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Anatomy of a Growth Marketer: Ben Moscatello, Storm8

Written by: Juliana Casale, Director of Marketing

Anatomy of a Growth Marketer is an ongoing blog series showcasing top talent in the field of digital advertising.

Storm8Storm8 has quietly become a giant in the world of mobile gaming, with more than 45 free-to-play titles across a variety of genres and over 1 billion downloads. For more than six years, the developer has kept global users entertained and engaged. Popular titles like Candy Blast Mania, Dragon Story and MONOPOLY Bingo! have repeatedly landed the company in the top 100-grossing games on iOS.

What’s it like to work at a profitable, fast-growing mobile gaming company, and how does in-house advertising play a role? We asked Ben Moscatello, User Acquisition Manager at Storm8 to share his experience.

[staff title=”” name=”Ben Moscatello” image=”” ]


What is your role at Storm8, and what attracted you to it?

I’m a User Acquisition Manager at Storm8. I focus on Facebook campaigns and collaborate closely with our analytics team. Data is the foundation of what we do in UA; it really drives everything. To that end, I’ve worked extensively on LTV prediction methodology, as well as measuring organic attach rates and collaborating on other reporting tools.

We focus on a network approach, so we’re constantly developing new games and updating legacy titles.

There were many factors that attracted me to this role, one of which was working at Storm8 itself, as the company has a reputation for being a great place to work. We focus on a network approach, so we’re constantly developing new games and updating legacy titles. This is fun from a UA perspective, as it gives me a lot of different options to work with.

The role also hit the key points of what I was looking for in my career. There is an opportunity to have a big impact on the company, and the ability to focus on Facebook campaigns, which I like. Being part of an awesome UA team is a great bonus!

What does a typical week look like for you at Storm8?

Recently, my focus has been on creating the Facebook strategy and campaigns for our new game launches, including Hungry Babies Mania, CLUE Bingo and Bakery Story 2.

A typical week involves delving into campaign performance and making adjustments, analyzing targeting and developing new tools and reports. I also meet regularly with external partners like Nanigans and our Facebook reps.

How does your in-house advertising team interact with other internal teams?

We interact across all areas of the business:  product, engineering, art, business development and even accounting. Storm8 has a very collaborative culture, which I enjoy, as you really get to learn many different parts of the business and understand varying perspectives.

The collaboration between product and UA is key; in order to do UA successfully, the product needs to perform at a certain level in terms of monetization, retention, etc. It’s been a great experience to work closely with different teams and have that open dialogue across the company.

What is your favorite Nanigans software feature?

I am a huge fan of the Audience Override Tables (AOTs). I’ve developed a structure and process that uses the AOT features to get very detailed with our bidding. As I was developing our process, I had a lot of technical and detailed questions, which the Nanigans team was super helpful with (special shout out to Sarah H. and Erik M.!)

I’ve developed a structure and process that uses the Audience Override Table features to get very detailed with our bidding.

Proper targeting and assigning a proper price to each of those target groups is critical to user acquisition, and the Audience Override Table features allow me to focus on that. To quote a former boss, “Every user has a price.” My goal is to get as many ROI positive users as possible. This involves finding as many audiences as possible and bidding the right price for each of them.

How can companies engage and develop in-house advertising talent like yours?

It’s important to offer opportunities to make an impact within the company, have clearly established goals and a healthy environment where employees can thrive. Give employees the chance to work on interesting things, innovate and push boundaries. It’s also important to provide learning and growth opportunities and, of course, have a little fun too!

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