"Looking at 1 or even 2 year fully baked retention or ARPPU can make certain acquisitions sources stand out and impact your current marketing strategy significantly, as channels behave differently in the short vs long term."

- Carlo Rubinstein

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Carlo Rubinstein

Marketing Team Lead

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A B O U T

Carlo Rubinstein
Marketing Team Lead

Carlo Rubinstein is the marketing team lead for POP! Slots at Playstudios. A “startupist” by heart and founded several B2B startups before his career in gaming. Carlo is passionate about coming up with creative ideas & tests and obsessed with data and going down the “numbers” rabbit hole.

What exactly do you do?

I’m the marketing team lead for POP! Slots. POP! Slots was released in 2016 and is one of the leading social casino titles in the world. What makes POP! Slots so engaging and popular is its amazing 3D explorable casino floors and avatars. POP! Slots also has awesome social features that are available when your avatar is sitting near others at a bank of slot machines.

Why is your company so awesome?

PlayStudios got to where it is today thanks to the talented, enthusiastic and intelligent people working there. There is an incredible amount of passion and teamwork which makes it an exciting workplace where I learn a lot. We are also growing at an incredible rate and building awesome games.

What is your favorite perk at your company?

Have you seen our offices? No, really, our offices are breathtaking and they truly represent the company vibe i.e. friendly, open, and professional. Also, having a barista that knows exactly how we like our coffee even makes it better!  I usually skip my morning coffee at home and wait until I’m at the office to get my caffeine fix. Did I mention that we are hiring? 

Complex creatives or straight to the point?

The less complex the better. While our game caters to all ages, most of the social casino players are 35 years and older. Impaired vision is a fact of life as we grow older and our teams need to take this into account when building creatives. For example we’ve seen static images with clear typography on a solid contrasted background outperform big productions on multiple KPIs e.g CTR, CPI & IPM. The more you learn about your users, the better creatives you’ll make.

Q&A

What exactly do you do?

I’m the marketing team lead for POP! Slots. POP! Slots was released in 2016 and is one of the leading social casino titles in the world. What makes POP! Slots so engaging and popular is its amazing 3D explorable casino floors and avatars. POP! Slots also has awesome social features that are available when your avatar is sitting near others at a bank of slot machines.

Why is your company so awesome?

PlayStudios got to where it is today thanks to the talented, enthusiastic and intelligent people working there. There is an incredible amount of passion and teamwork which makes it an exciting workplace where I learn a lot. We are also growing at an incredible rate and building awesome games.

What is your favorite perk at your company?

Have you seen our offices? No, really, our offices are breathtaking and they truly represent the company vibe i.e. friendly, open, and professional. Also, having a barista that knows exactly how we like our coffee even makes it better!  I usually skip my morning coffee at home and wait until I’m at the office to get my caffeine fix. Did I mention that we are hiring? 

Complex creatives or straight to the point?

The less complex the better. While our game caters to all ages, most of the social casino players are 35 years and older. Impaired vision is a fact of life as we grow older and our teams need to take this into account when building creatives. For example we’ve seen static images with clear typography on a solid contrasted background outperform big productions on multiple KPIs e.g CTR, CPI & IPM. The more you learn about your users, the better creatives you’ll make.

If you had to choose 1 game to play while stuck at home during the COVID Era, what game would it be?

Call of duty!

If you had to choose 1 game to play while stuck at home during the COVID Era, what game would it be?

Call of duty!

Share the biggest learning experience you had via UA or retargeting that affected how you operate your activity today?

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. Looking at 1 or even 2 year fully baked retention or ARPPU can make certain acquisitions sources stand out and impact your current marketing strategy significantly, as channels behave differently in the short vs long term.

What are your pillars for a successful and scalable activity?

Hands down the key to success are building a team of User Acquisition killers who take full ownership of their work. This means that they can make decisions and act the way they think is best for our goals. It’s my role to set up an environment for good communication and reward risk-taking. I also need to make sure every team member understands his/her role and the bigger picture. Once the notion of teamwork is established & trust is built, we have a team that is agile and can take on any challenge.

Share the biggest learning experience you had via UA or retargeting that affected how you operate your activity today?

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. Looking at 1 or even 2 year fully baked retention or ARPPU can make certain acquisitions sources stand out and impact your current marketing strategy significantly, as channels behave differently in the short vs long term.

What are your pillars for a successful and scalable activity?

Hands down the key to success are building a team of UA killers who take full ownership of their work. This means that they can make decisions and act the way they think is best for our goals. It’s my role to set up an environment for good communication and reward risk-taking. I also need to make sure every team member understands his/her role and the bigger picture. Once the notion of teamwork is established & trust is built, we have a team that is agile and can take on any challenge.

What was your first gaming system and how many months of your childhood did you spend on it?

My first console was the Nintendo obviously with Mario Bros, Super Mario, and duck hunt. I feel I haven’t played enough though as I never played Zelda for example. It’s on my to-do list.

What was your first gaming system and how many months of your childhood did you spend on it?

My first console was the Nintendo obviously with Mario Bros, Super Mario, and duck hunt. I feel I haven’t played enough though as I never played Zelda for example. It’s on my to-do list.

If you hadn’t picked this career, what career would you never do or be the worst at?

Plumber, I flooded my apartment the first day I moved in trying to “fix” a pipe. 

If you hadn’t picked this career, what career would you never do or be the worst at?

Plumber, I flooded my apartment the first day I moved in trying to “fix” a pipe. 

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