Yevgeniy Ursol

Product Manager | Gaming

I build and scale games through data‑driven product decisions, from 0→1 launches to LiveOps optimization, partnering with cross‑functional teams up to 45+. I design monetization across IAP, ads, and subscriptions, and use A/B tests and soft‑launch data to improve retention and revenue without hurting player experience.

Open to Senior–Director level Product roles in gaming

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Yevgeniy Ursol

Experience with leading mobile game publishers

300M+
Portfolio Installs
5M+
Concurrent DAU
0→1 Launch
Flagship Products
Multi-Million
Monetization & DAU Impact (IAP + Ads)
Data-Driven
Rigorous Testing

Product Case Studies

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MTTF2 Icon My Talking Tom Friends 2 - Global Product Launch

🏆 GamingOnPhone Awards - Mobile Game of the Year Finalist 2025 Outfit7
Video Thumbnail
GOTY Finalist
Gameplay
Gameplay
Screenshot
Feature
Feature
Feature
Feature

Impact

Key launch outcomes (2025):

#1
US Casual & Simulator (Jul 2025)
20M+
First Month Installs
7–8M per month
Sustained Installs
4.3★
Store Rating
45+
Team Led
🏆 GOTY
Finalist 2025
  • Top 10 charts in 25+ countries during launch window
  • Scaled monetization with targeted IAP offers and rewarded ads while maintaining a 4.3★ store rating
  • De-risked flagship investment through data-driven soft launch validation in saturated market

Product Overview

Led 0→1 product launch of a flagship virtual pet game with 45+ team members. Content-heavy game featuring dozens of unique scenes, activities, and minigames designed for long-term player engagement. Validated through soft launches and scaled to #1 in category.

Challenge

Launch a successor to My Talking Tom Friends 1 (500M+ installs, launched during COVID) in an increasingly saturated mobile games market 5 years later. The challenge: validate product-market fit through soft launches while navigating high market saturation and competition in the summer release window. From a product perspective, the game needed to be highly engaging with strong retention drivers—requiring dozens of unique scenes, meaningful activities, and minigames to deliver long-term player value. This content-heavy approach significantly expanded production complexity and development scope.

My Role & Responsibilities

  • Lead Product Manager - Owned roadmap, monetization strategy, and business results for flagship title
  • Product/UX/Game Design Pod Leadership - Led core pod with lead game designer; partnered on product direction, scope decisions, and feature prioritization based on data
  • A/B Testing & KPI Ownership - Planned and executed tests for economy, onboarding, and rewards; tracked retention (D1/D7/D30), ARPDAU, and ad watches per DAU across all product decisions
  • Go-to-Market & Launch - Directed launch strategy with UA/marketing on install targets, spend pacing, and app store featuring pitches; ran weekly KPI reviews with leadership to act on results quickly
  • Cross-Functional Leadership - Managed 45+ team members across design, engineering, analytics, QA, and marketing to deliver on aggressive timeline
  • Product Documentation & Alignment - Wrote comprehensive PRDs and specs to drive cross-team execution; maintained KPI dashboards and shared progress with stakeholders to ensure alignment across design, engineering, analytics, and marketing

Solution

  • Product Direction & Scope - Defined product direction with lead game designer; kept scope realistic based on soft launch playtests and retention data (D1/D7 benchmarks) to ensure successful global launch
  • Monetization from Scratch - Designed an IAP‑led system with value bundles and targeted offers, supported by meaningful rewarded‑ad placements (no interruptions during core gameplay); clear pricing and no dark patterns for a mixed‑age audience
  • A/B Testing & Data-Driven Decisions - Planned comprehensive A/B test roadmap for economy balancing, onboarding flow optimization, and reward pacing; used retention (D1/D7/D30), ARPDAU, conversion to payer, and ad watches per DAU to guide all product iterations
  • Launch Coordination & KPI Management - Coordinated with UA/marketing on install targets, daily spend pacing, and app store featuring strategy; established weekly KPI review cadence with leadership to identify issues and act on data quickly
  • Quality & Performance Standards - Partnered with engineering to prioritize player experience metrics: crash-free sessions, ANR reduction, and load time targets to ensure quality at scale
  • Soft Launch Validation - De-risked flagship investment through data-driven soft launch validation in multiple markets, proving retention and monetization metrics before committing to global scale
Google Play App Store
0→1 Product Launch Product Strategy Team Leadership Monetization Design Global Scale Data-Driven
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TTGR Icon Talking Tom Gold Run - LiveOps Strategy & Feature Development

