Women are half of mobile gamers, but many of them don't identify as gamers. Superbloom CEO Emily Yim and John Koetsier talk about making great mobile games for women, and much more.

Emily shares her journey from working at major gaming companies like EA, Zynga, and Glu to founding her own company and launching the hit game Venue. The conversation delves into the gender dynamics in gaming, growth strategies for niche markets, and the technological and social elements essential for game development.

Emily shares 9 insights about women and gaming:

1. Women make up at least 50% of mobile gamers

2. Many women gamers don’t identify as gamers

3. Women in mobile gaming are highly engaged and spend money

4. Women gamers often prefer different game genres and play styles

5. Women’s motivation to play games is different from men’s

6. Women value productivity and progression in games

7. Women prefer collaboration over competition in gaming

8. Women gamers appreciate real-life inspiration in games

9. Many women gamers prefer games with a non-traditional “game” aesthetic

00:00 Introduction and Audience Insights

00:27 Meet Emily Yum: Gaming Industry Leader

01:02 Emily's Career Journey

03:24 The Concept and Development of Venue

06:26 Growth Strategy and Audience Engagement

13:19 Women in Gaming: Insights and Motivations

20:21 Future Plans and Global Expansion

27:15 Conclusion and Final Thoughts

Can web2app deliver 60% cheaper trials for your subscription-based apps?

And be able to track 20% more?

In this Growth Masterminds, we chat with Gessica Bicego:

- Blinkist

- Paired

- Kayak

- Fractional CMO, growth consultant

Gessica shares her journey from Blinkist to Paired, revealing key insights into the benefits and challenges of transitioning user acquisition efforts from app to web campaigns. We talk about why web-based UA offers better tracking capabilities, how to leverage landing pages to drive app store conversions, and the potential of web onboarding to minimize app store fees.

We also talk about the effectiveness of paid content and specific strategies to attract different user segments.

00:00 Introduction to Web-Based User Acquisition

01:46 Transitioning from App to Web Acquisition

03:01 Success Stories and Strategies

06:04 Challenges and Solutions in Web Campaigns

07:21 Understanding Audience and Metrics

14:05 Optimizing Mini Mobile Web Landing Pages

17:21 The Impact of Familiar Environments

17:44 The Evolution of Landing Pages

18:58 Innovative Paid Content Strategies

19:55 The Challenges and Rewards of Paid Content

24:45 Web Onboarding: A New Trend

31:19 Personalizing Web and App Funnels

34:32 Conclusion and Final Thoughts

Will 50% of in-app purchase revenue move to owned channels over the next few years?

Stash thinks so.

In this Growth Masterminds, I chat with Justin Kan, co-founder of Twitch, serial entrepreneur and investor, along with Archie Stonehill, who leads product for Stash.

We talk about direct-to-consumer or D2C in mobile gaming, where getting revenue from what used to be in-app purchases over owned channels is resulting in 30% more revenue for top publishers. We also chat about what's driving D2C for all mobile apps, not just games.

00:00 Introduction and Historical Context

00:53 Introducing the Guests

01:24 Stash: Direct Consumer Player Experiences

03:22 Regulatory Changes and Market Impact

03:38 Justin's Perspective on the Gaming Industry

06:41 Financial Benefits of Direct Channels

10:59 Future of the App Economy

16:58 Regulatory Developments and Legal Battles

20:21 Historical Parallels and Future Predictions

25:11 Closing Remarks and Future Updates

How do you scale your mobile game beyond 1 million players?

What is going on in the rewarded ad space? Why is it exploding?

Well, in an odd way, it's AppLovin's fault.

In this episode of Growth Masterminds, host John Koetsier chats with adtech OG Paul Bowen, Chief Revenue Officer at Stream Elements. They discuss the current state and future of the ad tech industry, focusing on the resurgence of rewarded and incentivized ad spaces, the implications of industry consolidation, and the impacts of AI and data analytics on user acquisition.

Paul shares deep insights from his extensive career at companies like Unity, TapJoy, and Liftoff, providing a comprehensive overview of the key trends shaping ad tech today and looking ahead to 2025. Whether you're a growth marketer or ad tech enthusiast, this episode is packed with valuable information and forward-thinking perspectives.

