#37 – Ada Mockute Jaime: Casual Game Marketing in 2025 – Why UGC Beats Ads & TikTok Strategies cover art

#37 – Ada Mockute Jaime: Casual Game Marketing in 2025 – Why UGC Beats Ads & TikTok Strategies

#37 – Ada Mockute Jaime: Casual Game Marketing in 2025 – Why UGC Beats Ads & TikTok Strategies

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 In this episode, I sit down with Ada Mockute Jaime, CMO at Nordcurrent (Cooking Fever, Airplane Chefs) to unpack what’s actually working in mobile game marketing in 2025.From UGC that turns into billion-view ads, to TikTok Lives that really convert to installs, Ada breaks down the tactics casual studios can copy tomorrow to scale faster and cheaper.We cover:- How to turn organic UGC into high-performing Spark Ads- Why TikTok Lives do drive installs (and how to track it)- What gameplay actually drives views: fast, chaotic clips that hook instantly- Why Discord isn’t always the right community hub- Smarter brand collabs: from Puma drops to QR “secret menus”Whether you’re a marketer, game developer, or just curious how mobile games reach millions of players, this episode breaks down the strategies shaping game marketing in 2025.Connect with Ada:LinkedIn: https://www.linkedin.com/in/adamockute/Connect with Harry:LinkedIn: https://www.linkedin.com/in/hphokou/YouTube: https://www.youtube.com/@hphokouInstagram: https://www.instagram.com/hphokouGet exclusive podcast recaps & industry insights: → Subscribe to the Gaming Rally Newsletter www.gamingrally.netThis September, I’m excited to be attending the @Live Service Gaming Summit, a must-attend event for anyone building, scaling, or evolving live service games.From content cadence and monetisation to backend resilience and community building, the summit dives deep into what it really takes to create games that last.Check out the latest event agenda here: https://www.iqpc.com/events-live-service-gaming-summit/agenda-mc/?utm_source=Harry%20Phokou&utm_medium=External%20Email&utm_campaign=49350.002_LSGSummit_Harry_Phokou_NL_Agenda&utm_term=&utm_content=&disc=&extTreatId=7621796Register here: https://www.iqpc.com/events-live-service-gaming-summit/srspricing/?utm_source=Harry%20Phokou&utm_medium=External%20Email&utm_campaign=49350.002_LSGSummit_Harry_Phokou_NL_Register&utm_term=&utm_content=&disc=PHOKOU20&extTreatId=7621797Use code PHOKOU20 for 20% off your passLet me know if you’re attending too, would love to connect!#LSGSummit #LiveServiceGames #GameDev #GamingIndustry #LiveOps #GameDesign #Monetisation #GamingEventsChapters:00:00 Introduction01:01 Fresh Perspective on Gaming Marketing03:35 Biggest Challenges Facing Game Developers in 202505:33 What's Actually Working: The Billion-View Strategy07:31 The Power of User-Generated Content09:34 Scaling UGC for Any Size Game11:32 Doing Influencer Marketing Right14:41 TikTok Live Gaming and Platform Strategy18:23 Why People Watch Others Play Games20:06 Mastering TikTok Trends and Timing23:07 Tracking ROI from Viral Content24:27 The Mystery of Viral Performance27:53 Community Building Strategy by Game Type29:35 Player-Created Communities vs Company-Owned32:48 Expanding Beyond Mobile: Nordcurrent Labs36:14 Global Community Management at Scale37:51 The Brand Partnership Innovation Challenge40:58 Reimagining Brand Partnerships43:49 Practical Partnership Implementation46:03 Breaking Through Corporate Gatekeepers49:28 The First Success Strategy51:35 Live Partnership Pitch: Calling Out Ryanair53:50 Creating Player-Centric Brand Partnerships56:18 Top 3 Marketing Advice for 202558:07 Authenticity in Professional Marketing59:04 Ways to Connect & Wrap-up#MobileGameMarketing #TikTokAds #UGC #CasualGames #UserAcquisition
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