We focused on creating a work environment where our UA team spends their time on making smart decisions based on automated campaign performance reports which our in-house developed system generates, plus checking the competitive landscape using powerful App Annie tools like the User Acquisition Advertisers and Creatives reports. (AD): Over the past couple of years, we’ve brought the automation of our marketing processes to a new level. (AG): Considering how quickly mobile is always changing, how have you adjusted your UA strategy over the years? What stands out in terms of best practices to implement? When you can build engaging hybrid-genre games it’s also going to make your user acquisition that much more efficient. We can use that information to help us pick and choose features to add that might work for a casual audience. And to do this we’re looking at estimates for games across categories, so we’re analyzing mid-core and hardcore games too. We combine different mechanics and we will naturally expand this diversity in our games.

We’re not developing that are just a ‘classic match-3’ or ‘classic city-builder’. In terms of our overall portfolio, each game has several types of gameplay. We’ve developed an intense live ops schedule with regular, themed and special in-game events to keep our players engaged and make sure they can find something new and exciting going on in the game. Not only does this make a game better, it makes so that its fans stay interested.

We add new mechanics as mini-games and strive to bring more diversity and innovation in every game. We keep improving the game visuals and strive for top quality UX. Our games look and play totally differently from what they did at the time of the release.

Not only have downloads for Township (1.2x) and Fishdom (4.7x) increased since 2019, all four of these games continue to grow in revenue year by year. Two of our other games, Fishdom (2015) and Township (2013), have also been major contributors to our success over the years. Both of those titles have already earned over $1 billion.

If you want your games to continue to be successful over time, you can’t just stop once the game is out of beta, you have to focus on live ops.īoth Gardenscapes and Homescapes disrupted the match-3 puzzle genre and introduced innovations when launched as the first decoration storyline-based games for mobile. What changes have led to Playrix’s growth over the past few years? How has your gaming portfolio evolved? Amir Ghodrati (AG): Gardenscapes (2016) and Homescapes (2017) are well-established games in the industry.

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