Lena Ovadia
Retargeting Director
“I’ve worked in the gaming industry since 2008. I love the fact that this industry is so dynamic and ever-changing, so it’s never boring. I come from the world of UA and I believe in data and data-driven marketing. In the last 5 years, I’ve specialized in retargeting activity, and I love the field a lot. After 5 years in Playtika, these days I’m leading the retargeting department at Huuuge Games.”
Q&A
I lead the retargeting department at Huuuge Games. In general, we are running campaigns on existing players; trying to increase the DAU & revenue while serving tailor-made ads to the players – keeping them up to date with the new features, sales, and content.
I really like the company culture and, the people who are hungry, humble, and resilient that follow our motto “Play Together”.
As a marketer at Huuuge, I have a free hand to lead significant projects, and make an impact on the business. I think that the marketing division at Huuuge is one of the best in the industry, and we’re dealing with the most cutting-edge and innovative activities, and I’m proud to be part of it.
In general, Huuuge is one of the fastest growing companies in the gaming market, and one of the leading mobile free-to-play developers and publishers. What’s unique about Huuuge is our know-how, operational excellence, technology & marketing infrastructure. Most of all though, it is our consistency when it comes to realizing our “Build & Buy” strategy and mission of empowering billions of people to play together. The core of our identity and success to date is the fact that our games are social, appealing, engaging, and shareable.
I Like match3 games, especially Traffic Puzzle which is match3 game with a twist. This is my escapism but still, it involves some skills (or at least it makes you feel like 😊)
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 players database & understand its players needs and behavior, what they like about the game. For a mature app you must do retargeting, you must learn and dig in the data and understand who lapsed the game, when and why they lapsed and think what can bring them back and what will keep them engaged.
Definitely Traffic Puzzle, and I’m not biased!
In this case I believe in “better done than perfect”, it’s important to keep trying and testing whenever it is possible even when the conditions aren’t perfect, until you find what works.
A few years ago, there was an in-app feature that was about to go live at very short notice, the data showed that a specific segment of players was very engaged with this feature in the past. The creative team wasn’t available, so I decided that we need to go live with it anyway. I created a banner from a screenshot and went live with it in a FB campaign – it was a huge success! I never saw 21% CTR on a FB campaign. It showed how important it is to explore the data & match the right content to the audience. The banner wasn’t perfect in any way, but it delivered the right message and turned out to be a very successful campaign.
Communication and stable API.
Once you recognize a strong and reliable partner, transparency, and good communication between both parties, you can help them optimize the campaigns and they share their insights with you to see the bigger picture and think together on the right strategy. It’s a win-win.
However, this is not enough, to run the campaigns smoothly you need a stable and easy-to-use API between you, without repeating errors, special configuration, and a lot of manual work to upload and update a segment.
Once you have a partner that you can rely on and you can create the segments easily, share it and update the segment daily to keep it up to date – you can scale and move forward faster.
Well, I really really hate others’ feet, I guess I would never be a reflexologist.
My father was a teacher, and when I was 5 years old he took me one day to the school to show me a PC, It was DOS PC! they let me play Dangerous Dave, it was a love from first sight 😊
I couldn’t stop, afterward, I had the packman, digger …and too many months were spent on it indeed.
I lead the retargeting department at Huuuge Games. In general, we are running campaigns on existing players; trying to increase the DAU & revenue while serving tailor-made ads to the players – keeping them up to date with the new features, sales, and content.
I really like the company culture and, the people who are hungry, humble, and resilient that follow our motto “Play Together”.
As a marketer at Huuuge, I have a free hand to lead significant projects, and make an impact on the business. I think that the marketing division at Huuuge is one of the best in the industry, and we’re dealing with the most cutting-edge and innovative activities, and I’m proud to be part of it.
In general, Huuuge is one of the fastest growing companies in the gaming market, and one of the leading mobile free-to-play developers and publishers. What’s unique about Huuuge is our know-how, operational excellence, technology & marketing infrastructure. Most of all though, it is our consistency when it comes to realizing our “Build & Buy” strategy and mission of empowering billions of people to play together. The core of our identity and success to date is the fact that our games are social, appealing, engaging, and shareable.
I Like match3 games, especially Traffic Puzzle which is match3 game with a twist. This is my escapism but still, it involves some skills (or at least it makes you feel like 😊)
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 players database & understand its players needs and behavior, what they like about the game. For a mature app you must do retargeting, you must learn and dig in the data and understand who lapsed the game, when and why they lapsed and think what can bring them back and what will keep them engaged.
Definitely Traffic Puzzle, and I’m not biased!
In this case I believe in “better done than perfect”, it’s important to keep trying and testing whenever it is possible even when the conditions aren’t perfect, until you find what works.
A few years ago, there was an in-app feature that was about to go live at very short notice, the data showed that a specific segment of players was very engaged with this feature in the past. The creative team wasn’t available, so I decided that we need to go live with it anyway. I created a banner from a screenshot and went live with it in a FB campaign – it was a huge success! I never saw 21% CTR on a FB campaign. It showed how important it is to explore the data & match the right content to the audience. The banner wasn’t perfect in any way, but it delivered the right message and turned out to be a very successful campaign.
Communication and stable API.
Once you recognize a strong and reliable partner, transparency, and good communication between both parties, you can help them optimize the campaigns and they share their insights with you to see the bigger picture and think together on the right strategy. It’s a win-win.
However, this is not enough, to run the campaigns smoothly you need a stable and easy-to-use API between you, without repeating errors, special configuration, and a lot of manual work to upload and update a segment.
Once you have a partner that you can rely on and you can create the segments easily, share it and update the segment daily to keep it up to date – you can scale and move forward faster.
Well, I really really hate others’ feet, I guess I would never be a reflexologist.
My father was a teacher, and when I was 5 years old he took me one day to the school to show me a PC, It was DOS PC! they let me play Dangerous Dave, it was a love from first sight 😊
I couldn’t stop, afterward, I had the packman, digger …and too many months were spent on it indeed.
