Hi there! Welcome to the Insiders Info space and FunPlus! We are delighted to have you here! To kick things off, could you please introduce yourself and share a bit about your background, including where you’re originally from?
Hi everyone, it’s great to be here today!
My name is Yevhen. I’m from Ukraine and have worked in mobile marketing for 11 years. I’m passionate about helping businesses connect with their audiences and accelerate downloads and revenue growth.
Speaking of connecting with audiences, I’m also a big gamer in my free time! My favorite genre is Action RPGs but I keep my mind open to anything interesting out there. For instance, with the revival of the horror genre, I’ve been paying attention to games like ‘Dredge”, ‘Alan Wake II’ (which is definitely my top 5) as well as ‘Dead Space’ and ‘Resident Evil’, specifically VR versions for the last one. I think there’s a lot of overlap between the gaming world and marketing, especially regarding understanding user engagement and building communities.
When I’m not immersed in the digital world, either for work or play, you can usually find me behind a drum set or music creation software. Music is a huge part of my life, and it’s a great way for me to unwind and express myself creatively.
Building on the introduction to your background and interests, let’s dive deeper into your professional life. Can you walk us through a typical day in your job and the various responsibilities you juggle to ensure our mobile games reach their target audience effectively?
In my role, I focus on making sure our mobile games have a strong presence in the app stores and reach the right players. This involves a mix of creative and analytical work. I collaborate with our team to develop compelling visuals and write engaging descriptions that highlight the unique aspects of each game.
But it’s not just about making things look good – I also dive deep into app store optimization (ASO). This means I’m constantly analyzing keywords, tracking performance metrics, and running A/B tests to improve our games’ visibility in search results and rankings.
To truly understand what resonates with players, I make it a point to engage with our games regularly, especially the in-app events and promotional content. I’m particularly drawn to IP integrations, as I find they offer unique opportunities to attract new audiences and create exciting experiences for players.
Ultimately, my goal is to drive organic downloads and help our games stand out in a crowded marketplace.
Right, awesome! And we are so happy to have you here at FunPlus! Now, let’s take a step back and understand the path that led you here. Could you share with us a brief overview of your journey in the field of app store optimization (ASO)?
My ASO journey began in 2013 when I transitioned from SEO and internet marketing. I spent three years at Megarama, a mobile games developer, where I experimented with optimization techniques during the early App Store days. In my final year, I led a team and learned game design basics.
In 2016, I explored app markets beyond gaming, supporting diverse companies and startups. A highlight was working with a London startup offering clothing from TV shows and films. After three years consulting, I returned to the gaming industry, joining G5 briefly, then moved to Tilting Point to build their organic growth department. I worked on projects like SpongeBob and Star Trek.
In early 2023, I was laid off and temporarily shifted my focus to health and fitness. My luck changed in early 2024 when Enric, FunPlus’s VP of Publishing, contacted me. I joined in April 2024 to establish a new department for their wellness games. I’m thrilled to contribute to FunPlus and excited about our future achievements.
Let’s now turn our attention to the far-reaching impact of your work. If you had to articulate the value of ASO to someone with a stake in our projects, like an investor or a partner, how would you distill its importance and impact?
ASO is vital for ensuring our apps achieve maximum visibility and organic growth in the competitive app market. It’s about strategically optimizing every aspect of our app’s presence in the app stores to attract and convert the right users.
Storefront appearance: washed/unwashed
What do I mean by that? A well-maintained App Store listing, with clear images and descriptions, is like a person who dresses sharply every day — impressive and inviting. Neglect it, and it’s like showing up disheveled, pushing users away. Think of it as a multi-faceted approach that goes beyond just getting found.
Effective ASO ensures that:
- Users discover our app easily: We leverage relevant keywords, compelling visuals, and a strong app store listing to make our app stand out in search results and category rankings.
- Our app’s value proposition is clear: We craft a concise and persuasive app description that highlights key features and benefits, encouraging users to download.
- We drive engagement and retention: By targeting the right audience, we acquire users who are genuinely interested in our app, leading to higher engagement and retention rates.
Furthermore, ASO plays a vital role in:
- Supporting in-app events: By promoting events through our app store listing and creatives, we can drive user participation and excitement.
- Increasing our chances of being featured by an app store: A well-optimized app with strong user engagement is more likely to be featured, resulting in a significant boost in organic downloads.
ASO is not merely a marketing tactic; it’s a strategic investment in an app’s long-term success. It drives organic discovery, user engagement, and sustainable growth by ensuring your app is visible, appealing, and relevant to the right audience.
And… what was it about ASO that caught your attention and made you decide to specialize in it?
You could say I was like an explorer, eager to chart the unexplored territories of digital marketing when I stumbled upon ASO.
The allure? To me, the ASO field is very dynamic, and constantly shifting, with many new challenges arising. It always keeps you on your toes. 😀
