Host Brian Altman will be talking to marketers from gaming apps about strategies, best practices, and industry trends for running campaigns across different regions of the world. Competition has never been more intense - so how are marketers getting ahead? Welcome to Apptivate’s newest segment on marketing mobile games. Worldwide consumer spending is well into the billions, downloads are reaching record levels, and the time spent in-app has increased. The growth and revenue potential of the mobile gaming space continues to explode. It’s not only something beautiful.”Mentioned in this Episode: Claire Rozain’s LinkedIn Rovio Puzzle Society Claire is also the founder and a board member of the Puzzle Society in Helsinki, Finland. Questions Claire Answered in this Episode: What do you think are some things that are really important to consider when building out creatives for your user base? What is the best method for an advertiser to collect feedback on their creatives? Do you organize focus groups internally or do you use a third party to build out focus groups? What is the structure of your team that builds out creatives and the functions of each group? From a creative standpoint, what’s something mobile marketers in the gaming industry should be doing more of in your opinion? What’s an example of creative ads that are inclusive or not inclusive? How do you measure that your ads are addressing this idea of inclusivity? What makes an accessible creative and what should marketers consider? What is the Puzzle Society? Timestamp: 1:24 Claire’s background 5:15 How Rovio studies its users 8:48 Focus groups 9:58 Rovio team structure 12:00 We need more accessible, diverse, inclusive, responsible creative 16:55 Tracking how inclusive your ads are 20:00 Accessibility in mobile ads 24:21 Puzzle Society Quotes: (13:10-13:14) “It’s important to keep in mind that marketing needs to be done in a responsible way.” (21:43-21:55) “Design was made to involve everyone in society and to make everyone capable at the end of the day. Rovio is a Finnish game developer famous for its game, Angry Birds. She says marketing isn’t just about click-through rates – marketers have a responsibility to consumers and society. But how do you learn about your users? How do you include everyone and ensure your ads are accessible, responsible, and diverse? Claire Rozain, a UA lead of Rovio, joins the podcast to dive deeper into this topic.

When marketers think about designing creatives for their mobile games, they usually have their users in mind.

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