From Space Ape to Ubisoft and beyond: Saikala Sultanova shares her decade-long marketing journey

Mobile advertising company Liftoff has invited inspirational women working on some of the biggest mobile games to discuss their achievements, challenges, and future aspirations. This time, the focus is on Saikala Sultanova, Co-founder of the UA Society.

If there’s anyone who embodies the art of navigating the mobile apps and games industry, it’s Saikala Sultanova. Over the past decade, she has built a remarkable career with leading names like Ubisoft, Space Ape Games, and Miniclip, mastering user acquisition, data analytics, creative production, brand marketing, product marketing, and business operations.

What sets Sultanova apart is not just her expertise in performance marketing but her genuine passion for it. This drive extends beyond her professional roles, as she dedicates her spare time to the UA Society, a non-profit she co-founded. The organisation unites the brightest minds in user acquisition, ad monetisation, and mobile growth globally, fostering collaboration and innovation to define the industry’s future.

Now a sought-after mobile growth consultant, we spoke with Sultanova about her inspiring journey in mobile gaming and the invaluable lessons she’s gained along the way.

Sultanova’s Breakthrough into Mobile Gaming

When Saikala Sultanova began her Master’s in Marketing at BPP University in London, her sights were set on joining the marketing team at Virgin Atlantic, inspired by their iconic commercials and global brand appeal. But destiny had other plans. Instead of crafting campaigns for airlines, she took a leap into the fast-paced world of mobile gaming - a decision that would shape her into one of the industry’s leading figures.

Her journey began with an internship at Plumbee, a social casino gaming startup. Despite having little knowledge of video games, Sultanova embraced the opportunity to gain hands-on experience. The role exposed her to a spectrum of marketing disciplines, from email campaigns to push notifications and PR strategies. But it was growth marketing that lit a fire within her.

“Analysing user acquisition campaigns was a game-changer for me. The speed, the constant innovation, and the direct impact - it was exhilarating,” she recalls. Back then, user acquisition meant long hours and manual work, with no machine learning to ease the load. “It was intense, but I loved the challenge. Even now, data infrastructure, automation, and growth strategy are where I thrive.”

Sultanova’s adaptability and drive quickly advanced her career. After gaining valuable experience at Plumbee, she joined Miniclip, where her innovative approach to user acquisition left a lasting impact. Her growing reputation led to a pivotal role at Space Ape Games as User Acquisition Lead, where she worked on the high-profile Transformers: Earth Wars.

“Collaborating on such a legendary IP was incredible,” she shares. “It wasn’t just marketing; it involved navigating licensing agreements, stakeholder expectations, and profitability while honouring the brand’s legacy. It pushed me to grow in ways I hadn’t anticipated.”

From aspiring to craft airline campaigns to pioneering growth strategies in mobile gaming, Sultanova’s journey is a testament to adaptability, grit, and passion. Today, she’s an inspiring leader, redefining possibilities in the ever-evolving mobile industry.

Lessons Learned at Ubisoft

Sultanova’s expertise took another leap forward when she became Director of User Acquisition at Ubisoft, overseeing growth strategies for mobile games based on beloved franchises, including one tied to a popular animated sitcom by Trey Parker and Matt Stone.

“When I joined Ubisoft, the chance to work on a South Park game was a huge draw,” Sultanova recalls. “What I didn’t anticipate was the complexity of aligning the game’s content and marketing campaigns with the release of new TV episodes. It required real-time approvals and creative adjustments, which was both chaotic and exhilarating.”

Despite the challenges, Sultanova thrived in the fast-paced environment. “Seeing a new episode go live and knowing that some of the new content from it would appear in the game and our ads was incredibly exciting. Watching the numbers surge underscored the power of an established IP.”

Her next destination, Product Madness, offered a completely different experience as Senior Director of UA & Growth. Working on social casino titles with massive budgets allowed for unprecedented creative freedom. “I could go off-script, try new ideas, and create for fun. It was a refreshing shift and pushed me to think outside the box,” she says.

Bringing the Industry Together at UA Society

Beyond her professional roles, Sultanova is a founding member of the UA Society, a non-profit dedicated to connecting mobile app developers and publishers with industry leaders. For nearly a decade, she has helped foster collaboration and knowledge-sharing in user acquisition, ad monetisation, and growth.

As the society’s fundraising lead, Sultanova builds relationships with partner companies while overseeing creative production and organising the annual UA Society Summit in London. The event draws hundreds of marketing experts to exchange ideas and discuss the latest trends in mobile growth.

This year marks the society’s 10th anniversary, and the organisation has taken steps to expand globally. Following the success of the UA Society Unplugged event in Istanbul last year, the next international event will be heading to APAC in 2025.

“There’s still a lot of work to be done, but we’re incredibly proud of what we’ve achieved,” Sultanova shares. “Our community’s strength lies in its diversity - bringing together people from all corners of the world, across gaming and non-gaming industries. The more we invest in fostering this community, the more we all grow together.”