How to get 40M installs? Mobile Games Marketing | Brian Sapp VP User Acquisition at Jam City

With games like Cookie Jam, Panda Pop, and Harry Potter Hogwarts Mystery how does Jam City approach marketing for their mobile games? Harry Potter got 40M installs to date so far. What types of UA activities drive those installs? What are the big differences between performance and brand marketing?

We talk to Brian Sapp who ran UA for Warner Bros (including Game of Thrones Conquest) and now at Jam City.

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1:40 What is the role of the User Acquisition/Marketing team at Jam City? What is Performance Marketing vs. Brand Marketing?
2:55 At a free to play studio like Jam City how much brand marketing do they do relative to performance marketing?
4:03 What are example activities on the Brand Marketing side?
4:40 What does your day to day look like?
5:50 Describe UA activities across the full life cycle of a game from concept to launch
8:28 Could you tell me more about what you look for in soft launch? How do you do UA during soft launch?
9:38 How is your team structured? How do you think about structure?
12:55 How does the UA team work with other groups at Jam City like PM team or others?
14:10 What does it take for a UA team to be as effective and competitive as possible?
15:50 How do you get good at optimizing Creative ad units?
17:57 What qualities do you look for to hire on to your team?
19:10 How do you think about doing UA for branded IP games vs. original IP games?
21:13 Both Facebook and Google rolled out machine learning based bidding which has been super successful. What are some of the newer applications of machine learning or other new trends in UA?
22:50 What happens to UA teams in the environment where machine learning becomes more pervasive and performant?
23:28 How did you get into games? What was your career trajectory?
26:05 High level thoughts on transitioning from SF to LA?
27:00 What do you like most about working in UA and working at Jam City?

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