MasterClass: Building an Audience: Marketing, UA, & Creative Production
Sep 17th 2021

MasterClass: Building an Audience: Marketing, UA, & Creative Production

Online Event

Date & Times: Friday, September 17th 2021
10am to 1pm
Location: Online Event
Expected Size: Up to 50
Ticket Cost: 150 GBP
Target Audience: Developers, Indie Developers, Creatives, Marketing, Students, Publishers, Tool Providers, Technical teams
Event Type: Online Event
Featured Platforms: iOS, Android, Console, Smart TV, Handheld Console, Virtual Reality, Augmented Reality, PC, Blockchain, VR

This three hour MasterClass from the marketing team at Mobile Game Doctor goes over how to think about, organise, and manage a user acquisition program including setting and understanding goals, organising a user acquisition campaign, and creating and overseeing creative production and optimisation.

Key takeaways include:

  • Defining marketing goals and translating them into measurable metrics/KPIs
  • Learn key elements, processes, and tools of marketing for mobile games
  • Key resources, terms, tools, and techniques for user acquisition/performance marketing campaigns and how to implement and assess them
  • How to select and communicate with creative teams and build a creative pipeline for ads
  • How to conduct UA/Creative testing, draw actionable conclusions, and improve performance based on the results

TARGET AUDIENCE: This MasterClass assumes that attendees have experience in mobile game development/production with little or no experience with marketing/UA - including those who need to hire, work with, or manage marketing/UA professionals who need to understand the discipline better.

Attendees might include those looking to begin building a performance marketing program or course correct an existing marketing program in its early stages, as well as those who might want to develop a basic understanding of the fundamentals of marketing for mobile games so they can communicate effectively with a marketing team.

This course would be most helpful to managers hoping to build a marketing program or understand their company’s marketing program better, or owners at startups taking a DIY approach to marketing who are looking for guidance getting started.

Meet the Mentors
The Mobile Game Doctor (MGD) marketing team specialises in providing marketing support to game developers and publishers who are struggling to establish scalable, performant marketing campaigns. Our focus is on building a strong creative production and testing pipeline, backed with robust channel and campaign exploration that allows developers to scale with confidence. No UA tricks here, just excellent marketing fundamentals that are true to the spirit and function of the game, and lots of collaboration and cooperation with product teams to establish an upward growth spiral.

David Nixon is the CEO of MGD. He is a 30+ year industry veteran with experience in game design, project management, strategic operations, publishing, portfolio management, and live ops. He was one of the founding team members for Real Arcade, and helped establish the Casual Games industry heading Global Publishing for Real Arcade and then Oberon Media. David produced nineteen of the launch products for the original Xbox Live Arcade service, which kicked-started digital distribution of consoles games. He recently served as Principal Product Manager and then VP of Publishing for Wooga GmbH, and Chief Operations Officer for Lockwood Publishing.

James Dimento has been working in mobile user acquisition and growth since 2014. He has experience working on a wide range of both gaming and non-gaming products, including well-known brands Zillow and Rosetta Stone. James was the first member of Disruptor Beam's user acquisition team, and helped grow its portfolio of licensed games based on properties including Game of Thrones, Star Trek, and The Walking Dead. He recently joined Game Taco to lead user acquisition for their recently-acquired, skill-gaming product, WorldWinner.

Mike Kanarek is MGD’s Head of Marketing. Mike has been working in product marketing for online, console, and mobile games for more than 10 years. He has a Masters of Business Administration from Babson College with a specialty in marketing. Mike has built teams for multi-million dollar projects and worked as a one man team to bring indie games to delighted audiences. Some of the work he’s most proud of includes Rock Band 3, Dance Central 2, Dungeons and Dragons Online, The Walking Dead: March to War, and Flippfly’s Race The Sun. Mike’s focus is on connecting the creative and branding aspects of marketing with data driven decision making.

Content breakdown
The role of marketing - presented by CEO David Nixon covers marketing in a broad sense, focusing on understanding your customers in order to build the marketing program that is most effective for your games. This section will widen your view of your customers' needs and desires, and provide a framework that will allow you to evaluate marketing approaches that the next two sections will build upon.

UA Goals, Diagnosis, and Preparation - presented by James DiMento, will address how to operationalise your marketing know-how into sustainable and scalable user acquisition, with a focus on tactics for f2p mobile games. You’ll learn what you need to get started, what the major tools and platforms are, and how to interpret the results from your campaigns.

Creative planning and production pipeline - presented by Mike Kanarek, will cover the process of turning audience insights into sub-audience profiles and targets, developing effective value propositions and messaging, and building those fundamentals into a robust and adaptable production pipeline for ads. This section will also teach you tools for evaluating and communicating with artists to help save time and money while getting better results.

Teaching Format

Part 1:

  • Presentation lecture (20 mins)
  • Group activity (20 mins)
  • Feedback and review (20 mins)

Part 2:

  • Presentation lecture (20 mins)
  • Group activity (20 mins)
  • Feedback and review (20 mins)

Part 3:

  • Presentation lecture (20 mins)
  • Group activity (20 mins)
  • Feedback and review (20 mins)

Looking for more MasterClasses in game design?
This MasterClass is part of a wider series of deep-dive workshop sessions, covering practical game design topics, brought to you by PocketGamer.biz in collaboration with some of the finest minds in the games industry.

If you’re interested in attending another MasterClass, you can find more information at www.pocketgamer.biz/masterclass

Monday 13 September (10:00 - 13:00)

Lessons with a Growth Hacker: Successfully Scale a Living Game, with Oliver Kern

Monday 13 September (14:00 - 17:00)

Save Your Game - Playtesting Secrets From an Expert, with Pascal Luban

Tuesday 14 September (10:00 - 13:00)

Make a Change: How to Apply Game Design to Real-world Issues, with Ellis Bartholomeus

Wednesday 15 September (10:00 - 13:00)

The Right Balance: Connect Gameplay & Monetisation Effectively, with Glyn Fairweather

Wednesday 15 September (14:00 - 17:00)

Get Your Shit Together with Player Behaviour, with Kelly Vero

Thursday 16 September (14:00 - 17:00)

Game Design: How to Benchmark, Create and Measure Fun, with Javier Barnes

Don’t forget, we have some superb multi-booking discount deals...

  • 3 for 2: book three MasterClasses for the price of two!
  • Corporate discount: bespoke offers available for large groups and/or multiple MasterClass sessions (please email to discuss discounts)

To arrange any of the bespoke packages above, please email katy.reilly@steelmedianetwork.com for more information.

Please note the final ticket price is in £UK, and conference tickets can be subject to UK VAT at a rate of 20%. You will be sent a VAT receipt by email along with confirmation of your booking.

For all other questions, please contact support@pgconnects.com.

Terms and conditions apply

More Information

Find out more information on MasterClass: Building an Audience: Marketing, UA, & Creative Production

See an event missing? Let us know