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Gaming is a multi-billion dollar industry, but what goes into making the world's most popular games? Join us as we speak to titans of the gaming world, including Zeptolab, Playrix, Nexon and Kongregate, the makers behind wildly popular games Adventure Capitalist, Cut The Rope, Gardenscapes and Battlejack, to hear how they design, develop, monetize and market their games. Tune in to Level Up by ironSource, the podcast for people who love making, growing, and of course, playing mobile games.
 
Marketers In Capes, hosted by Eytan Buchman, shares rapid-fire practical marketing advice. Each episode asks real marketing heroes, famous or not, how they do what they do so well....and all in just about ten minutes. And Season 2 takes it to the next level, recording together with the G-CMO Forum, a community of Israel's top CMO's from global companies. [Learn more at buchman.co.il]
 
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show series
 
This is the second episode in our series for indie developers called, “what I wish I knew when.” Host Melissa Zeloof welcomes Antti Hattara, the CEO and co-founder of Starberry Games, the developer behind the hit idle game, Coffee Corp, and winner of ‘Best Indie Developer’ Award at the Pocket Gamer Mobile Games Awards in 2019. We’ll be talking abou…
 
Oliver Kern, Chief Commercial Officer at Lockwood Publishing, who are behind the hit mobile game Avakin Life, joins Melissa Zeloof to discuss the challenges of building a “virtual world” game (how does one integrate a live music concert from a real life pop star into a mobile game?!), how they scaled their daily active users to 1.5M, the metaverse,…
 
Melissa Zeloof is joined by Ric Cowley, Editor of PocketGamer.biz, and Shannon Liao, reporter at CNN Business, to discuss the key happenings and trends in the gaming industry and in the gametech ecosystem behind it. As journalists covering gaming, they have a special inside-outside view of the industry, which made this a fascinating discussion. We …
 
When was the last time you bought something online without first reading some reviews? Thought so. In this episode, Yoav Aziz, the VP Growth at Yotpo and former growth manager at Fiverr, lays down how reviews have evolved (hint, it’s really not about having a trabillion reviews on Yotpo). He also talks about how Yotpo, hot off the heels of raising …
 
Eitan Reisel, former lead in Google’s gaming division and founder of VGames, an investment firm focused specifically on unearthing the next generation of Israeli and Eastern European gaming unicorns, joins to discuss the investment opportunities in these ecosystems, the biggest trends in gaming, the importance of gametech, and much more.…
 
The most exciting marketers are in the boring industries (or at least the ones that look boring from the outside). Massive B2B budgets are thrown around for network security, which makes for a marketing strategy that absolutely must rely heavily on educating, segmenting, and nurturing. Which is where Idan Hershkovich, the VP Growth and Marketing at…
 
In today's saturated environment, landing a hallowed TechCrunch pickup may just be the best training ground for marketers. In this episode, Ethan Chernofsky of Placer.ai talks about the war lessons he picked up that make for incredible B2B marketing, how those lessons set the stage for COVID-driven webinars that regularly land 500+ registrations, h…
 
This is the first episode in our new series for indie developers called, “what I wish I knew when.” Host Melissa Zeloof welcomes Gabriel Coriiu, Co-Founder of Seenax Oy and the developer behind the hit game, Hide and Seek. Gabriel will be talking about what he wishes he knew when choosing a publisher and about his journey to launching a hit hyper-c…
 
Dan Greenberg, Chief Design Officer at ironSource and founder of its in-house ad creative studio Playworks, discusses the world of ad creatives in the gaming industry, where it is headed, and how he built a world-class creative team that’s produced over 4,000 creatives for games ranging from Call of Duty Mobile to Homescapes. Read the transcript: h…
 
This is the fifth episode in our Emerging Markets mini-series, co-hosted with Tom Wijman, Senior Games Market Analyst at Newzoo. Founded in 2007, Newzoo is an intelligence provider for the games and eSports industries, providing data across both global and local markets. Our guest this episode is Douglas Ogeto, Co-Founder and CEO at LudiqueWorks, A…
 
