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How Tapps Games Shifted From Publishing to UA

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What do brands look for in an advertising partner? What’s it like acquiring users on the Chartboost network? Pedro Ivo Melero, User Acquisition Analyst for Tapps Games, had a brief chat with Chartboost about the everchanging mobile games industry and how Tapps Games shifted marketing strategies to adapt.

Headquartered in Brazil, Tapps Games has focused on publishing hypercasual and fast-paced games for more than six years. However, they’ve started concentrating heavily on leveraging user acquisition through bigger, casual titles that offer better retention. Melero mentions the challenges and obstacles of rethinking UA, the importance of constantly optimizing campaigns, and how transparency drives the partnership between Tapps and Chartboost.

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