Outfit7 500M+ Downloads • High DAU • 2024-2025
▶
Lava Escape
Battle Pass
Difficulty
Chain Offer
Tom's Garage
Pirate Treasures
Run Meter

Impact

Select feature contributions (2024-2025):

+20-22%
ARPDAU (Lava Escape)
+15%
LTV (Road to Rewards)
+4% / +8%
D1 / D3 (Lava Escape)
  • Variable Impact Across Features: Each initiative drove different metrics—Lava Escape improved retention (+4%/+8% D1/D3) while boosting ARPDAU 20-22%, Road to Rewards lifted LTV +15%, with other features adding incremental revenue gains
  • Data-Driven Optimization: Ran A/B tests on all features to validate hypotheses and optimize performance before launch
  • Reusable LiveOps Framework: Lava Escape became a repeatable event rescheduled throughout the year, establishing template for future challenge modes and battle pass progressions
  • Sustainable Revenue: Combined temporary event monetization with permanent meta features for lasting impact
  • Strategic Meta Layer: Transportation Shop added meaningful progression and currency sink, extending player lifecycle

Product Overview

Led LiveOps strategy for a 500M+ download endless runner with 3M+ DAU, combining temporary events with permanent meta features for sustainable engagement and monetization. Product Manager for all LiveOps from 2024-2025, leading ideation, prioritization, and product vision aligned with business goals. Used A/B testing extensively to validate and optimize every feature before launch.

Challenge

Talking Tom Gold Run, while successful with strong retention and 3M+ DAU, needed a sustainable LiveOps strategy to maintain player engagement and grow revenue without compromising the core experience. The challenge was balancing temporary event-driven monetization spikes with permanent features that provide lasting value—all while optimizing for development efficiency and maintaining rapid iteration cycles.

My Role & Responsibilities

  • Product Leadership - Product Manager for all TTGR LiveOps, leading product vision and strategy
  • Data-Driven Decisions - Ran A/B tests on every feature to validate hypotheses and optimize performance before launch
  • Cross-Functional Collaboration - Aligned product roadmap with business goals, worked with design, engineering, analytics, and monetization teams
  • Feature Development - Supported features from ideation through launch, making sure every feature was tested before release
  • Ideation & Prioritization - Led feature ideation sessions, prioritized initiatives based on impact vs. effort
  • Continuous Optimization - Ran A/B tests to continuously optimize existing features, finding high-impact, low-effort wins
  • Strategic Balance - Balanced temporary events (immediate revenue) with permanent features (long-term engagement) based on data

Key Initiatives

Featured: Lava Escape Challenge Mode

Designed and launched a completely new challenge mode that became the flagship LiveOps event. "The floor is lava" mechanic fundamentally changed core gameplay, creating fresh engagement for experienced players.

Impact: +20-22% ARPDAU, +4% D1 / +8% D3 retention improvements

  • Unique Mechanic - Character can't touch the ground, fundamentally changing how players approach the familiar endless runner
  • Battle Pass System - Dual-track progression (free + premium "Lava Pass") providing ongoing engagement and monetization
  • Progressive Difficulty - Three escalating modes to challenge both new and experienced players
  • Smart Monetization - Limited attempts per 2 hours with ads for extra attempts or unlimited access via Lava Pass
  • Reusable Framework - Became repeatable event rescheduled throughout the year, establishing template for future challenge modes

Additional LiveOps Features (and more):

  • Infinite Chain Offer - Innovative monetization feature that significantly boosted ARPDAU through progressive purchase mechanic
  • Economy Segmentation - Strategic player segmentation and economy balancing that led to +7% LTV increase by optimizing monetization for different player cohorts
  • Transportation Shop - New meta layer where characters ride bikes/skateboards with gameplay effects, creating currency sink and extending progression depth
  • Treasure Event - Adapted popular casual market event mechanics for endless runner genre, driving temporary DAU and revenue spikes
  • Score Progression System - Added meaningful goals to endless runner gameplay, increasing session depth and player motivation
  • In-Run Monetization Offers - Context-aware offers during gameplay sessions that increased conversion without disrupting core experience
  • Multiple Token-Themed Events - Created diverse event portfolio to maintain player interest and provide regular content updates
  • Backend Token Events - Improved event iteration speed by enabling asset changes without build resubmission
Google Play App Store
Live Ops Product Strategy Monetization Game Economy A/B Testing Feature Development
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TTHD Icon Talking Tom Hero Dash - LiveOps Strategy & Strategic Partnerships

