Zoriana Omelchuk

Head of Marketing, CAS.AI — User Acquisition, ASO & Mobile Growth

“12 years of mobile marketing. Scaling games from zero to millions.”

About

Zoriana Omelchuk is the Head of Marketing at CAS.AI, where she leads user acquisition, paid traffic strategy, and growth marketing for a portfolio of 200+ published mobile games. With 12 years of experience in mobile marketing, Zoriana has managed multi-million dollar UA budgets across Meta, Google, TikTok, Apple Search Ads, and all major ad networks.

Her core expertise spans paid user acquisition, ASO (App Store Optimization), creative strategy for mobile ads, and ROAS optimization. At CAS.AI, Zoriana oversees the company’s $1M+/month UA investment, working directly with partner studios to identify winning creatives, optimize funnels, and scale profitable campaigns into Tier-1 markets.

Zoriana is a recognized voice in the mobile marketing community. She has contributed to industry discussions at conferences and roundtables, including a recent expert panel on ASO and UA integration in 2025 — exploring how paid traffic and organic optimization must work as a unified growth system rather than separate disciplines.

Her data-driven approach combines A/B testing at scale with deep understanding of ad creative performance, audience segmentation, and cross-platform attribution. Zoriana advocates for treating UA and monetization as two sides of the same coin — a philosophy embedded in CAS.AI’s publishing methodology.

Areas of Expertise

User Acquisition (Paid & Organic) App Store Optimization (ASO) Creative Strategy & A/B Testing ROAS & LTV Optimization Mobile Growth Marketing Cross-Platform Attribution (SKAN, MMP) UA Budget Management & Scaling Market Localization

Speaking & Events

Q5 in Game Development: Why CPI Increases and ROAS Drops CAS.AI Channel — 2026
ASO Meets UA in 2026 — Expert Panel CAS.AI Blog — 2026
Scaling 100+ Mobile Games: How PSV Game Studio Uses Tenjin Tenjin ROI 101 Podcast — 2025

Articles by Zoriana Omelchuk

Illustration of a magnet attracting currency icons, symbolizing user acquisition and app monetization alignment.

AdTech & Monetization

Bridging UA and Monetization

If you are running user acquisition and only checking IAP numbers, you are leaving a pile of money on the table. For games that mix ads and in-app purchases, watching just IAP RoAS is like trying to drive with one eye shut. The campaigns that seem like flops at first glance? Those are often the ones quietly pulling in ad revenue once you look at the full picture. The real problem is when UA and monetization teams are each stuck in their own corner, not sharing what they know. Once you start tracking ad revenue down to each user, everyone finally gets on the same page. Every rewarded video and interstitial can be traced back to its source, so both teams see the whole story: ARPU, LTV, RoAS, all together. Get everyone looking at the same numbers and watch your campaigns start to shine. Stop cutting off your best performers by mistake. Feed impression-level ad revenue into your bidding, dig up those hidden winners, and finally see the real results you have been after.

September 20, 2026 19 min read

Technical diagram showing the CAS.AI SDK architecture integrating hybrid monetization, real-time bidding, and ad mediation layers.

AdTech & Monetization

Creative at the Speed of AI

By Q3 2026, AI-generated creative isn’t an experiment; it’s the default production method for most UA teams. But that shift created a new bottleneck: not making variants, but deciding what to do with them. Ad accounts that once ran 5-8 creatives now cycle through 30-50, and no human reviewer can keep up with that volume. Studios are pulling ahead, automating not just generation but the decision layer. Their systems flag CTR decay, frequency saturation, and CPM drift before dashboards catch up, then automatically rotate and regenerate creatives. Most teams optimize for install volume because it’s easy to track, but it’s the wrong metric. A creative can win on CPI and still fail on retention and revenue. The real gap is whether studios connect creative performance to downstream monetization, not just installs. Mediation-layer transparency becomes a creative-testing tool, not just a finance metric.

September 1, 2026 15 min read

An abstract digital illustration showing mobile ad tracking identifiers like IDFA and GAID transitioning into secure, aggregated data privacy frameworks like SKAN and Privacy Sandbox.

