Interview with Matej Lancaric, Director of UA at Superscale & Head of Mobile Marketing at boombit
Matej has been in the games industry for six years. He is a true mobile marketing enthusiast and works as a Director of User acquisition at Superscale, a data-driven company that focuses on getting games successfully into the market in the best possible shape with the most effective UA spend. Superscale also focuses on maximizing game growth with Live-Ops and LTV support.
As a Director of UA he is in charge of the development, planning, and execution of acquisition marketing strategies for multiple game franchises, leveraging multi-million dollar budgets to drive profitable growth globally
He is also working as a Head of mobile marketing at games developer and publisher BoomBit where he is responsible for a soft launch and global launch UA planning and strategy.
Last, but not least. He’s been running his own marketing consultancy for almost four years helping several talented developers across the globe with multi-channel user acquisition strategies, soft launch, and global launch planning and general marketing/business advisory.
Your Journey as a Marketing Professional.
I was trying to find a job while I was still studying and I found an open position as a performance marketing manager at Pixelfederation. So I contacted my (Counter-Strike) friend Martin, who was a CMO at that time. He told me that I am not experienced enough to manage their huge monthly budgets.
Then I found a job at a local marketing agency. After nine months, I was contacted by Martin, the CMO of Pixelfederation, to visit the offices and have a cup of coffee which ended up as an interview and I was in!
Fun fact is that I didn’t even know that was an actual job interview. I spent five years at Pixelfederation, starting as a UA manager and progressing to head of mobile marketing after a couple of years.
What are the primary marketing channels you have worked on? What will be your advice to young marketers on each of these channels?
My go-to marketing channel is Facebook. Always starting with this one. Then I start adding more UA channels after a certain scale. Obviously, Google is a big one here as well, but also ad networks like Ironsource, Adikteev, Unity ads, Applovin and many more.
Facebook has multiple advantages: high-quality users, great support, user-friendly dashboards and probably the best targeting options you can leverage. That’s why I would suggest young marketers start also with Facebook and after mastering it, add also Google and other channels mentioned above.
What are some of the important marketing software that you have used and found to be really useful for your company?
For us, there are definitely Appsflyer and Slack as the most used tools in the company. Not only for tracking and evaluating campaigns, but also for communication inside and outside of the company.
AppsFlyer is the world’s leading mobile attribution & marketing analytics platform, helping app marketers around the world make better decisions.
Slack is a collaboration hub for work, no matter what work you do. It’s a place where conversations happen, decisions are made, and information is always at your fingertips. With Slack, your team is better connected.
Would you like to share a few words about any marketing software that you absolutely love and always recommend it to others?
There are multiple software that can be used in the field. The most important part here is to use those that suit your needs.
Your 2 line advice to people entering in the marketing domain.
My advice here would be to start with internships or jobs at small devs. Everything I’ve learned I learned at a small marketing agency. SEO and PPC skills are great prerequisites for future marketing jobs. These ‘basics’ are useful when you are dealing with ASO and user acquisition.
A user acquisition manager should have an analytical inclination and should be comfortable in working towards optimizing a set of metrics, which is crucial. On the other side, even smaller studios have business intelligence departments, where everything is handled by an analyst. By everything, I mean things like LTV or p(l)ayer segmentation.
All in all, marketing roles span three skill buckets: campaign management, data analysis, and reporting.