Q. Hi Jenny, can you quickly introduce yourself?

A. Hi all! I am Jenny Lin, Associate Director of BD at Mintegral. The company works with over 100,000 publishers across various categories to help gain more quality users and increase ad revenue for our customers.

I manage EMEA, working closely with publishers and advertisers across the region. My job is to ensure we can support our clients grow their apps in a highly competitive app market landscape.

Q. What is your go-to mobile game?

A. I’m a fan of Redecor by Reworks/Playtika. I love interior design, and the game allows me to be as creative as possible while incorporating friendly competition. A great stress reliever, in my opinion!

Q. Share a bit more about Mintegral, what is your MO?

A. Mintegral is a programmatic, interactive ad platform dedicated to helping mobile apps grow globally.

We offer full-stack products and services, including self-serve advertising, monetization, and creative automation. Our goal is to provide a comprehensive array of products that support gaming app companies at any stage of development.

Q. In an ever-crowded market space, how can publishers stand out against the noise?

A. I can think of three effective methods:

1. Unique gameplay mechanisms: Innovative and compelling gameplay methods will not only set you apart from other publishers but are also a key factor in retaining your users in the long run.
2. Quality animation: Having worked with countless games, it’s clear that quality visuals grab user attention and help a game stand out. When this is combined with a compelling storyline, user engagement increases exponentially.
3. Utilize data and data-oriented tools, platforms, and services: Dive into the data behind your players’ behavior to help make those optimization decisions on your behalf. You can take advantage of data-driven platforms (like Mintegral) to help you find long-lasting and lucrative audiences.

Q. Teams are paying increasing attention to re-engagement and retention metrics. How is Mintegral helping publishers reach and retain those high LTV users?

A. Our latest products have been focused on improving our algorithm to find quality (that means paying and high-retention) users more often. As the landscape shifts towards mid-core or IAP-oriented games, our product team has been training our algorithm to be more efficient towards these categories.

At the same time, we have ramped up our partnerships with IAP-oriented games to allow a healthy cycle of supply and demand, improving the overall ‘flywheel effect’ of our platform.

Re-engagement is one of our core focuses this year. With new products in the pipeline, we will better support re-targeting campaigns for our advertisers. There is much more to come on this, so please reach out if you’d like to know more.

Q. What advice do you have for casual publishers looking to move into the mid-core and hardcore space?

A. I have five ideas that come to mind:

• Research and understand the interests of your “new” audience. It’s not as easy as switching your mechanics and expecting your users to know what’s going on intuitively.
• Invest in gameplay depth. Midcore games require strategic mechanics that allow players to continue playing over the long term.
• Look into social aspects to increase retention. We find social media is an effective way to keep users engaged.
• Plan and balance your monetization structure thoroughly before starting.
• Finally, be patient and open-minded when it comes to the demands of constant changes and adjustments.

Q. What can our audience expect to hear from the Mintegral team while at Gamesforum Cyprus?

A. I’m most looking forward to catching up with our partners and clients. This will be one of our first trips to Cyprus in some time, so it’s a great chance to meet face-to-face and make new connections.

As for what we’ll be sharing, we’ll mostly chat about Mintegral’s programmatic advertising solutions for mobile games, how we can help game developers acquire new users, and our new products, such as our integration with the Amazon Appstore.

Q. Final question, what are you most excited about while in Cyprus?

A. Besides the conference, exploring the old town, checking out the beach, and trying out some local foods will be my go-to’s while I’m visiting!

You can catch up with Jenny and the Mintegral team at Gamesforum Cyprus on April 11th!