Diving into different game genres is no simple feat, especially as innovations in games call for new approaches to net valuable players from the get-go. The trick to coming out on top? Diversify your UA efforts as you diversify your portfolio, says this week’s guest. Ryan Davies, Head of Digital Marketing at Kwalee and recent 30 Under 30 performance marketer, joins us on this episode’s podcast. An expert in creating campaigns that crush it on all platforms, he chats with our hosts Peggy Anne Salz and Brian Baglow about pathways to profitable growth in hypercasual, hybrid, and casual games. He also discusses genre commonalities that transcend platforms and shares life lessons to help you lead teams, rely on your intuition and embrace risk.

CHAPTER TIMESTAMPS

00:00 - Intro

04:15 - Key skills to be a great UA manager

06:50 - Maintaining growth across different genres

08:45 - Is this the end of hypercasual games?

10:42 - Marketing tactics to match the metamorphosis of hypercasual games

13:43 - Navigating UA challenges on console and browser

19:20 - Ryan’s biggest lesson from six years in UA

22:45 - Balancing the qualitative and the quantitative and embracing risk

27:13 - Incentivising AI ideas

28:20 - Q&A with Ryan

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