Growth @ Scale

Just because your competitors are doing it, doesn’t mean you need to | Brendan Bilko - Robin, Founder | Ep. 35

Brendan Bilko is the founder of Robin, a studio dedicated to reimagining sports through brand building and product development. His experience includes time as Entrepreneur in Residence at Lisi and Elysian Park Ventures. He is also the Co-Founder and CEO of Dexter, as well as co-founder of the creative agency May Day, where he worked with brands like Levi's, Cadillac, Red Bull, and Comedy Central.

 

In this episode, Matt and Brendan share insights on  how to build and maintain a successful brand strategy, sustain brand impact as you scale, and why focusing on authenticity and consistency in this process is crucial. 

 

Key Takeaways:

• Don’t Chase the Competition: Instead of copying successful competitors, focus on what makes your brand unique and true to its core values
• Authenticity is Key: Being genuine in your brand messaging fosters trust and loyalty among customers
• Consistency and Simplicity: From logo design to messaging, maintain consistent branding to ensure your audience easily recognizes and relates to your brand. Simple, clear branding often leads to better recognition and engagement

Have a Brand Champion: Ensure there's a dedicated person internally to help you maintain and enforce brand standards.

 

(0:01)           Brendan's path from creative agency to sports  branding

(4:05)          Key elements of successful sports branding

(7:23)           Navigating brand consistency and authenticity in marketing

(15:07)        Challenges of naming a company and The Google Mistake

(16:27)         Brand consistency and unexpected product lines

(22:04)       Defining & maintaining brand identity in growing companies

(27:59)        The power of support in transforming a startup's mission

(32:33)       The importance of simplicity in early-stage branding

(37:01)        Brand champions ensure consistent branding

(42:14)        Tubi's playful rebrand and massive subscriber growth

(46:41 )      Staying true to your brand and avoiding distractions

(49:33)      Conclusion and closing remarks

 

Link to Transcript

Failure doesn't have to be a tragedy | Kimberly Corbett Pointer - Chief Publishing Officer, Fortis Games | Ep. 34

Kimberly Corbett  is a large-scale marketing development and analytics solutions expert who has worked for some of the top gaming franchises in the world. Her past experiences include roles at Warner Brothers Games, Zynga, and Kabam. She is currently the Chief Publishing Officer at Fortis Games.

In this episode, Matt and Kimberly discuss the importance of cross-functional collaboration, how gaming companies can leverage AI to stay ahead, and the challenges and opportunities of the modern gaming market, particularly user acquisition and the balance between paid and organic growth strategies. 

Key Takeaways:

• The Future of Gaming: AI is transforming the gaming industry and helping companies launch more sophisticated and efficient gaming experiences
• Encouraging Cross-Functional Collaboration: Success in scaling a product lies heavily in nurturing cross-functional teams with aligned incentives and goals to drive a high-growth culture
• Balancing Organic and Paid Growth: Overemphasis on achieving virality can become a trap… instead, focus on creating a great product and balancing organic and paid strategies will become more sustainable

 

Chapters:

 

(0:01)        Scaling video games and user acquisition strategies

(2:27)         AI's impact on game development and publishing

(5:19)          Adopting AI: the competitive edge in gaming

(10:16)        Nurturing cross-functional collaboration and innovation in startups

(16:35)       Learning from failure to achieve success in business

(19:29)       The non-linear and chaotic nature of game development

(23:56)      The serious business behind the gaming industry

(28:29)      Balancing organic growth and paid marketing in early stage startups

(31:46)       Choosing the right analytics tools for user data

(34:11)         The challenges of data management in rapidly growing companies

(35:18)        Balancing data savvy and brand focus in modern marketing

(41:24)        Qualities to look for when hiring and scaling teams

(46:47)       Conclusion and closing remarks

 

Link to Transcript

 

To build a great experience, you have to break a couple sacred cows | Joshua Lu - a16z Games (Partner), SPEEDRUN (General Manager) | Ep. 33

Josh Lu is a product executive and  partner at a16z Games, investing in Series C - B companies. He is also the General Manager at SPEEDRUN, their gaming accelerator. During  his time at Zynga, he led product and growth teams, steering titles like Words With Friends to unprecedented success. He has also worked as VP, Commercial Leader at Blizzard Entertainment, and Director of Product Management for Horizon Worlds at Meta.

