King's Head of Growth, Antoine Le Nel, and Head of Ad Monetization, Tom Mapham deconstruct company's three phases of growth and discuss key learning along the way. Topics covered: 1. How has King’s marketing evolved over the years? From the early days of numerous puzzle game launches to the Activision era with a focus on franchises. What have been the biggest wins and the most important learnings overt the years? 2. Top of the funnel vs. User Acquisition. King has done some massive brand campaigns over the years. What were the goals of these campaigns, why do they fit in King's strategy and how does King measure the impact of these top-of-the-funnel campaigns. Will King doing more of these in the future? 3. Performance marketing trends and long-term approach. King didn’t jump on the somewhat absurd performance marketing trends of last years such as shockvertaising and fake-playables that are integrated into the game. Why did King choose not to run after the trends? 4. How is King preparing for IDFA depreciation?   5. IDFV. King has a massive portfolio of puzzle games. It seems that IDFA depreciation and the importance of IDFV will be a big advantage for the company that has previously mastered cross-promotionö 6. Ad monetization. King held out from implementing ads for a long-time. It has now been few years that King’s games had ads in them.