Gamesforum Meets: Claudia Trujillo, ASO Expert, Gameloft
- Hi Claudia! Introduce yourself, who are you and what do you do? I am an algorithm enthusiast who loves to analyze every inch of data sources to understand the reasoning behind visibility and performance fluctuations.
- Talk to us about your career in gaming so far! My career in gaming has been an absolute adventure. I work with different platform stores from mobile to PC and consoles. In order to keep up with the different algorithms and markets, I’m always dealing with new and exciting challenges.
- Talk to us a bit more about how you came to join Gameloft? The journey of how I came to join Gameloft was an absolute roller coaster. I started the selection process before the pandemic and got the job during the beginning of lockdown, meaning all the onboardings were when the whole world was starting to get used to being “fully remote”. It all worked out great because I work with colleagues from studios all over the world, so working remote and being on Zoom is a must!
- Talk us through the relationship between Live Ops and ASO. How can ASO be used to enhance Live Ops? Live ops can be promoted on the stores through some cards, enhancing the organic visibility and making live ops a pillar of the ASO strategy. The key is to define a live ops strategy to promote on the stores that may be more interesting for a larger audience that is not the already existing community of your game.
- What are your best practices for leveraging CPP on Apple and Custom Store Listings for Google? Marketers should see CPP and CSL as alternative landing pages for their paid audience to allow them to continue the journey they started when they clicked on an ad they were interested in. From my experience, I would suggest having ASO work in synergy with UA: learn which visual assets are a “best” in UA and see how you can use those in CPP and CSL or at least have visuals on those pages that match the narrative started on the ad the user saw before landing in the CPP and/or CSL.
- Where should other ASO managers start when embarking on store page customization? The starting point for store page customization should start by localizing the content of written and visual assets for the audience you are targeting with a special focus on culture and language references.
- What can our attendees expect to hear from your presentation on feature strategies at Gamesforum Barcelona? The audience will learn the different approach between algorithm-based featurings and those that go through the store’s editorial teams, as well as how to analyze the impact of featurings on app/game performance.
- As a Barcelona local, what suggestion do you have for our out of town attendees?
- Top bar… Les Gens que J’aime.
- Top restaurant… Böl.
- Top attraction… El Mirador de l’Alcalde.
- Final questions, you are stuck on a desert island with one song and one book, what book and song are you taking? Song: “You and Me (Coachella version)” by Jennie Book: Le Petit Prince by Antoine de Saint-Exupéry
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