 

In this episode, Matt and Josh discuss viral gaming strategy, the importance of building cross-functional collaboration among teams, and where the future and evolution of and AI/hybridization in mobile gaming is headed in the coming years. 

Key Takeaways:

• Unified Goals and Cross-functional Collaboration: Discussing the importance of setting shared goals across product, marketing, and growth teams to ensure cohesive effort and maximize impact
• Teaching and Understanding Different Functions: Effective growth requires every team members understand each other's roles to build mutual understanding and drive collective success
• AI in Gaming: The evolving role of AI in gaming, from reducing production costs to enhancing personalization and user experience
• Importance of Startup Team Building: For early-stage gaming startups, the capabilities, vision, and conviction of the founding team are critical factors for investment
• The Future of Mobile Gaming: Emphasizing the continued potential for innovation and massive success within the mature yet dynamic mobile gaming market

Chapters (0:01) Joshua Lu's experience in the gaming industry (3:50) Gaming culture and family traditions (5:44) The evolution of growth in business over the last decade (9:44) Cross-functional collaboration and overcoming siloed teams (12:40) Transitioning Blizzard to mobile gaming culture (13:59) Building cross-functional collaboration for product success (18:03) The importance of strategic planning and goal setting (21:24) How centralized PM function enhances collaboration in gaming studios (25:22) The high-stakes world of free-to-play mobile games (28:52) The evolution and future of mobile gaming (36:38) The importance of early adoption in technological advancements (37:47) Key criteria for investing in early stage gaming startups (42:04) Advantages of non-gaming backgrounds in mobile game development (42:39) Breaking rules to create something new (44:03) Final thoughts/Last piece of advice (45:00) Conclusion and closing remarks   Link to transcript

What is the atomic unit of event for my product? | Eric Seufert - General Partner, Heracles Capital | Ep. 32

Eric Seufert is an analyst and expert in mobile development, tech marketing, and data analysis. Eric is General Partner at Heracles Capital, a pre-seed stage venture capital fund investing in the future of mobile tech. Eric has also worked at notable consumer  mobile tech companies including Skype, Wooga, and Rovio Entertainment, where he was the VP of User Acquisition for the developer behind the popular Angry Birds franchise.

 

In this episode, Matt and Eric dig into  Eric’s career in mobile tech startups, including the benefits of a ‘freemium’ model, strategies for launching mobile apps successfully, and where the future of mobile tech investments is headed.

 

Key Takeaways:

• Core product experience should be complete and universal, even at the freemium price point. In order for this to occur, founders should leverage techniques that engage both new and existing users to monetize effectively
• User acquisition is not just about growth… It is an opportunity for discrete product testing to improve and iterate based on real user data
• The mobile tech industry’s shift towards web-based storefronts driven by privacy regulations has opened  new opportunities for mobile tech experimentation and personalization
• When constructing your team, select candidates highly skilled in monetization and user experience based on prior startup successes

Chapters (0:02)  Eric Seufert's journey in mobile tech and venture capital (3:25)   Freemium economics and strategies for startup growth and retention (5:56)  The economics and ethics of free-to-play gaming (8:14)  The evolution and dominance of freemium models in mobile apps (12:42)  Generative AI Enables Total Personalization in User Experience (13:15)  Maximizing value and engagement in freemium business models (17:57)  The pitfalls of viral app launches and sustainable growth (22:28) The slow, iterative process of launching a consumer app (27:25)  The Growth Trap: balancing organic and paid user acquisition (32:10) Optimizing product success through flexible data analytics (38:11)  Balancing needs of new and old users in product growth (42:49) Key criteria for investing in mobile startups (48:28) The future of mobile engagement and web-based monetization (52:10 ) Conclusion and closing remarks

Link to Transcript 

There’s a lot to learn from quirky local ads. | Joe Delfino, VP of Identity and Cloud Partnerships at ComScore | Ep. 31

Joe Delfino is the VP of Identity and Cloud Partnerships at ComScore. Besides  selling programmatic ads to gaming companies and  working in mobile programmatic. Joe’s expertise also includes traditional and programmatic ad media.

In this episode, Matt and Joe discuss the evolution and future of programmatic advertising media, and the relationship between traditional media, C TV, linear TV, and streaming platforms in the digital age. 

