Social casino games stand out as one of the most popular and profitable app categories, able to combine appealing and addictive gameplay with engaging and effective advertising. Winning in this competitive market requires in-depth knowledge of the audience and deep insights into the ad creatives and campaign calls-to-action that will keep players coming back. Our host Peggy Anne Salz from MobileGroove catches up with Margarita Vasilevskaya, Director of UA at Scopely, an interactive entertainment company and a leading mobile games publisher. Formerly Head of User Acquisition at DoubleDown Interactive, the leading provider of virtual “fun to play” casino games, Margarita talks about how she has made the move from casino to mid-core games and the lessons around audience acquisition and segmentation that apply to each. Margarita, a Mobile Hero recognized for her app marketing expertise, also speaks candidly about mobile ad fraud, what app marketers need to know about attribution solutions and why it’s critical to work with transparent networks.