Liftoff Spotlights Radostina Zhekova and Winnie Wen as Inspiring Women in Mobile Game Marketing

Mobile advertising company Liftoff has brought together two inspirational women from the mobile gaming industry to discuss their achievements, challenges, and aspirations. Radostina Zhekova and Winnie Wen, who lead the user acquisition (UA) team at Jam City, share their experiences in acquiring new players for popular games like Harry Potter: Hogwarts Mystery and Cookie Jam.

The Importance of User Acquisition

While creating a great mobile game is important, it is equally crucial to attract players to experience it. Game development studios, like Jam City, have dedicated UA teams that specialize in bringing in new players through creative strategies. Wen, who serves as the VP of User Acquisition at Jam City, has been with the company for over five years, focusing on all aspects of paid growth. Prior to joining Jam City, she managed user acquisition for games such as DC Legends and Mortal Kombat X at WB Games.

Joining Wen in the UA team is Radostina Zhekova, a Senior Manager responsible for identifying different growth strategies. Zhekova collaborates with various creative teams to ensure that marketing plans align with the overall goal. Both Wen and Zhekova have found success in mobile game marketing despite not having prior experience in the industry.

Transitioning into Mobile Game Marketing

Zhekova did not initially envision a future in mobile marketing when she completed her marketing degree a decade ago. However, while working as an account manager at an ad tech agency in 2016, she developed an interest in the gaming industry through collaborations with gaming companies. Zhekova emphasizes that being a “big gamer” is not a requirement for success in game marketing, as long as one possesses the necessary skills.

Similarly, Wen’s career path led her to mobile marketing after realizing her lack of passion for corporate finance and healthcare industries. Though she initially faced rejection due to her limited experience, Wen eventually secured a position at a gaming startup. She emphasizes the importance of self-advocacy and the support of managers in her career growth.

The Challenges and Rewards of User Acquisition

Zhekova and Wen acknowledge the challenges they face in their roles, particularly the escalating costs of user acquisition. Changes in the mobile market, including Apple’s ATT, have reduced deterministic data available for ad campaigns, making it more difficult to achieve desired results. Additionally, the competitive mobile space poses challenges when working with limited budgets.

Despite the challenges, Zhekova and Wen find rewards in their positions. They emphasize the freedom and creativity that mobile marketing allows, allowing them to test different strategies and experiment with numbers. Zhekova values the lessons learned from mistakes and the opportunities for growth they provide.

The Gender Contrast in the Gaming Industry

Zhekova and Wen also discuss the gender disparity in the mobile gaming industry. The majority of game developers and players identify as male, with only a small percentage of women and non-binary individuals. This contrast highlights the need for more diversity and inclusion in the industry.