Key Takeaways:

• Linear TV, CTV, and streaming platforms each have unique advantages and are converging in terms of audience targeting and measurement 
• Performance advertisers are increasingly looking to TV due for better data-driven opportunities.
• Creative innovation is crucial for TV advertisers, where platforms like Netflix are leading the way  by integrating ad units that interact with content and drive viewer response

 

Chapters:

(0:01) Discussing Joe’s career in tech and media

(3:47) Misconceptions and origins of Publishers Clearing House

(4:35) Audience engagement insights: from mail to apps

(5:49) Transitioning from mobile to broad media measurement at ComScore

(11:12) Evolving strategies in cross-screen media advertising

(19:28) Strategizing media spending for large-scale advertisers

(20:28) Understanding traditional TV and streaming ad buys

(26:14) Discussing a hilariously bad local lawyer ad

(27:31) Revitalization and Importance of local broadcasting

(32:22) Local advertising dynamics and pricing strategies

(34:51) Innovations in programmatic ad insertions for TV broadcasts

(37:06) Television ad buying and pricing strategies

(39:26) Discussing TV advertising's accessibility and measurability for businesses

(44:57) Advertising's emotional pull and digital precision in consumer Influence

(49:10) Innovative advertising blends TV and digital marketing strategies

(53:01) Innovative advertising strategies in the digital age

(54:40) Leveraging nostalgia in modern advertising strategies

(59:53) Strategies for localized advertising in national campaigns

(1:05:23) Innovations and future predictions in local and TV advertising

(1:09:48) Antitrust concerns and media debate dynamics

(1:10:34) Conclusion and closing remarks

 

Link to Transcript

Add a little gaming to your growth machine | Dan Barnes, Mobile gaming expert | Episode 30

Dan is an accomplished executive in the mobile gaming industry, with over a decade of experience at companies such as N3TWORK, NaturalMotion, Zynga and Machine Zone. Throughout his career, he’s consistently driven revenue growth, developed innovative technology platforms, generating over $1B in enterprise value.

Over the course of the last decade, he’s deployed over $1B in user acquisition,  worked with world-class IP, and raised several rounds of VC financing.

 

Matt and Dan discuss:

• Company culture as a critical component to a business's success
• How live operations enhance player retention in gaming
• Gamification principles that can be applied to non-gaming industries to drive performance
• The limits of automation and generative tools in find new creative concepts

 

Chapters

(0:00) Cultivating Company Culture and Gamification in Mobile Gaming

(3:47) Optimizing Team Performance Through Strategic Prioritization and Data-Driven Insights

(7:45) Intrinsic Motivation and Psychological Safety in High Performing Teams

(10:10) Fostering Psychological Safety and Embracing Constructive Conflict

(15:13) Valuing Lifelong Learning in Potential Employees

(17:57) Optimizing Team Dynamics and Culture in Organizations

(21:42) Evolving Company Culture and the Impact of Live Operations in Gaming

(25:10) The Evolution of Free-to-Play Mobile Gaming

(28:00) Gacha Gaming Mechanics and Their Cultural Impact

(29:04) Harnessing Game Dynamics to Drive Engagement and Sales

(31:58) Gamification Strategies in Live Operations and User Engagement

(37:25) Designing Game Systems for Diverse Player Archetypes

(39:19) Tailoring SaaS Products to Diverse Customer Profiles

(43:29) Evolution of Creative Production and Automation in Gaming

(46:59) Combatting Ad Fatigue in High-Scale Marketing Campaigns

(51:20) Aligning Marketing, Product, and Sales Strategies for Success

(53:47) Cultivating Company Culture to Minimize Friction and Empower Execution

(58:07) Innovative Decentralized Technology Development in Gaming

(1:00:35) The Evolution and Future of Game Distribution

(1:03:30) Revolutionizing Interactive Gaming with AI and Real-World Elements

(1:04:28) Redefining Interactive Gaming for the Next Generation

(1:07:51) Discussing the Cult Classic 'Brain Scan'

(1:09:00) Gaming and Performance: Promises and Expectations

 

Link to Transcript

Lifecycle marketing is a conversation | LaToya Bowlah, Director of Marketing, Anthology AI | Episode 29

LaToya Bowlah  is a leader in digital transformation and customer lifecycle marketing. Her background also includes developing go-to-market strategies at prominent tech/high-growth start-ups including Nasdaq and Bloomberg Digital, as well as leadership roles at AnthologyAI, Bloomberg News, Ellevest, and others.

