Wooga growth playbook

Replace every store button on junesjourney.com and the novel pages with a OneLink that carries the placement (header, hero, book page, footer), drop the language parameter and the German slug, and send desktop visitors to the browser version. Add the web-to-install path as the first panel in the new Tableau dashboards.

Brand and earned media traffic converts well but is invisible without tracking; once it shows up, the UA team can count what the collaborations and the book really bring, and English-speaking visitors see the store in their own language.

[ ] Header "Play now" -> OneLink (placement=header)
[ ] Hero buttons -> OneLink (placement=hero)
[ ] Novel page -> OneLink (placement=book)
[ ] Footer -> OneLink (placement=footer)
[ ] Remove hl=de from Google Play links
[ ] Locale-neutral App Store URL
[ ] Apple Books "Worldwide" link without /de/
[ ] Desktop -> play.junesjourney.com
[ ] Web-to-install panel in Tableau

• Store links behave differently by country

  Test from three store countries after the change.

• Attribution double counting

  Use the same OneLink template as paid campaigns, with a web media source.

• June's Journey sitejunesjourney.com (an English page, html lang "en", read October 22, 2026): the App Store buttons link to the German-titled listing ("junes-journey-krimi-rätsel"), one Google Play button adds "&hl=de" (German store interface), and none of them uses a tracked attribution link. The "Play Now" button on wooga.com/junes-journey uses an AppsFlyer OneLink (wooga-junes-journey.onelink.me). On the novel page, the "Worldwide" Apple Books link goes to the German store (books.apple.com/de).Source
• HiringMarketing Data Analyst (Berlin, 18-month contract, posted September 24, 2026): builds Tableau dashboards for marketing KPIs, helps "define how best to measure and monitor our marketing channels, creatives, budget allocation", analyzes A/B tests, optimizes campaigns across channels such as "Facebook Audience Network, Snapchat, TikTok", and integrates attribution providers "(e.g., AppsFlyer, Kochava)".Source
• HiringSenior User Acquisition Manager (Berlin, posted September 23, 2026): "You will spend millions of dollars per month across multiple platforms", developing and testing "new hypotheses across channels, audiences, creatives, and the user journey"; strengthens relationships with advertising partners "including Applovin, Google"; identifies "creative growth opportunities for global expansion"; advises Product teams on features that improve acquisition.Source
• Your websitewooga.com/junes-journey: past collaborations with Wicked ("Over the course of 3 months in late 2025") and Agatha Christie ("In spring 2026 ... for 3 months"); a June's Journey novel, "Death Wasn't Invited"; "1.2m Social Media Followers", "345+ Chapters to Discover", "$1bn June's Journey Lifetime Revenue"; player quotes praise the Orchid+ companion app.Source

Write a description for each game, press and jobs page (with the $1bn and #1 hidden-object facts where relevant), remove leftover pages from the sitemap and set them to noindex, and add share images.

Journalists, licensors and candidates often meet Wooga in a search result or a shared link first.

• None significant

  Keep a list of excluded pages.

• Your websitewooga.com (Webflow): the homepage, /junes-journey, /press and /games/ghost-detective have no meta description. The sitemap's 166 URLs include 108 legal pages, 32 blog posts and leftover pages such as /home-nov-2024, /styleguide/elements and /playground.Source
• Your websitePress page: June's Journey "has been the global #1 measured by consumer spend within the Hidden Object (Puzzle) Subgenre ... since April 2019, according to Sensor Tower"; press coverage "How Wooga turned Wicked and Agatha Christie into growth for June's Journey", where Wooga's publishing director says "In the past year, we opened a new channel".Source
• Your websitewooga.com/games/ghost-detective: "Play Now on Netflix"; a hidden-object mystery in which "You're a detective who's been killed on the job". Other games listed: Pearl's Peril, Tropicats and Jelly Splash.Source

Detect desktop visitors and send the main button to the browser version, with a "continue on your phone" link after the first chapter. Track desktop starts and later app installs.

Removing the device switch turns curious desktop visitors into players at once.

• Fewer app installs

  Measure total players, not installs only.

