Esther Shatz
![](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1618848410/the-academy-main-header-image.png)
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![4 Tips to Build Your Mobile Game Marketing Strategy for 2023](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1668080667/Cover_4considerations_small1.png)
Learn how to build your mobile game marketing strategy for 2023. Our expert tips look into CPPs, MMM, SKAN, funnel optimization and leveraging TikTok to promote mobile games.
![Episode #21: Post-IDFA Mobile Advertising with Offer Yehudai](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1623845243/Offer_yehudai_mgp_episode21.jpg)
In episode 21 of Mobile Growth and Pancakes, we sat down with Offer Yehudai, President at Fyber, to go into the nuts and bolts of mobile advertising - and whether this industry can recover after a rough year.
![Episode #22: Launching Hit Mobile Games with Sophie Vo](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1624784115/Sophie_vo388x230.jpg)
Episode 22 of our podcast, Mobile Growth and Pancakes, is all about gaming, as Sophie Vo, Studio and game lead at Voodoo shares her secrets.
![Polarbeam Step by Step: Analyzing a Version Release](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1626164104/Polarbeamguide_versionrelease_small.png)
Product updates or version releases can be extremely powerful in terms of increasing the number of metrics. The right store image might improve conversion rates, and a new character being added to a game might cause an upturn in organic app units. Here's more:
![Polarbeam Step by Step: Impact of UA on Organics](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1626164088/Polarbeamguide_ua_organics_small.png)
“K factor” is a sexy term in the industry. In theory, Quality advertising has a knock on effect on our organic growth, not just the trackable paid impact. Learn more:
![Polarbeam Step by Step: Organic Cannibalization](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1626164085/Polarbeamguide_cannibalization_small.png)
Sometimes we see that while we are spending more money, and our paid traffic goes up, our total search funnel remains the same. This is an indicator that we are paying for traffic that we may otherwise have got for free. Check our guide on Cannibalization to learn more.
![Polarbeam Step by Step: Analyzing Brand Effort](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1626164069/Polarbeamguide_brandeffort_small.png)
When launching an influencer campaign, or any other offline advertising effort, the goal is to increase your brand awareness and ultimately increase downloads of your application. Polarbeam allows you to do just that. Here's how.
![Episode #23: Designing Affiliate Marketing Funnels with Marichka Baluk](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1626255591/Marichka-Baluk-Wordpress-Image-388x230-1.jpg)
In this episode, we're joined by Blinkist's Director of Online Marketing to talk about affiliate marketing metrics and how to succeed in a time of a global pandemic.
![Episode #24: Overcoming Growth Challenges Through Customer Lifecycle Management with Victor Seca](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1627458456/Victorseca_SM24_small1.jpg)
The customer lifecycle is not a topic we deal with often on our podcast, yet such an imperative part of any marketing strategy. Our latest episode welcomes Victor Seca, to explain and share more.
![Episode #25: Hyperlocal Growth Strategies with Jeff Aksengor](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1628590139/Jeff_Aksengor_smallcover388.jpg)
How to build a localized go-to-market strategy and how to readjust your content strategy during a pandemic. Our latest episode with Jeff Askengor reveals this and more.
![Episode #26: Growing Your App While Building Credibility with Jeff Perkins](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1629790131/Jeff_Perkins_small1.jpg)
In episode 26, we talked then CMO of ParkMobile (now CEO) Jeff Perkins, who shared secrets on building a marketing strategy and balance product vision with responding to user feedback.
![Episode #27: Are Paid UA Ads Useless? With Tom Hammond](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1631170346/MGP_episode27_tomhammond.jpg)
How small-budget studios, struggling with resources, can use audience-based strategies and paid ads to create hit games? Listen to episode #27 of our podcast with Tom Hammond to learn more.
![How to Slay Your ASA Strategy With Custom Product Pages](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1644937247/ASA_CPP_smallcover1.png)
One product page to rule all user journeys was a marketing flop. With the arrival of Apple’s Custom Product Pages, you can now fulfill your wildest marketing quests. Our VP Consultancy summarizes how to use them on ASA.
![So, What’s Your Type? Why You Should Always Know Your True App Category](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1648142615/Taxonomy_blog_app_category_coversmall1.png)
Why won't we say it out loud? The app categories we know are broad, overlapping, and can be easily ignored. That's why we have been creating our own Taxonomy. Storemaven's VP Consultancy explains more.
![The New Acronym for All Game Developers: What You Should Know About RTPs?](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1652362637/rtp_coversmall1.png)
When your game receives quality users from an unconnected app, don’t just shrug your shoulders. Understand how they got to your game and capitalize on their reasoning for choosing it. Our VP of Product Marketing has more.
![Mobile Growth-ers: Welcome to the Era of Intelligent Optimization](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1654158181/Eraofintelliigence_smallcover1.png)
The app stores came to life as an afterthought, in a time when most believed their CVR was near 100%. They were essentially technical specs. Now, many years later, with Google upping Apple's iOS 15 tools, we've gone a full 180°. It's a world of powerful knowledge with no ceiling on optimization. Storemaven's VP Consultancy has more.
