The Growth Team at TSG thrives in a fast-paced, dynamic environment, continually driving user expansion across all our product teams. With 25 spec ialists working remotely worldwide, they are at the forefront of TSG’s growth.

The team’s approach is diverse and innovative. From traditional ad campaigns to influencer marketing and in-game partnerships, they leverage a variety of methods to achieve growth. The designers’ exceptional artwork and developers’ cutting-edge tools are crucial in the tracking and optimizing of progress.

– The Growth Team’s efforts play a crucial role in the overall success of TSG’s products. As a mobile gaming company, TSG relies heavily on effective marketing strategies to attract and retain players. The Growth Team is responsible for producing engaging video ads for our games, optimizing our app store presence, designing and executing marketing campaigns to drive traffic to our games, collaborating with influencers, and analyzing game data to assess the effectiveness of our marketing efforts – says Monika Bartoszewska, Operations Manager.

That’s why the team includes people specializing in ASO (App Store Optimization), UA (User Acquisition), and creatives. They also have experts in influencer marketing and social media, coordinating growth for each product. They conduct numerous tests, analyzing vast amounts of UA data to refine their strategies.

– Without the Growth Team’s dedicated work in these areas, it would be challenging to acquire and maintain a strong player base, which is essential for the success of our products – adds Monika.

By collaborating with all product teams, the Growth Team ensures that every marketing effort is data-driven and impactful. You should join them if you want to influence millions and embrace daily challenges and opportunities to grow!

The Growth Engines

For a game to be successful, it needs to be available in stores like Google Play and App Store. For many players, these places will be their first interaction with a game, so it’s very important to create an attractive offer that players will want to try out.

– Our job is to ensure that the game is both organically discoverable in stores and attractive to players coming from ads via copy and promotional creatives – Michał Mróz, ASO Lead, explains.

– The first part requires us to describe the game using keywords and keyphrases the players of a given game would search for. The second part requires us to tailor the visual side of the store page to the player’s expectations. The game’s icon, trailer, and screenshots have to be attractive and informative. All of this requires intensive A/B testing from us to see what our target audience actually enjoys – he adds.

What makes a good app store page? There are a lot of factors at play. First, the description and visual aspect we mentioned before. However, even the best page isn’t going to convert without traffic, which is usually initially brought in by a store featuring and/or ads.

– Basically, it’s like a flywheel; once you get it going, everything is easier. Finally, there’s the product: the game has to work and engage players. If the game has good retention and ratings, the store algorithms will boost them, and paid campaigns will be even more effective – Michał explains.

Once in the stores, the games are promoted through the UA Team, who use a variety of mediums to get to users.

– Currently, growth managers must navigate reduced data availability, higher costs, compliance complexities, and evolving advertising strategies to effectively reach and engage users in the current privacy-focused landscape. Since the implementation of iOS privacy in 2021 and gradually implemented changes related to the Android Sandbox initiatives, we must continuously adapt to subsequent updates and the new reality. Fortunately, thanks to the close cooperation of the UA and BI Teams, we can build a robust data infrastructure – shares Hanna Węgrzyn, Head of Growth.

The reduced availability of data makes measuring performance and optimizing campaigns in real time more difficult. However, the team have learned how to rely on aggregate data and probabilistic modeling, which can be less accurate than deterministic methods, but it still works. Ad networks are also adjusting to these changes, and their effectiveness can vary as they develop new tools and strategies to cope with limited data availability. “Our strategy is the R&D approach: we test new networks one by one and leave those with which we can scale expenses effectively,” says Hanna.

Because UA is becoming harder, games have to find new avenues of promotion. One of these is influencer marketing, and at TSG, we’ve managed some very cool collaborations.

– At Ten Square Games, one of our recent successful influencer collaborations was our partnership with Cleetus McFarland and Demolition Ranch. They led our first influencer battle in Fishing Clash, allowing players to choose teams and compete in exciting duels. This event was a game-changer, driving the highest player retention we’ve seen in influencer marketing campaigns, and delivering outstanding results in ROAS – explains Alina Rakhimjanova, Influencer Marketing Leader.

These influencer partnerships have significantly impacted TSG’s marketing strategy. By leveraging their popularity, we’ve been able to engage users more effectively and create a dynamic, interactive experience. The success of this campaign has reinforced the value of influencers in building a strong, loyal community around our games, shaping our approach to future marketing efforts.

The Fuel

The Creative Team at Growth is the heart of our marketing efforts, crafting everything from 2D art to advanced animations. The team consists of 3D Designers, Motion Designers, and 2D Artists who together create new ads daily. If UA, ASO, and Influencer Marketing are Growth Engines, the Creative Team is the fuel that powers them. Each “Engine” requires a different type of fuel, whether it’s 2D Art for ASO, or videos and 3D art for UA efforts.

Every detail matters, and the team constantly adapts to the unique needs of different products. Art for a store often differs completely from Facebook ads, and the approach for Airline Commander isn’t the same as for Fishing Clash. The tasks vary in specificity; sometimes, they follow precise instructions, while other times, they embrace creative freedom, striking an intriguing balance.

– The beauty of TSG’s portfolio is its niche and audience. That allows the Creative Team to explore content in a vast variety of styles, aside from what only normally works on the general gaming market. In a way we could say that we mix a lot of traditional advertising with online performance trends. That allows us to really explore and experiment with styles, narratives, and messages within creative directions that bring the best performance – reveals Gasper Jager, Head of Creative Production.

The Cockpit

Balancing the needs of the product and its growth can be a tricky act, which is why the teams need some tight-rope walking specialists to coordinate efforts and come up with new ways to market the product. That’s where Christina Mioteri, Growth Manager, comes in, coordinating the marketing activities for each product.

To balance product needs with growth goals, she and other team members use a well-rounded approach that focuses on understanding our users, promoting events strategically, and acquiring users efficiently.

– First, we prioritize deep user understanding. By analyzing social media interactions, we gain insights into what our users like and their pain points. This helps us improve our product and keep users engaged.

Next, we emphasize strategic event promotion. We work closely with the ASO Team to optimize app store elements and create compelling promotional content for in-game events. This strategy boosts our installs and event participation.

Lastly, we focus on targeted user acquisition. We create tailored product pages and video content for different marketing channels. This approach helps us reach new audiences and grow our user base effectively – explains Christina.

Ready for Boarding

In summary, the Growth Team at TSG leverages a diverse and innovative approach to drive user acquisition and retention across all products.

Through deep user understanding, strategic event promotion, targeted user acquisition, and compelling creatives, they ensure each marketing effort is data-driven and impactful. The Creative Team, crafting everything from 2D art to advanced animations, fuels these efforts, while social media specialists amplify reach and engagement. This collaborative and dynamic environment not only boosts installs and participation, but also adapts to industry changes, making the team a vital part of TSG’s success.

Joining the Growth Team means embracing daily challenges, seizing opportunities to grow, and making a significant impact on millions of users worldwide.