Latest / The Gaming Playbook w/ Harry Phokou
#37 – Ada Mockute Jaime: Casual Game Marketing in 2025 – Why UGC Beats Ads & TikTok Strategies
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…
The skinny
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