• June's Journey siteplay.junesjourney.com is a browser version with "Play as Guest"; it states the game is "intended for those 18 and older" and lists 18 in-game languages. It has no meta description.Source
• June's Journey sitejunesjourney.com (an English page, html lang "en", read October 22, 2026): the App Store buttons link to the German-titled listing ("junes-journey-krimi-rätsel"), one Google Play button adds "&hl=de" (German store interface), and none of them uses a tracked attribution link. The "Play Now" button on wooga.com/junes-journey uses an AppsFlyer OneLink (wooga-junes-journey.onelink.me). On the novel page, the "Worldwide" Apple Books link goes to the German store (books.apple.com/de).Source

Add a tracked game link and a QR code to the book page, the audiobook listings and the back matter of the next printing ("Play June's next case"), and fix the store links. Count installs from readers.

Readers who finish a mystery are an ideal audience for a mystery game, and the book reaches people who never see app ads.

• Retailers limit links

  Use the QR in the book itself.

• Your websitewooga.com/junes-journey: past collaborations with Wicked ("Over the course of 3 months in late 2025") and Agatha Christie ("In spring 2026 ... for 3 months"); a June's Journey novel, "Death Wasn't Invited"; "1.2m Social Media Followers", "345+ Chapters to Discover", "$1bn June's Journey Lifetime Revenue"; player quotes praise the Orchid+ companion app.Source
• Your websiteWooga press releases include a "Survey of UK women aged 50-90" on friendship, a book deal with Titan Publishing "to bring June's Journey to bookstores for the first time", and the $1 billion revenue milestone.Source
• June's Journey sitejunesjourney.com (an English page, html lang "en", read October 22, 2026): the App Store buttons link to the German-titled listing ("junes-journey-krimi-rätsel"), one Google Play button adds "&hl=de" (German store interface), and none of them uses a tracked attribution link. The "Play Now" button on wooga.com/junes-journey uses an AppsFlyer OneLink (wooga-junes-journey.onelink.me). On the novel page, the "Worldwide" Apple Books link goes to the German store (books.apple.com/de).Source

Publish a short partnerships page: audience profile, 1.2m social followers, 345+ chapters, the format of past collaborations, aggregated results where shareable and a contact form.

A ready pitch shortens licensing talks and invites inbound offers from studios and estates.

• Confidential results

  Use ranges and approved quotes.

• Your websitewooga.com/junes-journey: past collaborations with Wicked ("Over the course of 3 months in late 2025") and Agatha Christie ("In spring 2026 ... for 3 months"); a June's Journey novel, "Death Wasn't Invited"; "1.2m Social Media Followers", "345+ Chapters to Discover", "$1bn June's Journey Lifetime Revenue"; player quotes praise the Orchid+ companion app.Source
• Your websitePress page: June's Journey "has been the global #1 measured by consumer spend within the Hidden Object (Puzzle) Subgenre ... since April 2019, according to Sensor Tower"; press coverage "How Wooga turned Wicked and Agatha Christie into growth for June's Journey", where Wooga's publishing director says "In the past year, we opened a new channel".Source
• Your websiteWooga press releases include a "Survey of UK women aged 50-90" on friendship, a book deal with Titan Publishing "to bring June's Journey to bookstores for the first time", and the $1 billion revenue milestone.Source

Build a dashboard of cost per player retained at day 30 and day 90 by network, country and creative concept, refreshed daily, with alerts when a network drifts.

Optimizing to retained players rather than installs fits a game whose value comes from years of play.

• Delay in day-90 data

  Use predicted values with checks.

• HiringMarketing Data Analyst (Berlin, 18-month contract, posted September 24, 2026): builds Tableau dashboards for marketing KPIs, helps "define how best to measure and monitor our marketing channels, creatives, budget allocation", analyzes A/B tests, optimizes campaigns across channels such as "Facebook Audience Network, Snapchat, TikTok", and integrates attribution providers "(e.g., AppsFlyer, Kochava)".Source
• HiringSenior User Acquisition Manager (Berlin, posted September 23, 2026): "You will spend millions of dollars per month across multiple platforms", developing and testing "new hypotheses across channels, audiences, creatives, and the user journey"; strengthens relationships with advertising partners "including Applovin, Google"; identifies "creative growth opportunities for global expansion"; advises Product teams on features that improve acquisition.Source
• HiringEvery Wooga post: founded in 2009, "part of Playtika and the global leader in the category of Hidden Object Games", "With June's Journey, we're providing joy for millions of players around the world every day", 250+ employees from more than 50 nations.Source

Pick 20 story moments (cliffhangers, reveals, settings), turn each into a short ad with the hidden-object scene, and test them against current winners on two networks. Tag concepts so the analyst can compare themes.

