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PODCAST

Growth Masterminds: mobile growth podcast

Growth Masterminds is smart user acquisition and mobile growth pros sharing their best insights on UA, retention, mobile measurement, privacy, mobile marketing data, and much more. Hosted by John Koetsier, we chat with brands like IMVU, DraftKings, and Mixtiles. We interrogate ad networks like Fyber, Kidoz, AppLike, Vungle, Bluestacks, and more. And we feature global experts like Eric Seufert and Jayne Peressini. Along the way, we hit topics like pLTV, creative optimization, incrementality,

business marketing

All Episodes

00:12:02

Singular ROI Index 2025 unveiled!

Growth Masterminds: mobile growth podcast ·

2025/04/29

What are the best ad networks in the world? Where can you get the best ROI and the most ROAS? The Singular ROI Index is the longest-running global ROI report, and we've just released a new version for 2025 with all the answers.In this solo episode of Growth Masterminds, host John Koetsier delves into the recently released Singular ROI Index for 2025. He highlights the extensive data behind the report, which includes trillions of ad impressions and billions of app installs. John introduces new

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00:38:30

Why mobile attribution is getting WAY BETTER in 2025

Growth Masterminds: mobile growth podcast ·

2025/04/22

Mobile attribution is getting better than ever before. And that's in spite of it becoming more and more complex.There's so many measurement methodologies. Advanced SAN. AEM. Advanced AEM. Unified Measurement. SKAN. AAK. Privacy Sandbox. GAID. IDFA. Probabilistic. Modeled.You name it, there's MORE of everything.But in spite of all that, mobile attribution is getting better. Way better. And maybe, it's actually BECAUSE of all that. And the great news: it's also getting EASIER.Makes

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00:30:05

AI-generated UGC: how good is it, really?

Growth Masterminds: mobile growth podcast ·

2025/04/17

How good is UGC in AI-generated videos? We're seeing a lot more of it in ads, but does user-generated content work for video? Does it look super-fake? Most importantly, does AI-generated UGC work: generate clicks & conversions?Join John Koetsier on this episode of Growth Masterminds as he discusses the effectiveness of AI-generated user-generated content (UGC) with Alexei Chemenda, CEO of Poolday AI. They explore the evolution and current state of AI UGC, its performance, common pitfalls,

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00:26:32

2 seconds 2 win: Creatives that crush mobile game...

Growth Masterminds: mobile growth podcast ·

2025/04/07

To win in mobile game marketing in 2025, you need creatives that crush it. And that means creative hooks that capture people's attention in just 2 seconds.You have 2 seconds to win ... ouch!In this episode of Growth Masterminds, we discuss innovative strategies and trends in growing mobile games in 2025 with industry experts Jesse Lempiäinen, co-founder of GeekLab, and Neils Beenen from Singular. With host John Koetsier they dive into the effectiveness of AI-generated creative content, the

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00:09:13

Why France fined Apple $232 million

Growth Masterminds: mobile growth podcast ·

2025/03/31

France fined Apple $232 million or $150 million euros because France says the way Apple implemented App Tracking Transparency, or ATT is unfair and anti-competitive. Third-party independent app publishers suffered as a result, and small app makers in particular.In fact, France says, Apple could have easily integrated ATT and GDPR, the massive privacy regulation that governs digital commerce and advertising in the European Union.

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00:51:10

Scale smarter: Channel diversification for mobile...

