Designing and delivering meaningful content to players as a Monetization Manager

Double Time for Talent – with Eduardo Prado and Said Bahçeci

Hi, we’re Eduardo and Said, it’s nice to virtually meet you! 👋

Eduardo: I joined Tactile in October 2024 as a Game Monetization Manager. In my role, my main responsibility is to ensure that Lily’s Garden players are presented with sharp, relevant, and up-to-date content to support their journey through the game. I really enjoy this role because it delivers an interesting mix of technical and creative work.

Said: I joined the team shortly after Eduardo, in December 2024, as a Monetization Manager, and I’m currently working on Lily’s Garden and Simon’s Cat Match. My work mainly revolves around segmentation, contextual offers, balancing, and of course, testing, evaluating, and iterating on these initiatives.

🚀 Before Tactile

Eduardo: I have an extensive marketing background, and before I entered the gaming industry, I was working mostly with marketing and customer relationship management. My first contact with digital products was in the Fintech industry, and from that moment onwards, I knew the path I wanted to pursue. Some years later, I had the opportunity to join Miniclip in a Liveops/Monetization role, where I worked for over 4 years, and I absolutely fell in love with it. Today, I can confidently say that this is what I’ll be doing for the rest of my life.

Said: Back in 2022, while I was still at university, I joined Gram Games as a Product Management intern. I then moved into a Product Manager role for the LiveOps team. Eventually, when the Monetization team was formed, I transitioned there and focused on monetization initiatives full-time.

💜 Joining Tactile

Eduardo: Moving to Copenhagen during winter was a bit challenging, especially for me, coming from a much warmer country. But everyone at Tactile was so careful with the relocation process that things ended up happening super smoothly. Learning everything about a new game, and how everything works in a new company also demands some adaptation period, but all my colleagues were supportive in helping me and integrating me into the product. The routine of working in a big game can be hectic sometimes, but with a little time and patience, all the pieces come together in no time.

Now, almost a year later, I feel fully integrated into the product and responsible for a significant pillar of Lily’s Garden, the main game of the studio. I also made good friends within the company and can say that Copenhagen has a lot to offer as a city. There are endless things to do here.

Said: When I joined, Tactile already felt like a very welcoming place. I noticed early on that people were always ready to help, no matter their title or position, even in one-on-one situations and that’s still true today.

What has changed is that we now evaluate our tests in a more structured way, and our internal tools have grown in both capabilities and use cases. During my time here, I’ve had the chance to see many tests deliver results, and I also got to work on a new game as we launched it globally. Overall, I can say I’m happy with the company I joined and the place I’m in now.

💪 Having an impact

Eduardo: The Liveops & Monetization Team is responsible for designing and delivering meaningful content to players. This content can be in the form of special offers, time-limited events, progressions, collections, and much more. We also define segmentation parameters to ensure that different groups of players receive in-game content tailored to their experience and the way they interact with the game. Nearly everything we release is thoroughly tested, so we can confirm that each addition meets its intended purpose and, most importantly, that players are enjoying it. Tactile has amazing tools built in-house, which allow us to act on things faster and be more agile when planning events, promotions and A/B tests.

Said: As the LiveOps team, our goal is to create a calendar of events and offers shaped around our players’ enjoyment, preferences and needs, and then keep iterating and improving it by introducing new features and updates.

What I find most exciting about LiveOps is being able to see the impact of our work reflected in live data within a short time, and being able to react accordingly. On top of that, Tactile’s flat structure and advanced internal tools give us a fantastic playground to try out ideas and push things forward without unnecessary barriers.

📚 The keys to success

Eduardo: For anyone looking to enter the gaming industry, it’s crucial to understand that games are, above all, products. And as such, it’s important to maintain a critical perspective on everything that happens within them and on how all the pillars of a game connect together.

Don’t be afraid to make mistakes or try new things, stay up to date with others in the industry, play games with a critical mindset, and above all, have fun. Working in gaming can be incredibly rewarding, and that’s what makes it so enjoyable to me.

Said: Play a lot of games, do market research, and have at least a basic understanding of statistics. I think those are great starting points.

I’ve also always believed that curiosity is one of the most valuable traits in this industry. Whether it’s diving into data to find unexpected patterns, exploring new monetization strategies, or just playing a game to understand what makes it fun, I think staying curious is what keeps you learning and improving. And honestly, that’s what makes the job exciting.

Thanks so much for sharing, Eduardo & Said! 💜