Günay is the co-founder of the Hamburg-based user acquisition company Gamelight. With 10+ years of expertise in mobile gaming and adtech industries, she has successfully founded and scaled 3 start-ups, including mobile publisher catbyte, social video debating platform oroom, and the largest rewarded mobile marketing platform, Gamelight.
Passionate about tech innovations, Günay disrupted the mobile marketing industry with a revolutionary AI algorithm that continuously analyses large volumes of real-time data, including users’ app usage data, demographic data, and behavioural patterns to drive high engagement and monetization for partner apps.
In your own words, what’s your role in the app business right now?
As of now, I am the founder of three app publisher-related companies, including Gamelight, the largest game recommendation platform globally. My role is to drive innovation in the field and contribute to making UA more efficient.
How did you end up working in apps? / get started?
After completing my education, I first worked in the re-insurance sector. I was dreaming broader but had yet to decide which direction to take. Then, a friend of mine recommended I switch to the app industry because, as she put it, “it is a lot of fun, and people are amazing. You will love it”. That was more than 10 years ago, and I haven’t had any regrets since.
What are you most excited about in apps right now?
As the founder of an AI-driven user acquisition company, I am naturally the most excited about the growth of AI in UA. We are currently just scratching the surface of AI algorithms to target the most likely users based on their past app usage, demographic data, and preferences, which has already proven to be multiple times more efficient and reliable than manual targeting. I am excited to see in what new ways AI can be used to target users even more accurately in the future.
Is there anyone you’d like to shout out to who has influenced your journey in the app industry?
One company that stands out to me is Amazon. It is a very innovation-driven company that has made many people’s lives more convenient and enjoyable.
What do you like most about working in apps?
How dynamic the industry is and how any new player can make it big with the right product and strategy. It is more challenging to crack into any other industry without being backed by existing leaders in traditional markets. However, the app market is both more open and willing to see true innovation.
What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?
We need new user-friendly ad formats. Currently, many videos contain unskippable 30-second segments that have an interactive and static end card. This is too much; there is no need to annoy potential users. Instead, there should be a focus on ads that are oriented towards the user.
If you weren’t working in apps what would you be doing?
After obtaining my MSc, I was on the path to starting a PhD degree. However, I chose to stay in the mobile game market at that time, as it seemed more dynamic and fast-paced to me, which I preferred. If I had not made that decision, I would probably have conducted research at a German university.
What app(s) have been most useful to you over the last year?
Memrise—it is a vocabulary builder for learning foreign languages.
What’s on your Spotify / Music party playlist?
Måneskin, Stray Kids, and Kraftklub.
Is there anything else we should know about you?
I am ambidextrous and can write with both my right and left hand.
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