Parameterizing landing pages for Pley. Every fix waited on an engineering build. I turned the page's behavior into parameters carried in the campaign link, so marketing could reshape it themselves.

The problem was conversion. Pley made any Unity game playable in the browser, no download, no install. Ported mobile games loaded too slowly for the instant-play expectation of an ad click, and every fix was a guess. Testing those guesses was expensive and serial. We could try one idea, read the result, then try the next, while marketing teams waited on engineering and game-dev builds for each variant. Build dependency was what killed launches. A team that had to wait a week to change one thing stopped launching.

What I built. I turned the landing page behavior into parameters. Autoplay, sign-up before play, account linking prompts, loading behind a trailer, each became a toggle carried in the link itself. I designed the analytics structure behind it so the results were readable in the tools marketing already used.

The method was mapping the web workflow onto the mobile one they already knew. Nothing had to be learned from scratch. A marketer could open the console, toggle the behavior for a campaign, copy the link, and paste it into Meta. Conversion events landed where they already looked for them. After a few campaigns most stopped opening the console at all.

The point is what this removed. Marketing could reshape a landing site's behavior without involving engineering or the game developers. One campaign targeting existing mobile players prompted account linking first. Another targeting new users started the game immediately. Same product, different behavior, no build.

The outcome. We did not have clean before-and-after conversion figures for every customer. The result that mattered was the bar we were measured against. Web conversion had to reach parity with mobile, or studios would give up. It did, and they kept launching. Phoenix Games moved from not knowing how to use web to running regular web campaigns, exporting results into their own tools, with reporting flowing to the publisher too. A channel that did not exist for them became one they operated themselves.