Story hooks attract the players who stay for the story, and a tagged library shows which themes travel by country.

• Spoilers for players

  Use early chapters.

• HiringSenior User Acquisition Manager (Berlin, posted September 23, 2026): "You will spend millions of dollars per month across multiple platforms", developing and testing "new hypotheses across channels, audiences, creatives, and the user journey"; strengthens relationships with advertising partners "including Applovin, Google"; identifies "creative growth opportunities for global expansion"; advises Product teams on features that improve acquisition.Source
• Your websitewooga.com/junes-journey: past collaborations with Wicked ("Over the course of 3 months in late 2025") and Agatha Christie ("In spring 2026 ... for 3 months"); a June's Journey novel, "Death Wasn't Invited"; "1.2m Social Media Followers", "345+ Chapters to Discover", "$1bn June's Journey Lifetime Revenue"; player quotes praise the Orchid+ companion app.Source
• HiringMarketing Data Analyst (Berlin, 18-month contract, posted September 24, 2026): builds Tableau dashboards for marketing KPIs, helps "define how best to measure and monitor our marketing channels, creatives, budget allocation", analyzes A/B tests, optimizes campaigns across channels such as "Facebook Audience Network, Snapchat, TikTok", and integrates attribution providers "(e.g., AppsFlyer, Kochava)".Source

Run rotating geo holdouts per network (pause in matched regions for two to four weeks), measure the change in total installs and revenue, and use the results to calibrate the attribution model.

Incrementality protects budget from networks that claim organic installs.

• Seasonality

  Use matched control regions.

• HiringSenior User Acquisition Manager (Berlin, posted September 23, 2026): "You will spend millions of dollars per month across multiple platforms", developing and testing "new hypotheses across channels, audiences, creatives, and the user journey"; strengthens relationships with advertising partners "including Applovin, Google"; identifies "creative growth opportunities for global expansion"; advises Product teams on features that improve acquisition.Source
• HiringMarketing Data Analyst (Berlin, 18-month contract, posted September 24, 2026): builds Tableau dashboards for marketing KPIs, helps "define how best to measure and monitor our marketing channels, creatives, budget allocation", analyzes A/B tests, optimizes campaigns across channels such as "Facebook Audience Network, Snapchat, TikTok", and integrates attribution providers "(e.g., AppsFlyer, Kochava)".Source

For each collaboration, build partner-themed ads, target the partner's fan interests, add a landing page on junesjourney.com and measure new players and their retention against normal campaigns.

A partner's audience is a ready-made lookalike, and the event gives a reason to try now.

• Partner approval delays

  Agree creative early.

• Your websitePress page: June's Journey "has been the global #1 measured by consumer spend within the Hidden Object (Puzzle) Subgenre ... since April 2019, according to Sensor Tower"; press coverage "How Wooga turned Wicked and Agatha Christie into growth for June's Journey", where Wooga's publishing director says "In the past year, we opened a new channel".Source
• Your websitewooga.com/junes-journey: past collaborations with Wicked ("Over the course of 3 months in late 2025") and Agatha Christie ("In spring 2026 ... for 3 months"); a June's Journey novel, "Death Wasn't Invited"; "1.2m Social Media Followers", "345+ Chapters to Discover", "$1bn June's Journey Lifetime Revenue"; player quotes praise the Orchid+ companion app.Source
• HiringSenior User Acquisition Manager (Berlin, posted September 23, 2026): "You will spend millions of dollars per month across multiple platforms", developing and testing "new hypotheses across channels, audiences, creatives, and the user journey"; strengthens relationships with advertising partners "including Applovin, Google"; identifies "creative growth opportunities for global expansion"; advises Product teams on features that improve acquisition.Source

Run desktop-only campaigns to play.junesjourney.com, measure play starts, day-7 retention and later app installs, and compare with mobile campaigns.

A no-install path can cut the cost of a retained player for desktop audiences.

• Web retention lower

  Offer phone hand-off after first sessions.

