HomeCrypto GamingRovio's Luis de los angeles Camara Interview | Pocket Gamer.biz


Fresh years have proven an enormous shift in how we play our video games and with the accessibility of cellular and a rising catalogue of free-to-play titles it is very important see how the business has modified thus far and the place it may well be heading someday.

We spoke to Rovio’s Luis de los angeles Camara concerning the adjustments within the video games business over the past 16 years and what’s in retailer for the way forward for cellular gaming.


At first, are you able to please introduce your self and in short provide an explanation for your position inside your corporate?

My identify is Luis de los angeles Camara and I’m the VP of Advertising at Rovio. I lead a staff of 60 entrepreneurs taken with rising our video games trade, overlaying spaces akin to Product Advertising, Person Acquisition, Group, UX Analysis, Participant Enhance, Platform Partnerships and Advertising Ingenious.

What would you assert has been the largest trade within the business because you entered into it?

I joined the video games business in 2006 beginning off in console gaming after which joined cellular free-to-play in 2013 so a ton has modified over those 16 years.

What has remained true all over the years is that that specialize in construction the most productive product in your target market is an important a part of any technique.

I’d say the largest adjustments I’ve witnessed in my occupation are the brand new trade fashions that seemed, basically cellular free-to-play, which now makes over part of the video games business’s income and this new fresh style of play&earn. This has supposed that I’ve needed to adapt my advertising and marketing method through the years, the place in console it used to be very hype construction via PR to now a lot more data-driven efficiency advertising and marketing.

Did you spot the abovementioned trade coming? If now not, how did you adapt to it?

Once I took my first process as an intern at EA I by no means would have imagined that video games as a carrier and free-to-play fashions would develop into the main trade style within the business. If truth be told, after I left college I selected to concentrate on advertising and marketing reasonably than finance or accounting as a result of I assumed it might be extra ingenious and not more mathematical.

So little did I do know on the time that advertising and marketing used to be going to develop into so numbers pushed, however as any excellent skilled you simply wish to adapt and proceed to be informed. The most productive factor about this business is that there’s by no means a humdrum day, and what labored smartly the previous day does now not imply it’s going to paintings nowadays or the next day. There may be really no precise method for launching a a hit scalable product.

Pondering again during the last couple of years, what’s the largest hurdle you might have confronted?

The most important hurdle is in reality what I simply discussed. Simply because you have got been a hit with one product doesn’t suggest you’re going to be at the subsequent one, and even at the identical sport you could be discovering nice efficiency on your campaigns after which the efficiency drops and it is a battle to get it again to the place it used to be, and vice versa.

That is why you wish to have to construct resilient groups which are naturally curious and need to continuously problem the established order.


I need to paintings with other people who’re hungry to check out new issues, who’re collaborative, experience their paintings, care about our gamers and feature a product targeted mindset.

Many app/sport builders have moved clear of in-app purchases in favour of subscription fashions. How do you are feeling concerning the present state of monetisation within the business?

Whilst I feel some subscription fashions can paintings, I nonetheless really feel that for the following couple of years microtransactions and incentivised commercials are going to proceed to be the principle motive force of income for cellular video games.

On the finish of the day cellular free-to-play gives this sort of wealth of loose and amusing content material that I think it is arduous to discover a higher style. I feel what we will have to attempt to work out is how we will convert extra non-spending gamers into spending gamers, and contours like season passes have proven some traction in convincing extra gamers to spend cash in free-to-play video games.

Additionally I imagine that as our video games on this house recuperate, extra polished and ship extra content material, gamers shall be keen to spend more cash in those video games.

The place do you assume the cellular gaming business is headed in the following couple of years?

I feel there shall be a couple of key tendencies in cellular gaming over the approaching years, some which we’re already seeing.

Initially, video games which have been round for a number of years and feature proven stable DAU and income will develop even additional as firms scale up the sport groups round them.

A 2nd pattern shall be extra console-like reviews which we’ve noticed already with the likes of Name of Accountability Cell or Genshin Affect, and this may carry extra console first avid gamers into cellular free-to-play in addition to carry extra cross-platform reviews. Additionally, like every mature marketplace we will be able to proceed to look large consolidation, and I would not be stunned if ten years from now the business is basically made up of a handful of huge firms.

One remaining pattern that I’m curious to look at spread is that if there shall be a hybridization of the free-to-play style with the play&earn style, and if this may ever develop into mainstream.

Applied sciences like AR and location-awareness are changing into more and more mainstream. Which, if any, generation excites you maximum?

I’d say the generation that excites me probably the most is in reality go platform play paired with cloud gaming. So It’s not that i am regarding Stadia or the rest like that, however extra that someday it is possible for you to to play top of the range video games throughout a number of units with little to no friction.


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