Pixel Papas

After Gamescom, Pixel Papas duo Milan Štrba, CEO of AdSpawn, and Martin Luther, CMO of AdSpawn, dive into the rise of Chinese mobile game publishers, their massive global revenues, and why games like Arknights: Endfield, Whiteout Survival, and Honor of Kings are making such an impact.

They discuss China’s user-acquisition playbook, why Western studios struggle to break into the Chinese market, Roblox’s failed launch there, Tencent’s influence, and what the rise of Chinese publishers could mean for the future of mobile gaming.

In this conversation, Martin Luther and Milan Strba explore the critical decision-making process in marketing for game development, focusing on whether to hire freelancers or agencies versus building an internal team. They discuss the advantages and disadvantages of each option across different stages of game development, from early-stage games to scaling and market leaders. The conversation emphasizes the importance of understanding the specific needs of a game and the budget constraints while navigating the complexities of marketing strategies.marketing, freelancers, agencies, internal teams, game development, user acquisition, ASO, scaling, market leaders

In this conversation, Michal Prokop-Grňo, CMO of Pixel Federation, shares insights into his journey in the mobile gaming industry, the evolution of mobile marketing strategies, and the importance of balancing data analysis with creativity. He discusses the company's game portfolio, the challenges of engaging new audiences, and the future of user acquisition in a rapidly changing landscape.mobile games marketing, Pixel Federation, user acquisition, creativity, data analysis, game development, audience engagement, game marketing

In this episode of Pixel Papas, hosts Martin Luther and Milan Strba engage in a thought-provoking discussion with art director Boris Redli about the intersection of AI and artistry. They explore the implications of AI on the creative process, the ethical concerns surrounding AI training on artists' work, and the future of art in a world increasingly influenced by technology. Boris shares his insights on how artists can adapt to the changing landscape and offers advice for aspiring creatives navigating the challenges posed by AI.00:20 Hi Boris! Welcome to Pixel Papas!04:25 The Impact of AI on Art10:34 Ethics of AI in Art Creation15:52 The Future of AI in Creative Industries22:35 Advice for Aspiring Artists28:14 Closing ThoughtsAI, Artist, Creativity, Art Direction, Ethics, Game Design, Art Industry, AI Tools, Creative Process, Future of Art

In this engaging conversation, Milan Strba and Martin Luther speak with Aysen Kıratlı, the Senior Manager of Growth at Kwalee. Aysen shares her journey from media planning to the gaming industry, discussing her passion for mobile games and the challenges of evaluating game potential. The discussion delves into the creative processes at Kwalee, the importance of testing strategies, and the evolving landscape of mobile marketing. Aysen emphasizes the need for collaboration between teams and the significance of understanding user behavior in game marketing.Chapters00:20 Hey, Aysen! Love to have you here!05:47 Transitioning into the Gaming Industry08:27 Evaluating Game Potential Before Publishing11:29 Creative Processes in Game Marketing19:02 The Power of Diverse Perspectives in Game Development25:24 Understanding Creative Performance Across Channels31:28 Balancing Marketing and Product Development35:05 Collaboration Between Marketing and Product Teamsmobile gaming, game publishing, creative marketing, game evaluation, Kwalee, Aysen Kıratlı, gaming industry, user acquisition, game development, marketing strategies

In this conversation, Martin Luther and Milan Strba delve into the controversial topic of fake ads in mobile marketing. They explore the reasons behind the prevalence of fake ads, the balance between performance and reputation, and the blurred lines in defining what constitutes a fake ad. The discussion also touches on the psychology of consumers, the impact of gameplay representation in ads, and the future of advertising with the rise of AI. Ultimately, they question the acceptability of deception in marketing and its implications for the gaming industry.

fake ads, mobile marketing, advertising strategies, game marketing, performance marketing, reputation management, consumer psychology, AI in advertising, marketing ethics, gaming industry

In this episode of Pixel Papas, Milan Strba and Martin Luther interview Rau Dosymbetov, the creative marketing lead for Nexters, discussing the intricacies of mobile game marketing, focusing on Hero Wars. We explore Rau's gaming background, the creative processes behind game ads, the unique style of Hero Wars, key performance indicators in marketing, audience engagement strategies, and the role of AI in creative production. The conversation highlights the importance of understanding the target audience and adapting to new technologies in the gaming industry.gaming, mobile games, marketing, Hero Wars, creative process, audience engagement, AI in gaming, game ads, performance indicators, game development, UA creatives

In this episode of Pixel Papas, hosts Martin Luther and Milan Strba welcome creative producer Maria Vilko from Small Giant Games, a leading woman in the mobile gaming industry. The conversation explores Maria's gaming interests, her insights on creative production, user acquisition strategies, and the importance of collaboration within creative teams. We discuss the challenges of standing out in a crowded market, the significance of testing creatives, and how to maintain creativity in a fast-paced environment. Maria shares her experiences and thoughts on what makes a great creative in gaming, emphasizing the need for innovation and adaptability in marketing strategies.mobile gaming, creative production, user acquisition, game marketing, gaming industry, creative testing, collaboration, team dynamics, inspiration, game development

In this episode, Martin Luther and Milan Strba discuss with branding expert Martin Woska the critical role of branding in marketing and mobile gaming, emphasizing that every game is inherently a brand. He highlights the importance of creativity in marketing strategies, the need for long-term brand investment, and the often-overlooked significance of onboarding as a branding opportunity. The discussion also touches on the impact of AI on marketing strategies and the balance between brand marketing and performance marketing.

branding, brand marketing, mobile gaming, performance marketing, creativity, brand KPIs, AI in marketing, onboarding, marketing strategies

In this episode of Pixel Papas, Milan Strba and Martin Luther delve into the world of sports gaming, discussing their experiences with UA and ASO working for one of the biggest sports mobile games in the world. They explore marketing strategies specific to sports games, the impact of UGC content, and the creative challenges faced in advertising. The conversation also highlights the importance of emotion in marketing and the role of seasonality in marketing strategies for sports games.