• June's Journey siteplay.junesjourney.com is a browser version with "Play as Guest"; it states the game is "intended for those 18 and older" and lists 18 in-game languages. It has no meta description.Source
• HiringSenior User Acquisition Manager (Berlin, posted September 23, 2026): "You will spend millions of dollars per month across multiple platforms", developing and testing "new hypotheses across channels, audiences, creatives, and the user journey"; strengthens relationships with advertising partners "including Applovin, Google"; identifies "creative growth opportunities for global expansion"; advises Product teams on features that improve acquisition.Source
• Your websiteWooga press releases include a "Survey of UK women aged 50-90" on friendship, a book deal with Titan Publishing "to bring June's Journey to bookstores for the first time", and the $1 billion revenue milestone.Source

Make short recap videos and emails for each story arc, send them to lapsed players with a link to their chapter, and use them in re-engagement ads.

A story reminder is a natural reason to return, without discounts.

• Spoilers

  Send only arcs the player finished.

• Your websitewooga.com/junes-journey: past collaborations with Wicked ("Over the course of 3 months in late 2025") and Agatha Christie ("In spring 2026 ... for 3 months"); a June's Journey novel, "Death Wasn't Invited"; "1.2m Social Media Followers", "345+ Chapters to Discover", "$1bn June's Journey Lifetime Revenue"; player quotes praise the Orchid+ companion app.Source
• App StoreJune's Journey: Hidden Objects has 4.64 stars from 327,878 ratings in the US App Store (updated October 12, 2026).Source
• HiringEvery Wooga post: founded in 2009, "part of Playtika and the global leader in the category of Hidden Object Games", "With June's Journey, we're providing joy for millions of players around the world every day", 250+ employees from more than 50 nations.Source

Start with UA questions (spend, installs, retained players by network and creative), connect an agent to documented Snowflake models, and check its answers against the dashboards each week.

Faster answers mean faster budget moves, and analysts spend time on deeper work.

• Wrong answers

  Show the query and source with every answer.

• HiringSenior Data Engineer (Berlin, posted October 21, 2026): Snowflake, dbt and Airflow, "AI-ready, well-documented data for agents", agentic workflows such as agents that "answer analysts' questions against governed data", working closely "with marketing managers, game teams, product managers".Source
• HiringMarketing Data Analyst (Berlin, 18-month contract, posted September 24, 2026): builds Tableau dashboards for marketing KPIs, helps "define how best to measure and monitor our marketing channels, creatives, budget allocation", analyzes A/B tests, optimizes campaigns across channels such as "Facebook Audience Network, Snapchat, TikTok", and integrates attribution providers "(e.g., AppsFlyer, Kochava)".Source

For each concept, run small ad tests with two or three creatives and a landing page, measure click-through and cost per sign-up against June's Journey benchmarks, and only build concepts that pass.

Marketing validation saves months on concepts that will not acquire players at a viable cost.

• Ad interest differs from retention

  Add a playable test for finalists.

• HiringSenior UI/UX Designer - New Games (1-year contract, posted September 21, 2026): a small team whose "process moves from quick prototyping through marketing validation to building a vertical slice and, if that succeeds, towards a launch"; reports to the Creative Director of New Games.Source
• HiringSenior User Acquisition Manager (Berlin, posted September 23, 2026): "You will spend millions of dollars per month across multiple platforms", developing and testing "new hypotheses across channels, audiences, creatives, and the user journey"; strengthens relationships with advertising partners "including Applovin, Google"; identifies "creative growth opportunities for global expansion"; advises Product teams on features that improve acquisition.Source
• HiringMarketing Data Analyst (Berlin, 18-month contract, posted September 24, 2026): builds Tableau dashboards for marketing KPIs, helps "define how best to measure and monitor our marketing channels, creatives, budget allocation", analyzes A/B tests, optimizes campaigns across channels such as "Facebook Audience Network, Snapchat, TikTok", and integrates attribution providers "(e.g., AppsFlyer, Kochava)".Source

Rank the 18 language markets by cost per retained player and audience size, make localized creative (not only translated text) for the three most promising, and run tests.

Localized story ads often beat translated ones, and the game already supports the languages.

• Cultural fit

  Test with local players first.

