MobileGroove

06/08/2025

How NowThis Attracted 500K Followers With 90-Second Stories

Can you create binge-worthy IP in 90 seconds or less?

Michael Vito Valentino, Editor-In-Chief at NowThis, says yes.

And the proof is in the numbers.

In just three months, Are You OK? attracted 500,000 net new followers and now averages up to 1.5 million views per episode.

The secret? A formula powered by comedy, consistency and a mission that’s as clear as it is catchy: “Make it into the group chat.”

Recorded live at in the Podcast Corner, Peggy Anne Salz explores how is rewriting the rules of reach and resonance.

Michael breaks down how “snackable” doesn’t mean shallow. Each episode delivers a full story arc in 90 seconds, building loyal fandom through emotional beats, authenticity and repeatable IP.

“We’re not just integrating brands,” he explains. “We’re elevating the viewing experience.” That approach has made NowThis a magnet for and for major advertisers who see the value in content that’s real, relatable and relentlessly shareable.

If you're looking to understand what works now in short-form storytelling and why Gen Z doesn’t just accept ads but cheers them on, this conversation is your playbook.

Full episode is on YouTube, go like and subscribe for more episodes to come: https://www.youtube.com/watch?v=rX-I0N8ZFlc

28/07/2025

Why ad quality is the only game worth playing
The truth behind those bad ads that see installs rise at the risk of retention

Turning insight into action
“We built the PlayerFirst Collective to make sure publishers aren’t facing those challenges alone,” says Amnon Siev (Ziv) Siev, CEO at


When ads undermine trust, everyone pays
"The lift looks good until it doesn’t," states John Wright, CEO
Turborilla
"The cost of poor ad experiences inevitably catches up, leading to a drop in players and damage to your brand."
But this pattern can be broken, Wright says.

Publishers under pressure
The damage to the player experience is obvious. However, without data, it has been tough for teams to make a strong case for better controls. That’s changing with Quality Drives Value – A Look into Mobile Gaming Ads, a new report from Deloitte and Google AdMob
The key takeaway? A single disruptive ad is enough to drive players away, even from their favourite games.

Bad ads, bigger consequences
Dr Celia Pontin, director of policy at Flux - Digital Democracy, Real Representation and former video games policy lead at the UK’s Advertising Standards Authority, says that deceptive and disturbing ads do more than drive churn. They damage trust and risk lowering participation in the entire mobile sector.

Publishers under pressure
According to the App Publisher Halftime Report from
Verve Group , ad quality now ranks among the top three concerns for ad monetization teams, alongside transparency in mediation and predictable bidding.

“Studios are asking for more than just raw data,” says Božo Janković, head of ad monetisation at Gamebiz

“They want benchmarks, actionable insights they can trust – and that they can act on. They want networks they can hold accountable. That’s why initiatives like the PlayerFirst Collective matter.”

Making ad quality a shared responsibility
The PlayerFirst Collective is one way publishers are beginning to do that. To learn more or to join the Slack community where these conversations are already taking place

➡️ Join the PlayerFirst Collective on Slack: https://appharbr.com/player-first-collective/

📖 Read the full PocketGamer.biz article: https://pocketgamer.biz/why-ad-quality-is-the-only-game-worth-playing/

New evidence that disruptive and disturbing ads drive players to abandon a game—and even quit it entirely—has the industry racing to find proacti...

23/07/2025

👨🏻‍👩🏼‍👧🏼‍👦🏻 Félix Boudreau, MBA is building a game and brand for kids by thinking like a parent.

At Pok Pok, every decision maps back to one truth: you can’t interrupt a toddler with a paywall and expect trust. That’s why the team went all-in on subscription, long before it was trendy.

🎙️ Recorded at the Mobile Groove Podcast Suite powered by , Felix talked to Peggy Anne Salz about what it takes to create an experience parents want to return to and recommend. Aiming this high demands consistent creative testing, a responsive Instagram community and a product that respects its audience on both sides of the screen.

They also talked about the wide-open opportunity for studios willing to resurrect nostalgic IP—brands parents remember, even if their kids never knew them. Flintstones vitamins, anyone?

Full episode on YouTube https://www.youtube.com/watch?v=Z0QCm-Gm9p8

18/07/2025

📱 Top takeaways from The 2025 App Publisher Halftime Show.
If you work in mobile marketing or app publishing, you can read the full recap + watch the full webinar on demand on what’s actually working in mobile this year.

Read on to learn more from Verve Group, Liftoff Mobile , AppsFlyer, Craftsman+,

Dive into the 2025 app publishing trends and hear from experts about effective mobile marketing and upcoming strategies for success.

17/07/2025

Growth isn’t about working harder. It’s about working smarter, faster and sometimes smaller.

Misha Syrotiuk leads growth at Playvalve , a 35-person team making big moves in casual games. In this conversation, recorded at the Mobile Groove Podcast Suite MAU Vegas, powered by Bigabid, he breaks down what real, modern growth looks like.

Peggy Anne Salz and Misha Syrotiuk talked about creative strategy — why flooding the system with assets is no longer the play, and what AI can realistically do (and still can’t).

Misha also shared how he approaches monetization in an ad-driven model, why publishers are right to push back on buzzwords, and why subscription is the consumer shift worth watching.

Because the goal isn’t just scale. Its relevance.

Watch the full video on YouTube: https://www.youtube.com/watch?v=zkjzmj7T83E

15/07/2025

Faith Price didn’t plan her way into UA. She said yes, noticed the gaps, and had the courage to pitch her own role. That same curiosity and clarity shape how she leads at DoubleDown Interactive.

