Liquid and Grit

How to use #IP without paying for it. 𝐁𝐲 𝐮𝐬𝐢𝐧𝐠 𝐜𝐞𝐥𝐞𝐛𝐫𝐢𝐭𝐢𝐞𝐬 𝐬𝐭𝐫𝐨𝐧𝐠𝐥𝐲 𝐚𝐬𝐬𝐨𝐜𝐢𝐚𝐭𝐞𝐝 𝐰𝐢𝐭𝐡 𝐦𝐚𝐣𝐨𝐫 𝐈𝐏𝐬, 𝐦𝐚𝐫𝐤𝐞𝐭𝐞𝐫𝐬 𝐜𝐚𝐧 𝐫𝐞𝐚𝐩 𝐭𝐡𝐞 𝐛𝐞𝐧𝐞𝐟𝐢𝐭𝐬 𝐨𝐟 𝐭𝐡𝐨𝐬𝐞 𝐈𝐏𝐬 𝐰𝐢𝐭𝐡𝐨𝐮𝐭 𝐧𝐞𝐠𝐨𝐭𝐢𝐚𝐭𝐢𝐧𝐠 𝐥𝐢𝐜𝐞𝐧𝐬𝐢𝐧𝐠 𝐚𝐠𝐫𝐞𝐞𝐦𝐞𝐧𝐭𝐬. Royal Match, Merge Mansion, and Last War: Survival are creating #ads using actors who played memorable characters in TV shows. These include Rachel Harris (Lucifer), Zoey Perry (Young Sheldon), Jesse Metcalfe (Desperate Housewives), and Antony Starr (The Boys). Although these actors don’t have the name recognition of major celebrities, the ads reference their roles in famous shows—creating a low-cost connection to valuable IPs. 𝐂𝐞𝐥𝐞𝐛𝐫𝐢𝐭𝐲 𝐚𝐝𝐬 𝐭𝐡𝐚𝐭 𝐫𝐞𝐟𝐞𝐫𝐞𝐧𝐜𝐞 𝐈𝐏𝐬 𝐡𝐚𝐯𝐞 𝐛𝐞𝐞𝐧 𝐭𝐨𝐩-𝐟𝐢𝐯𝐞 𝐩𝐞𝐫𝐟𝐨𝐫𝐦𝐞𝐫𝐬. 📈 Merge Mansion’s ad with Jesse Metcalfe ran from June to mid-September and was among the top five video ads in July, with 3.1% of impressions, and the top 10 in August, with 2.9% of impressions. 📈 Similarly, Royal Match’s Zoey Perry ad became one of the app’s top five video ads shortly after its launch in May, with 4.3% of impressions. It remained among the top 10 video ads until August. 📈 The Antony Starr ads quickly received much engagement after their release. Despite launching in the latter half of September, the various versions of the ad got around 12% of engagement combined. One of the ads was among that month's top four video ads. ➤ Subscribers can read the Ad Creatives Report to learn more about choosing celebrities and using specific celebrities to target key demographics.

How #Monopoly GO! Delivers 10 Events Per Day 𝐖𝐞 𝐭𝐨𝐫𝐞 𝐝𝐨𝐰𝐧 𝐌𝐨𝐧𝐨𝐩𝐨𝐥𝐲 𝐆𝐎!’𝐬 𝐦𝐢𝐝-𝐠𝐚𝐦𝐞 𝐞𝐜𝐨𝐧𝐨𝐦𝐲 𝐭𝐨 𝐬𝐞𝐞 𝐡𝐨𝐰 𝐢𝐭 𝐝𝐞𝐥𝐢𝐯𝐞𝐫𝐬 𝐮𝐩 𝐭𝐨 𝐭𝐞𝐧 𝐞𝐯𝐞𝐧𝐭 𝐞𝐧𝐜𝐨𝐮𝐧𝐭𝐞𝐫𝐬 𝐟𝐨𝐫 𝐩𝐥𝐚𝐲𝐞𝐫𝐬 𝐝𝐚𝐢𝐥𝐲. Monopoly GO! pulls from a pool of 23 events, including core events, accelerators, and reward events. Many of these events add progressions or enhancements to the app’s core gameplay loop by modifying the effects of the gameboard’s tiles. By using core gameplay engagement to drive most events, Monopoly GO! can offer a large number of events per day without overwhelming or confusing players. 𝐎𝐮𝐫 𝐤𝐞𝐲 𝐭𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬: ➡Monopoly GO! uses reskinned events to create 8–10 event encounters per day. ➡Events account for half of all payouts but are twice as variable as features in their payouts. ➡Most event payouts come from social events, missions, and accelerators. ➤ Subscribers can read the report for our complete economy data and analysis of how Monopoly GO!’s events provide more value than features despite their volatility.