• June's Journey siteplay.junesjourney.com is a browser version with "Play as Guest"; it states the game is "intended for those 18 and older" and lists 18 in-game languages. It has no meta description.Source
• HiringSenior User Acquisition Manager (Berlin, posted September 23, 2026): "You will spend millions of dollars per month across multiple platforms", developing and testing "new hypotheses across channels, audiences, creatives, and the user journey"; strengthens relationships with advertising partners "including Applovin, Google"; identifies "creative growth opportunities for global expansion"; advises Product teams on features that improve acquisition.Source
• Your websiteWooga blog: 32 posts in the sitemap, including "How to localize games for Japan and South Korea", "Finding the sweet spot between IAPs and ads", "Hidden in plain sight: making hidden object scenes fun to play" and a "Christmas in the 1920s" party guide.Source

Run monthly community challenges (estate designs, theories), feature winners on social with permission, and test the best as ad creative.

Player content is cheap, credible and shows the game's depth to new players.

• Privacy

  Use only content with permission and no personal data.

• Your websitewooga.com/junes-journey: past collaborations with Wicked ("Over the course of 3 months in late 2025") and Agatha Christie ("In spring 2026 ... for 3 months"); a June's Journey novel, "Death Wasn't Invited"; "1.2m Social Media Followers", "345+ Chapters to Discover", "$1bn June's Journey Lifetime Revenue"; player quotes praise the Orchid+ companion app.Source
• App StoreJune's Journey: Hidden Objects has 4.64 stars from 327,878 ratings in the US App Store (updated October 12, 2026).Source
• HiringSenior User Acquisition Manager (Berlin, posted September 23, 2026): "You will spend millions of dollars per month across multiple platforms", developing and testing "new hypotheses across channels, audiences, creatives, and the user journey"; strengthens relationships with advertising partners "including Applovin, Google"; identifies "creative growth opportunities for global expansion"; advises Product teams on features that improve acquisition.Source

Plan a yearly novel or audio story, each with tracked links to a matching in-game event, and measure new players from readers.

Readers who love the story become players who stay, and each book is press coverage.

• Low sales

  Start with audio or ebook.

• Your websitewooga.com/junes-journey: past collaborations with Wicked ("Over the course of 3 months in late 2025") and Agatha Christie ("In spring 2026 ... for 3 months"); a June's Journey novel, "Death Wasn't Invited"; "1.2m Social Media Followers", "345+ Chapters to Discover", "$1bn June's Journey Lifetime Revenue"; player quotes praise the Orchid+ companion app.Source
• Your websiteWooga press releases include a "Survey of UK women aged 50-90" on friendship, a book deal with Titan Publishing "to bring June's Journey to bookstores for the first time", and the $1 billion revenue milestone.Source
• June's Journey sitejunesjourney.com (an English page, html lang "en", read October 22, 2026): the App Store buttons link to the German-titled listing ("junes-journey-krimi-rätsel"), one Google Play button adds "&hl=de" (German store interface), and none of them uses a tracked attribution link. The "Play Now" button on wooga.com/junes-journey uses an AppsFlyer OneLink (wooga-junes-journey.onelink.me). On the novel page, the "Worldwide" Apple Books link goes to the German store (books.apple.com/de).Source

Survey players on books, films and shows, match with UA interest data, shortlist partners with large, overlapping fan bases, and test themed ads before signing.

A data-led choice lowers the risk of an expensive license.

• Licensors limit mock-ups

  Use generic genre tests.

• Your websitePress page: June's Journey "has been the global #1 measured by consumer spend within the Hidden Object (Puzzle) Subgenre ... since April 2019, according to Sensor Tower"; press coverage "How Wooga turned Wicked and Agatha Christie into growth for June's Journey", where Wooga's publishing director says "In the past year, we opened a new channel".Source
• Your websiteWooga press releases include a "Survey of UK women aged 50-90" on friendship, a book deal with Titan Publishing "to bring June's Journey to bookstores for the first time", and the $1 billion revenue milestone.Source
• HiringSenior User Acquisition Manager (Berlin, posted September 23, 2026): "You will spend millions of dollars per month across multiple platforms", developing and testing "new hypotheses across channels, audiences, creatives, and the user journey"; strengthens relationships with advertising partners "including Applovin, Google"; identifies "creative growth opportunities for global expansion"; advises Product teams on features that improve acquisition.Source

Plan cross-promotion for each new launch: in-game news, email, and a shared detective theme, with measured opt-in, and track how many new-game players come from June's Journey.

