"In a fast-pace, instant world, dominated by social media – you have to deliver your message as quick as possible and as appealing as possible."

- Uri Pearl

Papaya Gaming Logo

Uri Pearl

Head of Marketing

Papaya Gaming Logo

A B O U T

Uri Pearl
Head of Marketing

Uri Pearl is Head of Marketing at Papaya Gaming. Following an impressive career as an analyst in various industries, Uri joined Ilyon and took part in the UA and product marketing activities. 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.

What exactly do you do?

I’m the Head of Marketing at Papaya Gaming, in charge of the UA & retargeting, ASO, Ad monetization, and the Social & Community Department.

What are your pillars for successful and scalable activity?

  1. Sharp UAs and Creative teams.
  2. Outstanding product and monetization infrastructure.
  3. Brilliant analytics support that helps us to respond in real-time.
  4. Honest and open communication between all the teams.

What is your favorite perk at your company?

We have vintage arcade machines spread all around the office. Should I even bother adding anything else? Well, if I do, then it’s safe to say that Papaya Gaming is always taking care of every one of us, the employees, individually. For example, I once casually said that my child’s car seat is now too small for my kid. The next day, a brand-new, bigger, and better seat was awaiting me on the office table.

What is your favorite game genre and why?

Today it’s all about Casual, as I don’t have much time to play online games. Although, my true passion is the legendary Championship Manager :).

Q&A

What exactly do you do?

I’m the Head of Marketing at Papaya Gaming, in charge of the UA & retargeting, ASO, Ad monetization, and the Social & Community Department.

What are your pillars for successful and scalable activity?

  1. Sharp UAs and Creative teams.
  2. Outstanding product and monetization infrastructure.
  3. Brilliant analytics support that helps us to respond in real-time.
  4. Honest and open communication between all the teams.

What is your favorite perk at your company?

We have vintage arcade machines spread all around the office. Should I even bother adding anything else? Well, if I do, then it’s safe to say that Papaya Gaming is always taking care of every one of us, the employees, individually. For example, I once casually said that my child’s car seat is now too small for my kid. The next day, a brand-new, bigger, and better seat was awaiting me on the office table.

What is your favorite game genre and why?

Today it’s all about Casual, as I don’t have much time to play online games. Although, my true passion is the legendary Championship Manager :).

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

If it’s on mobile it would be Papaya’s 21 Cash, and if it is for PS then I would have started a career mode on PES.

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

If it’s on mobile it would be Papaya’s 21 Cash, and if it is for PS then I would have started a career mode on PES.

Why is your company so awesome?

Papaya is all about the people. It’s a great honor to work among such diligent, fun, and creative talents. It makes it such a great environment for personal and professional growth.

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

All are very dependent on each other as Eric Seufert explained once in one of his articles. Eventually, in an algorithmic campaign optimization environment, the Product needs Marketing insights to understand for whom they are building the product for. And the Marketing team needs the Product and the BI team to optimize the different segments’ journey, and for insights on the goals they should optimize the campaigns towards.

Complex creatives or straight to the point?

Straight to the point. In a fast-paced, instant world, dominated by social media – you have to deliver your message as quickly as possible and as appealing as possible.

UA vs Retargeting - Equally important for all apps?

They are both mandatory for all apps but starting retargeting operation depends on the app’s lifecycle, though it’s recommended to do soft-retargeting for early-stage apps via emails and push notifications.

Why is your company so awesome?

Papaya is all about the people. It’s a great honor to work among such diligent, fun, and creative talents. It makes it such a great environment for personal and professional growth.

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

All are very dependent on each other as Eric Seufert explained once in one of his articles. Eventually, in an algorithmic campaign optimization environment, the Product needs Marketing insights to understand for whom they are building the product for. And the Marketing team needs the Product and the BI team to optimize the different segments’ journey, and for insights on the goals they should optimize the campaigns towards.

Complex creatives or straight to the point?

Straight to the point. In a fast-paced, instant world, dominated by social media – you have to deliver your message as quickly as possible and as appealing as possible.

UA vs Retargeting - Equally important for all apps?

They are both mandatory for all apps but starting retargeting operation depends on the app’s lifecycle, though it’s recommended to do soft-retargeting for early-stage apps via emails and push notifications.

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

SEGA, playing Sonic mostly. Probably way too much.

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

SEGA, playing Sonic mostly. Probably way too much.

If you were a character in a gaming app, who would you be?

Crash Bandicoot.

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

Probably a Secret Agent, despite being in gaming I have a very bad poker face.

If you were a character in a gaming app, who would you be?

Crash Bandicoot.

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

Probably a Secret Agent, despite being in gaming I have a very bad poker face.

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