“ROI and how much you can actually spend for an install is more important than the actual price that you are paying,” Adam Jaffe told his audience at Casual Connect USA 2014. “When you look at this number, whether its $1 or $10, being able to effectively understand how you came to this number is more important.”
Adam Jaffe is the vice president of marketing at Social Point, the third largest developer on Facebook and one of the largest on mobile. Jaffe will always remember the launch of his first mobile burst campaign as the proudest moment of his career. Playtika, where he was the head of user acquisition at the time, was the first company to do a campaign in that way, and watching Slotomania climb the ranks, hour by hour, was both thrilling and gratifying. Since then, he has launched many apps in both the Google and Apple app stores, but he will never forget that first campaign.
A Diverse Team
As Social Point’s VP of marketing, Jaffe is in charge of three departments: user acquisitions, customer relationship management, and public relations. His team is made up of fifteen people from seven different countries. They work hard to create a unified message to their players, from the ads that bring them into the game to the way the community interacts with them. In his role, Jaffe draws on his more than seven years of experience in the gaming space. He has held many positions in that space, from real money casino to social casino to the world of resource management. In each position, he has tried to create an atmosphere where every employee understands the value of their contribution to the company; he actively encourages them to seek opportunities to improve themselves and their work.
Privacy Challenges
Jaffe believes the biggest challenge facing the games industry today is the issue of privacy. He is closely following the ever-changing landscape of privacy and mobile tracking. The games business hinges on being able to know information about the players, yet there is an ever increasing need, in the public eye, to be anonymous while online. So it is imperative that he follow closely the changes that Google and Apple are making to find a balance between these opposing needs. His response to this situation is to look for better ways to have people volunteer information.
Mobile games are the perfect fit for Jaffe’s lifestyle. He owns no consoles, saying he is much too busy to play games while at home. But he does enjoy playing games on his iPhone. Recently, he has been playing Monster Legends from Social Point and Brave Frontier from Gumi. He describes himself as “super cheap” when it comes to F2P purchases. He once spent $20 for a power pack for Boom Beach, and then had buyer’s remorse for the next month.
Most of Jaffe’s free time is spent with his two small girls, but when he is not running after them, he plays soccer and enjoys cycling.
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