Growth @ Scale

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

Your brand strategy is your company strategy | Ryan Maloney, Performance Marketing Expert | Ep. 27

Ryan Maloney is a powerhouse in sales and marketing, with a rich background in gaming, sports, media, and entertainment. Ryan has spent time driving growth at Hard Rock Digital, Facebook Gaming, and PlayStation showcasing his expertise in brand management and performance marketing. His leadership has directed over $1B in marketing investments, driving innovation and substantial user growth.

 

In this episode, Ryan and I discuss:

• Relationship between brand and performance marketing in driving growth
• integrating customer-first  branding with marketing communications
• Building a sustainable company philosophy that aligns with your marketing strategy
• How a strong brand can shape customer experience and boosts retention 

 

Chapters:

(0:00:01) Ryan Maloney - Guest introduction

(0:03:12) Key areas for developing a go-to-market strategy

(0:04:50) Importance of a strong brand operating system

(0:08:46) The role of customer insights in understanding the target audience

(0:10:13) The value of talking to customers and conducting surveys

(0:11:41) Building brand and product strategy in the early stages of a business

(0:11:41) Building and validating the brand positioning

(0:12:28) Understanding the product offer

(0:13:41) The need for consistency and delivery on brand promise

(0:14:49) Brand positioning as a foundation for long-term growth

(0:15:56) Brand's impact on product, hiring, and outbound marketing

(0:18:17) Brand as a company-wide responsibility, not just marketing's

(0:18:54) Brand operating system as a toolkit for consistency

(0:20:31) Brand architecture for scaling and adding new products

(0:22:41) Importance of deliberate brand building and defending

(0:23:33) Examples of Apple and Supercell's brand strategies

(0:23:57) Consistency and positioning in branding

(0:24:54) Different views on the same person in brand perception

(0:26:13) Defending brand efforts and the frustration with brand constraints

(0:27:43) The business benefit of brand consistency and trust

(0:29:30) The balance between brand and performance marketing

(0:31:00) Marketing as a unified approach, separating brand and performance

(0:32:07) The impact of user privacy enhancements on performance measurement

(0:33:10) Overcoming friction and aligning brand and performance marketing

(0:34:17) Collaboration between brand and performance teams

(0:35:05) The importance of brand recognition and awareness

(0:35:28) Strategy and execution across different marketing channels

(0:36:10) Capturing demand and generating preference and awareness

(0:37:18) Bringing in new customers and owning the relationship

(0:38:02) Lessons learned from incentivized referral in mobile gaming

(0:39:32) The importance of differentiating between valuable and low-return traffic

(0:40:50) The challenge of incentivized referrals and fraud

(0:41:49) Applying mobile gaming retention strategies to other industries

(0:42:41) Growth as a philosophy that requires alignment across the organization

(0:45:22) Maintaining an aligned organizational philosophy for sustainable growth

(0:47:32) Advice on aligning on a North Star across your organization

(0:49:00) Importance of alignment and incentives within your team

(0:50:28) Importance of clarity in your company's vision and goals

(0:51:41) The need for a business operating system for structure and accountability

(0:54:00) Your North Star should remain consistent while allowing for flexibility

(0:55:25) Prioritizing feedback and communication between leadership & ground teams

(0:57:30) The consequences of not having a clear North Star and alignment

(0:58:01) Clear communication and alignment are essential for leadership

(0:59:27) Internal and external alignment is crucial for consistent brand representation

(1:00:37) Conclusion and wrap-up

Link to Transcript

Do whatever it takes to avoid a breach | Khelan Bhatt - Cybersecurity Expert and Strategist | Episode 26

From his time overseeing cybersecurity for prominent Gap Inc. brands including Gap, Athleta, Old Navy, and Banana Republic as Deputy CISO, Khelan Bhatt has nearly two decades of information security expertise. He currently orchestrates cybersecurity strategy at FabFitFun as CISO and VP of IT. 

 

In this episode, Khelan and Matt discuss:

• Threat prevention & detection
• The crucial role of a CISO
• Data handling - Best practices
• The true cost of a cyber attack on your business

 

Chapters:

 

(0:00:00) The importance of bringing in security and privacy early in the data process

(0:01:03) Critical steps to build a culture of security for growth

(0:03:46) The role of a CISO and their responsibilities

(0:06:51) The function of security in the earliest days of a company

(0:08:37) When to designate a CISO and the structure of a security department

(0:10:22) Common targets for cyber attacks and what attackers are trying to obtain

(0:10:41) Credit card numbers and valuable data on the dark web

(0:14:10) The value of hacking larger companies vs. smaller companies

(0:15:56) Considerations for data handling and sharing with external partners

(0:18:20) Post IDFA world and data handling for marketing teams

(0:20:34) Evaluating third-party partners' security and privacy maturity

(0:21:06) What marketers should understand about data handling

(0:21:31) Bring security and privacy experts in early during contract negotiations

(0:22:32) Data duplication increases risk and dilutes controls

(0:22:54) Define granular roles and responsibilities for data access

(0:23:23) Consider hiding sensitive fields based on user roles

(0:24:11) Regularly assess and update security frameworks as the company grows

(0:24:48) Data lakes can improve data governance and analytics

(0:25:43) Regular security assessments are crucial for maturing organizations

(0:26:13) Boards want to be aware of risks and progress in security measures

(0:26:56) Security should be seen as a feature to increase trust and attract customers

(0:28:32) Incorporate security features like SSO and role-based access control

(0:30:24) Security, legal, and brand efforts contribute to long-term growth

(0:31:37) Investments in security may protect against potential disasters

(0:32:32) Advice for early stage CEOs who raised funding

(0:33:04) Importance of investing in security for startups

(0:33:29) Options for outsourcing security services

(0:33:49) Creating a virtual security team within the organization

(0:34:19) Evaluating security maturity level and making investments

(0:34:48) Conclusion and appreciation for the discussion

 

Link to Transcript