This panel focuses on the importance of strategic planning in the critical pre-launch and immediate post-launch phases. Experts will share insights on how to use and identify crucial data points and key metrics to shape effective launch strategies, ensure optimal player engagement, and adapt to initial feedback by:

• Building pre-launch strategies informed by actionable data and predictive metrics.
• Analysing early player data to refine post-launch tactics.
• Adjusting strategies in response to initial performance insights for better outcomes.

Vadym Syvolap

Game Director
Plarium

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Anna Mostyn-Williams

Senior Director of Publishing and Partnerships
Jagex Ltd

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Gustav Nisser

Head of Commercial
Starbreeze Entertainment

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Gonçalo Martins

VP of Marketing • User Acquisition & Monetization
Boombit

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Regardless of whether your game is a 20-year franchise, an 8-year strong live service, or anything in-between; knowing your players and building a brand strategy is critical for success. In this session Edd Newby-Robson will share hard-earned lessons about maintaining brand consistency, the value of understanding brand impact on players, and connecting player motivations and brand to develop features that players love. Dive deeper into:

• Thinking of brand as so much more than just a nice logo and shiny key art (they’re helpful too!)
• Analysing tough learnt lessons about brand consistency
• Identifying how to connect player motivations and brand understanding to develop features that players will (hopefully) love.

Edd Newby-Robson

Head of Marketing
Avalanche Studios

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This session will delve into ethical monetisation practices, exploring topics such as the importance of pricing transparency, balancing revenue growth with player advocacy, navigating cross-platform challenges, and the industry's role in shaping fair legislation. Attendees will gain a deeper understanding of:

• Building trust by prioritizing transparent and straightforward monetisation practices.
• Identifying solutions that maintain fairness across ecosystems.
• Advocating for industry-wide legislation to standardize and protect ethical monetisation practices.

Evgeniy Shukin

Publishing Director of World of Warships Legends
Wargaming

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Many believe there are so-called "secret strategies" in marketing, but this fireside chat will explore why fundamental marketing processes and formulas drive real success. This session breaks down the importance of recognising repeatable success, versus breakthroughs founded on good timing, the right market, and the right game by:

• Challenging marketing strategy misconceptions and outlining the power of fundamentals.
• Identifying and admitting to the difference between replicable success and fortunate timing to refine future strategies.
• Expanding marketing approaches beyond cookie-cutter methods to build foster user acquisition and retention.

Michael Hooper

Marketing Services Director
CCP Games

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In today’s competitive gaming market, strategic external partnerships can be the difference between a good game and a global phenomenon. Featuring a deep dive into Square Enix’s critically acclaimed Life is Strange franchise, this session explores the importance of integrating partnerships into your business model, and examining both the opportunities and challenges they present by outlining the benefits of:

• Establishing long-term benefits by embedding partnerships into your publishing strategy.
• Overcoming challenges by aligning external collaborations with your business goals.
• Harnessing partnership outcomes to expand player reach and brand credibility.

Erin Bower

Global Brand Manager
Square Enix

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During this case-study presentation, Juney Dijkstra, XDI Operations Director at Electronic Arts, posits that a healthy, sustainable, and profitable studio needs to leverage external partners to be successful. Teams with dreams can't escape the reality of not being able to offer in-house stability and continuity for every discipline required to breathe life into their unique projects. Enable your team to do what they do best by:

• Defining and regularly re-evaluating your leverage & priorities.
• Acknowledging remaining challenges.
• Finding opportunity in challenge.

Juney Dijkstra

XDI Operations Director
Electronic Arts

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This session will unpack the transformative role that data plays in game publishing, emphasizing its impact on decision-making and ROI measurement. From leveraging above and below the line metrics in mobile gaming, to setting up the right internal data infrastructure at a small to medium-sized studio, this panel discussion will detail best practices for embedding data into each stage of publishing through:

• Creating a data hub that fits your studio’s needs.
• Measuring and maximising ROI and applying mobile game analytics principles to other platforms.
• Ensuring team-wide data literacy to drive cohesive and effective publishing strategies.

Max Métral

BI and Analytics Director
Activision Blizzard

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Pawel Sobotkowski

Co-Founder & CMO
Fornixa Games

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Arnaud Richard

Global Marketing Lead
TinyBuild

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Rovio’s internal Beacon Platform is more than just an infrastructure—it’s a strategic powerhouse for connecting with players, influencers, and transmedia audiences. This session will explore how Rovio leverages a platform like Beacon, and the data it collects, to drive seamless user acquisition, strengthen community ties, and expand its franchises beyond gaming by:

• Enhancing community engagement by integrating influencer collaboration into platform-driven marketing.
• Leveraging data insights to optimise user acquisition through transmedia storytelling.
• Strengthening long-term retention by aligning game, marketing, and user research analytics.

Veli Kiviaho

Director, Beacon Growth
Rovio Entertainment - Part of SEGA

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Join in to explore the critical role of understanding player demographics and fostering thriving player communities. Actionable strategies and real-world case studies from successful live service gaming titles will demonstrate how improving feedback loops and pre-emptively addressing foreseeable challenges can elevate a game’s success through:

• Understanding the demographic and nurturing vibrant player communities is foundational to long-term game success.
• Streamlining player feedback and developer response can significantly enhance game quality and player satisfaction.
• Unlocking actionable strategies to combat content fatigue, manage resource constraints, and keep player communities engaged.

Nino Protic

Head of Studio
InnoGames GmbH

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A panel of seasoned professionals will discuss what it takes to sustain long-term success in the ever-changing gaming industry. From navigating economic pressures to maintaining player engagement over time, panellists will share practical strategies and lessons learned from their careers such as:

• Overcoming challenges posed by market saturation and competitive pressure.
• Navigating evolving marketing trends such as the use of user generated content.
• Building resilience and adaptability to thrive in a dynamic gaming environment.

Ada Mockutė Jaime

Chief Marketing Officer
Nordcurrent

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Anthony Newall

Senior Director, EMEA Regional Marketing
Square Enix.

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