Owned audiences make launches cheaper and validate demand early.

• Cannibalization

  Measure June's Journey retention throughout.

• Your websitewooga.com/games/ghost-detective: "Play Now on Netflix"; a hidden-object mystery in which "You're a detective who's been killed on the job". Other games listed: Pearl's Peril, Tropicats and Jelly Splash.Source
• HiringSenior UI/UX Designer - New Games (1-year contract, posted September 21, 2026): a small team whose "process moves from quick prototyping through marketing validation to building a vertical slice and, if that succeeds, towards a launch"; reports to the Creative Director of New Games.Source
• Your websitewooga.com/junes-journey: past collaborations with Wicked ("Over the course of 3 months in late 2025") and Agatha Christie ("In spring 2026 ... for 3 months"); a June's Journey novel, "Death Wasn't Invited"; "1.2m Social Media Followers", "345+ Chapters to Discover", "$1bn June's Journey Lifetime Revenue"; player quotes praise the Orchid+ companion app.Source

Run the survey yearly in three countries on themes from the game (friendship, mystery, nostalgia), publish the findings with charts, and pitch lifestyle media.

Earned media reaches an audience that is costly to reach with app ads.

• Low pickup

  Lead with one surprising number.

• Your websiteWooga press releases include a "Survey of UK women aged 50-90" on friendship, a book deal with Titan Publishing "to bring June's Journey to bookstores for the first time", and the $1 billion revenue milestone.Source
• Your websitePress page: June's Journey "has been the global #1 measured by consumer spend within the Hidden Object (Puzzle) Subgenre ... since April 2019, according to Sensor Tower"; press coverage "How Wooga turned Wicked and Agatha Christie into growth for June's Journey", where Wooga's publishing director says "In the past year, we opened a new channel".Source

Run a small connected-TV test with a story trailer and a tracked QR, in two regions with matched controls, and measure the lift in installs and retained players.

A new channel can open an audience mobile networks reach only at a high price.

• Hard to measure

  Use geo controls.

• HiringSenior User Acquisition Manager (Berlin, posted September 23, 2026): "You will spend millions of dollars per month across multiple platforms", developing and testing "new hypotheses across channels, audiences, creatives, and the user journey"; strengthens relationships with advertising partners "including Applovin, Google"; identifies "creative growth opportunities for global expansion"; advises Product teams on features that improve acquisition.Source
• Your websiteWooga press releases include a "Survey of UK women aged 50-90" on friendship, a book deal with Titan Publishing "to bring June's Journey to bookstores for the first time", and the $1 billion revenue milestone.Source
• Your websitewooga.com/junes-journey: past collaborations with Wicked ("Over the course of 3 months in late 2025") and Agatha Christie ("In spring 2026 ... for 3 months"); a June's Journey novel, "Death Wasn't Invited"; "1.2m Social Media Followers", "345+ Chapters to Discover", "$1bn June's Journey Lifetime Revenue"; player quotes praise the Orchid+ companion app.Source

Offer a weekly June's Journey hidden-object puzzle to a newspaper or puzzle magazine, with a tracked QR to the game and the answer in-game.

It puts the game in front of offline puzzle fans who fit the audience well.

• Small reach

  Start with one partner.

• Your websitewooga.com/junes-journey: past collaborations with Wicked ("Over the course of 3 months in late 2025") and Agatha Christie ("In spring 2026 ... for 3 months"); a June's Journey novel, "Death Wasn't Invited"; "1.2m Social Media Followers", "345+ Chapters to Discover", "$1bn June's Journey Lifetime Revenue"; player quotes praise the Orchid+ companion app.Source
• Your websiteWooga press releases include a "Survey of UK women aged 50-90" on friendship, a book deal with Titan Publishing "to bring June's Journey to bookstores for the first time", and the $1 billion revenue milestone.Source
• Your websiteWooga blog: 32 posts in the sitemap, including "How to localize games for Japan and South Korea", "Finding the sweet spot between IAPs and ads", "Hidden in plain sight: making hidden object scenes fun to play" and a "Christmas in the 1920s" party guide.Source