Katarzyna Marques David is VP of Marketing at Huuuge Games. Her main focus is growing new games from zero to "hero” and building collaboration between the UA and product teams. Prior to Katarzyna’s current role, she managed a portfolio of various clients at Facebook, advising on their advertising solutions. With 6 years of digital marketing experience, Katarzyna currently manages the overall budget, strategy, and direction of acquiring paid Traffic Puzzle users.
Read Katarzyna's latest article: "For International Women’s Day, Leading Women in Mobile Share Their Advice"
Traffic Puzzle is a free match-3 game. Users match cars of the same color to clear the city roads and manage traffic. Players encounter different challenges, and you need to be innovative and creative to overcome them.
My initial experience was in education and knowledge sharing. I delivered consultations within the Facebook advertising solutions area. My main focus was growing different small and medium-sized businesses by acquiring users on Facebook. I expanded my portfolio in apps and games companies in a short period of time.
Mobile marketing is constantly evolving and always challenging. I enjoy this dynamic environment and everything it brings. I also like getting to know new products and finding the best ways to showcase them.
You have to be open-minded and prepared to take risks. You need to respond quickly. Being adaptable in a dynamic environment like app marketing is a prerequisite.
In my experience, mobile games succeed when the user acquisition team works closely with the product team. This includes sharing product updates, live-ops events such as Christmas, and paying attention to sales when acquiring new users. Close cooperation between the two teams helps you obtain high-value users.
It’s important to diversify your media strategy. Over the past year, I added fifteen new media sources to the game I manage. By testing new channels and media types before the iOS 14.5 release, we were able to acquire new audiences, hit our KPI goals, and become less dependent on one or two media sources.
Segment your users no matter how basic or how complex your assumptions are. Understand your users, their motivations, and why they stopped playing the game. This way, you can test different approaches on each segment and determine the best way to reach specific groups.
Think outside the box and never stop testing. Always test all your concepts. Sometimes the answer will surprise you. A simple idea can attract the attention of users bombarded by ads. Close cooperation between UA managers and video producers is also a must. Collaboration is often the key to successful ad creatives.