Web Gaming Marketing Insights | Rafael Morgan from Crazy Games

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Rafael from Crazy Games, VP of Marketing and Partnerships with them. How are you doing today, Rafael?

Rafael Morgan: Pretty good, thank you, Ernesto. How are you doing?

Ernesto: I’m doing great, great. Thank you so much for asking. Excited to learn a little bit more about Crazy Games. And I’m sure our listeners are tuning in, wondering what that’s all about. So, let’s kick it off with that, Rafael. In your own words, tell us a little bit more.

Rafael: So, crazygames.com is a leading web gaming portal that you can play from your desktop, mobile phone, and tablets. We have 35 million monthly active users, mostly based in the US and Western Europe. We offer a wide range of games, from puzzles to action to shooting games, and we are on a mission to make gaming accessible to everyone, everywhere, without the need for downloads or installations. So, Crazy Games is really easy—it’s like YouTube, but for games.

Ernesto: Okay, important. Alright, awesome. And so that way our listeners get a good understanding of Crazy Games, what is the key problem that you guys like to solve for players?

Rafael: Yeah, so obviously our main focus has two sides, being a platform. We are working directly with gamers, so we’re on a mission to serve casual gamers with a wide range of experiences. And on the other side, we work with game developers and publishers who are looking for an audience. With our sizable audience, we’re able to match these two stakeholders and provide a unique experience for both.

Ernesto: Hey, Rafael, is there a certain vertical or ideal ICP (Ideal Customer Profile) for Crazy Games?

Rafael: Yeah, definitely. With 35 million monthly active users, we’re catering to nearly everyone these days. The bulk of our audience is teenagers, about 12 to 25 years old. But we also have seniors—retired people—who send us emails sometimes, saying things like, “Hey, I have a bug on this puzzle game, level 2048. Can you guys fix it?” So, I feel like we’re talking to everyone these days, but still, the core audience is young.

Ernesto: So how would someone typically find out about Crazy Games? Is there a top client acquisition channel for you guys?

Rafael: Yeah, there’s a mix. As we grow the platform and user base, the most important one is definitely the product experience. People come to play, have a good experience, and tell their friends. But we’re also really strong on SEO. You can just open Google, type “games,” and we’re likely the first organic result in most places in the world. Besides that, we’re strong on social media. Right now, we’re growing our TikTok channel, and we have around 400,000 followers. So, those are the key channels we’re working on.

Ernesto: Awesome to hear that. And so that way, our listeners who are tuned in can visit you guys at crazygames.com. What role does the website play for you guys, besides being web-based? Are there any other benefits for clients who visit?

Rafael: Yeah, definitely. I mean, that’s the main advantage of being web-based—you’re accessible everywhere. Over time, we’ve learned some important aspects about ease of use. We’ve optimized the website for fast loading times and ensured games load quickly. There’s also a lot of work happening with developers and game engines. One of our main strengths is how user-friendly we are. You can easily find what you want and start playing with just one click. We’re always updating content to keep things fresh.

Ernesto: Hey, Rafael, is there any tool, tip, or method you would recommend to listeners for getting website traffic to crazygames.com?

Rafael: Absolutely. The gaming industry is very competitive, with thousands, if not millions, of games. One thing we do is use our internal analytics tools to monitor and fix issues while understanding user behavior. Data is crucial—we look at retention, onboarding, and user acquisition. Everything is based on data.

Ernesto: Okay, important. Thank you so much for sharing those tips. Let’s switch gears a bit. You’re the VP of Marketing and Partnerships at Crazy Games. What are some key tasks you focus on in your day-to-day work?

Rafael: I manage both marketing and partnerships teams. I’ve been in the gaming industry for over 12 years, building a large network of contacts. These days, I focus on providing support to my team, whether it’s deal structuring or alignment with company OKRs (Objectives and Key Results). I also attend conferences and give talks related to the gaming space.

Ernesto: Definitely. How do you stay up to date with news and trends in the marketing world? Is there a preferred channel you follow?

Rafael: Yeah, for the gaming industry specifically, we’re lucky to have a lot of data through reports, newsletters, and conferences. I talk to different stakeholders—developers, publishers, service providers, game engines—to understand their challenges and plans. I also spend time on TikTok to see what’s trending with younger audiences and adjust our actions accordingly.

Ernesto: Definitely important. Alright, let’s jump into our next section: the rapid-fire question round. Are you ready?

Rafael: Yeah, let’s do it!

Ernesto: First off, what’s the last book you read?

Rafael: I tend to consume more fast media these days like YouTube videos, podcasts, and reports. But one book that’s been with me throughout my career is Crossing the Chasm, which I was re-reading a couple of months ago.

Ernesto: Awesome. Next, if there were no boundaries in technology, what would be one thing you’d want to fix for your role as a marketer?

Rafael: I guess the biggest struggle right now is how much time it takes to do proper influencer marketing. It’d be great to have an AI tool that matches trending influencers with my brand in real-time and gives me all the leads so I can just contact them.

Ernesto: Definitely! If there’s one repetitive task you could automate, what would that be?

Rafael: Probably reporting and analysis. It always takes a lot of time, but we’re getting better with new tools that help automate some of it.

Ernesto: Lastly, you have a lot of experience in marketing. What’s one piece of advice you’d give yourself if you were restarting your journey today?

Rafael: Don’t be afraid to copy what works and add your twist. We live in an algorithm-based world, and staying relevant means being part of that system. Check what others are doing and remix it to fit your brand.

Ernesto: Awesome advice, not just for you, but for our listeners too. We’re coming to the end of the show, but before we wrap up, what’s one thing listeners should remember about Crazy Games?

Rafael: We provide one of the best, most accessible gaming experiences in the world. Visit crazygames.com—you’ll be amazed and probably spend more time than you expected. If you have kids, let them know, and you’ll be the coolest parent.

Ernesto: Perfect. Thanks so much, Rafael! Check them out at crazygames.com. Thanks for being with us today. To our listeners, thank you for tuning in, and I’m looking forward to our next episode at Pathmonk Presents. Thanks, Rafael!

Rafael: Thank you!