eQuoo: Growing a Mobile Mental Health Game

Scaling a Startup: eQuoo, The Mobile Mental Health Game


Establish the eQuoo brand, identify good execution channels and optimise customer acquisition with a focus on reducing CPA and increasing LTV.

cropped equoogame 1
eQuoo is a mental health game available on iOS and Android. Founded by Silja Litvin, the evidence-based game improves the mental health and ’emotional-fitness’ of its players as you progress through the game. Each level in the RPG game presents a different skill set to learn and practices in multiple choice-based gameplay. The app focuses on a younger audience but is also organically engaged by other demographics.
Silja Litvin Founder of eQuoo
eQuoo has multiple claims to games including graduating from Techstars Berlin, being a runnerup at Pitch@Palace and more.


  • Identify which marketing channel results in the highest volume of high-quality users
  • Build a ‘growth machine’ that acquires users predictably, repeatably and scalably
  • Increase the volume of people making purchases in the game


Daniel worked with Silja as an interim CMO to assist with all areas of customer acquisition. Focusing first on the fundamentals including customer persona research, Jobs to be Done modelling and growth experimentation process set up. This included:
  • Development of brand messaging
  • Website development
  • App Store Optimisation
  • Significant Paid Acquisition with a focus on Instagram and Google App CampaignseQuoo, the Emotional Fitness App

The Results

Over the course of working with eQuoo we:

  • Built the first stage of the brand
  • Developed the website
  • Acquired over 12,000 Downloads

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