Appi Camper is an interview series that spotlights today's mobile elite. Learn trends and strategies to navigate the current market and overcome challenges from the marketing growth leaders of mobile.
Spotlight with Aleyna Cerrah
Aleyna is a User Acquisition Manager at APPS, a mobile gaming company specializing in developing and publishing hybrid-casual and casual games. With her engineering background, she brings an analytical and data-driven approach to her work. She has worked in performance marketing for four years, she currently manages four different titles, two of which have reached the top charts: “Fashion Battle” and “Drill and Collect.”
Outside of her work in user acquisition, Aleyna enjoys baking bread, practicing boxing, and spending time with her cat.
What positive trends have evolved in the industry over the past 6-12 months?
I think CTV is having a big moment for gaming companies because it shows that gaming apps are now ready to compete with lots of brands from different industries in their way of branding and reach. The performance-based aggressive UA campaigns perception is shifting to a more branded and long term value optimized approach.
What dictates budget allocation? What metrics are the main focus in order for you to remain with a partner? What does that relationship look like?
About the technology itself, the main metrics we look at are ROAS and high quality (non fraud) users. Another thing is the network's adaptability to market changes and data transparency. We also consider the account manager's communication skills like getting quicker responses and being flexible with our optimizations.
When discussing new channels, what goes into that discussion, and further into making that decision? What metrics do you use to validate that test being a success or not?
We always agree on the test budget to be spent and duration for the test period before we start testing. This allows both parties to be on the same base and make strict lines around expected performance. Other than the campaign's ROAS, we also consider the network's fraud rate. If the ROAS is achieving our KPIs or has potential to achieve it, we mark the test as successful.
What unique marketing strategies have you deployed, where you were skeptical or surprised of the results?
Using incentivised networks for UA was a question for me one year ago. When we did the first test, it was not very successful. But, with higher competition and advanced technology, now we're able to bring high quality users to our app using various ad formats and channels.
What do you think is the key to making a brand successful throughout the ongoing shifts in the mobile industry?
I think the brands that optimize through sustainable growth will be successful no matter what changes in the industry. Spending the marketing budget just because it's there — to be in the top charts — is not going to help making dollars in the long term. And also a team that can read data correctly and understand seasonal and permanent changes is crucial to survive in the changing environment. When we look at the top revenue-generating games, they're in the market for more than 3 years, so building games with longer play times and deeper engagement is also a must to overcome the challenges.
How important do you think events are for the success and growth of your business? Do you think there is a major difference between in-person and virtual events?
Our company learned new tricks and had the opportunity to meet new ad networks on business events. I think the gaming industry is adaptable to changes because of its advanced network and knowledge sharing.
What role does gender play in our industry? What challenges have you seen and how have people overcome those?
I've been to many events in the past 2 years that I came across similar situations. The gaming market is dominated by men and you have to act like them to exist in the industry. Most men that I met in the industry tend to speak with men about a topic even if there is a woman with the same experience in the room. And also the men become "bros" so fast that they can leave you out of the room. Women need to prove that they exist in the first place and then need to prove that they exist as women in the industry. So, the challenge is that you have to be a serious, intelligent and headstrong woman most of the time for them to listen to you. These are things that I’ve seen in the industry, they’re not related to the company where I work.
Who is your mentor and why? What has this person taught you that you apply to your life today?
My mentor (idol) is Mustafa Kemal Ataturk. His way of understanding the world and faith in education, art, and science have influenced me in my personal life and career. I'm a person who relies on data and trusts science with all my heart. His most famous sayings are "The most genuine guide in life is science." and “If one day my words contradict science, choose science” which explains my (and his) mentality.