Fedosiya Protopopova

Q&A with Fedosiya

Fedosiya Protopopova joined MyTona in 2014 as a QA specialist. At the time, she was studying computer programming at North-Eastern Federal University in Yakutsk, Russia. After 8 months of working in QA, Fedosiya transitioned into a project management role. After major wins and success as MyTona's Lead Marketing Manager, she is currently MyTona's Chief Marketing Officer.

In your own words, tell us about the apps that you manage?

Our marketing team is currently working on a promotion of our first self published game Seekers Notes: Hidden Mystery. Seekers Notes is a hidden-object game where you have to find items in various locations and complete a quest. The game has a deep storyline, a mysterious atmosphere and really beautiful graphics. It’s one of the most successful hidden-objects mobile games.

How did you get started in mobile marketing?

While working as a Project Manager, I felt drawn to trying something totally new. After expressing my interest, the company gave me an opportunity to move into mobile app marketing, which I didn’t pass up!

What do you like most about mobile marketing?

All plans, strategies, decisions and changes I make are made based on data, not instincts or feelings. In fact, we have a "data overrules opinions" ethos which permeates all aspects of our marketing team’s work, which consistently delivers better results.

What does it take to succeed in mobile marketing?

Testing is the life-blood of success when marketing apps. Testing ad creatives, messaging, channels, partners ertc... App marketers should not do anything full-on until they’ve tested, iterated and demonstrated the ability to hit their targets.

What does a quality mobile user look like to you?

For measuring quality mobile users, we use the general rule: LTV > CPI. It’s as simple as that.

What strategies work best to convert installs into engaged users?

In Seekers Notes we have an important post-install event that we measure after the user spends 30-45 minutes in game play. The event offers unique items and special rewards for a limited time only. Our data shows that users converting at this stage have a higher chance of becoming our most engaged cohort, so we optimize our app marketing campaigns to acquire users with the highest likelihood of engaging in this event.

In the past year, what is one tip you can share which made the biggest performance difference with UA or re-engagement of your app?

The era of playable creatives is already here. This ad format is extremely important for games like ours. We rely on playables and spend a lot of time testing and optimizing these highly visual ad campaigns.

The mobile marketing space moves fast. How do you stay ahead of the curve?

We try to send our marketing managers and game producers to all the major gaming and mobile events worldwide to keep an eye out for latest trends in mobile gaming.