At the beginning of the year, we launched a growth-focused report. I wasn't sure if we'd find enough actionable and valuable content to sustain it, but here we are almost 12 months later—with no shortage of valuable topics. Our first report examined how TikTok could be the best platform for mobile game marketing. Today, that insight seems more accurate than ever. In addition to these reports, we started a roundtable, expertly led by Jen Donahoe. Today, Jen will lead a discussion on TikTok-style street interviews and their effectiveness in driving ad views—a topic we covered in our latest report. Nine years ago, we started with a focus on product. Now, I’m thrilled to see us expanding into growth and ad creatives as well. If you'd like a copy of our latest report, just comment anything below (if you can't think of anything, "Tiktok growth" will do), and I’ll send you a PDF. And if you'd like to join our roundtable, we’re live at 10 AM PST (in two hours).

Cutting edge web store #UA strategies. #MARVEL 𝐒𝐭𝐫𝐢𝐤𝐞 𝐅𝐨𝐫𝐜𝐞’𝐬 𝐰𝐞𝐛 𝐬𝐭𝐨𝐫𝐞 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐬 𝐞𝐯𝐞𝐫𝐲 𝐦𝐚𝐣𝐨𝐫 𝐰𝐞𝐛 𝐬𝐭𝐨𝐫𝐞 𝐔𝐀 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐭𝐨 𝐜𝐫𝐞𝐚𝐭𝐞 𝐚 𝐩𝐨𝐰𝐞𝐫𝐟𝐮𝐥 𝐚𝐩𝐩-𝐭𝐨-𝐰𝐞𝐛 𝐬𝐭𝐨𝐫𝐞 𝐥𝐨𝐨𝐩—𝐚𝐧𝐝 𝐢𝐧𝐭𝐫𝐨𝐝𝐮𝐜𝐞𝐬 𝐚 𝐜𝐥𝐞𝐯𝐞𝐫 𝐢𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐨𝐧 𝐨𝐟 𝐢𝐭𝐬 𝐨𝐰𝐧. These strategies include: ✅ A loyalty store ✅ Credits that players buy on the web store but spend in the in-app store ✅ A variety of web events 𝐌𝐀𝐑𝐕𝐄𝐋 𝐒𝐭𝐫𝐢𝐤𝐞 𝐅𝐨𝐫𝐜𝐞 𝐢𝐧𝐧𝐨𝐯𝐚𝐭𝐞𝐬 𝐛𝐲 𝐩𝐥𝐚𝐜𝐢𝐧𝐠 𝐭𝐡𝐞 𝐥𝐨𝐲𝐚𝐥𝐭𝐲 𝐬𝐭𝐨𝐫𝐞 𝐢𝐧 𝐭𝐡𝐞 𝐢𝐧-𝐚𝐩𝐩 𝐬𝐭𝐨𝐫𝐞, 𝐰𝐡𝐢𝐜𝐡 𝐡𝐞𝐥𝐩𝐬 𝐚𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐞 𝐭𝐡𝐞 𝐰𝐞𝐛 𝐬𝐭𝐨𝐫𝐞’𝐬 𝐛𝐞𝐧𝐞𝐟𝐢𝐭𝐬 𝐭𝐨 𝐩𝐥𝐚𝐲𝐞𝐫𝐬 𝐟𝐫𝐨𝐦 𝐢𝐧𝐬𝐢𝐝𝐞 𝐭𝐡𝐞 𝐚𝐩𝐩. These strategies create a compelling loop that drives players to the web store and then back to the app: players visit the website to buy credits and resources or claim web event bonuses, then players spend points from web store purchases at the loyalty store in the app. ➤ Subscribers can read the full Monetization Report to learn more about how combining all these web store UA strategies into a unified UA strategy creates an engaging loop that ensnares users.

We're #hiring a new Custom Research Analyst in United States. Apply today or share this post with your network.

We're #hiring a new Custom Research Analyst in United States. Apply today or share this post with your network.