Outfit7 High DAU Runner Game • 2024-2025
▶
Miraculous Event
Sticker Album
Rewards

Impact

Select feature contributions (2024-2025):

2x+
Revenue (Miraculous)
+20%
ARPDAU (Sticker Album)
70-100%
Install Growth (Ladybug ASO)
+5%
D1 Retention (Sticker Album)
  • Portfolio LiveOps Leadership: Led LiveOps strategy for two runner games simultaneously (TTGR + TTHD) throughout 2024-2025
  • Strategic Partnership Success: Identified opportunity to maximize Miraculous Ladybug collaboration impact, achieving 2x+ revenue through combined install growth (70-100%) and monetization (+25% ARPDAU)
  • Permanent Meta Innovation: Sticker Album added comic book-styled progression layer, permanently boosting ARPDAU +20% and D1 retention +5% with long-term retention effects
  • Marketing Strategy: Proposed branded Ladybug assets for store listings; ASO team execution drove 70-100% install boost during event window
  • Data-Driven Approach: Extensive A/B testing and optimization across all features to maximize performance

Product Overview

Led LiveOps strategy for Talking Tom Hero Dash (superhero endless runner) from 2024-2025, managing product strategy alongside TTGR. Delivered both permanent meta features (Sticker Album) and high-impact strategic collaborations (Miraculous Ladybug), combining long-term retention improvements with explosive growth events. Used extensive A/B testing to validate and optimize every feature before launch.

Challenge

As LiveOps lead for two runner games (TTGR + TTHD), needed to drive growth across both titles while managing resources efficiently. TTHD required both long-term retention features to build player loyalty AND high-impact collaboration events to drive user acquisition and revenue spikes. The challenge was balancing permanent feature development with time-sensitive partnership opportunities.

My Role & Responsibilities

  • Product Leadership - LiveOps lead for TTHD, managing product strategy for multiple runner games simultaneously
  • Strategic Partnerships - Designed and executed strategy to maximize Miraculous Ladybug collaboration impact, including feature design, ASO strategy, and cross-functional coordination
  • Feature Development - Led Sticker Album design and implementation, from concept through A/B testing to launch
  • Data-Driven Decisions - Ran extensive A/B tests to validate hypotheses and optimize features before rollout
  • Marketing Collaboration - Proposed ASO strategy using branded IP assets; collaborated with ASO team on execution to maximize install growth
  • Portfolio Management - Balanced resources and priorities across TTGR and TTHD to maximize overall portfolio performance

Key Initiatives

Featured: Miraculous Ladybug & Cat Noir Collaboration

Identified opportunity to maximize impact of Miraculous IP collaboration. Designed comprehensive strategy combining in-game content (character skins, themed levels) with ASO approach using branded Ladybug assets to drive massive growth.

Impact: 2x+ revenue, 70-100% install growth, +25% ARPDAU during event

  • Strategic Opportunity - Business Dev presented collaboration opportunity; designed strategy to maximize impact for superhero runner audience
  • Partnership Execution - Led cross-functional execution including legal, creative, marketing, and product teams
  • In-Game Content - Ladybug and Cat Noir character skins, themed levels, limited-time event mechanics
  • ASO Strategy - Proposed using branded Ladybug assets in store listings; collaborated with ASO team to execute, driving 70-100% install boost
  • Monetization - Event-specific offers and character packs boosted ARPDAU +25% during event window
  • Media Coverage - Collaboration featured in Variety and gaming press

Featured: Sticker Album (Comic Book Styled)

Permanent meta layer adding comic book-styled collection mechanics that fit perfectly with superhero theme. Provides long-term progression goal beyond core endless runner gameplay.