![Episode #20: Sustaining Long-term Mobile Growth with Andrej Kugonic](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1622629931/Andrej_388x230main_new1.jpg)
Celebrating 20 episodes of Mobile Growth and Pancakes with Andrej Kugonic from Nordeus. We talked about marketing for mobile games, brand marketing metrics and how to maintain growth over ten years.
![Episode #19: Early-stage Mobile Growth with Saulo Marti](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1621417507/Saulo_marti388x230.jpg)
In episode 19 of Mobile Growth and Pancakes, Esther Shatz sat with Saulo Marti, Director of Marketing at Olist, to hear firsthand about growth strategies, a testing first mindset and CVR optimization.
![Analyzing App Preview Videos: A Gift and a Curse](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/w_388,h_230,c_fill/v1604576091/app_preview_videos1.png)
Should you spend time and budget to create an app preview video, or can you take the risk of losing a competitive edge? First - make sure you properly analyze your work. Here's how.
![Episode #18: Exploring the Google Ads Black Box with Natalie Drozd](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1620281243/natalie_18_regular_format.jpg)
In episode 18 of our podcast, we welcomed Natalie Dzord, a growth marketing enthusiast, to talk about universal app campaigns, cannibalization challenges and the future of ASO.
![Episode #17: Video Creative Mastery with Bryan Buskas](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1618925510/Bryan-Buskas-388x230-1.jpg)
Our guest in episode 17 is Bryan Buskas, VP, Gaming, at Tubescience, who shares his love for performance marketing, actionable data, and creativity that makes an impact.
![Episode #16: Ad Automation and Creative Strategies with Hannah Parvaz](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1617786805/Hannah-Parvaz-388x2301-1.jpg)
In episode 16 of Mobile Growth and Pancakes, Hannah Parvaz, Head of Growth at Curio Labs, shares her strategies and tips for creating ads that bring growth.
![Episode #15: Closed Vs Open Funnels with Noam Auerbach](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1616573566/Noam-Auerbach-388x230-MGP.jpg)
In episode 15 of Mobile Growth and Pancakes, Noam Auerbach from Enhancv is explaining the difference between open and closed funnels and the upcoming impact of iOS 14.
![Episode #14: The State of Mobile Growth with Thomas Petit](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1615376195/Thomas-Petit-388x230_site-1.jpg)
In episode 14 of Mobile Growth and Pancakes, we embark on a trip with Thomas Petit down app store optimization lane.
![Episode #13: KPI Selection with Lisa Kennelly](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1614158677/Lisa-Kennelly-388x230-1.jpg)
In episode 13 we chat with Fishbrain's CMO Lisa Kennelly about eComm and subscription-based operations, and how she leverages data from millions of users for better engagement.
![Episode #12: The Evolution of Mobile Growth with Mary Filimanchuk](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1612885615/Mary-Filimanchuk-388x230-1.jpg)
In episode 12 we welcomed Apalon's Director of Marketing Mary Filmanchuk. We discussed innovation as a skill, the different types of marketers and the unfolding of a modern campaign.
![Episode #11: Advertising Without Targeting with Chang Chen](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1611739670/Chang_chen_thumbnail1.jpg)
In this episode, we chatted with Chang Chen from Otter.ai, about understanding the users, lookalike audience, and targeting strategies. Listen to this episode and more here.
![Watch our Webinar: Maximizing the Funnel with Creative Optimization](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/w_388,h_230,c_fill/v1611482923/cover_creative_optimizatio.jpg)
What makes a good creative, how important they are for your App Store strategy, and how to measure their success? Watch our webinar with Gamesforum to learn more.
![Episode #10: Growth Without Paid UA With Dora Trostanetsky](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1611410625/Dora-Trostanetsky-388x2301_square.jpg)
Join our own Esther Shatz and Dora Trostanetsky from SoundCloud, to hear about the audio platform's amazing journey to the top of the charts, without even spending money on UA.
![Episode #9: Do TV Ads Work for Mobile Growth With Fabien-Pierre Nicolas](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1611410626/Fabien-Pierre-Nicolas-388x2301_square.jpg)
Episode nine of our podcast welcomes Fabien-Pierre Nicolas, VP of US Marketing at SmartNews, to talk about one of the most questionable growth channels out there: TV advertising.
![How Often Should You Update Your App?](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/w_388,h_230,c_fill/v1595768385/app_updates_cover_image1.jpg)
What are the key reasons for updating an app, what is the ideal cadence of updates, and what methods you should use to promote an update? We're answering every question.
![Episode #8: Combining Marketing and Product For Growth with Nebojsa Radovic & Joseph Kim](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1611410627/Joseph-and-Neb-388x2301_square.jpg)
In episode eight of our podcast series, Esther Shatz is joined by Nebojsa Radovic and Joseph Kim, to see how you can easily combine marketing and product resources to drive mobile growth.
