Q&A with Rose
Rose has a multi-faceted background with early experience in retail and client-facing positions, prior to breaking into an industry she never imagined herself in — mobile games. She fell in love with marketing and quickly started shaping decisions around communication and monetization. After 6 years at Ludia, she is now the Marketing Manager, providing input and direction for several brands and licenses.
Read Rose’s blog: “Secrets to a Successful Soft Launch”
In your own words, tell us about the apps that you manage?
I work across multiple brands, with over 4 years of experience in Universal’s Jurassic Park/World brand. These games range from builders, RPGs, trivia, and our very first geolocation title, Jurassic World Alive.
How did you get started in mobile marketing?
Accidentally, to be honest. I came into Ludia for a data entry position; I was looking for it to be a temporary opportunity so that I could focus on writing. However, I grew my responsibilities with my marketing and communication experiences, slowly taking over LiveOps for some titles and managing User Acquisition for others.
What do you like most about mobile marketing?
You need to be fresh and always ready to innovate. This industry requires you to be at the forefront of news, technology and abreast of what your competition is doing. And despite a lot of competition, the industry is very open and loves to share their knowledge, helping everyone to be better at what they do.
What does it take to succeed in mobile marketing?
Managing expectations is super important. Everyone wants to have that hit game, but the truth is that most games fail for many different reasons. Managing expectations allows you to assess your resources and understand where to assign them to. Hiring the right people is equally as important!
What does a quality mobile user look like to you?
Players who are engaged early on in the experience and provide feedback are, in my opinion, the best quality you can get.
What strategies work best to convert installs into engaged users?
A really good first-time user experience (FTUE) is great at walking players through from installing to engaging in app long-term. It’s important to find that balance as it will vary from game genres.
In the past year, what is one tip you can share which made the biggest performance improvement?
We’ve recently started implementing Post-Install Events and we’re waiting to see results. Fingers crossed!
How do you stay ahead of changes in technology?
Reading and subscribing to online channels and making friends within the industry too!
What do you see as the next big thing in mobile marketing?
Playables — although they’re already pretty big, getting players to engage with your app before even downloading gives them a good idea of what to expect and in turn, finds quality users.
What advice can you offer to help marketers combat mobile ad fraud?
Get all the resources you can, be it through MMPs or directly with your ad partner. If you see something suspicious, don’t be afraid to speak up and mention it.