Tuomo Kälviäinen & Andreas Stenman - Scaling from 10 to 1000 Concepts /Mobile Ad Eaters Retreat 2025 скачать в хорошем качестве

Tuomo Kälviäinen & Andreas Stenman - Scaling from 10 to 1000 Concepts /Mobile Ad Eaters Retreat 2025

Thanks for checking out this talk from the inaugural Mobile Ad Eaters Retreat, 2025 edition, partnered by AppsFlyer, MAF, GameAnalytics, Focal and Seepia Games! This is the first creative-focused event in the mobile industry where mobile gaming leaders gather to talk about creative performance, ad concept iteration, data-driven creativity, the role of AI in ad production, storytelling in performance marketing, and case studies from top gaming companies. Why? Because everyone knows creative communication is the main way to drive mobile growth, but there’s a serious lack of deep, actionable knowledge out there. We’re changing that by focusing purely on creative performance! _________________________________________________________________________________________________ About This Session This fireside chat tackles one of the biggest challenges in mobile growth: How do you build a repeatable system for generating winning UA creatives that scales from 10 to over 1,000 concepts without collapsing into chaos? Join Tuomo Kälviäinen (Creative Marketing Manager at Small Giant Games) and Andreas Stenman (Founder of Focal) as they pull back the curtain on how a top gaming studio structures its creative production workflow. They share how to maximize limited internal resources, effectively collaborate with external partners for volume, and refine the feedback loops that consistently find new winners. Whether you're on the UA or creative side, you will leave with practical insights on building systems that help teams move faster and elevate performance. _______________________________________________________________________________________________ Time-Stamped Highlights [03:16] The Small Giant Games (SGG) Creative Process: Tuomo outlines the internal and external resources they use for campaigns, creative, and data/tech. [04:30] Chaos to Clarity: The initial challenge of having disjointed communication (the "Chaos Buffet") and the need for a unified process to handle increased production volume. [06:35] The Streamlined Workflow: A live visual demonstration of their approved creative workflow and how assets move through the pipeline. [08:18] Internal vs. External Focus: Tuomo explains how to strategically divide labor: dedicate internal resources to core concepting and hero assets, and use external partners for high-volume iterations and testing on existing winners. [10:47] Hero Creative Loop: Seeing exactly how a single hero creative is leveraged to create multiple performance ads, including mashups and re-pairings of proven assets. [13:10] Concept Iteration Examples: Visual examples of how SGG rapidly iterates on single concepts to find the highest-performing creative variations. [14:04] Finding Evergreen Concepts: Discussion and visual examples of 'evergreen' concepts (like character dress-ups and progression) that continue to work consistently over time. [17:25] Performance Data Deep Dive: A look at the automated creative performance dashboard in Focal, showing data broken down by asset type (Gameplay, Cinematic, UGC) and player motivation. [18:14] The Creative Producer's Dream: Discussion on how a unified workflow removes daily busywork, allowing creative producers to focus on high-impact strategy. __________________________________________________________________________________________________ Ready for the Next Retreat? Join the creative leaders of mobile gaming! The next Mobile Ad Eaters Retreat is happening on April 23-24, 2026 in Prague. Secure your spot and get full event details at the official website: mobileadeaters.com. #MobileAdEaters #MobileGrowth #MobileGaming #CreativeStrategy