TapNation’s Secrets to 1 Billion Downloads in Under 5 Years

Traditionally, studios faced a tough choice: either crank out hypercasual games at speed or concentrate on crafting deeper player engagement with fewer releases. TapNation breaks this mould—and brilliantly—mastering both approaches to top 1 billion downloads just four years after its founding. On this week’s episode of the PocketGamer.biz Podcast, Vincent Février, Chief Marketing Officer at TapNation, returns to share the winning strategies behind the company’s rapid rise and recent acquisition of UA Hero. Vincent unveils how TapNation’s company culture fosters creativity and bold moves, driving the daring shifts in its marketing strategy that spurred a near 10% LTV uplift. He explores how their focus on product-led growth drives long-term engagement, reveals the CMP TapNation chose to power customer-driven privacy policies, and shares the retention and retargeting strategies proven to keep and call back players.

CHAPTER TIMESTAMPS

00:00 - Intro

03:00 - Hiring at TapNation

06:29 - A shift in marketing

11:02 - Product-led growth

13:28 - Where the success comes from

17:24 - Why the next billion downloads will be harder to get

19:22 - Real-growth retention strategies

22:29 - A win-back reward

27:03 - How TapNation hacks hybrid ad mon

33:25 - CMPs affecting revenue

36:39 - TapNation's main goal in the next 12 months

42:44 - Wrapping up

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