Josh Chandley

CRAFTSMAN MASTER is an interview series that showcases the expertise and insights from the mobile app industry's elite. Read thought leaders’ views on the strategies and innovations that drive success in the rapidly evolving mobile media market. 

Josh Chandley is the Chief Operating Officer at WildCard Games, a leading mobile game developer known for reimagining classic card games into successful mobile games. With eight years of experience, he has expertly managed the production, product management, user acquisition, and ad monetization of Blackjack Legends, Ultimate Cribbage, and Classic Hearts. His impressive track record includes successfully launching and scaling casual and social games that captivate millions of players globally.

How did the use of the CRAFTSMAN+ playable ads contribute to the success of the Wildcard app's marketing campaign?

By bringing playable ad production in-house through CRAFTSMAN+, we gained complete control over our creative output. This shift was crucial, allowing for rapid prototyping and deployment of new ideas, dramatically reducing the time from concept to launch. The intuitive, no-code environment of the platform facilitated a smooth adoption process, enabling our team to quickly adapt to and work on innovative concepts, even with limited resources. This approach not only streamlined our creative processes but also allowed us to respond swiftly to market changes and user feedback, driving the overall success of our campaigns.

Did the use of the CRAFTSMAN+ playable ads increase new user acquisition? If so, please share the increase % of new users

Yes, the use of CRAFTSMAN+ playable ads significantly increased new user acquisition. We observed a 25% increase in new users during the first quarter after integrating CM+ playable ads into our marketing strategy.

Are there other metrics that you measured from the use of the CRAFTSMAN+ playable ad you can share?

In Q1, 68% of our ad spend on Unity was specifically directed towards Interactive End Cards (IEC) built with the platform. This focus on interactive, engaging content helped us achieve a 20% higher return on ad spend (ROAS) compared to traditional ad formats.

What unique creative strategies have you implemented in your advertising campaigns that you believe have significantly contributed to Wildcard Games' growth?

Our creative strategies are deeply rooted in a meticulous data-driven approach combined with a rich creative exploration process. We begin by analyzing past high-performing ads, competitors’ successful campaigns, and current market trends to establish a solid foundation for our creative concepts. Internally, we foster a culture of rapid experimentation and testing, where new ideas are continuously developed, tested, and iterated upon. This approach allows us to quickly identify and scale successful concepts, ensuring our campaigns remain fresh and effective.

How do you stay ahead of the curve with changing player expectations and technology advancements in the gaming industry?

Staying ahead of the curve in the gaming industry involves a proactive blend of trend monitoring and technological adaptation. We are committed to understanding shifting player expectations through continual market research, allowing us to anticipate trends and refine our game development and marketing strategies accordingly. Our creative process is agile, enabling rapid testing and iteration of new ideas to keep our content fresh and engaging. Additionally, incorporating AI to streamline creative production and analysis ensures that we consistently deliver compelling and innovative game experiences.

What advice would you give to other gaming companies looking to harness the power of unique creatives to drive player growth and retention?

Test Rigorously: Constantly test various elements of your creatives to find what resonates best with your audience.

Tight Feedback Loop: Use both successes and mistakes as learning opportunities to improve your campaigns and move on quickly if something does not work.

Stay Proactive: Always be on the lookout for new trends and technologies that can enhance your advertising efforts.

Be Bold: Don't shy away from trying bold and innovative ideas in your creative strategy to stand out in a crowded market.

How do you measure the effectiveness of your creative assets in your campaigns, and how frequently do you iterate on your creatives based on performance data?

At Wildcard, we measure the overall success of our creative process by focusing on cost per winner and looking at creative-specific KPIs such as conversion rate, impressions, retention, and ROAS. We continuously run tests to monitor performance and make quick iterations to our creatives, introducing new concepts when we detect ad fatigue.

What role does player feedback play in your creative development process? Can you provide an example of how player input has directly influenced a marketing campaign or game update?

User-generated content (UGC) is gaining traction as a highly effective form of content, particularly with platforms like TikTok rising as a significant channel for reaching new audiences. Additionally, the use of generative AI to create dynamic and responsive ad content is also on the rise, reflecting a push towards more technologically integrated advertising strategies. Merging the interactive qualities of playable ads with the authenticity of user-generated content could emerge as a leading trend in advertising strategies.