Join us as Liftoff, a leading mobile advertising company, presents a series of discussions with inspiring women from the mobile gaming industry. Our spotlight today is on Miaomiao Li, the Performance Marketing Manager at Rovio.
Surrounded by a collection of Pokémon merchandise and gaming memorabilia, Miaomiao Li’s passion for virtual worlds is evident. As a Performance Marketing Manager at Rovio, the creator of the iconic Angry Birds franchise, Li has found her niche after transitioning from a background in accounting and auditing.
Transforming from accounting to mobile marketing expert
Moving from the world of accounting to mobile marketing presented challenges for Miaomiao Li, who quickly adapted to the dynamic field. With her accounting background providing a strong foundation in data analysis, Li delved into the complexities of mobile marketing from scratch. Her journey from trainee to Performance Marketing Manager at Rovio is a testament to her dedication and rapid learning curve.
Currently focusing on attracting new users to the immensely popular Angry Birds 2, Li’s goal is to sustain the franchise’s success by engaging dedicated players with high lifetime value. Despite the success of Angry Birds 2, Li emphasizes the importance of continuously attracting quality users to ensure the game’s sustainability in the long run.
Navigating privacy challenges in user acquisition
With evolving privacy policies like Apple’s ATT and Google’s Privacy Sandbox impacting user acquisition strategies, Li faces uphill battles in acquiring high-value users. Trust built over years of success with Angry Birds 2 has positioned Rovio’s user base favorably amid changing data privacy landscapes. While challenges persist, Li remains proactive in exploring innovative solutions to optimize user acquisition strategies in compliance with new privacy standards.
Addressing the challenges of launching new mobile games
As the mobile gaming sector becomes increasingly competitive, the rise in user acquisition costs poses challenges for game developers like Rovio. Li highlights the importance of innovative user acquisition strategies to attract players amidst fierce competition and rising CPI costs. By experimenting with new approaches, Rovio aims to differentiate its games and engage audiences effectively in a crowded marketplace.
