I help mobile game studios decide what to test, what to scale and what to stop.
My work is for games that already have traction and want to accelerate. I run creatives, UA, growth and revenue at Madbox. I am now an independent advisor for studios that need this seat and cannot justify a full-time one.
Decisions I help you make
A read across UA, data and creative, with ranked priorities and a 90-day roadmap.
What to test and how, when to scale, which networks to set up, and a forecast. Built with your team.
A regular outside read on performance, plus help with strategy, team and partner negotiation.
Reporting, action suggestions, operations tools and creative production.
Four ways to work together
- Answers
- Where are we losing money, and what do we fix first?
- Covers
- UA, data and creative. Game segmentation for UA. Marketing data structure.
- Format
- Fixed fee, 3 to 6 weeks.
- You get
- Findings, ranked priorities, a 90-day roadmap and a session with your team.
- Answers
- How do we accelerate this game?
- Covers
- Reading performance. What and how to test. Scaling. Network setup, including rewarded. Forecast.
- Format
- Fixed scope, 6 to 12 weeks, alongside your team.
- You get
- Test plan, kill and scale rules, network setup, forecast.
- Answers
- Are we reading this right, and who do we hire?
- Covers
- Strategy. Team building. Ongoing performance read. Network and partner negotiation.
- Format
- Monthly retainer.
- You get
- A recurring review, async access, hiring and org support.
- Answers
- What can we automate in UA operations and creative production?
- Covers
- Reporting automation. Action suggestions. Tools for operations such as tests, creative rollout, and bid and budget changes. Creative production.
- Format
- Fixed-scope project.
- You get
- A working pipeline your team runs itself.
Consulting call. One question, answered. A single call or a day rate. You get notes and next steps.
Every engagement starts with a free 30-minute call.
Not for studios that want someone to run campaigns day to day, or an agency.
Selected work
At Madbox.
| Game | My role and period | Downloads, public estimate |
|---|---|---|
| Pocket ChampsMadbox | Head of Growth, then COO and CRO. Scaled from the global launch in July 2022 to now. | 85.3M |
| Stickman HookMadbox | At Madbox, 2020 to now. | 193.5M |
| Hypercasual titlesMadbox | Head of Growth. Scaled several titles in 2020 and 2021. | — |
At Wildlife Studios, on growth: offers, app store optimisation, store partnership and community. Growth Manager, Nov 2015 to May 2018.
| Game | My role and period | Downloads, public estimate |
|---|---|---|
| Sniper 3DWildlife Studios · growth | Growth Manager, 2015 to 2018. | 956.5M |
| War MachinesWildlife Studios · growth | Growth Manager, 2015 to 2018. | 235.8M |
| Color by NumberWildlife Studios · growth | Growth Manager, 2015 to 2018. | 205.1M |
| Tennis ClashWildlife Studios · growth | Growth Manager, 2015 to 2018. | 203.4M |
Downloads are lifetime, worldwide, iOS and Android. Public estimate, Sensor Tower, to October 2026. They show how big the games are. They do not show what I changed.
Outside games: Chief Marketing Officer at VDL Factory, an e-commerce company in Paris, and Global Head of Mobile at ClickBus. Mobile and performance marketing since 2014.
Inspirations
Five people to read, and a few books, a series and a band. One place to start for each person.
- Bret VictorStart here Up and Down the Ladder of Abstraction
- Michael NielsenStart here Thought as a Technology
- Ryo Lu
- Dominic CummingsStart here ‘Two hands are a lot’: we’re hiring…
- Adam Foroughi
Bring one game and one decision. In 30 minutes we will see if I can help.