In the latest Gamesforum Faces Behind the Fun, I’m delighted to be speaking to Claire Rozain, UA Manager at Product Madness and finding out about her interests, work and how she's super excited for the future of influencer marketing in mobile.

Hi Claire Rozain, Thanks very much for taking part in Gamesforum ‘Faces behind the Fun,’ tell us about yourself.

Hey John!  

Thank you for having me really happy to have a chance to be here 😊 Gamesforum is a reference for me! I am Claire Rozain - a passionate Growth marketer in social casino for Product Madness an Aristocrat company, before in dating for Match EMEA, before in mobility for Mappy. I also created my own company in France a few years ago and  monetise my own gaming apps and affiliate websites. I had the opportunity to explore different verticals in the UA and CRM world, web and app. One of my passions is really to find innovative strategies to get the right users.

What’s your role at Product Madness?

I am User Acquisition Manager and Game Owner of Heart of Vegas. I had a chance to work on a lot of different channels ; from Facebook to Snapchat and all Social media platforms but also on RTBs, Preload and my favourite, influencer marketing. I work closely with the creative team, finance, product, data science to understand our players and make their experience from the ad experience to the product experience always more smooth and frictionless !

What does a typical 9-5 day look like for you?

It begins with... a coffee ! But it is never "typical". 

First, because of the covid world we are living in and how we had to adapt to a remote workplace. This changed my 9-5 day to a flexible workplace that comes into my personal space at home ; so I have decided to be creative and try something new every day ; a new LinkedIn learning class or a new book break or yoga break or online cooking class to do my lunch etc. 

Second, because of UA ! Each day is quite unique and delivers new learning that makes my day different from the previous. That's what I love in UA, everyday a new A/B test result, product update or comment in the store makes my day different and makes me try to find new solutions to better find and serve people playing our games and have fun.

But there is one thing that never changes in my typical 9-5. Every morning 10am, I see my amazing and skilled teammates in our morning stand up and we share some funny conversation or just update we want to communicate to the team. It is never the same but It is always the same feeling of feeling lucky to work with talented people from all around the world. 

Are you an AM or PM person?

Depends on the task - Work wise I would be a morning person because my mind is clear and fresh in the morning; ready to organise and do my tasks but for creativity definitely afternoon/late evening ; It is usually when I got my craziest drawing ideas, maybe due to the moon ahah, work wise as well, I often connect some dots later in the day when I have time to step back and think twice about it in the afternoon.

Before joining Product Madness you worked at dating app Match, how big a change was it jumping from dating apps to social casino?

It was a massive change - I have changed my country, life, team, friends but I never regretted It. I made myself amazing friends at Product madness and I feel really lucky I had a chance to join Aristocrat that includes Product madness but also Big Fish and Plarium and thousands of talents coming from everywhere in the world ! 

Product wise, I have switched from a subscription app model monetising really well on D0 on apps and also web to a gaming app monetising day 7 with IAP and IAA. I totally fell in love with this new kind of monetisation but even more how smart and scientific is the game economy of our apps. Also gaming apps have an incredible design and express amazing stories that entertain the world and that's why I love gaming ; creativity has no boundaries.

At Product Madness you oversee influencer marketing. What does an influencer look like for social casino games?

No influencer looks like the other and I do not think there is a dedicated influencer for social casino games as I do not think there are creators only performing for match3 games or hyper casual. To perform in Influencer marketing, you need to be curious, respect the creator's work, open your mind and most importantly not be afraid to test. It means that a wide range of influencers can perform for social casino games from entertainment creators to cooking creators for instance. 

Influencer marketing is a really interesting way to make performance for gaming apps. The way we do it is by testing all categories in YouTube (food, entertainment, vehicles, ASMR, DIY, Fishing etc.), we train our algorithm and then find our top categories for our apps. Then we work on the brief, our performance depends on the CVR per category but it is also A LOT impacted by our brief. The brief is the main thing that will make a campaign successful or not in influencer marketing.  

In short, no persona of a creator but a lot of work to understand the category affinities and make the best brief we can together and in time ! 

Do you think, on a wider level, influencer marketing is used well in the mobile games industry?

I think it is more and more understood and well used by the mobile games industry. Historically -  PC is using influencer for longer than mobile games and I think all mobile games having PC games are using it well for a long time. Building a community and bringing performance from a highly engaged audience of the creator is really what makes the success of Influence marketing.

It could be called a brandformance channel - you need a significant amount of views in order to get a significant amount of installs and this definitely improves your k factor that games take more and more into consideration ! 

For a long time, creators were used for PR or branding - now, I see a lot of gaming apps using It as a performance channel ; and it performs. 

What was your favourite game growing up and what are you playing now?

My favourite game growing is Overwatch - I have for a long time been playing It and I can not get bored on It. I think it is the only and single game I have on PlayStation, PC and even Switch and I never get bored of playing It. Always had my Gameboy colour pink as well and played Pokémon as well !

I am playing Disney Magic Kingdoms on my iPhone because I can not go to Disneyland for now in France ! lol But joke aside, I love all the references and the user experience on iPhone is really good. While I am stuck at home the game really makes me feel I am outside in my Magic Kingdoms!

What are you most excited about for the rest of 2021?

In 2021, I am most excited to get the vaccine and go back to the office. I miss social interaction at work and brainstorming in a team outside of zoom and having the craziest ideas while playing fussball with my colleague Harry and Zara for instance.  

Industry wise, I am excited about the new world without IDFA and GAID. How will Publishers extend their portfolio and use the IDFV ? How will cross promo be at the heart of growth strategies ? How reengagement is going to evolve without user level data ? 

I am also really excited about Facebook cloud Gaming and all the AR experience making the game always more entertaining ! Users will be able to find new ways to play in web browser with Facebook Gaming cloud games and there are new opportunities that will open up ! 5G will also play a big part in It on how speed can be in some games or not ! 

Thanks for taking the time to speak with us Claire Rozain!

Don't forget to check out Claire's blogfor her views and analysis. 

NB. The opinions and views shared in this article aren’t in any way connected to the Product Madness company view.