Paula Neves is a passion-filled CMO using her background in gaming and psychology to bridge the gap between marketing and product. At her current role she works hard to ensure people discover and fall in love with the myriad of games published by Gazeus Games. In the below transcribed short interview, Paula shares a snapshot into her professional life, the challenges faced at her current role as CMO, and a glimpse into what is in store. Enjoy.
So Paula, where are you at in the world these days?
I’m from Rio de Janeiro, Brazil. I’ve lived here all my life but I’ll be moving to Montreal soon.
What brought you to the mobile gaming industry?
I majored in Psychology but always loved playing games (since I was 5, with my sister’s Atari). When I was about to graduate I started taking freelance jobs as a social media analyst and later started working in UA in agencies. 6 years ago I started working in the gaming market and then moved specifically into mobile gaming.
How did you end up at Gazeus Games?
I moved from Nuuvem, a store that publishes digital games for PC. I was drawn to Gazeus Games because of the interesting challenges that mobile provides and because it’s the fastest-growing medium in the gaming industry and the most complex to work with.
How are you feeling about working in the mobile game industry?
Honestly, it’s super gratifying, we make games and working with products that make people happy. Since we focus on classical board and card games, our audience skews older and a lot of the time we get really emotional testimonials from players telling us how important our games are in their lives. Our games give them a challenge, keep their minds busy, and help them make friends. It’s a wonderful feeling!
What are the biggest challenges you currently face as CMO at Gazeus Games?
Our apps are mostly mature so it’s a challenge to keep the user base engaged and keep a constant influx of new users. It takes more to move the needle once your game has already been out there for some time.
Are you a specialist in a specific area of app marketing?
My main strength is User Acquisition. I have been doing it for 12 years, since way back when it was called SEM. But I also have ample experience with ASO and mobile games as a product.
What are your favorite tools and resources?
Marketing in the mobile industry is heavily dependent on mobile attribution partners, so those are tools that we use constantly. Same with our analytics stack. There are a lot of good resources out there to learn more about the mobile gaming industry, game design, marketing, etc. I consult websites like Deconstructor of Fun, Growth Hackers, Phiture, ASO Stack and materials that service providers constantly produce.
Is there anything new and exciting on the horizon?
We have so many apps, it’s hard to cover it all. However, I think the biggest news is that we have two exciting new products coming up to soft launch and we have a lot of expectations for them! So Q4 of 2019 and 2020 are going to be promising times for Gazeus Games!
Read Paula Neve’s in-depth article on Behavior Economics and Free to Play Games.