 

LaToya and Matt discuss:

 

*   Striking the right balance between revenue growth and customer value is essential

*   Investing in tech should be proportionate to your current growth and operational needs

*   Lifecycle marketing sits at the intersection of data science, content, and automation

*   Adapting to industry changes is crucial for any marketing leader

 

Chapters:

(0:00) Balancing Customer Value and Revenue in Lifecycle Marketing  

(4:10) Innovating Digital Media with Dynamic Paywalls at Bloomberg  

(5:40) LaToya Bowlah's Journey Through Marketing and Product Strategy  

(8:47) Ethical Data Sourcing and Consumer Control in Predictive Modeling  

(10:14) Strategizing Marketing Channels and Automation in Business  

(14:58) The Misconception of SEO as a Silver Bullet  

(17:01) Strategies for Effective Go-to-Market Execution  

(18:12) Strategies for a Successful Go-To-Market Approach  

(21:46) Defining Market Segments for Communication Platforms  

(22:47) Optimizing Customer Lifecycle for Growth and Activation  

(24:44) Strategizing Sales and Marketing for Scalable Business Growth  

(26:39) Lifecycle Marketing's Impact on Customer Experience and Revenue  

(28:17) Email's Enduring Intimacy and Importance in Digital Marketing  

(29:47) The Underestimated Power of Email Marketing  

(31:19) Maximizing Efficiency in User Acquisition and Lifecycle Marketing  

(34:11) Misconceptions in Market Strategy and Investment  

(34:52) Striking Balance in Customer Engagement and Revenue Growth  

(38:43) Understanding Customer Relationships and Communication Strategies  

(40:07) Strategizing Customer Engagement and Growth Loops  

(43:28) Optimizing Fintech User Engagement Through Iterative Testing  

(45:52) Strategies for Early Stage Founders to Adapt in Marketing  

(49:22) Sales Success Without Technology: A Practical Approach  

(51:05) Debunking the Silver Bullet Myth in Lifecycle Marketing

 

Link to Transcript

Is this the right tool for the job? | Kurt Dusek, Tech Advisor at Gitlab & Appdome | Episode 28

Kurt Dusek is a technology advisor, tech startup entrepreneur, and systems architect with over 20 years of experience in tech leadership roles at prominent tech companies including GitLab and Appdome.

 In this episode, Matt and Kurt discuss:

• Choosing the right tool for a job based on (1) your company's specific needs and (2) the overarching impact of technological change on your business
• Building vendor partnerships that extend beyond sales rooted in constant engagement to create a shared vision for success
• The necessity for companies to treat data with importance, including appointing a responsible leader for data architecture
• Anticipating 'good enough' thresholds in tech to stay prepared for transitions and ensure sustainable growth
• Constructing a robust technological architecture that addresses customer-focused metrics while catering  to internal operational metrics

Chapters:

(0:00) Introduction to technologist Kurt Dusek (0:57) Data technology in company scaling (2:23) Discussing vintage vehicles and restoration (5:28) Universal constants in the mercurial  technology landscape (5:45) Choosing the right tool for effective technology adoption (7:53) Preventing technology stack bloat in fast-growing companies (10:25) Strategic procurement for early-stage startups (12:05) Differentiating between vendors and partners in business growth (15:20) Leveraging quarterly calls for product development insights (17:05) Scaling costs of email service providers (18:56) Challenges and strategies of replacing core business technologies (19:58) Technology leadership for future business challenges (22:25) Strategic technology planning for scalable growth (24:56) Strategic growth planning and the importance of deliberateness (27:02) Business growth in strategic technology integration (30:59) Distinguishing the multifaceted roles in technology teams (34:03) Leadership and systems thinking in large-scale operations (36:20) Optimizing team roles for efficient cloud platform management (38:51) Specialists versus generalists in early stage companies (41:14) Navigating startup challenges with expertise and networks (42:29) Strategic integration of data-driven tools for startup growth (47:54) The complexity of trusting corporate data (51:08) Valuing data as a fundamental business asset (55:38) Comparing corporate data hygiene and personal health habits (56:33) Strategies for effective data management and utilization (1:01:22) Growth data and interconnected data platforms (1:01:27) Conclusion and closing remarks

Link to Transcript