(16:10-16:17) “Given the fact that we don’t get as granular information, we try to look at way more information in general.”Mentioned in this Episode:Alexey Gusev’s LinkedInGoodgame StudiosBitLifeĪfter five years working for retail industries ranging from fashion and beauty to toys, Tiffanie Chau decided to look for opportunities as a marketer in a new vertical. It gets a bit tricker when we’re stepping into the mid-core, hardcore genres where just the volume of the events is completely different and the user behavior patterns are way more complex in comparison to the rather straightforward casual user flow. (15:12-15:36) “If it’s a hyper-casual genre, within 24 hours you have plenty of events. (14:33-14:43) “What we learned during this whole process is that every title, every game–not even every genre–every game needs to be approached very differently.” Questions Alexey Answered in this Episode:What does it feel like when a new game launches?How long after you launch until you have good KPIs?Have certain titles been difficult to manage with SKAdNetwork?Across your titles, have you tried to create a uniform way of measuring conversion values with SKAN? Do you apply the same logic across all your titles?Is it fair to assume that even if you’ve built out a great infrastructure for SKAN on hardcore titles you still have fewer insights than you used to two years ago?At what point when you lose that granularity of data do you just look at macro effects and media mix modeling to determine the effectiveness of your overall strategy?What are a few of the major changes to SKAdNetwork that you’ve recognized?Timestamp:2:02 On launching a new game4:36 Alexey’s background8:00 About Goodgame Studios10:28 How Goodgame Studios managed changes with ATT14:32 Why every game needs its own measurement strategy18:00 What determines the profitability19:43 Adapting to SKAdNetwork 4.0Quotes:
He also gets specific about the differences of working with SKAdNetwork 4.0.
In this episode, Alexey shares his team’s journey to adapt its performance measurement strategies with SKAdNetwork, not only for their range of mobile game titles and genres but for each game. Alexey Gusev is a lead performance marketer at Goodgame Studios, a mobile and browser game developer and publisher based in Hamburg, Germany.
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