Playable Ads Coordinator.
3 years driving user acquisition as a Senior Playable Ads Coordinator.
THE PROJECT
Welcome to the ultra-fast-paced world of Hypercasual and Casual gaming!
At Voodoo, the focus wasn't on standard game development, but on crafting short, punchy, and highly interactive experiences: Playable Ads.
Along with talented internal teams and external studios, the mission was to create the perfect bridge between creative vision and data-driven performance. I had the blast of working on scaling some of Voodoo’s absolute biggest hits, including Mob Control, Hole.io and Aquapark.io, to engage millions of players worldwide.
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Networks : Applovin / Unity / Mintegral / Google / Ironsource
Platforms : iOS / Android
HIGH LEVEL TIMELINE
- Year 1 : Discovery, coordinating early campaigns, and optimizing the core workflow.
- Year 2 : Scaling up operations, fast iterations, focused on data-driven concepts, Senior promotion.
- Year 3 : Leading complex projects, and mentoring the creative squad.
THE TEAM
- Playable team (up to 4 people)
- Voodoo Growth & Product teams (UA Managers, Video Team Leads, Product Managers).​
- Various external partner studios.
KEY GOAL
- Design, test, and scale immersive Playable Ads to drastically boost user acquisition by lowering CPI and increasing ROAS.
MY ROLE
I evolved into the Senior Playable Ads Coordinator role, becoming a central pillar between the creative production and the marketing data.
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Managed the end-to-end production of Playable Ads.
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Analyzed key metrics (CTR, IPM, Retention) to drive Game Design decisions.
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Created precise creative briefs for both internal teams and external studios.
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Organized and tracked production sprints.
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Conducted massive A/B testing to uncover "winning creatives".
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Synchronized constantly with User Acquisition Managers to align creatives with market trends.
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Kept a close eye on competitive benchmarking.
BREAKING DOWN THE PROCESS
The position relied on merging unbridled creativity with rigorous data analysis, in an environment where everything moves at lightspeed.
For each concept, we started from current market trends and the most satisfying core mechanics.
The design and prototyping had to be executed in record time.
Once production launched, every iteration was market-tested.
My main task was to consolidate these releases, making sure developers understood the data feedback and UA managers had the right assets for their campaigns.
Initially, keeping track of dozens of simultaneous creatives was a challenge. I had to set up and adapt agile management tools to maintain a clear overview and ensure no milestone was missed.
Data-driven creativity was the main goal.
That's the fascinating side of this ecosystem: it's not just about intuition, the numbers ultimately validate whether an art direction or a mechanic truly works.
THESE WERE SOME MAJOR LEARNINGS
Data beats intuition.
Even if you are convinced you hold the concept of the century, the market is the only judge. I learned to let KPIs (like IPM and CPI) guide the production. Intuition sparks the idea, but data validates the execution.
Keep it simple and satisfying.
Players only have a few seconds to understand the goal. Overloading the screen or the mechanics is the quickest way to lose them. Visual simplicity and satisfying "juiciness" are the ultimate keys to a successful ad.
Communication is everything.
Bridging the gap between artists, developers, and marketing wizards requires constant mental gymnastics. Translating a "the CPI is too high" into actionable, concrete feedback for a Game Designer was one of my most valuable learnings.