#TikTok-Style street interviews drive major #ad views. 𝐓𝐨𝐩 𝐜𝐚𝐬𝐮𝐚𝐥 𝐚𝐩𝐩𝐬 𝐚𝐫𝐞 𝐜𝐚𝐩𝐭𝐮𝐫𝐢𝐧𝐠 𝐚𝐝 𝐢𝐦𝐩𝐫𝐞𝐬𝐬𝐢𝐨𝐧𝐬 𝐛𝐲 𝐩𝐚𝐢𝐫𝐢𝐧𝐠 𝐓𝐢𝐤𝐓𝐨𝐤-𝐬𝐭𝐲𝐥𝐞 𝐬𝐭𝐫𝐞𝐞𝐭 𝐢𝐧𝐭𝐞𝐫𝐯𝐢𝐞𝐰𝐬 𝐰𝐢𝐭𝐡 𝐭𝐡𝐞𝐢𝐫 𝐦𝐨𝐬𝐭 𝐬𝐮𝐜𝐜𝐞𝐬𝐬𝐟𝐮𝐥 𝐚𝐝 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐞𝐬. Royal Match and Merge Mansions have launched several ads that begin with a scripted segment in which an interviewer approaches strangers on the street and asks them a question. The interviews take up about half of the ads’ run times, after which the ads show mini-games and other successful ad content. 💡 These interviews build on a popular TikTok trend of street interviews and grab viewers' attention because they don't immediately seem like ads. 𝐈𝐧 𝐉𝐮𝐥𝐲 𝐚𝐧𝐝 𝐀𝐮𝐠𝐮𝐬𝐭, 𝐚 𝐬𝐭𝐫𝐞𝐞𝐭 𝐢𝐧𝐭𝐞𝐫𝐯𝐢𝐞𝐰 𝐚𝐝 𝐰𝐚𝐬 𝐑𝐨𝐲𝐚𝐥 𝐌𝐚𝐭𝐜𝐡’𝐬 𝐦𝐨𝐬𝐭 𝐯𝐢𝐞𝐰𝐞𝐝 𝐯𝐢𝐝𝐞𝐨 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐞 𝐭𝐡𝐚𝐭 𝐝𝐢𝐝𝐧’𝐭 𝐫𝐞𝐥𝐲 𝐞𝐱𝐜𝐥𝐮𝐬𝐢𝐯𝐞𝐥𝐲 𝐨𝐧 𝐚 𝐔𝐀 𝐦𝐢𝐧𝐢-𝐠𝐚𝐦𝐞. Between AppLovin and Mintegral, the ad received over 8% of impressions in July. 📈 In August, two different street interview ads were among Royal Match’s top 10 video ads, one of which remained in the top ten in September. ➤ Subscribers can read the full Ad Creatives Report to learn why street interviews are ideal for ads and how interchangeable elements make ideation simple but effective.

In-app credits make #webstores way more convenient. 𝐈𝐧-𝐚𝐩𝐩 𝐜𝐫𝐞𝐝𝐢𝐭𝐬 𝐚𝐫𝐞 𝐯𝐢𝐫𝐭𝐮𝐚𝐥 𝐜𝐮𝐫𝐫𝐞𝐧𝐜𝐢𝐞𝐬 𝐭𝐡𝐚𝐭 𝐩𝐥𝐚𝐲𝐞𝐫𝐬 𝐜𝐚𝐧 𝐮𝐬𝐞 𝐢𝐧 𝐩𝐥𝐚𝐜𝐞 𝐨𝐟 𝐜𝐚𝐬𝐡 𝐭𝐨 𝐦𝐚𝐤𝐞 𝐢𝐧-𝐚𝐩𝐩 𝐩𝐮𝐫𝐜𝐡𝐚𝐬𝐞𝐬. 💰 Players buy in-app credits at a discount on web stores and spend them in apps, allowing players to make #IAPs at a lower net cost and developers to avoid app store commissions. Several of the biggest idle RPG and 4X apps use in-app credits, including Legend of Mushroom, Game of Thrones: Conquest, and multiple apps by Lilith Games (Warpath, Rise of Kingdoms, AFK Arena, and Art of Conquest). 𝐈𝐧-𝐚𝐩𝐩 𝐜𝐫𝐞𝐝𝐢𝐭𝐬 𝐦𝐚𝐤𝐞 𝐢𝐭 𝐦𝐨𝐫𝐞 𝐜𝐨𝐧𝐯𝐞𝐧𝐢𝐞𝐧𝐭 𝐟𝐨𝐫 𝐩𝐥𝐚𝐲𝐞𝐫𝐬 𝐭𝐨 𝐜𝐥𝐚𝐢𝐦 𝐰𝐞𝐛 𝐬𝐭𝐨𝐫𝐞 𝐝𝐢𝐬𝐜𝐨𝐮𝐧𝐭𝐬 𝐛𝐲 𝐫𝐞𝐝𝐮𝐜𝐢𝐧𝐠 𝐭𝐡𝐞 𝐧𝐮𝐦𝐛𝐞𝐫 𝐨𝐟 𝐭𝐢𝐦𝐞𝐬 𝐩𝐥𝐚𝐲𝐞𝐫𝐬 𝐧𝐞𝐞𝐝 𝐭𝐨 𝐯𝐢𝐬𝐢𝐭 𝐰𝐞𝐛 𝐬𝐭𝐨𝐫𝐞𝐬. 💻With traditional web stores, players must visit the web store every time they want to make a purchase with the web store’s discount. 💰With in-app credits, players can load their balance once at a web store’s discounted prices and then use those credits to make purchases in the app’s store as they play. ➤ Subcribers can read the Revenue Streams Report to learn how in-app credits incentivize purchases and how the top RPG and 4X apps are leading this trend.

