Welcome to the first episode of UA (user acquisition) coffee talk. This is a new series, recorded initially for the GameMakers YouTube channel where I (Joe Kim) sit down with a couple of industry experts from UA and talk about specific UA topics and issues. In this podcast, I'm joined by two of the mobile industry's most well known experts in mobile growth: Nebo Radovic from N3twork and Jon Lau from Draft Kings. Both of these guys have been doing UA and mobile marketing in leadership roles for years now and have deep expertise in this area. Why have creatives become the #1 source of competitive advantage in UA? What does the process to come up with creatives look like? How do you measure creative performance? What tools should you use to optimize and manage creatives?  Find out about all of this and more in our discussion with Nebo and Jon. You can also view the original YouTube video: HERE Content Overview: 0:10 Intros to Nebo and Jon   1:20 Why are Creatives the #1 UA priority? What happened?   7:30 How to come up with creatives? What’s the process?  14:50 How to measure creatives performance? Specific front end vs. back-end metrics   27:05 What tools to use to manage and optimize creatives? Btw, let us know if this type of content is what you want to continue to listen to on this podcast.  If you do enjoy this content, pls leave a review as well. Thanks! Twitter links: Joe Kim: @jokim1 Nebo Radovic: @eniac