![Episode #7: Optimizing For Revenue with Matej Lancaric](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1611410628/Matej-Lancaric-388x2301_square.jpg)
In episode seven of our podcast, we sit with Matej Lancaric, a UA expert, to talk about gaming KPIs, how to soft launch your product and how to strategize app monetization efforts.
![Episode #6: Balancing Performance and Brand Marketing with Adam Hadi](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1611410629/Adam-Hadi-388x2301_square.jpg)
Episode six of Mobile Growth and Pancakes welcomed Adam Hadi, VP Marketing at Current, as we discussed performance and influencer marketing and the major shifts in the industry.
![How to Design a Panoramic Screenshot Gallery on Apple App Store](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/w_388,h_230,c_fill/v1593418676/panoramic_screenshots_apple_cover.jpg)
Learn how to design panoramic screenshots on the Apple App Store that encourage visitors to scroll your App Preview Gallery
![Episode #5: Incrementality Projects with George Natsvlishvili](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1611410630/George-Natsvlishvili-388x2301_square.jpg)
Episode five of Mobile Growth and Pancakes featured George Natsvlishvili, Glovo's Head of Organic Growth. We discussed leveraging both ASO and SEO to generate users, and the approaches and metrics he uses to drive traffic.
![How to Design a Panoramic Screenshot Gallery on the Google Play Store](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/w_388,h_230,c_fill/v1593417641/panaromic_screenshot_cover.jpg)
Learn how to design Panoramic Screenshots for the Google Play Store that will encourage visitors exploration and Gallery engagement
![How to Effectively Run Facebook Campaigns for a Storemaven Test](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/w_388,h_230,c_fill/v1591806257/tim-bennett-OwvRB-M3GwE-unsplash-1.jpg)
Like any other marketing campaign, our main goal in sending traffic to a StoreMaven test is to get quality users at the lowest cost possible. In this post, we will touch on a few important elements to take into consideration.
![How to Set Up an ASO Test in Storemaven](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/w_388,h_230,c_fill/v1591779372/set_up_aso_test.png)
A step-by-step guide for creating ASO tests in Storemaven
![How to Set Up Non-Facebook Campaigns to a Storemaven ASO Test](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/w_388,h_230,c_fill/v1591777818/non_facebook_campaigns_traffic.png)
This guide explains how app developers/media vendors should set up media campaigns driving traffic to a Storemaven test from non-Facebook channels
![Storemaven’s ASO Expertise Drives Zynga’s Mobile Growth Strategy](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1612969448/Zynga_cs_cover_square.png)
Watch Matt Curtis, VP Growth Marketing at Zynga, and Maria Waters, Head of Conversion at Zynga speaking about how they leverage StoreMaven to drive their mobile growth strategy.
![Episode #4: User Acquisition Systems with Claire Rozain](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1611410631/Claire-Rozain-388x2301_sqaure.jpg)
In episode four of Mobile Growth and Pancakes, we talked with Claire Rozain, UA Manager at Product Madness, about the more systematic approaches to user acquisition.
![Apple App Store Gallery: Landscape vs Portrait (Which is Best for Your CVR?)](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/w_388,h_230,c_fill/v1590061853/photo-1587573578335-9672da4d0292.jpeg)
The Gallery is clearly the core marketing asset of an app’s Product Page on iOS. It occupies the most dominant real estate on the page and therefore plays a crucial role in convincing Visitors to install your app.
![Episode #1: Growth Through AI with Lomit Patel](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1611410632/Lomit-Patel-388x230_square.jpg)
In the first episode of Mobile Growth and Pancakes we are joined by Lomit Patel, Vice President, Growth at IMVU, to discuss the role of AI in mobile growth, his growth team, and the status quo of IMVU.
![Episode #2: Gaming Growth with Nadir Garouche](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1611410633/Nadir-Garouche-388x2301_square.jpg)
Episode two of Mobile Growth and Pancakes welcomes Nadir Garouche, Growth Marketing Manager at Oh BiBi, discussing his unique take on gaming communities
![Episode #3: User-Centric Feedback Systems with Sarah Main](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/v1611410633/Sarah-Main-388x2301_square.jpg)
In episode three of Mobile Growth and Pancakes we sit down with Sarah Main, Director of Product at WeatherBug, to look at their unique feedback system and discuss the significance of partnerships.
![How Pearl’s Peril Increased Reengagement Amongst Lapsed Users](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/w_388,h_230,c_fill/v1590477208/Add-a-heading-17-1.png)
With Pearl’s Peril having been around the block for a while, and had surged in popularity throughout its lifespan, it’s only natural that some players have lapsed over the years. How do you win them back?
![The Difference Between the App Store and Google Play Store](https://res.cloudinary.com/storemaven/image/upload/q_90/f_auto/w_388,h_230,c_fill/v1590479040/Add-a-heading-17-2.png)
Users come to Google Play and Apple’s App Store for the same purpose – to Install an app. But in order to get them to do so you have to know how they are different from one another