What Does a Lead Monetization Manager Do? — A Column from Glera Games

It's been a while since we've featured content in the "Profession" section. We're making up for it. This new article in the series is dedicated to the role of a Monetization Manager (specifically, a senior specialist in this area). Irina Bragina from Glera Games shared insights on the nuances of this specialization.

Irina Bragina — Lead Monetization Manager — Glera Games

Who is a Lead Monetization Manager?

A Lead Monetization Manager is a specialist responsible for developing and implementing monetization strategies for an application with the goal of maximizing revenue. This expert must balance user needs with business objectives, creating sustainable and profitable monetization models.

What are the responsibilities of a Lead Monetization Manager? What should they do and what are they accountable for?

It greatly depends on the company. I would highlight three main areas that will definitely be included in the tasks of a Lead Monetization Manager:

Development and implementation of monetization strategies, whether it is IAP monetization, ad monetization, subscription, or hybrid monetizations. Each monetization area has many techniques and strategies to achieve target revenue.
Data analysis and market trend monitoring: the monetization manager must understand not only the performance of their product but also the strategies of competitors to find optimal solutions in terms of cost and revenue.
Management and optimization: naturally, the role's name implies managing a project and/or team to some extent. Typically, a manager will have a team to help execute ambitious plans based on the team's capabilities. Additionally, it's important to identify points of optimization and resource savings so that both you and the team can focus more on interesting tasks and less on routine ones.

What does a Lead Monetization Manager need to know to effectively perform their duties?

I really want to say everything! I've been working in game development for over 11 years, and each of my experiences has been invaluable and beneficial for my current position. Even my experience before game development (creating websites) was not in vain — it allows me to provide more quality feedback on our talented UI designers' work, who create interfaces for new monetization mechanics.

The main knowledge areas I would point out are marketing — understanding your end-user and the current successful market strategies is crucial.

Apart from that, it's very important to work with data – both independently and using ready datasets. Ideally, you should be able to systematize and visually present them for managers.

And speaking of managers — communication is a huge part of the lead role, so being able to convey your position, listen to others, and eventually reach an agreement is crucial.

What might a typical day for a Lead Monetization Manager look like?

A Lead Monetization Manager's workday can vary, but usually includes:

Monitoring data and the status of current tasks. This helps respond promptly to changes in user behavior and adjust strategies.
Calls regarding work issues. Regular meetings with the team and other departments to discuss current projects and tasks.
Documentation and balance calculations. Maintaining reports and documentation, as well as developing and updating strategic plans.
Depending on the company's focus, tasks may include conducting surveys, researching the market, and drafting technical assignments to optimize processes. It is also important to conduct A/B testing and analyze results to improve monetization strategies.

Where do people typically come from to get into monetization?

I came into leadership from product management, but my work in game dev was always heavily intertwined with monetization. It was particularly easy to integrate them ten years ago when teams were small, and tasks were no fewer than they are now.

Many Lead Monetization Managers start their careers as product managers or junior monetization managers. Working in game dev or related fields also provides valuable experience for transitioning into this role. Entry-level positions in marketing, analytics, or product management can provide the necessary skills and understanding of processes.

What is necessary for growth in this field?

Explore not only your field but also adjacent areas. The better a monetization manager understands the game's mechanics and its audience, the better they can tailor the necessary offerings.

Therefore, it's very important to be interested in the work of other departments and talk with them as often as possible.

What are the growth prospects in this profession?

Within the scope of monetization lead, there are not many ways except becoming the lead monetization for the whole company (if such a position exists). It's also quite possible to switch to another position if you want variety. When deciding to change careers, you will need to rely on your skills. Some people are better at working with analytics, others with the product as product managers, while some virtuously build processes within the team. As for me - ever since the beginning of my career, I have enjoyed working with the product from the perspective of generating revenue, so I can't imagine myself in another position.

Are there any red flags within this profession?

In the profession of a monetization manager, there are aspects that may not suit everyone. Here, it's very important to have:

The ability to negotiate – the ability to find common ground with leadership and colleagues from other departments. Conflicts might arise, but the ability to resolve them promotes successful work.
Flexibility and readiness – the capability to respond quickly to changes and make adjustments to processes. This might include working in stressful situations and making quick decisions.

What should be read about this specialty?

Free-to-play: making money from games — Will Luton — A rather old book, but it well explains the basics of game economics and monetization.
"Predictably Irrational" — Dan Ariely — It is often recommended alongside Daniel Kahneman's "Thinking, Fast and Slow". I suggest reading both, but personally, I find Ariely’s work more engaging.
"Decode: Why We Buy" — Phil Barden — It methodically explains why we make purchases.
"Monetizing Innovation" — Madhavan Ramanujam and Georg Tacke — About making monetization decisions while in a leadership position.
Thinking in Systems — Donella Meadows — A very intriguing book that helps identify and improve systems.
"Self-Promotion for Introverts" — Nancy Ancowitz — It outlines some rather obvious things, but at the start of my career, they weren't obvious to me as an introvert.
No Hard Feelings — Mollie West Duffy and Liz Fosslien — A very useful book for improving your soft skills.
Ruined by Design — Mike Monteiro — Not exactly about monetization, but highly recommended for anyone working or planning to work in leadership positions. Anyone making product design decisions should do so as ethically as possible.