Never short of an opinion, Angus boasts over 20 years of experience in performance marketing, having overseen investments of billions in the free-to-play industry. Using more examples backed with real data than you can poke a stick at - he will take you through the macro issues of marketing investment and explain why these days he is often advising F2P companies to spend less on UA. This presentation is not about optimizing campaigns; instead, it delves into the broader issues surrounding marketing investments.

In this session, you will be taken through lessons learnt by an industry executive with over 15 years experience working with multi-billion dollar studios.

Jon will discuss:

• The importance of business planning pre launch
• How to predict the future of your title(s)
• A framework for the forecasting process post launch
• Calling out some of the uglier business practices
• Stories of catastrophic failure and epic success from industry leaders