Rovio is showing the industry what’s possible when UA and re-engagement work together.

In this new episode of the 2026 Full Funnel App Growth Series powered by Aarki, Peggy speaks with two of Rovio’s seasoned performance marketers, Martin Boccardi and Sinem Demiroz, to unpack how Angry Birds 2 is achieving exceptional results by rethinking segmentation, creative strategy, and predictive retargeting windows.

🎯 Results They Achieved:

• Beat Day 90 ROI goals by 1.7x on average

• Hit their Day 365 LTV target in just 3 months

• Increased retention and sessions even as installs dipped

• Scaled retargeting operations through dynamic (daily) list uploads

• Uncovered high-potential “movable middle” audiences previously missed
  

In this conversation, Martin and Sinem share how Rovio:

• Shifted from static rules to predictive re-engagement thinking

• Identified audiences with high future value — not just past purchases

• Shortened inactivity windows despite higher organic overlap

• Built a creative flywheel where UA insights feed retargeting (and back again)

• Embraced nostalgia-driven creatives that perform across the funnel

• Adopted a testing culture where “don’t be afraid” is the growth mindset
  

This episode is packed with learnings about segmentation, timing, creative strategy, and collaboration — and why retargeting is no longer an afterthought but a core growth lever in a privacy-first world.

🔗 Connect with the Guests

Sinem Demiroz (Rovio)

LinkedIn: https://www.linkedin.com/in/sinemdemiroz/Rovio: https://www.rovio.com/

Martin Boccardi (Rovio)

LinkedIn: https://www.linkedin.com/in/martin-boccardi/ Rovio: https://www.rovio.com/