“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.“

- Rotem Madar

Rotem Madar

Sr. Director of Marketing

A B O U T

Rotem Madar
Sr. Director of Marketing

Sr. Director of Marketing in GSN Games. Live and breathe the gaming industry for nine years now.
I started my career at DAU-UP, working with top-tier clients, where I ended up leading the UA department.
I was always passionate about marketing, user journey, and making the valuable connection between them.
Today, I’m leading the marketing effort at GSN Games (a Scopely company).

What exactly do you do?

I’m the Sr. Director of Marketing in GSN Games (a Scopley company), leading the UA, ASO, and retargeting efforts for our social casino apps.

What are your pillars for successful and scalable activity?

  • Being bold and moving fast
  • Robust data team that sees beyond the obvious
  • Put user LTV as your north star
  • Transparency between the teams

Q&A

What exactly do you do?

I’m the Sr. Director of Marketing in GSN Games (a Scopley company), leading the UA, ASO, and retargeting efforts for our social casino apps.

What are your pillars for successful and scalable activity?

  • Being bold and moving fast
  • Robust data team that see beyond the obvious
  • Put user LTV as your north star
  • Transparency between the teams

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

Megason, playing Battle City way too much.

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

Megason, playing Battle City way too much.

Why is your company so awesome?

Working at GSN games, each employee feels like their voice matters. Every person’s contribution is held in equal measure.
Being a very global company with offices worldwide gives you the opportunity to work with a variety of different, passionate and talented people.
And hi, it’s always great to work in a company that owns top-rated games.

How involved should game designers, analysts, data scientists and product managers be in the growth advertising activity?

At the end of the day, 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. Eventually, it’s the same user who sees the UA ads, enjoys the game design, engages with the product, and is analyzed by the data teams – it’s one lifecycle.

Complex creatives or straight to the point?

For ROAS based campaigns, straight to the point works the best. Deliver your value as quickly as possible. However, when your KPIs are not necessarily ROAS, but more of branding or positioning, a complex approach can do a better job.

Why is your company so awesome?

Working at GSN games, each employee feels like their voice matters. Every person’s contribution is held in equal measure.
Being a very global company with offices worldwide gives you the opportunity to work with a variety of different, passionate and talented people.
And yes, it’s always great to work in a company that owns top-rated games.

How involved should game designers, analysts, data scientists, and product managers be in the growth advertising activity?

At the end of the day, 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. Eventually, it’s the same user who sees the UA ads, enjoys the game design, engages with the product, and is analyzed by the data teams – it’s one lifecycle.

Complex creatives or straight to the point?

For ROAS based campaigns, straight to the point works the best. Deliver your value as quickly as possible. However, when your KPIs are not necessarily ROAS, but more of branding or positioning, a complex approach can do a better job.

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

Anything that includes being part of photo shooting, the two hours for this article were more than enough 🙂

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

Anything that includes being part of photo shooting, the two hours for this article were more than enough 🙂

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