Growth Masterminds: mobile growth podcast Singular

What is happening in mobile gaming in 2024?

Apparently old people game more than young, casual’s growing everywhere. The market as a whole is growing, and daily engagement jumped back up after a decline last year.

I recently saw that Adjoe put out a Mobile Games Index 2024 and I wanted to know more, so in this episode of Growth Masterminds, we discuss the latest trends in mobile gaming with Carly Ostasiewski, director of growth at Adjoe.

The find unexpected insights from the 2024 Mobile Games Index report, including older demographics outpacing younger ones in mobile game engagement and the rise of casual gaming across various age groups.

Key points include the transition from traditional console gaming to mobile, a surge in adventure and action game popularity among kids, and a significant increase in gaming app monetization through integrated ads. Additionally, the report shows that European players lead in daily app usage and explores the growing role of women in gaming.

We also touch on the potential integration of gaming with everyday app usage, hinting at a future where gaming becomes a central component of consumer experiences across platforms.

00:00 Introduction and Surprising Gaming Trends
01:19 Demographics and Gaming Preferences
02:37 Kids and Mobile Gaming: The Reality
04:12 Roblox and the Younger Demographic
06:12 Gaming Industry Trends and Monetization
14:51 Regional Gaming Trends
17:05 Future of Gaming: Integration with Everyday Apps
19:22 Conclusion and Final Thoughts

Goodbye SKAdNetwork, hello AdAttributionKit. Or AAK, or AdKit.



In this special episode of Growth Masterminds, we dive into Apple's new ad attribution kit, announced at WWDC. We discuss the nuances of the new version, not exactly SKAN 5, and its support for third-party app stores and reengagement campaigns.



The episode features in-depth insights from Singular CEO Gadi Eliashiv and CTO Eran Friedman, emphasizing the changes, improvements, and expectations for adoption in the ecosystem. Additionally, they touch upon the future of measurement on iOS, the interplay with Privacy Sandbox on Android, and what it means for app developers and advertisers.



00:00 Welcome to Growth Masterminds

01:09 Understanding AdAttributionKit

02:58 Reengagement and Debugging Enhancements

05:46 Backward Compatibility and Postback Formats

10:03 Deep Dive into Retargeting

17:12 Creative Types and Engagement Types

23:20 Exploring SKOverlay and Its Implications

25:19 Understanding SK interaction Types and Attribution Windows

25:47 Custom Click Ads and Alternative App Stores

28:16 Adoption Challenges and Future Predictions

35:47 The Future of Measurement on iOS

39:34 Privacy Sandbox and Android

41:20 Q&A and Final Thoughts

WWDC kicked off today and SKAdNetwork is nowhere to be found. Instead, we have App AdAttributionKit and Web AdAttributionKit (say that 3X fast, we dare you!) and not much detail about where SKAN is going.



Out guest today, however, thinks that there' won't be a SKAN 5 or a SKAN 6, and that there will just be new AdAttributionKit releases from time to time. And that all the juicy new tech promised for future SKAN versions is actually here ...



So ...



Join host John Koetsier in this episode of Growth Masterminds as he explores the future of ad attribution and privacy compliance post-WWDC with guest David Phillipson, CEO of DataSeat.



They discuss the potential end of SKAdNetwork, the introduction of Apple's App AdAttributionKit and Web AdAttributionKit, and the challenges and implications for the ad tech industry. They delve into the reliability of modeled attribution data from media giants like Google, Meta, and TikTok, and the evolving modeling strategies used to overcome privacy blind spots.



Also, David shares his personal journey into ad tech (which is interesting!), lessons from successful entrepreneurs, and the importance of unified measurement in a privacy-focused world.



If you're looking to understand the impacts of Apple's recent announcements and the future of ad attribution, this episode is a must-watch (and you know this is absolutely 100% true because ChatGPT wrote this part of the show notes ... but not this sarcastic little note.)



00:00 Introduction and Opening Thoughts

00:16 The Reliability of Ad Attribution Data

00:45 WWDC and Apple's New Releases

01:05 Introducing the Guest: David Phillipson

04:45 Discussion on SKAN and Ad Attribution

07:34 Challenges and Adoption of SKAN

12:49 Future of Ad Attribution and Privacy

18:51 Unified Measurement and Market Trends

29:30 Final Thoughts and Predictions

32:53 Closing Remarks

How do you achieve insane mobile app retention rates? One way is magic. Another is pure accident. The third is by applying smart frameworks to science (and magic) your way to better retention.

In this episode of Growth Mastermind, host John Koetsier speaks with mobile growth expert Jacob Rushfinn about achieving high app retention rates.

They discuss four frameworks for tackling retention: Darius Contractor's Psych Framework, RICE Prioritization (Reach, Impact, Confidence, Effort), Eisenhower's prioritization matrix, and Elena Verna’s Conversion Rate Decline Diagnostic.

Jacob shares insights from his diverse experience at companies like Balance, Level Up, Amwell, and Automattic. The conversation covers the practical application of these frameworks, the value of early user engagement, and the impact of better retention metrics on long-term success.

00:00 Introduction to Killer App Retention
01:15 The Journey into Retention
04:27 Understanding Frameworks for Retention
07:26 The Psych Framework Explained
14:16 Framework Number Two: RICE Prioritization
20:06 Balancing Quick Wins and Big Bets
21:14 The RICE Approach to Prioritization
21:49 Eisenhower's Prioritization Matrix
25:48 Elena Verna's Conversion Rate Decline Diagnostic
33:58 The Impact of Better Retention
38:32 Final Thoughts and Resources

Should you stop A/B testing creative right now?

In this episode of Growth Masterminds, host John Koetsier chats with Ellad Matarasso, Director of Growth at Alison.ai.

They discuss the limitations of traditional A/B testing in growth marketing and how Google and Meta do essentially massively multivariate simultaneous testing. Matarasso shares insights on how AI can analyze creative elements frame by frame and correlate them with performance data, thereby recommending the best combinations to maximize ad campaigns.

They also chat about the importance of creative in advertising, common mistakes marketers make, and emerging trends such as generative AI in creative production.

00:00 Stop A/B Testing?
00:31 The Evolution of A/B Testing
01:54 How Allison.ai Tests
07:12 How Important is Creative?
12:59 Human Creativity vs. AI
15:51 Trends in Creative Optimization
17:04 Challenges with Major Platforms
19:11 Conclusion and Final Thoughts

Protected Audiences has grown a lot since it was FLEDGE, and even this year. As such, it’s going to be useful for much more than just retargeting, according to 2 experts.

In this episode of Growth Mastermind, host John Koetsier explores the intricacies of Google's Privacy Sandbox with a particular focus on the Protected Audiences API.

He’s joined by experts Omri Gal, Head of Privacy Sandbox at Singular, and Lucky Harpley, a Product Manager at Remerge.

The discussion covers the evolving landscape of retargeting and attribution on Android. They delve into the technical workings, the impact on marketers, and insights from recent testing. The conversation also highlights the challenges and preparation steps for the transition from GAID to Privacy Sandbox, emphasizing the importance of understanding and adapting to new industry standards.

Finally, they highlight the key difference between attribution and optimization via GAID right now versus Privacy Sandbox on Android in the future.

00:00 Introduction to Privacy Sandbox and Its Evolution
04:10 Deep Dive into Protected Audiences API
11:32 The Future of Targeting and Retargeting in Privacy Sandbox
19:16 Testing and Implementing Privacy Sandbox Solutions
27:22 Preparing Marketers for the Privacy Sandbox Transition
31:10 Closing Thoughts and Next Steps