We caught up with Kwalee's Head of Growth, Alexey Gusev, who has adeptly navigated numerous challenges in the mobile gaming landscape - leading the company's growth initiatives, Alexey has tackled everything from swift shifts in user behaviour to the evolving policies on gaming platforms. Under his guidance, Kwalee has refined its user acquisition strategies, expertly balancing a variety of channels and tactics to effectively reach and engage a diverse audience. In this interview, Alexey talks about the intricate strategies behind Kwalee's growth, the company's dynamic approach to user acquisition, and the critical role of data in shaping their marketing campaigns. He also underscores the importance of cultural nuances in global markets, tailoring Kwalee's games and marketing efforts to resonate with different regional audiences, a strategy that demonstrates his deep understanding of the complexities within the mobile gaming industry.

Can you tell us a little bit about your journey into gaming - what initially sparked your interest?

I’ve always been passionate about gaming since I was a kid. I remember spending countless hours playing on my first console (Super Nintendo). This passion naturally grew as I got older, and after some initial steps in ecommerce, it led me to exploring the business side of the industry. It did help though that at the time I was located in a gaming minihub of Germany - Hamburg with so many companies making it big in the gaming sphere. Ultimately, the blend of creativity, analytics and people being very open-minded is what really captivated me and pushed me to pursue a career in this dynamic field further.

Kwalee has a strong track record of creating engaging and successful mobile games. What are some of the key growth strategies that have been most effective for the company in recent years?

Kwalee's success comes down to a few key strategies. First, we prioritize data-driven decision-making, leveraging analytics to fine-tune our games and marketing efforts. We also invest heavily in user acquisition, ensuring we reach the right audiences. Additionally, our focus on global markets allows us to tap into diverse player bases. Lastly, fostering a creative and collaborative environment within and across the teams has been crucial for innovation and sustained growth.

The gaming industry is constantly evolving. What are you most excited about in terms of future growth opportunities for mobile gaming?

The most exciting thing for me is that you never know what will be the next big thing on the market, so keeping an open eye and an open mind is crucially important in the mobile gaming industry.

At the moment, I am really excited about the new gaming mechanics that will be brought to the market - I’d say the market is mature enough for stepping away from just the genre evolution and revolutionizing and bringing the new wind to the industry 

From the UA perspective, partner diversification is something that I am very much looking forward to (even though it will most probably not happen in the next year) after a long streak of high level M&A’s and dominance of some players on the market.

User acquisition is a crucial aspect of mobile game growth. How does Kwalee approach UA, and how do you balance different channels and strategies?

From my perspective, two of the core principles to the way we’re approaching UA would be:

• Being ahead of the curve - we’re always testing new alphas and betas from the existing partners and constantly testing new marketing opportunities, motivating the whole team to be adventurous.
• Data-driven decision making - essentially we’re free to test almost anything and everything but to scale that further, we need to have the data that proves that it makes sense to move forward with that.

What are some of the biggest challenges you've faced in your role as Head of Growth at Kwalee? How did you overcome them?

One of the biggest challenges has been navigating the rapidly changing landscape of mobile gaming and user acquisition. From shifts in user behavior to changes in platform policies, staying ahead requires agility and adaptability.

To overcome these challenges, I rely on a strong team, continuous learning, and staying connected with industry trends. Building a culture of resilience, innovation and independent decision-making has been key to overcoming obstacles and driving growth.

What key metrics does your team focus on, and how do you use them to inform your strategies?

It is simultaneously as simple as CPI < LTV, yet it gets more and more complicated the further you’re digging down 😀. Growth managers these days need to have a very good understanding of the whole funnel metrics from the very first impression (and the logic how it is being fired) to deeper funnel events that are happening only, this is being complicated by a rather convoluted data pipeline and the need to be able to not only work with big data but also stitch multiple (sometimes rather contradicting) data sources and drawing conclusions from that.

What advice would you give to someone who aspires to a career in mobile game growth?

Stay curious and never stop learning. The mobile gaming industry is fast-paced and always evolving, so being adaptable and proactive is crucial. Gain a solid understanding of both the creative and analytical sides of gaming. Network with industry professionals, seek mentorship, and don't be afraid to take risks and experiment with new ideas.
Lastly, do remember that there is no silver bullet in the mobile gaming - with the right approach almost any idea could work 🙂.

Every region has its own nuances - what is important to remember when addressing growth in international gaming markets?

Understanding cultural differences is key when expanding into international markets. Localization goes beyond just language translation; it involves tailoring the game content and marketing strategies to resonate with local audiences. It's also important to stay informed about regional regulations and platform preferences. Building local partnerships can be incredibly valuable for gaining insights and navigating these markets effectively.

Lastly, start thinking just beyond the usual suspects of markets in terms of the UA - as an example, MENA is the region that is very strong from performance perspective but is somehow still being overlooked by many companies.

Alexey, when you're not working on growing Kwalee's amazing games, what do you enjoy doing in your free time?

In my free time, I love exploring new technologies and staying up-to-date with the latest trends in gaming. I’m also a gamer myself, always on the lookout for new and innovative games to play - independent of the platform and genre. My latest highlight being Dave the Diver - truly a unique experience that is masterfully brought to life!
Outside of gaming, I enjoy outdoor activities like hiking and cycling, which help me stay balanced and energized. Spending time with family and friends is also incredibly important to me.