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On the call you'll receive:
WHAT THIS IS: a practical course for the people who grow mobile games. Five modules in the order the work happens: launch the game and read the signals, build a creative machine, use paid spend only where it pays back, grow a creator network and keep players coming back with live ops. Each module has short lessons, ready prompts for Claude, templates to fill in and a checklist to close the module.
WHO IT'S FOR: marketing and UA leads, growth teams and founders at mobile game studios and publishers.
HOW TO USE IT: take one module a week. Set up Claude + XERJ once, then run the prompts on your own data. Examples use an imaginary game ("a casual puzzle game") and are illustrative. Swap in your own data.
THE RULE: Claude does the research, the drafts and the math. Your team makes the calls. Never let Claude invent numbers, benchmarks or results: it writes [NEEDS INPUT: what] instead.
| # | Module | You finish with |
|---|---|---|
| 01 | Launch | A soft launch plan and clear signals for when to scale |
| 02 | Creative | A weekly creative testing machine |
| 03 | Paid ads | Rules for when spend pays back and when creators do it cheaper |
| 04 | Creators | A creator network bringing new players every day |
| 05 | Live ops | An event calendar that brings players back |
Game marketing runs on a lot of data: hundreds of creatives, test results, store reviews, creator videos and event reports. It won't fit in one chat. XERJ is a free, open-source search engine and memory for AI agents. It runs on your computer, indexes a folder and lets Claude search all of it, answering with the source file.
curl -fsSL https://xerj.org/get | sh
claude mcp add --scope user xerj -- xerj mcp
xerj autoindex ./game-marketing
Use one folder per module:
/game-marketing
/launch soft launch reports, store tests, cohort exports
/creative every creative brief, script, video note and test result
/paid weekly network reports
/creators creator lists, briefs, videos and results
/live-ops event plans and event results
/reviews store reviews and community posts
Then create one Claude Project and paste this as the project instructions:
GAME CONTEXT
Game: [genre, core loop, in one sentence]
Players: [who plays, in their words]
The fun moment: [what makes players say "one more round"]
Business model: [IAP, ads, subscription, battle pass]
Current numbers: [installs per week, day-1 / day-7 / day-30 retention, revenue per player]
Markets: [list]
Goal for the next 6 months: [players, revenue]
Banned claims: [anything we can't show in the game]
Tracking: [attribution tool, events, creator codes]
Search the /game-marketing folders with XERJ before answering. Quote the source file.
Lesson 1. Soft launch is a test, not a release. Launch in a few markets that look like your target markets but cost less, and use the data to decide if the game is ready to scale.
Lesson 2. Read the right signals. Retention says if the game is fun. Revenue per player says if it can pay for growth. Installs alone say nothing.