App Growth Show16 Tammi 2025

High Five: What It Takes To Craft Winning Creatives For Mobile Games

Hey, App Growth Community! Welcome back to High Five, a five-part mini-series where we spotlight five of the biggest minds driving the biggest bottom-line results in mobile today.

In this episode, we welcome Luis de la Cámara, Vice President of Marketing at Rovio Entertainment, the mobile gaming powerhouse behind the Angry Birds franchise. For nearly 20 years, Luis has shaped some of the most iconic games in the industry. He’s helped garner 600+ million installs for titles across genres, but his expertise goes beyond meeting metrics; Luis brings a unique creative edge, honed through years of leadership and a surprising past as a competitive breakdancer!

Joining our host, Peggy Anne Salz, and returning guest Peter Jung, Head of Paid UA & Creatives at App Guardians, Luis discusses how the fusion of art and science fuels creative strategy in gaming. From capitalizing on the fantasy of escapism to the power of emotionally engaging visuals, he shares honest insights and actionable tips for crafting ad campaigns that resonate with users and drive results.

It’s an episode teeming with lessons from a truly top-of-the-line marketer, including how to craft creatives on the fly, when to challenge your winning creatives, and how to leverage scrappy tactics without compromising results.

Tune in now!

CHAPTER TIMESTAMPS

00:00 - Intro

04:19 - Creatives creation platforms

11:35 - Crafting creatives on the fly

19:49 - How to find a winning creative

24:03 - It's a volume game

29:10 - Hero creatives

37:04 - Scrappiness vs speed

42:31 - One tip from Luis

44:08 - Good vs bad ads

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