7 Insights From Our Q&A With Rovio’s Kentaro Sugiura and Liftoff’s Christie Crable

Mobile user acquisition (UA) is increasingly competitive, requiring regular product updates and minigames to sustain engagement and appeal to diverse players.
UA managers now play a key role in game development by analyzing data to identify successful features.
User-generated content (UGC) on platforms like TikTok helps reach younger audiences, while longer video ads improve retention by accurately representing gameplay.
Different platforms serve varied goals: TikTok for awareness, DSPs for measurable outcomes like retention.
Generative AI aids in scaling creatives and data analysis but requires quality inputs to enhance workflows effectively.