SplitMetrics' Thomas Kreibernegg on making multichannel work for you

Pocket Gamer Connects, the leading international conference series for the global games industry is coming back to London on January 20th and 21st, 2025. 

This must-attend event will unite more than 2,750 industry professionals for two days of learning, pitching and networking. Attendees will dive into 20 expertly curated conference tracks exploring the latest mobile, PC, console, web3, AI, and other key trends and technologies. 

One of the incredible range of speakers is Thomas Kreibernegg, the general manager of SplitMetrics, the company that bills itself as the 'growth engine for mobile-first companies'.

The Pocketgamer team sat down with Kreibernegg to learn more about multiplatform games, his thoughts on mobile game marketing - and more.

Pocketgamer.biz: Tell us a little about yourself

Thomas Kriebernegg: I've spent over two decades in digital marketing, with more than 12 years focused on apps and mobile growth. As the founder of App Radar, I built one of the leading platforms for ASO and mobile marketing. After App Radar I joined SplitMetrics in 2023, helping apps and games succeed in a competitive market. A lifelong gamer at heart, I have personally launched over 50 apps and games, combining industry expertise with a deep understanding of the gaming world.

Please give us a summary of what you’re speaking about at PGC London 

The future of gaming isn’t tied to a single platform - it’s multichannel. To build a global hit, developers need to master platforms like the App Store, Google Play, Steam, and more, tapping into diverse audiences and player habits. This session, featuring Wargaming’s partnership with SplitMetrics Agency, highlights how tailored multichannel strategies can drive growth and keep you ahead of emerging trends in 2025.

What’s the most common mistake you see being made in the games sector?

Newer studios tend to forget about marketing, or at least give it very little priority, placing it at the end of their production line. Established studios, on the other hand, start with market research and build a game around market demand (or at least some proven patterns). They also set aside a budget to promote the game during a soft launch, establish clear KPIs, and have a plan in mind for the full launch.

 What’s the most important key performance indicator (KPI) for you - and why?

At the end of the day, there are two main KPIs that make or break a game: Customer Acquisition Cost (CAC)_ and Lifetime Value (LTV). Obviously, retention rate is also very important and serves as a leading indicator for LTV. However, the goal should be for your LTV to be at least three times your CAC, which means you can scale the audience for games healthily and generate more revenue.

What company do you most admire in the mobile games world? 

Supercell is really a one-of-a-kind gaming company for me. Even though we could argue that they are no longer the special unicorn company they once were, their philosophy of studio structure and team building is still one of the coolest role models out there. They have small teams of experts, giving them the freedom to work on games that should attract billions of players and last for decades.

What role do NFTs play in the future of games?

I still believe that the connection between crypto/blockchain technology and NFTs, as a technological subset, will sooner or later be established in the gaming industry as well. With the 2025 crypto bull run likely to happen, we will see a lot of attention directed towards this, especially NFTs. Therefore, I am quite convinced that NFTs will experience a significant pump this year. The question is, will they manage to stay as a trend, or will they go back to zero after the bull run is over?

What do you enjoy most about working in the mobile games industry?

Since I am a gamer myself (although I have less time for it than I did during my teenage years, unfortunately), I really enjoy working in the gaming industry. There are so many brilliant and creative minds who are not only an inspiration but also play their games and say that it's work for them. It feels like a dream come true.