Link to Paul's list of companies in the rewarded space:

https://docs.google.com/spreadsheets/d/1LaVUk8cNHsHNJndKuKyf6Ncpjc05Tc-TR9MmY5q9mkI/edit?gid=0#gid=0

00:00 Introduction to Adtech and Rewarded Ads

01:18 Building a Database of Incentivized Ad Platforms

02:54 The Evolution of Rewarded Ads

07:12 StreamElements: Tools for Twitch Streamers

09:35 The Resurgence of Rewarded Ads

16:14 Challenges and Opportunities in the Gift Card Reward Space

22:02 Expanding User Acquisition Beyond Gaming

22:35 AppLovin's Success in Mobile Ad Tech

27:32 The Role of AI in Mobile Advertising

35:21 Challenges and Innovations in Measurement

38:28 Concluding Thoughts on Ad Tech

Is it possible that you’re wasting marketing dollars by only user acquisition where you always have been in the past? Or limiting your potential growth?

How do you scale influencer marketing?

In this episode of Growth Masterminds, we chat with influencer marketing expert Yuliya Gorenko from Mishka Agencies. She's scaled influencer marketing programs to 8 figures, has over a decade of experience and has worked with over a thousand creators.

She's also a former PR and marketing specialist with L'Oreal.

Yulia shares her journey from L'Oreal to building influencer programs for various mobile apps.

Listen to learn how to scale influencer marketing to eight figures, hear about the evolution of the space, and and get Yuliya's top tips for verticals including beauty, health, fitness, retail, tech, gaming, and more. This is a must-listen for performance marketers looking to leverage influencer marketing as a strong growth engine.

00:00 Introduction to Influencer Marketing

01:36 The Early Days of Influencer Marketing

05:16 Evolution and Current Trends

09:13 Scaling Influencer Marketing Programs

15:49 Measuring Success in Influencer Marketing

20:03 Final Thoughts on Scaling and Measurement

20:51 The Realities of Influencer Marketing

22:26 Rapid Fire Tips for Key Verticals

22:32 Beauty Industry Insights

24:10 Fitness and Health Strategies

26:55 Tech and Gadgets Recommendations

27:46 Travel and Hospitality Tips

29:53 Gaming Community Building

30:55 Parenting and Family Influencer Ethics

33:04 FinTech and Financial Services Caution

34:22 Entertainment and Media Storytelling

35:44 Conclusion and Final Thoughts

If you're going to scale user acquisition, it's pretty hard if not impossible to do it without rock-solid forecasting.

Imagine going viral on TikTok and getting millions of views. Then imagine you have a product attached to those views and you sell out in 3 days.

In this episode of Growth Masterminds, host John Koetsier chats with Vivian Chang, the VP of e-commerce at GNC, about retail subscriptions.

We chat about GNC's experimental success on TikTok Shop where a women's Stress Vita Pack went viral and sold out in three days, and Vivian breaks down strategies to succeed in subscription retail, touching upon the significance of pricing promotions, the importance of innovative convenience, and effective marketing techniques such as surround sound marketing.

We also dive into the dynamics of on-platform commerce at platforms like TikTok and Facebook ... should you do this, or should you always try to bring customers straight on to your owned platforms?

Finally, we talk about the balance between online and physical retail channels for consumer brands. Whether you're interested in the nuances of e-commerce or looking for creative ways to enhance customer loyalty, this episode offers invaluable insights.

00:00 Introduction to GNC's Success on TikTok

01:32 Black Friday and Consumer Sentiment

02:22 Understanding Subscription Retail

08:48 Key Growth Levers in Subscription Retail

10:53 The Role of Key Channels in Subscription Retail

15:14 On-Platform Commerce: TikTok and Beyond

23:17 Balancing E-Commerce and Physical Stores

27:23 Final Thoughts and Hidden Keys to Success

CTV's growing fast. But where does it fit in your marketing mix?

In this Growth Masterminds, host John Koetsier chats with Peter Hamilton, Head of Ad Innovation at Roku. That talk about the role of Connected TV (CTV) in marketing, its evolution, and the ad experiences on Roku.

They also explore the integration of Shopify, ad measurability, and targeting strategies.

They also chat about new engagement modes on Roku that have vastly boosted conversions over QR codes.

Watch or list to understand how CTV can serve different market verticals, from casual and hardcore gaming to D2C and FinTech. Don’t miss insights on how performance marketers can thrive using CTV.

00:00 Introduction to Growth Masterminds

01:26 The Evolution of CTV Advertising

04:19 Peter's Journey in Tech and Marketing

12:18 Roku's Ad Innovations

23:41 Measurability in Advertising

24:39 Performance Marketing Insights

25:16 The Role of QR Codes and Click-Through Paths

27:50 The Importance of Remote Controls in TV Ads

32:14 Shoppable Ads and Shopify Integration

37:32 Strategies for Different Verticals

43:42 Future of CTV Ads