Elizaveta Savenkova, Chief Business Development Officer at ZiMAD, turned her passion for dynamic industries into a standout career in mobile gaming. With a focus on impactful brand partnerships and adtech innovation, she’s driven impressive results at ZiMAD, a global game developer. As she gears up for Gamesforum Hanoi, in just over a week, Liza shares her expertise on app store strategies and explores Vietnam’s booming mobile gaming market in this Gamesforum Meets article.

Hi Liza, can you tell us about yourself and your background in mobile gaming?

Hi John! I’m currently the Chief Business Development Officer at ZiMAD, where I’ve been working for nearly five years. I started in the industry with a focus on UA, even though I had no prior experience in the field, and it’s been quite a journey since. I gradually transitioned into a BD role, which ultimately led me to where I am today. My entry into mobile gaming was fueled by a passion for dynamic, ever-evolving industries, and I’ve found this field incredibly rewarding.

Throughout my career, I’ve held roles that emphasized communication—an essential part of my work now, especially in collaborating with external partners and internal teams. My background in hospitality has also been surprisingly versatile, adapting well to the collaborative and client-focused nature of business development in mobile gaming.

Can you give us a brief overview of the ZiMAD story.

ZiMAD is an international developer and publisher of games and entertainment applications for mobile platforms, desktop, and social networks. Since entering the market in 2009, we’ve built a community of over 200 million users who enjoy our products. Our headquarters are located in Florida, USA, while our diverse team of around 300 employees works from various locations worldwide. Key roles are held by industry professionals with over a decade of experience, ensuring our commitment to quality.

Our focus is on bringing high-quality casual games to the market, with titles like our flagship product, Magic Jigsaw Puzzles, which has remained a beloved favorite among users for over 13 years. We take pride in each title we launch—not only because millions of people around the world play and continue to enjoy them, but also because our games introduce fresh experiences, innovative mechanics, and exclusive content that contribute meaningfully to the genre and the industry as a whole.

How has leveraging brand partnerships improved key metrics for ZiMAD's apps?

In general, partnering with globally recognized brands can amplify media presence, significantly expand audiences, increase engagement among existing players, and ultimately boost business performance. We have experience working with renowned brands such as Disney, Sony Pictures, and National Geographic, to name a few. Our goal is always to bring something special to our players while keeping key metrics and KPIs in focus.

In one of my previous Gamesforum presentations, I shared how, during a recent collaboration, we observed a 35% increase in ad revenue and a 30% increase in eCPM. Results can vary depending on several factors, but I encourage you to refer back to my presentation for more detailed insights on this.

You've always embraced innovation in adtech, what trends most excite you?

I’m always on the lookout for the latest adtech trends that can transform audience engagement. One of the most exciting trends for me is the rise of AI and its expanding use in the ad space. I’m confident we’ll continue to see new and innovative ways AI can be implemented. The integration of artificial intelligence is revolutionizing how we tailor advertising content to individual user preferences, and I’m eager to see what comes next.

What stands out to you as unique about the Vietnamese mobile games industry?

The Vietnamese mobile games industry is booming, thanks to a young, tech-savvy population that’s always connected. With some of the highest smartphone adoption rates in Southeast Asia, Vietnam has a massive audience eager to explore new mobile games. This creates an incredibly attractive market for local developers looking to grow, as well as for international studios eager to tap into this fast-growing, mobile-first region. The combination of high engagement, rapid growth, and enthusiasm for mobile entertainment really sets Vietnam apart in the gaming scene.

You'll be speaking at Gamesforum about helping apps standout on appstores – can you give us a preview?

This is probably one of my favorite topics to discuss. Although the impact of app store promotions has declined in recent years due to various changes, I still believe it’s beneficial for all games to explore ways to get promoted in key app stores. After all, it’s free exposure. We’ll dive deeper into this topic during the presentation in Hanoi.

What trends do you think will shape the mobile games industry in 2025?

It feels surreal to be talking about next year already, as it seems like just yesterday I was discussing what to expect in 2024—time really flies! I’ve already mentioned AI, and I’m confident we’re going to see exciting developments in the coming year. We can expect even more AI-driven personalization for users, likely going beyond just content. While there are certainly questions around AI, the key is using it effectively to create the best outcomes.

I also think we’ll see alternative approaches to user acquisition that diversify the traditional mix we’re all familiar with. Additionally, I expect more multiplayer features aimed at keeping users engaged, building in-game communities, and encouraging competition—all of which enhance the social aspect of gaming.

Finally, the cross-platform approach will be essential, as players increasingly want seamless transitions between their devices, and we’ll need to meet that demand.

What most excites you about your trip to Hanoi with Gamesforum?

Aside from it being the 50th country I’ll visit, I’m excited to learn more about the Vietnamese gaming industry, which I’m sure has a lot to offer to international developers like ZiMAD. Gamesforum always brings together the best people in the industry, so I’m looking forward to some fantastic networking opportunities.