Building Human Connection Through Mobile Puzzle Games

Episode #18 of the Mass Appeal podcast

In this episode of the Mass Appeal podcast, Anastasia Zaiceva, Chief Communications Manager at ZiMAD, shares how the mobile game developer uses branding to foster emotional connections through casual games like jigsaw puzzles.

Anastasia explains how ZiMad focuses on more than just entertainment, incorporating meaningful content and community-building strategies that resonate deeply with users. From this episode, you will learn how something as simple as a puzzle game can spark love stories, enhance cognitive function, and even contribute to real-world causes like wildlife preservation.

What’s the Topic?

Don’t miss out on learning how to create lasting player engagement through added value. Tune in to discover:

• Why communications needs to be a key focus for a mobile game studio
• What are the unique challenges of evoking emotion in mobile games?
• How does ZiMAD separate branding efforts from traditional user acquisition?
• What recent initiatives has Anastasia been passionate about in the communications space?

What to Listen Out for

• 6:21 Anastasia’s background in mobile gaming
• 13:50 About ZiMAD
• 15:58 Communications vs user acquisition
• 17:50 Building community around games
• 21:48 Puzzle packs and love stories
• 28:30 In-game features that connect people

Quote

“Games are not just about entertainment. They help develop skills like strategic thinking, decision-making, and responsibility. In our jigsaw puzzle game, we go beyond gameplay to create emotional experiences through user-driven content and real-world impact.”

– Anastasia Zaiceva, Chief Communications Manager at ZiMAD