Impact: +20% ARPDAU permanent, +10% D1 retention, long-term retention improvements across all cohorts

  • Collection Mechanic - Players collect stickers by completing runs, missions, and achievements
  • Comic Book Aesthetic - Styled like comic book panels fitting superhero theme, creating visual appeal
  • Progression System - Multiple album pages with increasing rarity tiers, extending player lifecycle
  • Monetization Layer - Optional sticker packs for purchase, boosting ARPDAU +20% permanently
  • Retention Driver - Collection goals improved D1 retention +10% relative with lasting effects on long-term retention
  • Permanent Feature - Unlike limited events, continues driving engagement and revenue long-term

Led comprehensive LiveOps strategy including multiple additional events, features, optimizations, and A/B tests throughout 2024-2025. The initiatives above represent key highlights of the portfolio.

Google Play App Store
Live Ops Strategic Partnerships IP Collaboration Meta Features ASO Optimization Player Retention
Azur Games

🚀 Azur Games - Multi-Studio Portfolio Growth & Product Strategy

Azur Games 2022-2023
Monster Horde
Drawmaster
Hitmaster
Frost Land
Weekday Merge
Party Royale
Huggy Puzzle Logic
Police Rage
Hyper Overtake
300+ Prototypes
→
10+ Launches
→
150M+ Installs

Overview

Led product strategy and portfolio growth at Azur Games during high-growth phase (2022-2023). Scaled portfolio from 0 to 150M+ installs by building internal production team from scratch and coordinating 20+ external development studios. Established market validation framework to identify viable game concepts, optimize resource allocation, and maximize launch success rate. Successfully launched 10+ titles across multiple genres through data-driven product decisions and cross-functional collaboration.

Impact

0→150M+
Portfolio Growth
10+
Successful Launches
Internal Team
Built & Led
20+ Studios
External Partners

Key Achievements

  • Portfolio Growth - Scaled portfolio from 0 to 150M+ installs through systematic market validation and strategic launch decisions
  • Team Building & Leadership - Built and led internal production team (Game Designers, Artists, Engineers) from 0→full production capability, while simultaneously managing 20+ external studio partnerships for parallel development
  • Market Validation Framework - Established data-driven testing methodology that evaluated 300+ game concepts to identify viable launch opportunities
  • Launch Success Rate - Achieved 10+ successful launches through strategic resource allocation and market timing in competitive mobile gaming landscape

My Role

  • Led product strategy and portfolio roadmap to drive growth from 0 to 150M+ installs
  • Established market validation framework: analyzed player behavior, market trends, and competitive landscape to identify launch opportunities
  • Built internal production team from scratch (hired and led Game Designers, Artists, Engineers) while managing 20+ external studio partnerships
  • Owned 0→1 product launches from concept validation through global release and post-launch optimization
  • Made data-driven go/no-go decisions on game concepts using CPI, retention metrics, and market data
Portfolio Strategy Multi-Studio Management Market Validation Product Launches Data-Driven Decisions Growth

Other Games & Projects

Additional experience across subscription-based kids' games and various mobile titles

Bini Bambini Bini Bambini
Budge Studios Budge Studios
Bini Yummies
Bini Yummies
Dino Puzzles
Dino Puzzles
Hello Kitty Nail Salon
Hello Kitty Nail Salon

Subscription Model & Funnel Optimization Expertise

Funnel Design
Welcome Screen → Onboarding → Paywall → Trial → Subscription
Key Metrics
Trial CR, Subscription CR, Retention, Churn, LTV
Optimization Focus
Paywall placement, messaging, trial length, pricing

Experience Highlights:

  • 0→1 Product Development: Built three subscription-based kids' games from scratch at Bini Bambini (Yummies, Dino Puzzles, + 1 delisted)
  • Best-in-Company Performance: Dino Puzzles achieved highest paywall conversion rate during my time at company
  • Data-Driven A/B Testing: Continuous experimentation on funnel steps (onboarding flow, paywall timing, trial offers) to maximize conversion
  • Subscription Retention: Analyzed cohort behavior, churn patterns, and trial-to-paid conversion to optimize LTV
  • Cross-Functional Collaboration: Worked with design, dev, and analytics teams on kid-friendly UX and subscription optimization
  • Licensed IP Experience: Optimized subscription funnels for Budge Studios' licensed properties (Hello Kitty, etc.)
Subscription Model Funnel Optimization Trial Conversion Retention Analysis A/B Testing Data-Driven LTV Maximization Kids Games