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We speak with Brian Sapp, who ran UA for Warner Bros (including Game of Thrones Conquest) and is now at Jam City.
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1:40 What role does the user acquisition/marketing team play at Jam City? What is performance marketing compared to brand marketing?
2:55 How much brand marketing is done in a free-to-play studio like Jam City compared to performance marketing?
4:03 What are example activities on the brand marketing page?
4:40 What does your daily routine look like?
5:50 Describe UA activities across the entire lifecycle of a game from concept to launch
8:28 Can you tell me more about what you look for in soft launch? How do you perform UA in soft launch?
9:38 How is your team structured? What do you think about structure?
12:55 How does the UA team collaborate with other groups at Jam City, like the PM team or others?
14:10 What does a UA team need 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 when hiring new employees for your team?
19:10 What do you think about UA for branded IP games versus original IP games?
21:13 Both Facebook and Google have introduced machine learning-based bidding that has been very 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 an environment where machine learning becomes more ubiquitous and powerful?
23:28 How did you get into the gaming industry? How did your career develop?
26:05 General thoughts on the transition from SF to LA?
27:00 What do you like most about working at UA and Jam City?
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