Vera from RTB House joined Josh to chat all things mobile gaming, from user segmentation strategies and AI solutions powered by deep learning to her journey into the industry and current favourite games.

Josh: Thanks for joining me Vera! Can you introduce yourself?

Thank you for having me! I’m Vera and I am a Gaming Account Director at RTB House, where I work closely with advertisers to help them re-engage and retarget lapsed players and optimize their retention strategies. I’m passionate about using technology to keep players engaged and coming back to their favorite games, ensuring long-term success for both the players and gaming advertisers.

Josh: How did you come to work in game advertising?

I actually started my career in a completely different industry. Transitioning into gaming and programmatic was a big career change, but one that felt right immediately given the rapid growth and innovation in this space. What also drew me to the industry was the people — everyone I’ve met has been incredibly warm and supportive, which is not something you find everywhere. It’s a collaborative community that fosters learning and sharing, and that energy really inspired me to dive deeper into the field. Since making the switch, I’ve been able to bring fresh perspectives from my previous experiences while embracing the exciting world of game advertising.

Josh: As for RTB House, tell us a bit more about the company.

RTB House is a global company specialising in state-of-the-art advertising solutions powered by deep learning algorithms. Our proprietary AI technology helps brands and advertisers deliver highly personalized ads to users in real-time. In gaming, our solutions are particularly effective in retargeting, retention, and monetization, helping gaming advertisers engage their players and bringing them back to play their favorite games.

Josh: To look specifically at gaming, first easy question, what is your go to mobile game?

This is such a tough question because there are so many incredible games! I tend to switch between different ones depending on my mood, but I really enjoy match-3 and casual games. They offer a great balance of strategy and relaxation—they’re easy to pick up, but still keep you engaged. Plus, the vibrant visuals and engaging characters in some of these games really add to the fun, making the experience even more enjoyable. With so many amazing titles out there, it’s hard to choose just one!

Josh: In our annual challenge report, user segmentation featured as a top challenge for both our UA and Ad Monetization experts. Can you share some tips on better segmenting audiences?

Absolutely. It’s very important to be open to testing, but one of the keys to better audience segmentation is leveraging behavioral data. It's important to look beyond basic demographics and also consider in-game behaviors like session length, in-app purchases, and even use other available events that allow us to understand players better. Using predictive models can then help you identify the high-value players early and segment them based on their likelihood to engage or make purchases. Additionally, it’s also very important to ensure the message you’re communicating to players is tailored and relevant to them; understanding players' motivations to create a more personalized and effective outreach is key.

Josh: How can mobile monetization teams leverage RTB House to maximize revenue from non-paying players?

I have tested several different approaches on this topic recently and have learned that maximizing revenue from non-paying players also depends on the game itself, so it can really vary. Incorporating strategies for non-paying players can complement those for paying users, creating a more holistic approach to monetization. By using tailored bidding optimization and leveraging advanced algorithms, we can effectively identify valuable ad placements for non-paying users. This allows us to enhance revenue opportunities without compromising the overall player experience, ultimately benefiting the game's performance as a whole.

Josh: Retention is a core topic at the moment, what can UA teams do to better work with product teams in maximizing player engagement?

Collaboration between UA/RT and product teams is essential. UA/RT teams can provide valuable insights on what types of players are coming in, but the product team has the tools to shape the in-game experience. By sharing data and insights, they can optimize the early user experience and create personalized in-game events or offers to keep players engaged. In-game triggers can also be aligned with retargeting strategies to ensure that the right message or offer reaches the right user at the right time, leading to improved retention.

Josh: What are some key takeaways from your panel discussion at Gamesforum San Francisco?

It was a great discussion, and I think we covered some essential points relevant to everyone facing today’s challenges in mobile gaming marketing.

We explored how re-engagement and retention strategies are here to stay, and the conversation centred around identifying, segmenting, and engaging high-LTV players effectively. A big takeaway was the value of targeted content and personalised offers that resonate with core audience motivations, which can really drive meaningful retention.

We also touched on the importance of UA and product teams working closely to optimise the in-game experience for engagement. Positive player experiences, along with well-timed re-engagement strategies, are key to building long-lasting player relationships.