensive overview of how AI is shaping the future of mobile marketing.

00:00 Introduction: The Impact of AI on Mobile Marketing

00:31 The Shift in Search Behavior Due to AI

01:23 Optimizing Marketing Strategies with AI

02:20 AI in Campaign Analysis and Data Democratization

09:21 Creative Uses of AI in Marketing

13:00 AI-Driven Messaging and Content Creation

18:19 Budget Optimization with AI

21:26 Targeting and Audience Segmentation with AI

25:09 The Future of AI in Marketing Teams

27:44 Conclusion: Getting Started with AI in Marketing

What happened in privacy at WWDC 2025? Lots ... and in this episode we chat about:

- Safari’s advanced fingerprinting protections and expanded link tracking prevention

- Apple’s on-device AI and privacy-preserving features

- The updated Ad Attribution Kit (AAK), Apple’s next-gen framework for mobile attribution

There are now stronger default browser protections, stricter URL tracking changes, advanced on-device AI that keeps data private, and major updates to ad attribution, including overlapping re-engagement windows, configurable attribution windows, cool down periods, country codes in postbacks, plus easier testing for developers.

00:00 – Introduction & what’s new at WWDC 2025

00:26 – Stronger default browser protections, expanded URL tracking, on-device AI, and Ad Attribution Kit overview

00:49 – Safari: Advanced fingerprinting protections

01:10 – Blocking fingerprinting APIs and suspicious scripts

01:57 – Expanded link tracking protection (UTMs, click IDs, etc.)

02:18 – Impact on marketers and web-to-app flows

03:07 – Apple’s on-device AI and privacy-preserving features

03:32 – Live translation, call assist, and visual intelligence

03:53 – Ad Attribution Kit (AAK): Apple’s new default for mobile attribution

04:15 – Five critical AAK updates: overlapping re-engagement, configurable windows, cool down, country codes, easier testing

04:41 – Overlapping re-engagement windows explained

05:04 – Configurable attribution windows (per network, interaction, global)

06:07 – Attribution cool down periods for installs and re-engagement

08:08 – Country codes in postbacks for better geo-targeting

08:58 – Easier AAK testing for developers

09:41 – Industry adoption challenges for AAK and SKAN

10:34 – Google, Meta, TikTok, Snap: current attribution solutions

11:48 – Final thoughts & call for feedback

#wwdc2025 #Apple #Privacy #GrowthMarketing #AdAttribution #Safari #MobileMarketing

How do you unlock insights from all your creative to make your ads work better? Singular's releasing Creative IQ for AI-powered insights to make your creative optimization even better, helping you drive huge performance gains.

In this Growth Masterminds host John Koetsier chats with the product manager leading development of Creative IQ, Lisi Gardiner.

They discuss the key challenges markers face with ad creative, the incredible responsiveness of the new Creative IQ gallery view, how Creative IQ enhances creative data analysis, and the power of AI tagging to optimize ad performance. You'll also see how how Creative IQ helps marketers enhance cross-functional collaboration, maximize ROI with detailed, AI-driven insights, and generate unstoppable creative growth.

Tune in for an in-depth look at how this revolutionary tool is set to transform creative marketing in 2025 and beyond.

00:00 Introduction to the New Gallery View

00:37 The Evolution of Creative Testing

01:27 Understanding the Problem

04:15 Creative IQ Features and Benefits

08:22 AI Tagging Explained

12:35 Creative ROI and Gallery View

14:07 Cross-Functional Collaboration

14:57 Early Feedback and Future Plans

18:05 Conclusion and Final Thoughts