Managing monetization strategies across multiple mobile game genres is no easy task. We met with Quynh Anh Nguyen, Monetization Lead at Widogame in Hanoi, Vietnam, to discuss her background in mobile marketing and how she works closely with other teams to grow Widogame’s titles.
In this interview, she emphasizes the importance of optimizing waterfalls and balancing the revenue flow in games to achieve top-of-category status.
Unity: Tell us how you got started in the mobile gaming industry.
Nguyen: I started my career as a marketer in an out-of-home advertising company. After a year, I wanted to find a new challenge in marketing, and a friend recommended moving into mobile marketing. I worked at ABI Game Studio as a monetization executive for two years before moving to Widogame.
Unity: What interested you specifically about getting into the mobile marketing space?
Nguyen: I love how you can really build projects from the ground up. I am constantly learning from others in the industry by observing how games are designed and marketed. I’m passionate about bringing the best experience to our users.
Unity: Tell us about Widogame and what genres you work in.
Nguyen: The studio currently has around 30 employees, and we make and publish a range of genres, from hyper-casual to puzzle and simulation games. We also plan to potentially make a multiplayer game in the near future.
Unity: How does your monetization strategy vary between different genres?
Nguyen: We’re always updating gameplay and making new features. Measuring the difficulty of a level to ensure retention is also an important part of our strategy. Across all of our games, effective cost per mille (eCPM) is a critical key metric that I regularly optimize in our waterfalls.
Unity: What specific goals are you expected to achieve in your role?
Nguyen: My biggest goal is to have our games be at the top of their category. To achieve this, I’m always optimizing our monetization strategies, such as balancing the revenue flow in games, planning in-app purchases (IAP), and adjusting our mediation tactics daily to meet demand. Our biggest title on Android is Pixel by Number, which has now nearly reached our goal of 10 million downloads.