Every B2B marketer I know is incredibly jealous of slim, streamlined B2C products that offer one service to one type of buyer. Throw in stacks of products for multiple buyers, a few acquisitions, massive B2B scaling...and the brand life for marketers gets rough.In this episode, we dive deep with Melissa Zeloof, the VP Marketing at ironSource, to un…
 
Catch Melissa Zeloof chatting with VP Growth Yevgeny Peres all about Step 3 of the Growth Loop - optimizing monetization and maximizing LTV. Yevgeny explains which KPIs are important to track and when, best practices for optimizing engagement and revenue, a better way to look at ad monetization products (hint: it’s not all about the money), and gui…
 
This is the fourth episode in our Emerging Markets mini-series, co-hosted with Tom Wijman, Senior Games Market Analyst at Newzoo. Founded in 2007, Newzoo is an intelligence provider for the games and eSports industries, providing data across both global and local markets. Our guest this episode is Etienne Guebriant, Head of UA at Gazeus Games, a to…
 
This is the third episode in our Emerging Markets mini-series, co-hosted with Tom Wijman, Senior Games Market Analyst at Newzoo. Founded in 2007, Newzoo is an intelligence provider for the games and eSports industries, providing data across both global and local markets. Our guest this episode is Emre Tas, CEO of Alictus, a top hyper-casual gaming …
 
This is the second episode in our Emerging Markets mini-series, co-hosted with Tom Wijman, Senior Games Market Analyst at Newzoo. Founded in 2007, Newzoo is an intelligence provider for the games and eSports industries, providing data across both global and local markets. Our guest this episode is Tejas Shah, Head of Distribution and Revenue at Gam…
 
This is the first episode in our Emerging Markets mini-series, co-hosted with Tom Wijman, Senior Games Market Analyst at Newzoo. Our guest this first episode, which is all about the Southeast Asia gaming market, is Rahul Ravindranath, Monetization Specialist at Amanotes, a music gaming company located in Vietnam. Listen to the podcast below or skim…
 
Superhuman has defined a new category of luxury SaaS. They take something we all use - email - and transform it into an incredible experience. And their brand reflects it. In this episode, I speak to Gaurav Vohra, a founding Superhuman team member and their Head of Growth. In just over ten minutes, we talk: The role exclusivity played in growth (27…
 
In this episode of LevelUp, Guy Bar Sade, co-founder and CEO at Simpool, breaks down everything around building in-game economies. Guy offers tips to balance the game economy, how game teams should define their KPIs, and common mistakes he sees from game developer companies, and how to create a company culture based on data. Read the edited highlig…
 
Adi Shalom, Ad Monetization Team Leader at Playtika, joins ironSource’s Melissa Zeloof to discuss all things monetization, including how his team is structured, their weekly habit for success, tips for optimizing the waterfall, and more. Read the edited highlights here: https://www.ironsrc.com/podcasts/how-a-single-studio-monetizes-multiple-game-ge…
 
In this epic podcast, Yam Regev, the cofounder of Zest, former CMO at Webydo, and expert Ouzo drinker, shares the specifics on capturing a massive community of over 140,000 diehard marketing evangelists. We discuss the value of a retention-based framework, specific KPIs to chase, when automation doesn’t make sense, and some of processes that work a…
 
Live from Gamefest 2019 in the Negev Desert, Melissa chats with Chandra Macias Hill from Mobilityware, Fabian Hersen from Ketchapp, Brian Sapp from Jam City, and Jason Falcus from Kwalee to hear how each of their companies tackles monetization and marketing - is it one unit or separate? Does connecting the two actually scale activities? Read the ed…
 
Live from Gamefest 2019 in the Negev desert, Melissa from ironSource gets together with Andrew Stone from Random Logic, Jane Anderson from Gameloft, Shainiel Deo from Halfbrick, and Sofia Gilyazova from Social Point to discuss in-app bidding and the future of app monetization. Is in-app bidding really poised to change monetization? Find out. Read t…
 
You know when a podcast host only talks about Gilmore Girls and Pizza, while the guest sneaks in actual marketing tips?In this episode, Josh Slone, a content marketer-gone-product marketer at Gist, talks about how to bridge product development with what users actually want, user engagement (including how they got their freemium to trial rate up to …
 
