My name is Vinícius. I started my career as a user acquisition manager at Wooga about five years ago. Over the years I have learned and grown a lot. I started advertising our games on desktop and have since transitioned to mobile marketing.

We start marketing our games early during the soft launch period, i.e., before they have proven their quality to go live worldwide. We accumulate learnings about our target audience and how to best reach game players. With these learnings we move on to define the strategy for global launch and how to optimize our marketing. After launching our games globally, we keep iterating on our ads throughout the full lifecycle in order to keep attracting new players.

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Through digital media, we have the ability to hyper-segment and test, with real-time feedback, on what messages work for which audience at what times.

My first Marketing job was with Red Bull, where I stayed for nearly 3 years and learned a ton about branding and positioning. I later moved on to the startup world helping small businesses succeed on the web with a company that was acquired by Intuit.

I’ve worked at a handful of startups since and have acted as an advisor with at least 50 over the last 12 years. My first role in gaming was with a real money fantasy sports startup called ScoreStreak as their Director of Marketing. I later took a role at Zynga managing acquisition across all slots and match-3 titles. I was quickly promoted to a senior, then lead, role overseeing acquisition across all titles.

I’m now the Director of Performance Marketing at King where I’m focused on the strategic direction of the marketing org as it relates to partnerships, ad tech, emerging platforms and digital/traditional media buying.

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UA comes down to basic math, the challenge is finding the right way to balance the equation.

Growing up, I wasn’t a gamer or someone who spent much time with technology. Looking back, I could never imagine that I would become an expert in marketing mobile games. At the start of my career, I wasn’t focused on the tech industry or mobile games. My initial background was in traditional corporate marketing, but I was able to get my foot in the door at ngmoco, and worked my way up from an entry-level role. Since then, I’ve been with multiple gaming companies at various stages (start-up, public, etc.), and have managed a combined UA budget of $50M+. On a personal note, I have an obsession with food and dogs, and hope to someday marry these passions with my mobile expertise.

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Watch The Data, Mix The Metrics And Tap The Emotions

Haydon Young has a long track record in marketing, an impressive career that started in real estate where his deep understanding and appreciation of what his clients valued allowed him to sell properties successfully. Fast forward, and Haydon has managed multi-million dollar ad spend for some major companies in the app industry. His drive to understand users allows him to identify the triggers, nudges and levers app markets can activate to bring about a positive outcome for campaigns while serving the emotional need of the customer. He shares his top pick of top-notch advice to app marketers.

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As a performance marketer I love data and analytics. While I’m committed to data-driven marketing, which has become essential to inform an effective user acquisition strategy, I know first-hand that campaigns can move the needle when you combine good data with great creative.

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The news that consumer in-app spending over the last holiday period rocketed 52% to total $500 million (compared with $300 million) should spur us on in 2017 to explore new ways to get players to dig deeper in their pockets. But we should also double-down on ways we can get more value (not just money) out of the vast majority of users that don’t spend in our apps – and likely never will.

If you’re chasing the “whales” and big spenders, and throwing back all the other fish in your net, then you are likely throwing money out of the window as well.

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