Gamesforum Spotlight is an innovative feature designed to showcase and celebrate the creativity and achievements of mobile gaming studios. Through in-depth interviews, exclusive behind-the-scenes content, and interactive showcases, Gamesforum Spotlight aims to shine a light on the individuals and teams shaping the future of mobile gaming.

In the first edition of Gamesforum Spotlight, we sat down with Jesus Bosch from Product Madness. here is what he had to say:

• What functions are the team responsible for in Barcelona?

At Product Madness, our approach diverges from the conventional studio model; we operate what we refer to as Talent Hubs. This structure allows us to eschew geographical constraints, enabling teams dispersed across the globe to collaborate on the same game or project. This both enhances our operational efficiency and also ensures we're tapping into the finest talent pool available for every role, ranging from pioneering game development, ensuring smooth live operations, delving into data science for actionable insights, and spearheading user acquisition strategies. The Barcelona hub is integral to our global collaboration, with each member playing a key role in a network that propels Product Madness to the forefront of the gaming industry.

• Can you give the Gamesforum community a preview of what the team are working on in Barcelona?

Our team are working both as part of some of our most popular evergreen titles, such as Lightning Link, Cashman Casino or Heart of Vegas, and also the development of new games that are in different stages. I’d also add that we have a strong UA hub here working across all our titles.

• What’s the culture like at the studio in Barcelona?

The culture at our Barcelona studio is fueled by Product Madness’ 'Mad For More' philosophy – a drive to constantly innovate and excel. We're as passionate about our work as we are about our play, celebrating our diverse backgrounds and fostering a culture of inclusion and equality. Our brand new office - opened just last December -with its sun-drenched terraces, embodies the spirit of Barcelona, offering a space where creativity and camaraderie flourish while having the best tech to allow our Talent Hub and international collaboration model.

• Why do you think Barcelona has emerged as such an important hub of the mobile games industry?

Barcelona has experienced the perfect storm: great universities, incubators, local events that became international, and in general, is a very beautiful place. It offers a quality of life, where innovators want to live, attracts international talent, and cultivates skilled workforces to grow together. Local Government support also played a key role in attracting and onboarding international companies.  The talent diversity is capital. We are proud of having people from more than 30 nationalities on our team. Beyond games, Barcelona is recognized as the best technological ecosystem in Southern Europe, and some of the companies born here are known for their growth potential, with quite a few unicorns being founded here.

• What trends in mobile game are you most excited about for 2024?

Personally, I believe that AI will penetrate every area of game development, from art to programming, in live ops and analytics. It should be used everywhere to increase productivity and increase output, but especially generate a more personalised experience for players. Companies that don't integrate AI efficiently will become less competitive and some could disappear. We will likely see more unified experiences across cross-platform environments, enhancing engagement of players. That will affect all processes in the lifecycle of a game, in particular UA, which will have to integrate cross-channel UA strategies.

• What’s the best thing about working at Product Madness in Barcelona?

The possibility of having an impact in a company that makes top-grossing games, that is not afraid of innovation and breaking traditions if it's for the better good. A place where we care about our team development, pushing for every team member to become the best version of themselves and that keeps everyone highly engaged and makes it an excellent company to work for. Not only do we have the opportunity to work with some of the smartest folks in the industry, but Product Madness is one of the mobile gaming companies ahead in terms of efficiency. People tend to learn incredibly fast here. It's also worth saying that our parties are epic and memorable, and very much anticipated by our teams, they are all varied and memorable, and each one is better than the previous. Lastly, we care about our team as individuals and offer a lot of personal-professional development as well as a healthy time off allowance.