Why monetization and marketing need to work closer together

Traditionally, ad monetization and user acquisition have been run by discrete teams at most major game companies. Theoretically, this makes sense. The two teams have different remits and will work to fulfil different KPIs. One team will operate in the internal world of the game, while the other will focus on the outside world, bringing new users from the ‘market’ into the game. But true game growth is a loop not a funnel, and savvy game companies are gradually uniting these two areas of their business, especially as ad monetization becomes an increasingly important revenue stream.

So why are smart gaming companies merging their monetization and marketing teams?