CatMine SMP
How game communities react to new content, live events, rewards, and player-facing updates.
Game Growth Portfolio
Lương Tuấn Anh
I help games attract the right players and turn attention into long-term engagement.
I connect ad ideas, player motivation, and campaign data into clear growth decisions. My work sits where creative testing meets product understanding: finding the angle, reading the signal, then turning it into the next experiment.
Game UAPerformance MarketingCreative ExperimentsPlayer InsightGrowth ReportingLaunch Execution
Selected outcomes
Results from projects I led.
About me
Marketing roots. Project-built instincts.
I started in marketing, then learned the most through real projects where growth decisions affected users, revenue, and product direction.
CatMine SMP taught me to read player behavior. Quỷ Chiến brought me closer to paid ads, creative hooks, and acquisition cost. LinkLove helped me connect acquisition with product flow and activation.
Learned by doing
Quỷ Chiến
How creative angles, ad hooks, visuals, and customer feedback affect paid acquisition performance.
I like understanding why users click, ignore, convert, or return — then deciding what to try next.
What I work on
- User Acquisition & Performance Marketing
- Campaign planning, paid ads optimization, creative testing, funnel analysis, conversion improvement, performance metric optimization.
- Game Growth & User Behavior
- Player behavior analysis, retention loops, live operations, game economy, monetization design, offer positioning, community growth.
- Creative & Product Marketing
- Ad hooks, copywriting, selling-point development, product positioning, user journey improvement, gameplay-to-marketing angle translation.
- Research & Analytics
- Market research, competitor analysis, customer insight, Google Sheets, Excel, performance reporting, data-driven decision making.
- Stakeholder & Execution
- B2B partner communication, cross-functional coordination, project ownership, time management, fast learning, new tool adoption.
Featured case study
CATMINE SMP
Minecraft server growth & live operations.
A multiplayer server project where I handled live updates, player engagement, monetization systems, community growth, and backend workflows.
- Role
- Founder
- Timeline
- Jan 2026 – Present
- Type
- Multiplayer game server, community, live operation
- Registered players
- 40,000+
- Peak concurrent players
- 250
- Discord members
- 2,000+
Inside the server View full size
The Discord community View full size
TikTok reach & engagement View full sizeMy role
Launches & live events
Planned season launches, live events, and player-facing updates.
Progression & game economy
Designed reward systems, progression loops, ranks, crates, currencies, and limited-time content.
Community & communication
Managed community announcements, player feedback, and update communication.
Operations & support
Built support workflows for payment tracking, player data, and operations automation.
Game growth loop
- Update / Event
- Announcement
- Player Return
- Reward
- Engagement
- Purchase / Retention
Growth doesn’t end at acquisition.
This project helped me understand why players return, what keeps them engaged, and which product signals attract higher-quality users.
- Players return when updates create timing, novelty, rewards, and community momentum.
- Offers work best when they feel valuable, fair, and connected to player motivation.
- Game growth depends on the loop between content, communication, engagement, and retention.
Featured case study
QUỶ CHIẾN
Board game creative & ads performance.
A strategy board game project where I translated gameplay appeal into marketable creative ideas, tested them through paid ads, and improved campaign performance from user response and conversion data.
Role: Creative & Ads Performance Operator
Timeline: Oct 2025 - Present
Type: Strategy board game, paid ads, creative testing
43,000 VND
Average acquisition cost per order
~7.9x
Revenue return on ad spend
~4%
Click-to-purchase conversion
~2,500 VND
Average cost per click
My role
- Developed ad hooks, visuals, copywriting, and creative angles.
- Tested selling points around gameplay, competition, curiosity, and value.
- Optimized ads using audience response, cost, engagement quality, and purchase conversion.
- Improved product presentation and campaign messaging from customer feedback.
Creative testing framework
Strategy & competition
Attract players who enjoy tactical decision-making.
Click quality, comments, purchase intent
Character / theme appeal
Build curiosity around the game world and identity.
Engagement quality, interest level
Social board game experience
Position the product as a group activity.
Shares, messages, buyer questions
Product value
Show what buyers get and why it is worth buying.
Conversion rate, purchase objections
Conversion path
ImpressionClickProduct InterestPurchase
What this proves for UA: I can connect creative angles, user motivation, product clarity, and performance metrics to acquire customers efficiently.
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I turn messy campaign signals into creative tests, player insights, and decisions a growth team can actually use.