Sunny Cha

Editor’s Note: this post was originally published by Sunny Cha, VP of Marketing at Tenjin. Having worked in previous companies including Tapjoy, Animaco and Gaming Insiders, Sunny brings her extensive experience to the mobile industry. Mobile game publishing is undergoing a dramatic paradigm shift, and hyper casual games are at the center of it all. Characterized by their short engagement loops, low retention, and ad-based monetization, hyper casual titles represent a stark departure from the whale-driven, IAP-centric, tentpole economies traditionally found in the social casino and build & battle genres. This new publishing approach, which has allowed innovators like Voodoo to attract investor attention to the tune of an estimated $200 million, is the product of a disciplined, data-driven approach to growth. By unifying the traditionally disparate practices of user acquisition and mobile ad monetization, data scientists are constructing efficient growth engines to...