About this episode

The episode discusses how Match Masters has successfully utilized influencer marketing as a permanent growth strategy over eight years.

Most studios still treat influencer marketing as an experiment. Match Masters, a top 150 grossing game globally, has run it as a permanent growth pillar for 8 years. Jen Donahoe sits down with Candivore's Aviv Vidro and consultant Marion Balinoff to break down the playbook behind one of mobile gaming's most disciplined influencer programs. Studios that treat influencer as a permanent pillar see compounding returns. The ones that test once and cut the channel watch their installs decline 2.7x faster. Aviv walks through Candivore's 8 year always on model, the blitz approach where 20 creators go live on the same day, and the product marketing funnel his three person team built around creators. Dedicated welcome pop ups, skill based leaderboard giveaways with tangible prizes, and retargeting mechanics that drive 6x higher in app purchases from returning players. Marion breaks down why the standard 24 hour click window is broken for influencer content, why 7 days is the floor, and why day 365 installs run 75% higher than day 30. The two also tackle vertical testing (true crime crushed it for Match Masters with female audiences aged 30 to 55, tech reviewers flopped), country…

People in this episode

Host: Jen Donahoe

Guests: Aviv Vidro, Marion Balinoff

Topics covered

• influencer marketing
• mobile gaming
• growth strategies
• marketing funnels
• user acquisition

Keywords

• influencer marketing
• Match Masters
• Candivore
• user acquisition
• mobile gaming
• marketing strategies
• growth pillar

Mentioned in this episode

Organizations: Candivore, TikTok

Products: Match Masters

More episodes of Deconstructor of Fun

• The ESA's Essential Facts: Free Player Data Most Companies Pay For · June 5, 2026 · 56 min
• TWIG #386: CoD MW4 Revealed, Sony's State of Play, Bungie's End and 007 First Light · June 4, 2026 · 1h 0m
• TWIG #385: $100M for Indies, Lilith Goes Casino, Google Play Changes and Toon Blast Breaks Bad · May 28, 2026 · 1h 1m
• The Brutal Truth About Gaming Consulting Nobody Talks About · May 25, 2026 · 1h 4m
• TWIG #384: Turkey Raises Capital & the West Cuts Jobs, Xbox's Leadership Moves, and Roblox's Pivot · May 21, 2026 · 56 min
• Shooter Monthly #7: Marathon’s Collapse, Apex’s Comeback, & Disney’s Extraction Shooter · May 20, 2026 · 53 min

Explore listener stats, chart rankings, contacts and more on the Deconstructor of Fun podcast page.