Europe 2016Video Coverage

Paul West: Efficient, Scalable User Acquisition | Casual Connect Video

May 2, 2016 — by Catherine Quinton

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Europe 2016Video Coverage

Paul West: Efficient, Scalable User Acquisition | Casual Connect Video

May 2, 2016 — by Catherine Quinton

With millions of apps vying for installs, how are the top earning publishers growing and acquiring high quality users at scale? Learn from Paul West, Head of Performance for Adcolony, what is working for the top 100 apps as well as what is not. One of the insights that Paul shared from the latest App Install Survey: “There are 2M advertisers on Facebook and so game publishers are looking for new channels like video”. Tune in below to the exclusive video from the Casual Connect Europe conference to learn more about what you can do to grow your business.







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Paul West Adcolony
Paul West is Head of Performance for Adcolony

Paul West, Head of Performance for AdColony, works with some of the best mobile app studios in EMEA. The focus is on helping these studios grow their businesses through efficient and scalable user acquisition. As a massive mobile gamer, one of the job perks Paul most enjoys is the opportunity to play games before they even launch, and actually call it work.

Understanding Mobile Marketing

Before joining AdColony, Paul worked to grow various mobile marketing teams across the UK and Australia and was fortunate to work on some of the early successes of the App Store. The most famous of these was Paper Glider by Neon Play, which was Apples’s 10,000,000,000 download from the App Store.

Paul credits being a part of a small mobile gaming studio with allowing them to rapidly learn a lot about the game industry. Specifically, this experience helped them understand the KPIs and the importance of sensible but scalable monetization and user acquisition.

Why the Game Industry

The many hours playing Snake on Nokia 3210 inspired Paul to become a part of the game industry, or so the claim goes. And yet, somehow, no one has ever asked about his prowess at the game.

The start in the industry came when Paul saw a fantastic opportunity on a job site, so he made sure to impress the interviewers with a presentation using large handwritten and drawn placards. Since that first job, Paul’s career has included opportunities to travel across Europe, meet many interesting people, and even to voice a game character.

Action photo of Paul West bungee jumping
Action photo of Paul West bungee jumping

So far the proudest event in Paul’s career was launching a mobile game and hitting the #1 spot around the world on the app store. Paul describes, “I remember my boss leaning out the window and screaming, We’re number one!”




Continuing Innovation

The challenges Paul encounters working at AdColony stem from success; the vertical is growing from strength to strength and mobile, video and apps are all booming sectors. So the challenges are continuing to innovate and lead with creative technological solutions that the market requires. And, of course, there is always the challenge of not enough time to play all the upcoming mobile games!

AdColony1The most effective tools for mobile marketing at AdColony, in Paul’s opinion, are those that turn spread sheets into solutions. Paul says, “The investment we’ve made into products that help us visualize the numbers can turn a dump of data into actionable next steps in seconds.”

Looking ahead for the next few years, Paul believes that, in terms of user acquisition, the current networks and methods will continue to work well. But more creative ways of obtaining users are already beginning to emerge. Paul expects to see more innovative executions with celebrity endorsement, social media influencers, new video formats and better ways to measure user quality.




Paul describes themelves as a bit of a health nut, but fortunately, so is the entire AdColony London team. This competitive group prefers to spend his free time doing team spin classes, fitness boot camps and physical challenges.

 

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Catherine Quinton

Catherine Quinton

Catherine Quinton is a staff writer for www.gamesauce.org. Catherine loves her hobby farm, long walks in the country and reading great novels.

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