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Leading mobile advertising company Liftoff is hosting a series of discussions with inspirational women in the mobile gaming industry to share their accomplishments, challenges, and future goals. In this feature, we focus on Philippa Layburn, User Acquisition Lead at Trailmix Games.
Despite not initially pursuing a career in gaming, Philippa Layburn has excelled in the field. With a background in psychology from the University of Nottingham, Layburn blended her understanding of the human mind with marketing expertise at a publishing company, bridging advertisers with platforms in various industries. This diverse background prepared Layburn for her role at King, where she spearheaded performance marketing for the immensely popular Candy Crush Saga, which achieved $20 billion in revenue last year.
Layburn’s unconventional path led her to realize how her past studies enhanced her work in mobile gaming. She equates her approach in user acquisition to conducting psychology research, emphasizing hypothesis testing, variable experimentation, and a scientific mindset. At King, she honed her skills in delivering targeted messages to specific audiences.
“My time at King was invaluable in the early stages of my career,” Layburn reflects. “I focused on a few channels, had the freedom to test various strategies, and became an expert in my field. After extensive testing and learning, I gained a comprehensive understanding of user acquisition.”
Transition to Trailmix Games
After gaining significant experience at King, Layburn sought to explore launching new games and embraced more responsibilities. In 2021, she joined Trailmix as they prepared to release their merge mystery game, Love and Pies.
Transitioning from one of the highest-grossing mobile games to a lesser-known title presented Layburn with a new challenge. Instead of managing an established player base, Layburn focused on building brand recognition and acquiring users with limited resources.
Love & Pies has since emerged as a successful title, generating over $1 million in monthly revenue. Layburn’s role involves overseeing the game’s performance, aligning with objectives, and collaborating with product and data teams to refine campaigns.
Strategies for Growth and Challenges
Despite the initial mobile gaming boom during the pandemic, the industry has become more competitive and challenging. Layburn notes the evolving landscape, emphasizing the need for innovative strategies amidst market saturation and privacy concerns.
To sustain Love & Pies’ success, Layburn diversified her approaches, incorporating influencer collaborations and refining targeting methods. By focusing on existing audiences and optimizing retargeting efforts, Layburn aims to engage users effectively.
“The challenge is forever trying to innovate and find a new audience, but with how quickly everything changes, it’s difficult to keep up with the competition.”
Philippa Layburn
Layburn emphasizes the importance of challenging assumptions through A/B testing and tailored strategies for user acquisition campaigns. She advises a methodical approach to testing hypotheses, measuring outcomes, and adapting strategies based on real-time data.
Embracing Innovation and Adaptation
Reflecting on her experiences, Layburn encourages mobile marketers to personalize campaigns, question industry norms, and prioritize user engagement for sustainable growth. She highlights the value of continuous testing, strategic decision-making, and a forward-thinking mindset to navigate the dynamic mobile gaming landscape.
