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Geeklab CEO and co-founder Jesse Lempiäinen is a key innovator in the games industry.
With a rich history at Rovio, he brings a unique perspective to game launches, emphasising the importance of understanding the target audience and advocating for a flexible, iterative development process.
His approach involves testing multiple versions to identify the most effective strategy, demonstrating the impact of even minor tweaks on overall success. Lempiäinen’s methods and insights are particularly valuable for anyone seeking fresh, effective strategies in game development and marketing.
In his talk at Pocket Gamer Connects Helsinki (October 1st and 2nd), entitled Mastering Game Marketing in the era of Data Privacy, Lempiäinen will explore effective strategies for identifying your core players and optimising your marketing efforts.
Ahead of the session, we asked Lempiäinen for more details about his talk and his thoughts on industry trends.
PocketGamer.biz: Please give us a summary of what you’re speaking about and why it’s important.
Jesse Lempiäinen: In my upcoming keynote presentation, titled ‘Mastering Game Marketing in the Era of Data Privacy’, I will explore the transformative shifts in mobile marketing necessitated by increasing privacy regulations and user data awareness.
We’ll delve into why transitioning from user-level to creative-level data solutions is not just innovative but essential for the future of marketing in the gaming industry. By presenting a real-life case study on creative-level dashboards on iOS and discussing the benefits of web-based attribution, I aim to illuminate how these tools enable swift, privacy-friendly decision-making.
This approach allows marketers to maintain robust analytics and attribution without compromising on user privacy, addressing both current challenges and future opportunities. This presentation is crucial for mobile game developers and marketers seeking to navigate and thrive in a landscape where data privacy is paramount.
Where are the next big opportunities in the mobile games market?
The next big opportunities in the mobile games market lie in harnessing creative-level data to enhance user engagement and retention. As privacy regulations evolve, there’s a growing need for marketing strategies that respect user privacy while effectively reaching target audiences.
Utilising real-time, creative-level dashboards allows for more precise and immediate decision-making. Additionally, as the industry navigates the challenges of data privacy, there is significant potential in developing new, privacy-friendly standards that align with both industry needs and regulatory frameworks.
What’s the most important key performance indicator (KPI) for you – and why?
In marketing, our primary KPI is the product of IPM (Installs per Mille) and Day One retention. This metric effectively encapsulates both the efficiency of our marketing efforts—such as click-through rates and app store conversions—and provides early indicators of user quality.
More specifically, it assesses whether we’re accurately representing our product’s value proposition. Attracting users is feasible with various acquisition strategies, but achieving a high number of cost-effective installs alongside strong Day One retention suggests that users have a clear understanding of what to expect from our product, confirming we are aligning well with their expectations.
What is your biggest aspiration/goal in mobile gaming?
Personally and as a company, we are fascinated by the creativity that resides within us. Our foremost aspiration is to develop a platform that not only allows every creation to find its audience but also enables each work to be fine-tuned for its specific viewership.
We believe every creation has an audience, whether large or small. Our mission is to bridge these connections, thereby fueling creativity worldwide.
What is the single biggest challenge facing the mobile games industry today?
The most significant challenge currently facing the mobile games industry is navigating the complexities of privacy regulations. While these regulations are well-intentioned, aiming to protect user privacy, they often fall short of adding value to the industry or its users and can even yield unintended negative consequences.
These privacy rules have acted as a catalyst, propelling us to the current state of uncertainty, which complicates the development of new, privacy-friendly standards within the industry.
Additionally, the dominance of the duopoly, particularly driven by Apple’s policies, presents a constant challenge. The industry frequently finds itself in conflict with these policies, struggling to adapt to rules that can seem both restrictive and unpredictably enforced.
What do you enjoy most about working in the mobile games industry?
What I enjoy most about working in the mobile games industry is genuinely the people. They are incredibly supportive. Recently, I needed to reschedule a meeting due to the loss of a furry family member.
Knowing the compassionate nature of our industry, I was confident in asking for this change. True to form, the response was deeply empathetic and understanding.
It’s moments like these that really highlight the great human spirit within this industry—people here aren’t just colleagues; they often extend the kind of support and understanding you’d expect from friends.
What’s the best piece of advice you’ve ever received that you can pass on to others?
“Don’t ask for my permission; rather, ask for forgiveness.” — My first boss at Rovio, an absolute legend.
