Beyond Pure Performance: A Fireside Chat with Wooga and DCMN

brandformance over pure performance

In the mobile games industry, the focus has long been on performance-driven user acquisition. But what if there’s the space for some brandformance in there, too? Rather than mainly focusing on cheap CPIs (cost per install), it’s time for mobile games publishers to focus on investing in brand marketing concurrently – and build up an emotional connection to their users that will last longer than their current LTV (lifetime value). We’re talking the years, and decades, ahead.

This topic was the basis of our fireside chat at the White Nights conference – who have shifted their conferences online for the time being, with a particularly impressive digital newsroom and the ever charismatic Egor Ershov as anchor. And who better to talk to than the team from Berlin-based mobile games publisher Wooga? Especially after the scale they’ve managed to pull off in the US and Canada this year! This time around, DCMN marketing consultant Eric Vissers spoke to Valentine Ledour, their Marketing Lead for games including June’s Journey, about how Wooga’s approach differs from the norm: theirs is a more holistic approach that embraces both traditional media advertising and performance marketing.

“June’s Journey, the game that I am marketing, was already in growth but we managed to grow the DAU by 25% from January to May. Which is insane!,” Valentine Ledour

Particularly focused on the game June’s Journey, get ready to find out about how DCMN helped change their opinion of TV marketing, from something they saw as impossible to track to a measurable and highly successful channel. Find out how brandformance and TV was especially effective in helping Wooga reach their target group of women over 45 years old, and how their active community reacted to the premiere of the DCMN-produced TVCs. There’s even one story about a particularly excited grandma and a lake!

The moral of the story? UA and online ain’t everything, kids! 

If you have questions regarding any of these topics – from TV marketing to scaling in new markets – feel free to reach out to Eric directly.

    Liked that?

    Here are some more articles that may interest you.

    Add to Cart: 7 Biggest Online Shopping Days for Digital Marketers 

    Wondering which are the biggest shopping days around the globe? Find out more.

    How Fairtrade Harnessed the Power of YouTube to Spread their Message

    Fairtrade used YouTube to market their latest documentary release to great effect. Find out how…

    All Things TV: How to Combine Linear and CTV Advertising

    How to boost TV campaigns? Try combining traditional TV with CTV advertising, our experts tell…

    The Growth Guide: Marketing Trends for 2022

    Our annual growth guide is the way for marketers to find out what’s coming up…

    The Radio Star: A How-To Guide for Marketers

    Radio is an affordable, measurable and creative marketing channel that can send your results soaring.

    The Hidden Quarter: A Guide to Q5 Marketing

    Why Q5? Check our guide to acing this hidden marketing quarter

    Time to Look North: 6 Startups to Watch in Manchester

    One of Europe's top tech cities, Manchester is a city full of innovation and potential.…

    The Edtech Startups Reshaping India’s Education Scene

    India's edtech scene is booming. Here's the ones to watch

    How to Grow Your Brand in France: All You Need to Know

    For many brands, the French market is ripe with opportunity. Find out more.

    The B2B Branding Conundrum: How to Get Started

    Just because you’re B2B doesn’t mean you should ignore brand!

    Pivot, Test, Rinse and Repeat: how Babbel Reacts to a Crisis

    We spoke to Deepa Miglani of Babbel for the latest edition of our SCALEup webinar.

    SCALEup with Adjust: Our Top Five Findings about CTV

    Find out everything you need to know about Connected TV advertising.

    Die bekanntesten Marken mit digitalem Fokus bei deutschen Verbrauchern

    Research commissioned by DCMN sheds light on changes within the marketing landscape after a tumultuous…

    New age of growth for the advertising industry: 68% of US marketers’ budgets set to increase in 2022

    Research commissioned by DCMN sheds light on changes within the marketing landscape after a tumultuous…

    DCMN rolls out Truecaller’s latest TV campaign: Desh Ka Truecaller

    DCMN will track the campaign’s success by measuring increase in brand awareness pre- and post-campaign…
    Write a comment

    Know more to grow more