Growth Masterminds: mobile growth podcast ·

2025/03/27

Channel diversification for mobile games: where do you start, and how do you do it?In this Growth Masterminds we bring not 1, not 2, but 3 seasoned growth experts to join host John Koetsier on how to scale smarter via better channel diversification for mobile games:- Matej Lancaric from 2 and a Half Gamers- Kyle West from Mistplay- Brendan O’Connor from MolocoWhen do you add new channels?Which ad partners do you start with?How important are rewarded ads?Where do influencers fit? When?CTV ... should

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00:16:07

Mobile app retargeting tips from a 100M MAU app

Growth Masterminds: mobile growth podcast ·

2025/03/21

Mobile app retargeting is a huge part of engagement, monetization, and retention for top apps. Especially in categories like shopping, travel, and gaming. What can you learn about mobile app retargeting from a 100M MAU app?Lots.In this episode of Growth Masterminds, host John Koetsier speaks with Subhadeep Chakraborty, Senior Manager for Growth at Ixigo. We chat about the importance and effectiveness of retargeting strategies in one of the most competitive markets – travel and booking in India

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00:29:43

Ad monetization for mobile games with Felix Braberg

Growth Masterminds: mobile growth podcast ·

2025/03/18

How do you achieve optimal revenue from ads in your game? Ad monetization is an increasingly complex but necessary part of the business for mobile game publishers. In this video we dive into ad monetization for games with Felix Braberg ... part of 2 and 1/2 Gamers.We discuss the perfect balance needed for successful game monetization strategies, focusing on hybrid and ad monetization. Felix shares invaluable insights into when to integrate monetization in the game development lifecycle, how to

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00:28:01

iOS measurement in 2025: what's working?

Growth Masterminds: mobile growth podcast ·

2025/03/12

Measuring ad campaigns on iOS has been hard ever since ATT. But what can we expect in 2025?In this episode of Growth Masterminds, we discuss the future of iOS measurement and marketing in 2025 with Jesse Lempiainen, co-founder of GeekLab, and Neils Beenen from Singular. We talk about the impact of Apple's IDFA changes, the effectiveness of various measurement methodologies like SSOT, MMM, CAPIs, platform probabilistic approaches, and the potential future developments in Apple's advertising

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00:24:09

Incrementality insights from 750 million app installs

Growth Masterminds: mobile growth podcast ·

2025/02/26

How important is incrementality? In this Growth Masterminds we chat with the CEO of an app publisher with 750 million app installs: how they think of incrementality, how they measure incrementality, and tips for how you can do the same.Measuring incrementality is especially on the App Store and Google Play ... where you might be the top result and also have bought ads against your brand and keywords: is this good or bad?Our guest is Jonathan Reich, CEO of Zedge. He and host John Koetsier chat about

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00:46:58

Professor ARPDAU: free retention curve, LTV...

Growth Masterminds: mobile growth podcast ·

2025/02/19

Need retention curves, LTV predictors, or DAU predictors for your mobile game or app? Don't want to learn about to build retention curves or LTV predictions or DAU predictions, but need the data?You're in luck: Russell Ovans, author of Game Analytics, has just built out these tools for free use. And in this edition of Growth Masterminds, he shows us exactly how they work and why they're useful.Ovans demos his set of free online tools designed for game marketers, including the retention

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00:37:33

Scaling ad spend to $10K/week PROFITABLY

Growth Masterminds: mobile growth podcast ·

2025/02/12

How do you scale ad spend profitably? You can spend $300/day and make money, but it's much harder to scale ad spend to $10,000 per week and still be profitable. Here are 5 keys to profitably scaling mobile ad spend ...In this episode of Growth Masterminds, host John Koetsier is joined by Lukas Szanto, a lead generation specialist and senior UA manager. We explore 5 keys to profitably scaling ad spend for an iOS subscription app from zero to $10,000 in weekly ad spend.Lukas shares invaluable

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00:28:28

Why privacy and consent are AMERICAN things now, not...