Andrew Waag, Manager of Data Analytics at NBC Universal and Victor Wang, Senior Product Manager Mobile Games at NBC Universal joins Melissa Zeloof from ironSource and Joe Kim from GameMakers.com on LevelUp: Game Product Managers Edition. Tune in to hear them talk about best practices for building data infrastructures for free-to-play games, tips fo…
 
Nick Yee, Co-Founder at Quantic Foundry, explains how the gaming industry is beginning to standardize user behavior analysis and breaks down the 12 factors that motivate gamers to keep playing. Plus, he reveals the biggest surprise his team discovered in their research on player psychology and how game developers can leverage it to their advantage.…
 
This podcast episode started when I couldn’t stop watching a video I saw on Facebook. Because Sivan Felder and her business partner (and brother!), Barak at Two Head Consulting, have gotten social media videos down to a formula. So very much unlike my 8th grade math class self, I wanted to know the formula was.In this episode, we dive into why vide…
 
Paula Neves, Product Manager at Square Enix, breaks down the principles behind behavioral economics and how they can be applied to monetize free-to-play games - for both in-app purchases and ads. Read the edited highlights here: https://www.ironsrc.com/podcasts/monetizing-f2p-games-behavioral-economics/…
 
Sophie Vo, Game Lead at Voodoo, joins Melissa Zeloof from ironSource and Joe Kim from GameMakers on LevelUp: Game Product Managers Edition. Find out what DNA really stands for, the cost of being unaligned, best practices for recruiting your dream team, and how to implement a great team culture. Read the edited highlights here: https://www.ironsrc.c…
 
Conrad McGee-Stocks, Director of Growth at Uken Games, joins Melissa Zeloof from ironSource and Joe Kim from GameMakers.com on LevelUp: Game Product Managers Edition. Tune in to hear them talk about best practices for identifying and evaluating new game products, including idea funnels, trend analysis, and market tests. Read the edited highlights h…
 
Marketers are annoying. Since our job is getting in people’s heads, we start to feel like we know everything. But unless you’re Dr Doolittle or Mel Gibson in What Woman Want, you don’t. You really, really don’t. In episode 20 (woot!) of Marketers in Capes, I talk to Joel Gaudeul, the CMO of Mention, a SaaS powerhouse that has helped the better part…
 
Next in our GPM series, Nebojsa Radovic, Director of Performance Marketing at N3twork, and Jon Lau, Director of User Acquisition at Smule discuss why it’s so important for UA and PMs to collaborate effectively and steps for building that relationship. Read the edited highlights here: https://www.ironsrc.com/podcasts/game-product-ua-work-better-toge…
 
Email marketing. With zero research and likely-misplaced confidence, I’m comfortable calling it one of the oldest but most successful forms of digital marketing. Like a pterodactyl with lasers, it’s stayed on top by evolving. So in this episode of Marketers in Capes, we speak to David Charest, the Director of Content at ConstantContact, the marketi…
 
Herdjie Zhou co-founder and CEO of Lucky Kat Studios, speaks about the process of building his own gaming studio from the buttom up and how they got to first place on the top charts without any paid user acquisition. Read the edited highlights here: https://www.ironsrc.com/podcasts/how-an-indie-developer-reached-number-one/…
 
Between Q2 and Q3 of 2019, Gong.io grew their LinkedIn followers by 70%. And it’s hard to find any conversation across sales or marketing professionals on LinkedIn that doesn’t reference them. Because their content is that good. It scrolls though like an intense sales crash-course. I’m a marketer that cringes from the idea of getting on a sales cal…
 
Show Notes Intercom, Slack, Hubspot, LinkedIn and other phenomenal B2B companies all have a new role. And it has to do with story-telling. In this episode, we talk to Aleph VC’s new head of marketing and messaging, Erica Marom, a BBC journalist gone tech storyteller, about how great brands rely on even better storytellers. Check out the six minute …
 
Next up in our hyper-casual series, Vincent Hart de Keating, Managing Director at Homa Games gives us an update on genre and where it stands in the wider gaming indstry. It’s been more than a year since hyper-casual took off. Is it starting fade or just getting steam? Read the edited highlights here: https://www.ironsrc.com/podcasts/how-to-make-hyp…
 
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