User Acquisition

Podcast: Jerome Turnbull on Launching Project Makeover

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AppLovin
Feb 1, 2022
Jerome Turnbull on the User Acquisition Show

In this episode of the Mobile User Acquisition Show, Jerome Turnbull, AppLovin’s VP of Growth, breaks down the launch of Project Makeover, a game that topped the charts in just four days of launching with more than 5 million downloads. 

Key takeaways:

  • How metrics differ for hyper-casual games vs. match-3 games
  • The benefits of fine-tuning during the pre-launch phase 
  • The impact of the hyper-competitive Q4 when launching an app
  • The benefits of cross promotion within and across other studios
  • The player motives that were tested before launching Project Makeover
  • The team structure during the launch of Project Makeover

Listen to the full podcast and view a complete transcript here. (17 minutes)

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