Tal Turpaz

Head of Advertising at InfiApps

Q&A with Tal


Read Tal’s blog post about ways to get value out of users who don’t spend in your app.


Tal Turpaz is the Head of Advertising at InfiApps, based out of Israel. His extensive background in online advertising, affiliate marketing, and mobile marketing began at Matomy Media Group. He then switched to lead user acquisition strategy at InfiApps where he’s been for over three years.

How did you get into mobile marketing?

My marketing career started at Matomy where part of my job included handling online web campaigns. During my time there, mobile really started to grow and I realized the future of online marketing was moving to mobile.

I was lucky enough to get the attention from one of the co-founders of InfiApps who offered me an opportunity to be one of the company’s first employees. I am now responsible for the entire user acquisition strategy at InfiApps.

What do you like most about mobile marketing?

I love the fact that the mobile ecosystem is so fast paced and evolving constantly. It keeps you on your toes and forces you to adapt and learn all the time.

What is the biggest mistake you made as a mobile marketer?

We have many social casino apps. My biggest mistake was thinking if a specific source worked well for one app, that it would automatically work well for another app.

Social casino apps appear quite similar on the surface, but there are differences – the theme of the app, the types of games within the app, the app economy, and so on. Social casino users tend to be very particular in their preferences.

When releasing a new app, you should always carefully test the sources that you work with and not rely wholly on your historical knowledge. The results may surprise you.

What does it take to succeed in mobile marketing?

CPIs are always increasing so you need to analyze data quickly and in a smart way in order to understand what ROI you’re generating (or going to generate) with a specific source.

At the end of the day, you need to  look at the bottom line and spend your money wisely.

What do you think are the main differences between marketing a gaming app vs a non-gaming app?

People tend to install gaming apps, even if they don’t need them. If it looks fun, they’ll try it. With dating, finance, e-commerce, and other app categories, a user most likely won’t install the app if they don’t have a need for it.

For this reason, gaming apps tend to have much higher instal volumes generating more data faster than non-gaming apps. When acquiring gaming users in volume, you can determine what sources generate good ROI almost immediately. This demands faster decision making and optimizing over non-gaming apps.


Check out Tal’s guest article “UA checklist: How to tell if your ad partner can deliver” in PocketGamer.


What does a quality mobile user look like to you?

For InfiApps, a quality user is ultimately a user that pays.

If users don’t pay, we want them to keep playing our apps as much as possible. Why? Firstly, data is a key factor in our industry and if the user keeps engaging with our apps, we learn more about what is or isn’t working. Secondly, we can eventually generate money out of non-paying users through ad monetization.

What strategies work best to convert installs into engaged users?

I consider different tactics during various stages of the funnel for converting installs into engaged users:

  1. App Messaging – during the acquisition phase, ad and app store messaging should be intriguing and get users to download the app.
  2. First experience – pre-install and shortly after, give the user an easy and fun first-time experience.
  3. Re-engagement – post-install, segment your users based on their actions and notify them when something that they might like happens in the app in order to bring them back and remain engaged.
  4. Drive revenue – down funnel, segment your users and suggest different deals according to their purchase history in the app.

What is the biggest challenge in marketing your apps?

The biggest challenge in marketing within the social casino vertical is that there are so many apps fighting for the same audience. CPIs are increasing rapidly and the competition is fierce so you really need to think outside the box in order to get quality users.

How do you stay ahead of changes in technology?

I frequently read newsletters and subscribe to tech blogs. I’m also in contact with many representatives from the networks and solution providers we work with. They work with many companies (some direct competitors) and can share great insights and knowledge.

How important is diversifying user acquisition outside of Facebook?

Facebook is great. It combines volume and quality through targeting options, but it’s crucial to diversify your acquisition channels. Between search, affiliates, ad networks and other content related sites, there are many opportunities out there that you should always test.

How important are the holidays to your business and what season is the biggest time for you?

The holidays are very important to us. In the 3 years I’ve led user acquisition efforts for InfiApps, I always see a spike in installs, engagement in the app, and IAP during the holidays. It is our biggest time of the year. People have more time to play our apps when they’re not working and tend to spend more money because of the ambiance of the holidays.