AdTech & Monetization

Marketing in the Privacy Era: Measuring UA Performance Without IDFA

Measuring UA Without IDFA: What Actually Works in 2026 Deterministic tracking is gone. Most UA teams still act as if nothing has changed. IDFA and GAID let marketers pretend they had precision. Last-click attribution just let platforms take credit for organic users. Privacy rules didn't ruin mobile marketing. They showed how shaky it was all along. Here’s what actually works: SKAdNetwork, Marketing Mix Modeling, incrementality testing, and contextual cohort targeting. Use all four if you want to keep your growth team profitable. Privacy-first programmatic mediation keeps eCPM high without device IDs. Blended CPI is the only KPI that gives you the real picture. If you’re still hoping user-level tracking will return, stop waiting. Here’s what to do instead. Read the full guide

July 9, 2026 19 min read

Graphic illustrating a conceptual framework for Beyond Gaming Marketing and Ad Monetization, featuring 3D icons that represent the interplay between user acquisition and revenue generation.

AdTech & Monetization

Beyond Gaming: How Non-Gaming Apps Are Rewriting the Mobile Monetization Playbook

Non-gaming apps are set to out-earn games in 2025: $85.6 billion versus $81.8 billion. But if you’re leaving most users unmonetized, the headline is irrelevant. Most non-gaming apps blow it in three main ways: They obsess over subscriptions, which only convert 2-5% of users; run lazy, single-format ad stacks; and cling to the myth that better monetization ruins the user experience. It doesn’t. Combine ads and subscriptions. Watch lifetime value jump over 50%. Users who hit rewarded video are 4.5 times more likely to pay. Clearly, the formats work. Hybrid models work. The blueprint is already out there. Gaming has already paid the price to figure this out. Skip the mistakes: start adopting hybrid monetization strategies now to close the gap.

June 15, 2026 15 min read

App Store Optimization (ASO) strategy guide for mobile apps

AdTech & Monetization Case Study

ASO in 2026: How to Make Sure Users Can Actually Find Your App Page

ASO isn’t a launch-day checkbox. It’s a feedback loop. If you skip the update cycle, your rankings slip and competitors pass you. This checklist cuts through the noise and shows what actually drives organic installs in 2026: build separate keyword structures for iOS and Android (copy-pasting is lazy and costs you installs), rebuild your semantic core every 2-4 weeks, and run visual tests that isolate a single variable so your data is actionable. You’ll get the real rules: why the first three screenshots on iOS make or break your conversion, how literal translation kills your numbers in new markets, and the only four A/B tests that matter when you start: icon style, hero screenshot message, color themes, and video vs. static. The 2026 AI stack is here: keyword tracking, competitor moves, creative testing, and review monitoring so you’re not stuck in spreadsheets. Five mistakes still tank rankings, even if your keywords look perfect.

December 12, 2025 11 min read

Epic Sniper Upgrade — Boost Retention, Increase Flow, Elevate Player Value

Mobile Game Growth

Epic Sniper Upgrade: Boost Retention, Flow, and Player Value

Learn how FTUE improvements, better weapon balance, and smoother onboarding can raise mobile sniper shooter retention, boost D1/D7 results, and increase player value without a full rebuild.

November 7, 2025 5 min read

Kids mobile games design: variety mini-games, simple UX, and smart monetization

Mobile Game Growth

Make Kids’ Mobile Games They Love to Play: Variety, UX & Monetization

Practical guide to kids mobile games design and monetization — how variety, simple UX, and short sessions help boost engagement and build sustainable revenue for children’s titles.

October 27, 2025 4 min read

Smiling developer testing a kids app on a tablet with a “Level Complete” screen—symbolizing growth in Kids Mobile Games

Mobile Game Growth

Kids Mobile Games 2026: How to Win Tough Developer Challenges

Kids Mobile Games in 2025 face opaque discovery and Similar Apps swings—this playbook shows how to grow a kids app with engagement-first design, kid-safe ad cadence, parent-clear ASO, and intent-led cross-promo.

October 15, 2025 5 min read

Hybrid monetization in mobile games — shop, ad, and VIP pass buttons on a phone screen

AdTech & Monetization

Hybrid Monetization in Mobile Games: A Practical Guide

Hybrid monetization in mobile games done right: formats, safe ad frequency, and Ads/IAP balance that lift ARPDAU without hurting retention.

October 9, 2025 4 min read

racing growth blueprint: blue car with BOOST text and upward chart showing higher D1/D7 retention, imp/DAU, and ARPDAU

Mobile Game Growth

Racing Growth Blueprint: 7 Proven Ways to Boost D1/D7 & ARPDAU

A practical post-launch blueprint for mobile racers: energize the run, make vehicles real progression, and tune economy to lift D1/D7, imp/DAU, and ARPDAU—no rebuild.

October 7, 2025 5 min read