Player personas are essential for personalizing #UA campaigns. 𝐏𝐥𝐚𝐲𝐞𝐫 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐬 𝐡𝐞𝐥𝐩 𝐦𝐚𝐫𝐤𝐞𝐭𝐞𝐫𝐬 𝐠𝐚𝐢𝐧 𝐢𝐧𝐬𝐢𝐠𝐡𝐭𝐬 𝐢𝐧𝐭𝐨 𝐩𝐥𝐚𝐲𝐞𝐫𝐬’ 𝐛𝐞𝐡𝐚𝐯𝐢𝐨𝐫𝐬 𝐚𝐧𝐝 𝐦𝐨𝐭𝐢𝐯𝐚𝐭𝐢𝐨𝐧𝐬, 𝐰𝐡𝐢𝐜𝐡 𝐢𝐬 𝐜𝐫𝐢𝐭𝐢𝐜𝐚𝐥 𝐟𝐨𝐫 𝐝𝐞𝐯𝐞𝐥𝐨𝐩𝐢𝐧𝐠 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐔𝐀 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬. 💡To be most effective, player personas must go beyond demographics by using surveys and social media monitoring to gather information about values, behaviors, and motivations. 💡 Large marketing teams may have the skills to conduct this research, but most teams should contract with research firms—especially when researching developing markets. #Ad 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐞𝐬 𝐬𝐡𝐨𝐮𝐥𝐝 𝐭𝐚𝐫𝐠𝐞𝐭 𝐧𝐨 𝐦𝐨𝐫𝐞 𝐭𝐡𝐚𝐧 𝐨𝐧𝐞 𝐨𝐫 𝐭𝐰𝐨 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐬 𝐭𝐨 𝐜𝐫𝐞𝐚𝐭𝐞 𝐚 𝐬𝐭𝐫𝐨𝐧𝐠 𝐚𝐩𝐩𝐞𝐚𝐥 𝐟𝐨𝐫 𝐬𝐩𝐞𝐜𝐢𝐟𝐢𝐜 𝐩𝐥𝐚𝐲𝐞𝐫 𝐭𝐲𝐩𝐞𝐬. 💡 Marketing teams should use personas to determine the visual design and gameplay mechanics of ad creatives and the most effective channels for those creatives based on each persona’s social media habits. 💡 To further personalize UA campaigns, marketers can combine player personas with AI ad tools to rapidly iterate and test creatives. ➤ Subscribers can read the Growth Marketing Report to learn when and how to hire a marketing research team, what kinds of data to use when building personas, and how to customize ad campaigns based on personas.

In less than two hours at 10 AM PST, we have another exciting session—the Growth Marketing Roundtable, focusing on the future of playable ads with TikTok Filters. After our last roundtable, one attendee shared: "The roundtable was so 🔥 🤩 🎯. Learning so much, and so quickly, from these sessions 😎". I’m excited to have Jen Donahoe, Strategic Marketing Consultant at Beta Hat, lead a panel of experts including, John Wright (VP of Mobile Games Kwalee), Gonzalo Fasanella (CMO of Star Stable Entertainment AB), and Julian Werner (CMO of Bytro). After the introduction, I will be quietly learning alongside you all 🤣. They’ll discuss the success of Monopoly GO!’s latest UA campaign, which used a TikTok AR filter mini-game, influencer partnerships, and Facebook giveaways to drive engagement. The campaign increased revenue, downloads, and DAU by 33%, 6.8%, and 6%, respectively. Join us to learn how to create impactful AR filter ads and maximize engagement across channels.