Resources

Success stories and insights from
partnerships and the press

Resources

Success stories and insights from
partnerships and the press

I’m the CMO of Baba Entertainment. That means my job is to spend money (sounds like fun, no?), but to do it wisely. The idea is to cater the growth of the company, build the infrastructure and processes (that involve other departments) so we can scale while optimizing our activity and bring quality users to our game(s).
For the past 6 years,. I’ve been working in Playtika managing and growing my teams across all the titles. My love for this industry and marketing in particular is the fast changes, it never gets boring, the need to always think ahead, and how the success of today is yesterday’s achievement.
The marketing/ UA team is responsible for the advertising activity strategy. Still, if it’s not aligned and synced with the different departments, you miss the whole point.
The world is changing. New generations don’t grow up watching TV and aren’t used to ads; they grow up watching Netflix and other streaming platforms that are ad-free and consequently see straight-to-the-point ads as intrusive and soulless.
In 2019, Uri joined Papaya Gaming, back then a small startup and currently a rising star in the gaming industry on a global scale where he leads all marketing aspects.
Definitely not equal, a new app needs to put its efforts in UA and to be exposed to as many potential players as possible to grow its player’s database & understand its player’s needs and behavior, what they like about the game.
Our industry evaluates performance based on short term KPIs and sometimes accompanied by a predictive lifetime value model. While it is generally a good indication for future performance, it’s worthwhile looking at older cohorts every once in a while.
As a 7-year mobile veteran in gaming advertising, Amos now manages UA efforts at SciPlay—one of the largest social gaming developers in the business.
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