The anatomy of a breakout launch: learnings from Project Makeover, with Jerome Turnbull, VP of Growth, AppLovin

The Mobile User Acquisition Show

In today’s episode, we’re in conversation with Jerome Turnbull. Jerome is Vice President of Growth at AppLovin where he helps fuel user acquisition and ad monetization for the games made by AppLovin's partner studios. Jerome played a key role during the launch of Project Makeover- a game that topped the charts in just 4 days of launching with over 5 million downloads.

Today, we deconstruct how Jerome and his team mapped out the launch strategy for Project Makeover, especially in a time of significant inflexion with Apple’s privacy policy changes on the horizon - and during the hyper-competitive Q4.There are so many learnings and gems in here - not only about launching, but also about launching and growing an app in an uncertain, challenging time: and I’m excited to present this episode to you.

KEY HIGHLIGHTS
🕹 How metrics differ for hyper casual games vs. match-3 games

🔧 The benefits of fine-tuning during the pre-launch phase

📆 The impact of the hyper-competitive Q4 when launching an app

📣 Is cross promotion within and across other studios beneficial?

🏃🏽‍♀️Player motives that were tested out before launch of Project Makeover

👥 The team structure during the launch of Project Makeover
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Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/the-anatomy-of-a-breakout-launch-learnings-from-project-makeover-with-jerome-turnbull-vp-of-growth-applovin/

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