Andrii joined Burny Games in December 2022 and swiftly built a powerful marketing team of five specialists, achieving performance levels comparable to well-known large studios in the Ukrainian market. Let's get to know our Head of User Acquisition — we will learn about his team, what it is like to work at Burny Games, and discover that comfortable conversations here extend beyond just the professional realm.
Why did you choose UA?
I had been working in sales and was hungry for more growth opportunities. In 2014, I started hearing about the booming IT sector and knew I wanted in. I focused on improving my English skills for six months, reaching the level I needed to start working and keep progressing. UA really appealed to me because it suits my personality — there is an element of risk, but clear strategy is just as important. It is work that directly involves money, so you see the results of your actions immediately. Our department makes a tangible impact on the company's success — the quality of our work drives profits.
How did you get into gaming and Burny Games?
I do not play games all the time, but I enjoy mobile games — block puzzles especially. Hexa Sort was a recent favorite. It's a real honor to be part of the industry that creates these experiences.
When I first got into gamedev, I practically had to relearn my whole approach to traffic – new channels, optimization strategies, everything. It changes the way you look at the market. As someone focused on driving the company's success and profitability, it is crucial to have a clear direction and big goals. When I saw the Burny Games opening, it clicked: a small but ambitious project where I could really make my mark.
After meeting with COO Igor and CEO Anatolii, I immediately realized that they were the people I wanted to move forward with. It was a 100% match.
I was drawn to the team's focus on quality, their ambition, the friendly atmosphere, and how everyone treats each other with respect. A year and a half into my time at Burny Games, and it still feels like a perfect fit. We hang out outside of work, chat all the time, and I really appreciate the supportive management style.
How much has your field changed since you started your career?
The market is incredibly dynamic now. Seven years ago, we could move at a steady pace. Today, we have to run twice as fast just to stay competitive, and even faster to pull ahead. New genres, competitors, and technologies like AI are constantly disrupting the landscape. The industry is evolving rapidly, and those who do not keep up will be left behind.
We are focused on harnessing the power of AI in our work. The pool of traffic sources has also evolved significantly. New channels like TikTok have exploded onto the scene and now claim a huge market share. Plus, the list of 'incentivized traffic sources' is booming — a recent trend that offers great potential for high-quality results.
What's your proudest achievement?
When I joined Burny Games, I didn't have the specific experience that was required for this role in the gaming industry. That makes it even more rewarding to look at what I have achieved in a short time:
Team Building Triumph: I built a full marketing team from the ground up in under a year and a half. We are a tight-knit group with a positive atmosphere and strong professional bonds. I am incredibly proud of what we have created.
10x Marketing Growth: Our marketing department has driven a 10x increase in revenue. We are matching the traffic volume of major industry players!
Scaling Success: We have expanded our traffic sources and scaled several from scratch to major contributors.
Exceeding the Norm: Few young studios achieve this level of success this quickly. I am incredibly proud to see us hitting our stride after less than two years – and we are only getting started!
Seeing the massive growth, the results, and the transformation from x1 to x10 - that's what drives me.
What drives you to progress and develop in your profession?
My grandfather, a commercial director with 50 years of experience, showed me that leadership principles translate across industries. Talking to him, I realized the challenges faced by a factory manager often mirror those of CEOs, even in game development. His example inspires me. I want to build a similar legacy for my kids, contributing to incredible Ukrainian products and leaving a lasting impact.
What changes would you like to see in the UA direction?
I want to see a more competitive market for traffic sources. Right now, there is a troubling trend of monopolies buying out competitors and getting even stronger. This makes it extremely difficult for smaller, innovative sources to compete. We need more platforms that prioritize user value and their own development, like TikTok did. They should be able to become powerful traffic channels without the risk of being swallowed up by the giants.
How do you see the situation in the Ukrainian gamedev industry?
The trend of Ukrainian game development studios gaining autonomy is exciting. Teams with local talent and investment are emerging, positioning themselves as full-fledged Ukrainian companies, not just outsourcing outfits. However, finding experienced senior-level talent in our market can be a challenge. Many skilled professionals come from outside gamedev, but they are quick to adapt, gain the necessary experience, and deliver excellent results. In fact, our UA team boasts a wealth of professional experience — you guessed it, not in gamedev originally. We have learned everything on the job, proving that a lack of game-specific background should not be a barrier. A collective desire to propel the Ukrainian gamedev industry forward will facilitate its growth and success for all companies involved.
How has the war changed the way you work?
Full-scale war has introduced new challenges, especially with remote work. To maintain a healthy team atmosphere and tackle those challenges, I prioritize empathy — and I seek that in my colleagues as well. I am mindful of the team's mood and strive for a balance between work discussions and informal chats about shared interests. Our daily syncs are about connection as much as tasks — we share how we are doing, not just what we are working on. This resonates deeply with the team, and it has given me insight into how to manage, support, and motivate them better.
Even in difficult times, we maintain positivity and productivity. During a particularly tense period, we extended a meeting for some casual conversation. It made a world of difference in morale and work output! The team expressed how much it lifted their spirits during an otherwise anxious time. This approach directly translates into better work outcomes too.
Advice for future UA professionals:
Do not be afraid to interview and explore areas outside your current experience. No course can fully prepare you for the complexities of UA. Strategies vary across companies and products. Be willing to start at a junior level and prioritize gaining experience — that is the path to true expertise.