Originally Broadcast: May 02, 2022
Do you want to learn more about scaling customer acquisition for an online product? The lessons here will apply whether you are shipping a game, a metaverse experience or any type of mobile application.
Eric Seufert worked at legendary game publishers like Rovio, Wooga, and Digital Chocolate--where he literally wrote the book on Freemium Economics for games. Eric's concern for several years has been scaling games by optimizing unit economics and accessing scalable user acquisition channels. In this conversation, Jon and Eric talk about how the market for mobile user acquisition has changed; how the market for advertising networks has evolved; and even how the strategy for game marketing has shifted from the "Harry Crane" measurement paradigm to the "Don Draper" paradigm which is all about audience resonance. We cover the differences (or lack thereof) in performance vs. brand marketing; how new privacy rules such as ATT (App Tracking Transparency) have impacted the user acquisition markets; and how to staff a user acquisition team at your publisher.
If you're looking for an overview of how to gain access to the mass market of consumers on mobile--both the history, present and possible future--this is the conversation you'll want to hear!
Eric Seufert: If you've ever seen Mad Men, we were like, the prior to ATT paradigm was the Harry Crane paradigm. It was just they had the computer and we did all the measurement and now it's a Don Draper paradigm. Like you really have to think, like what's gonna resonate with these target audiences? And that starts. That process doesn't start when you're scaling a game. That process starts when you're speccing out a game. That process starts in the white boarding paper prototype phase. Because you really have to think, like will this game resonate with this audience which is big and lucrative?