Peggy Anne Salz and Faith talked at the Podcast Suite , powered by , about what it really means to grow with AI tools, new channels, and new mindsets. Faith is already using LLMs to decode app store reviews into insight her CS and product teams can use. She’s been on CTV for nearly two years and has thoughts on DSP overload and SKAN that many marketers will relate to.

But what stayed with me most was how her personal mission mirrors her professional one. Faith is on the board of OPEN ARMS GIVING NETWORK, helping hundreds of students in the Philippines go to school, launch small businesses, and access basic healthcare. It’s a reminder that progress isn’t just what happens in dashboards.

Faith is future-focused, but always people-first. That’s why she’s on my must-interview list every year. ❤️‍🔥

🎧 Full episode on YouTube:

Some careers are planned. Others are built one brave “yes” at a time. Faith Price, Director of UA at DoubleDown Interactive, shares how she spotted the gaps,...

11/07/2025

No Playbook. No Pretending. Just Power Moves
Angela Humphrey started as a junior account manager. Now she leads Growth, Sales and Client Success at YouAppi.

💃 She climbed without code-switching. Pivoted without apology. And brought her energy to every room—owning her value while making space for others to rise.

🎙️ In our Women in Leader(sip) x Mobile Groove series (powered by XsollaXsolla), Peggy Anne Salz and Angela Humphrey talk about what it means to lead without fitting in, give back while you're still growing, and turn being underestimated into your edge.

Angela’s take: “Do it your way—and make space for someone coming up behind you.”

11/07/2025

People First. Ego Last. And No, That’s Not “Soft.”
Jess Jackson isn’t just VP of People Ops at CRAFTSMAN+ — she’s the culture architect, coach and “sidekick” who makes sure the team has the space (and support) to do their best work.

🤗 She leads with empathy, honesty and accountability—but she’s crystal clear: kindness isn’t avoiding the hard conversations. It’s having them.

🎙️In our Women in Leader(sip) x Mobile Groove series (powered by Xsolla), Jess shares with Peggy Anne Salz the leadership lessons that shaped her—and the one truth she stands by:
“You’re not helping someone by holding back. If the world’s going to hit them hard, you owe them honesty.”

11/07/2025

“People need to know why you’re in the chair you’re in.”
That’s Sarah Chafer, who’s lived mobile’s M&A wave from the inside. Tapjoy (Acquired by ironSource), Unity, Now Xsolla.

❤️‍🔥 Three acquisitions, four companies, and one powerful truth: you can’t control the chaos, but you can lead through it.

🎙️As part of the Women in Leader(sip) x Mobile Groove series powered by Xsolla, Peggy Anne Salz goes beyond buzzwords to talk about what it really means to lead through seismic change.

From navigating acquisitions to avoiding stock-option traps, Sarah breaks down what most women don’t get told about leadership, value and showing up when the rules change.

🧚 The equity advice every woman needs.
The confidence to walk into the room without apology.
And the strategy to make sure your options are opportunities, not handcuffs.

03/07/2025

Mobile Game Creatives Are Easier Than Ever — Standing Out Isn’t.

Kenjy Vanitou, Lead Creative Manager at Voodoo, says it's brand, optimization, and a curiosity to learn that will determine what separates good game marketing from great.

Kenjy joins Peggy Anne Salz at Gamesforum Barcelona to share how Voodoo sets the standard for AI and creatives and how marketers should shape their strategy for success in 2025.

🎧 Watch the full interview https://www.youtube.com/watch?v=jOYj2d5Jm-8

26/06/2025

🏈⚽ It’s halftime in 2025—do you know what’s still working?

⚽🏈 Join Peggy Anne Salz TODAY for the App Publisher Halftime Show — a live webinar at 1 PM EST / 7 PM CET, where we cut through the noise and call the plays that matter.

We’re bringing together 5 industry leaders to break down:

• What’s rising, what’s fading, and what’s sticking from H1

• How publishers are adapting to the new ad market reality

• Where old tactics are falling short—and what’s next

• Real-world insights and H2 strategies you can actually use

Our five industry leaders are:

Aviran Edery, SVP & GM of Marketplace, Verve Group

Alexander Yip, Director of Product Discovery, AppsFlyer

Gabrielle Mark, Senior Business Development Manager, Liftoff Mobile

Alex Merutka, Founder & CEO, Craftsman Plus

Josh Chandley, Chief Operating Officer, WildCard Games

https://verve.com/events/webinar-2025-app-publisher-halftime-show/?utm_campaign=14400435-2025_App_Publisher_Halftime_Show_WEBINAR&utm_source=MobileGroove

25/06/2025

What do equity, ego, Elle Woods, and UA strategy have in common?
They all show up in Peggy Anne Salz latest On Point newsletter featuring four standout women in mobile and the real talk you won’t hear on stage.

From surviving seismic M&A shifts to rewriting what leadership looks like inside lean teams, these are stories that stick.

Plus, sharing a sneak peek at the App Publisher Halftime Show Peggy is hosting with Verve Group → an unfiltered breakdown of what’s overhyped, what’s working and how to actually grow in 2H 2025.

Read the issue, meet the women, register for the show. It’s all here ❤️‍🔥

This week: Real talk from 4 Women in Leader(sip) when things shift, stakes rise, and the Legally Blonde playbook is ready for a refresh.