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Today guest’s runs a sustainable mobile game company whose apps have been featured by Apple multiple times and he suggests that we should forget about LTV and retention and just focus on building quality games. He shares his advice on game design, cross-promotion strategies and how he’s making the majority of his money from banner ads.

Neil Pettitt is CEO at PlayMotive.

Show Notes

Designing a Game

In coming up with a game, it takes a lot of sleepless nights and you just have to push your brain to think lot of things since most genres had been invented by now. For PlayMotive, they still build on usual mechanics as they feel there are still a lot of things to be thought of. They don’t try to copy but they make improvements and make it a lot better.

Cross-promotion Strategies 

Neil believes that cross-marketing is king in the app business. Within their apps is a catalogue button and it’s a dynamic one so they can push new titles over the old. They only advertise their own games and during the launch week, they push it hard across their channels. They average around a thousand downloads a day and this helps alert Apple as well and get them a shot to be featured.


The best monetization they have done is with their game, Fruit shake. It really squeezes people to the same pain points that Candy Crush did. They play with people’s impatience: deny them lives and power ups and they get annoyed and end up buying.

Show Mention

Fav app: Bool: (iTunes)
Book: Short History of Everything by Bill Bryson

Lakshmi uma

Lakshmi Uma is Appmaster's Podcast and ASO executive. She loves exploring ancient sanctuaries, architecture, and landscapes.

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