Scaling Games with Performance Marketing

What the talk is about

Daniel Rysan explains how to scale games through performance marketing. First, don't stop at Facebook and Google Ads: add other ad networks, since results depend heavily on the game and its audience. To pick channels, know your monetization model, choose at least five stronger competitors in the same genre, and study their activity and number of live creatives over the last three months with market-intelligence tools. Second, creatives for networks differ from social ones: story-driven, emotional 3D openings, often in landscape format. Third, track the share of winning creatives (a benchmark is at least one in ten) and test iterations, changing only one component at a time. Fourth, metrics vary across genres, so dashboards and payback prediction models are essential. Useful for UA managers and creative leads.