We want to take this opportunity to share more about how the UA team is structured and why now is a great time to join the team.

A look behind the scenes: How UA works at SayGames

Unlike most companies in the industry, SayGames doesn’t strictly split teams by project. “Imagine managing 160 projects at the same time — you’ll see why that would be total chaos,” comments Lena Gerasimchik, Head of UA Mintegral and TikTok. Instead, the team is organized by markeing channels, with responsibilities split among three heads.

Two of the heads — Lena Gerasimchik and Nastassia Batura — focus on user acquisition. Each manages their own UA channels, builds expertise in their area, and develops strategies to drive traffic. The third head, Anastasiya Krestsinina, leads the production team, which is responsible not only for creatives but also for guiding projects strategically from early tests to global launches. In essence, the producers help bring products from first experiments to the worldwide market.

Lena explains: “This structure allows us to cover all key tasks: quickly testing hypotheses, scaling traffic, and at the same time ensuring strategic product development. We operate as a single organism: acquisition and production teams constantly exchange insights and move projects forward together.”

The UA team has access to powerful internal tools that automate the repetitive parts of campaign management, so managers can stay focused on analytics and growth. The stack includes both marketing analytics and a separate in-game analytics system, giving a complete picture of performance — from campaign efficiency to player behavior and monetization dynamics. This allows UA managers to make decisions not on guesswork, but on clear, connected data.

For creatives, SayGames has a dedicated system that tracks performance and supports structured testing. Uploading and configuring creatives is fully automated for each ad network, with all platform-specific requirements handled by the system.

Campaign management is powered by an internal optimization engine, which dynamically adjusts bids, targets, and even budgets on some networks. The system operates independently, sending notifications to UA managers only if something requires their attention.

This setup means UA managers at SayGames spend less time on manual routines and more time working closely with analytics: formulating hypotheses, testing them, and scaling what works. It’s a role for those who want to dive deep into numbers, find insights, and turn them into strategy that drives products forward.

Team-building: when well-being matters

UA work is very fast-paced and can be stressful:  user acquisition runs continuously, and specialists can feel the weight of responsibility for any potential mistakes. There’s always pressure in this field — results, deadlines, rapid tests, and metric comparisons.

The training on feedback and supportive communication was particularly valuable for addressing anxiety and burnout. Lena shares: “We discussed how anxiety affects work and how to stay calm in stressful environments while supporting each other. It’s crucial to listen to each other, manage your own energy wisely, and maintain accountability — without shifting responsibility onto others.”

“I manage the pace by setting clear priorities and stopping when I feel burnout coming on. I’ve created ‘reset rituals’: hobbies, walks, and time offline. I remind myself that mistakes are part of the process, not catastrophes. Approaching work calmly reduces anxiety. The training gave us excellent recovery tools,” Lena adds. 

The rafting trip on the Rawka River the following day allowed the team to interact outside of their work roles. Four hours on the water, communication in new circumstances, and an evening together at a trout farm brought everyone closer and built trust, which then strengthens workplace collaboration.

“Usually, we meet once a year. This time, combining training with an offsite was very powerful: skill development on one hand, and team energy and emotional refreshment on the other,” says Lena.

Team growth and values

The department is expanding and restructuring: there’s rotation within teams, and new specialists are needed — open positions suit professionals at different seniority levels.

Candidates are valued for both hard and soft skills, as well as proactivity. It’s important to do some research on SayGames and understand the company's direction. Interviews assess experience, campaign flow, and technical knowledge, like retargeting, optimization, and working with various sources. Lena explains: “We look not only at expertise in acquisition or analytics but also at personal qualities: curiosity, flexibility, willingness to learn, and taking responsibility. UA moves too fast to rely solely on past cases — adaptability and problem-solving matter more.”

“We want proactive and driven people who can see opportunities behind the numbers and aren’t afraid to test bold hypotheses. At the same time, we value execution — finishing what you start, disciplined work, and attention to detail. The ideal candidate combines creativity and curiosity with reliability and responsibility,” Lena adds.

New team members are encouraged to be proactive from day one: ask questions, suggest ideas — even if they seem simple or bold. Curiosity, experimentation, and asking for help are core team values.

Another key value is honesty: “We openly discuss successes and failures. Analytics are transparent, results are shared truthfully, and we’re not afraid to talk about what didn’t work. This builds trust and an environment where you can take risks, try new things, and learn from experience. Humor helps too — it eases tension even in difficult moments.”

Why now is a great time to join UA at SayGames

What makes SayGames an attractive workplace for a UA specialist? “We have fast decision-making, large-scale experiments, and a real impact on results. UA is a strategic driver of company growth, not just a support function. It’s a great opportunity to build expertise with massive data in a competitive environment,” Lena says.

The company also focuses on employee comfort: flexible schedules, remote work as an option, health insurance, and relocation support if needed. This lets the team concentrate on what matters most — work and growth. “I’ve been here almost six years. With my personality, I wouldn’t last in a company without freedom or respect for people,” Lena smiles.

Anastasiya Krestsinina adds: “I see three main things that really matter: having stable work where you’re truly seen and heard, not just a cog in the machine but a valued individual; having challenging and interesting tasks that you can dive into completely, which give you the most meaningful opportunity to grow and develop; and the possibility to actually make friends — no joke! Our team has people who have genuinely bonded over time, worked together for years, travel together, and spend free time together. This also brings real benefits at work — you understand each other better, support each other, and step in when needed. We spend most of our lives at work, so surrounding yourself with great, enjoyable people feels really important.”

Now is an exciting time to join UA, as the company is at an interesting point of growth. “The market is changing fast, and right now we have the chance to set up new processes and approaches that will define results for years. Joining now means being part of the team that charts the course, not just follows it,” Lena concludes.