Growth Masterminds: mobile growth podcast ·

2025/02/04

Since 2020, 19 U.S. states have implemented data protection laws. That means mobile app publishers don't just have to worry about data, privacy, and consent when they publish in Europe. They also have to think about it in the U.S.So ... how do you make data consent (a boring legal formality that annoys customers) a positive part of your app onboarding. And ... essentially ... a marketing moment? In this episode of Growth Masterminds, host John Koetsier interviews Jerome Perani, CRO of

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00:27:37

Women & mobile gaming: 9 things you need to know

Growth Masterminds: mobile growth podcast ·

2025/01/30

Women are half of mobile gamers, but many of them don't identify as gamers. Superbloom CEO Emily Yim and John Koetsier talk about making great mobile games for women, and much more.Emily shares her journey from working at major gaming companies like EA, Zynga, and Glu to founding her own company and launching the hit game Venue. The conversation delves into the gender dynamics in gaming, growth strategies for niche markets, and the technological and social elements essential for game

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00:34:57

60% lower cost per trial via web2app?

Growth Masterminds: mobile growth podcast ·

2025/01/21

Can web2app deliver 60% cheaper trials for your subscription-based apps? And be able to track 20% more? In this Growth Masterminds, we chat with Gessica Bicego: - Blinkist - Paired - Kayak - Fractional CMO, growth consultant Gessica shares her journey from Blinkist to Paired, revealing key insights into the benefits and challenges of transitioning user acquisition efforts from app to web campaigns. We talk about why web-based UA offers better tracking capabilities, how to leverage landing pages

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00:25:57

No more App Store fees

Growth Masterminds: mobile growth podcast ·

2025/01/14

Will 50% of in-app purchase revenue move to owned channels over the next few years? Stash thinks so. In this Growth Masterminds, I chat with Justin Kan, co-founder of Twitch, serial entrepreneur and investor, along with Archie Stonehill, who leads product for Stash. We talk about direct-to-consumer or D2C in mobile gaming, where getting revenue from what used to be in-app purchases over owned channels is resulting in 30% more revenue for top publishers. We also chat about what's driving D2C for

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00:35:50

Scaling mobile games beyond 1 million players: 6...

Growth Masterminds: mobile growth podcast ·

2025/01/08

How do you scale your mobile game beyond 1 million players?Anyone can start a game or an app and get a certain amount of growth. But scaling is hard: you need to find more players, sure, but you also need to expand beyond your initial niche. And you probably have to start paying attention to what your competitors are doing. In this episode of Growth Masterminds, host John Koetsier talks with Sven Jurgens, an independent mobile games consultant, about the challenges and strategies for scaling

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00:40:10

How AppLovin is fueling the boom in incentivized ad...

Growth Masterminds: mobile growth podcast ·

2024/12/26

What is going on in the rewarded ad space? Why is it exploding?Well, in an odd way, it's AppLovin's fault. In this episode of Growth Masterminds, host John Koetsier chats with adtech OG Paul Bowen, Chief Revenue Officer at Stream Elements. They discuss the current state and future of the ad tech industry, focusing on the resurgence of rewarded and incentivized ad spaces, the implications of industry consolidation, and the impacts of AI and data analytics on user acquisition. Paul shares deep

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00:23:48

How to grow games globally

Growth Masterminds: mobile growth podcast ·

2024/12/19

Is it possible that you’re wasting marketing dollars by only user acquisition where you always have been in the past? Or limiting your potential growth?In this episode of Growth Masterminds, host John Koetsier chats with Tom Shadbolt, Moloco's Senior Marketing Insights Manager, about the untapped opportunities in global markets beyond the big 5 countries which account for 60% of gaming UA spend. They delve into findings from Moloco's analysis of 4,000 apps and $3 billion in in-app purchase

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00:36:12

How to scale influencer marketing

Growth Masterminds: mobile growth podcast ·

2024/12/10

How do you scale influencer marketing?In this episode of Growth Masterminds, we chat with influencer marketing expert Yuliya Gorenko from Mishka Agencies. She's scaled influencer marketing programs to 8 figures, has over a decade of experience and has worked with over a thousand creators. She's also a former PR and marketing specialist with L'Oreal. Yulia shares her journey from L'Oreal to building influencer programs for various mobile apps. Listen to learn how to scale influencer marketing to

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