Janice Gao is Director of Growth Marketing at Big Fish Games, specializing in user acquisition for their mobile games. Inspired by her favorite TV show Mad Men, Janice moved to New York in 2012 to complete a marketing MBA. Shortly after, Janice ventured into the mobile gaming industry at DoubleDown Interactive as a UA analyst. Janice eventually moved to Big Fish Games, where she drives awareness, users and revenue growth.
Read Janice's latest article: "Scale Performance The Right Way: A Great UA Creative Process"
Big Fish Games has an extensive portfolio of popular casual games across genres like Cooking Craze, Gummy Drop!, Fairway Solitaire, and Big Fish Casino. The main product I am responsible for is EverMerge, an innovative casual game we released in 2020.
I witnessed mobile’s immense growth in 2016 when a significant share of transactions started to shift from desktop to mobile. At the time, I managed paid marketing efforts for high-profile retail businesses.
Not long after, I moved into mobile marketing where I joined DoubleDown Interactive, a leading social casino game developer. During my time there, I discovered and expanded user acquisition channels for the flagship title DoubleDown Casino and launched and owned UA strategies for new titles like DoubleDown Classic Slots and Ellen’s Road to Riches Slots.
The growth and opportunities. New products and technology regularly arise on mobile as businesses continue investing, innovating, and growing their mobile presence. Mobile marketers have a ton of exciting opportunities to look forward to and explore.
Optimize for a unified user journey by establishing alignment and consistency across UA creative, app store pages, and product experiences. Make sure that the App Store and in-game player experience matches what UA ads convey.
Marketers must leverage the knowledge at their fingertips. There’s a ton of expertise across internal partners and external partners; anyone you have direct contact with can hold a lot of unique information. Here are some things I like to focus on, depending on where the stakeholder sits in my network:
Consuming and connecting the right information helps drive better UA strategies.
Quality over quantity.
A strong creative is a rare find but often drives large scale for months. Conversely, losing creatives are the vast majority—they either don't meet the performance target or don't drive significant scale.
It's critical to design your creative production and creative testing framework to identify winning creatives with both scale and quality potential.