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Jesse Lempiäinen, the CEO and co-founder of Geeklab, is a leading innovator in the games industry.
With a background at Rovio, he brings a unique perspective to game launches, emphasizing the importance of understanding the target audience and advocating for a flexible and iterative development process. His approach involves testing multiple versions to identify the most effective strategy, showcasing the impact of even minor tweaks on overall success. Lempiäinen’s methods and insights are particularly valuable for those looking for fresh and effective strategies in game development and marketing.
In his upcoming talk at Pocket Gamer Connects Helsinki (October 1st and 2nd), titled Mastering Game Marketing in the era of Data Privacy, Lempiäinen will explore effective strategies for identifying core players and optimizing marketing efforts.
Prior to the session, we interviewed Lempiäinen to get more insight into his talk and industry trends.
PocketGamer.biz: Please give us a summary of what you’re speaking about and why it’s important.
Jesse Lempiäinen: In my keynote presentation, ‘Mastering Game Marketing in the Era of Data Privacy’, I will delve into the shifts in mobile marketing due to privacy regulations and user data awareness. I will discuss the importance of transitioning to creative-level data solutions and how they are essential for the future of gaming industry marketing.
By presenting a real-life case study and discussing the benefits of creative-level dashboards, I aim to show how these tools enable privacy-friendly decision-making without compromising on analytics. This presentation is crucial for developers and marketers navigating the 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 involve harnessing creative-level data to enhance user engagement and retention while respecting user privacy.
With the evolution of privacy regulations, there is potential in developing new, privacy-friendly standards that align with industry needs and regulatory frameworks.
What’s the most important key performance indicator (KPI) for you – and why?
Our primary KPI is the product of IPM (Installs per Mille) and Day One retention in marketing. This metric reflects the efficiency of our marketing efforts and early indicators of user quality, ensuring that users understand our product’s value proposition and align with their expectations.
What is your biggest aspiration/goal in mobile gaming?
Our aspiration is to develop a platform that connects creations with their audience and fuels creativity worldwide. We aim to fine-tune every work for its specific viewership, bridging connections to enable creativity to flourish.
What is the single biggest challenge facing the mobile games industry today?
The biggest challenge facing the mobile games industry is navigating privacy regulations and the dominance of the duopoly. These regulations have led to uncertainty and the need to develop privacy-friendly standards. Additionally, the industry faces challenges adapting to rules set by dominant players like Apple.
What do you enjoy most about working in the mobile games industry?
I enjoy the support and compassion of the people in the industry. They extend understanding and support beyond just professional relationships, creating a sense of community and friendship.
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.” — A legendary boss at Rovio.
