Unlocked revenue beyond install volume.

Growth that depends only on install volume is fragile. This work focused on increasing the revenue each active player generates while protecting — and improving — retention.

Revenue decisions — ad placements, frequency and in-app purchase tiers — were not being tested in a structured way, and changes were hard to read against their effect on player retention. Without a framework, monetization changes risked trading long-term retention for short-term revenue.

• Design monetization as a full funnel, from first session through to repeat purchases and ad engagement.
• Test ad placements and IAP tiers together with live-ops changes, reading every test against retention as well as revenue.
• Optimise ad revenue through mediation rather than single-network decisions.

1. Built a testing framework covering ad placements and in-app purchase tiers.
2. Aligned live-ops events with monetization tests so their effects could be measured.
3. Optimised ad mediation and pricing as part of ongoing revenue work.
4. Reviewed results on ARPDAU and retention together before rolling changes out.

Owned the monetization and live-ops testing framework as Marketing Team Lead, working with product, creative and analytics teams.