A Q&A With Product Madness’ Ayse Betul Eser on Her Career in User Acquisition

Eser began her career in communications and digital advertising before transitioning to mobile gaming at Netmarble Turkey, where she honed user acquisition skills across various game genres.
As a User Acquisition Manager at Product Madness, she designs campaigns for social casino games, emphasizing data-driven optimization and player-centric approaches.
She notes industry evolution toward automation and personalization, addresses challenges like rising costs through new channels and data analysis, and highlights the importance of audience understanding, creative testing, and trend adoption such as user-generated content.