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The Gaming Playbook
Game Development
· 59 min
How UGC Beats Ads: Proven Growth for Casual Games | Ada Mockute Jaime, CMO at Nordcurrent
With Ada Mockute Jaime, CMO at Nordcurrent
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About this episode
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 Mockute Jaime, CMO at Nordcurrent
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