Darina Guseva from Kolibri Games joined Josh to to chat about how mobile UA has changed in recent years. She reflects on the rise of rewarded networks, emergence of SKAN and social media platforms like TikTok, as well as discussing market share being flooded with the likes of Temu, and the importance of data-driven creative testing in 2024.

Josh: Hi Darina- thanks for joining us! Can you briefly introduce yourself?

Darina: Hi there! I'm Darina Guseva, the Senior User Acquisition Manager at Kolibri Games with over 7 years of experience in user acquisition for gaming. At both Kolibri Games and InnoGames, I craft innovative strategies, scale campaigns, and enhance player experiences through a blend of analytical, creative, and technical skills. I thrive on exploring new approaches to drive campaign success and profitability, constantly pushing the boundaries to achieve outstanding results in the dynamic gaming industry.

Josh: Talk to us about your journey in mobile gaming.

Darina: My journey in mobile gaming started a few years ago when I joined InnoGames as a User Acquisition Manager. Over the years, I have developed a deep understanding of the gaming market, working on various successful campaigns and honing my skills in acquiring users effectively. Recently, I transitioned to Kolibri Games, where I continue to leverage my experience to drive growth and engagement.

Josh: What is your go to mobile game?

Darina: I have a few favorites, but currently, I'm hooked on Idle Miner Tycoon. It's not just because it's a Kolibri Games title, but I genuinely enjoy the strategy and management aspects of the game. Plus, it has great in-game events that keep the experience fresh and engaging.

Josh: Let’s talk about UA. How has the landscape changed in the time since you joined InnoGames?

Darina: The grass was greener, and UA was easier back then. Jokes aside, of course, a lot has changed since then.
A lot of topics around user privacy have brought a lot of changes. All the abbreviations—ATT, SKAN, and DMA—didn't even exist at the time.
The MMPs were already quite strong when I started. We were collecting a lot of data and could apply various targeting options. It wasn't exactly the stone age of performance marketing. However, algorithm-based campaigns were still on the horizon.
Rewarded networks hadn't risen yet, and the perception of "incent" traffic was quite different. It was hard to believe that incentivized users could genuinely play the game for long.
Social media was pretty much dominated by the good old Facebook. In its golden age, the share of voice was over 50%. TikTok didn't even exist, or was just launched in the US when I started, and it took a while until we tested UA campaigns there for the first time.
Really, thinking about it, so many things have changed. But that's actually what makes it fun to work in such a dynamic industry. It never gets boring, for sure.

Josh: What impact has the increasingly competitive market space having on your UA campaigns?

Darina: The increased competition has certainly made UA campaigns more challenging. Ad costs have risen, and it's harder to stand out. We have to be more strategic with our spend, ensuring that our campaigns are not only reaching the right audience but also compelling enough to convert them into loyal users.

Josh: How is big spend from companies outside the gaming space (e.g., Temu) impacting your gaming campaigns?

Darina: The entry of non-gaming companies with substantial ad budgets, like Temu, has further intensified the competition. They drive up ad prices and make it more challenging to secure ad placements. On the positive side, they are also providing opportunities for advertisement, such as in-app ads within those apps, which opens new avenues for user acquisition.

Josh: How are you adapting your creative and product strategy to adapt to increased squeezing of the market share?

Darina: To adapt, we are placing a greater emphasis on data-driven creative testing. By continuously analyzing performance metrics, we can quickly iterate and optimize our creatives. Additionally, we are focusing on improving the user experience within our games to enhance retention and lifetime value, which in turn supports more sustainable UA efforts.

Josh: Thanks for joining us at Gamesforum Hamburg! What were some of your core takeaways from the event?

Darina: Thank you for this great event! The event was fantastic, offering amazing insights, fantastic talks, and the opportunity to share ideas with top experts in our industry. The organization was superb, and the location with that 360-degree panoramic view over my beloved Hamburg was wonderful. Key takeaways included new trends in creative strategies, the role of AI, and the importance of data in shaping our future campaigns.

Josh: And as a roundtable leader what were some of the highlights from the conversation? What were the core themes?

Darina: Leading the roundtable was a great experience, and I’m very happy to have been invited. Thank you for providing this opportunity! We discussed the challenges of navigating a crowded mobile gaming marketplace, sharing ideas about effective UA strategies to stand out in this competitive environment. Highlights included launch strategies, creative approaches, experiences with calibrating the marketing mix, and some new trends in UA channels. We also touched on positive surprises we've encountered in recent months, like rewarded networks and D7 Applovin campaigns.

Josh: Final question, I have to ask, how was the Green Day concert?!

Darina: The concert was amazing! It was a fantastic throwback to my school years. We even had perfect weather, with just a bit of rain that brought out a huge double rainbow above the stage. It’s a pity I had to miss some networking opportunities, though. Next time, guys, please check the concert schedule when you plan an event, haha!