My name is Raluca Grigorovici, and I work as a Product Marketing Manager at Gameloft, Cluj-Napoca. I joined Gameloft almost four years ago as a game community manager and became a product marketing manager earlier last year to challenge myself and also to continue learning. Working at Gameloft has allowed me to rediscover my love for video games and has led me to meet some great people.

I always had an interest in marketing, communication, and psychology. All three domains (and more) combine masterfully into my day-to-day job as a product marketing manager in the gaming industry.

Games were part of my life since I was a child. Serious Sam, Blood Rayne, Tomb Raider, Grand Theft Auto, and The Sims are the most notable games from my childhood. I took my first steps while my dad and sister played a game on TV—or so I've been told. I was probably trying to play too!

My role is to work closely with various teams and experts, such as App Store Optimization and User Acquisition experts. I oversee the marketing of a game throughout its entire life cycle, from strategy to execution.

As a marketer, you must be willing to learn and stay committed to tracking your progress. Remember that there is no shame in failing because that’s where you learn the most!

Gameloft was founded just over twenty years ago in 2000, and Gameloft Romania was founded in 2002, so we’ve been around a long time! In the years since Gameloft has affirmed its place in the gaming industry making games for more than just mobile devices, but PCs, Macs, Consoles, and more. Gameloft Cluj is one half of Gameloft Romania along with Gameloft Bucharest, with over 750 employees and affirming ourselves as a key part of the Gameloft family.

Being part of a collaborative team and having a clear game mission is crucial to making a great game. An unambiguous and early-defined game mission considerably contributes to the final product. Team members can always revert to it when making decisions to ensure that they are beneficial. Having a unified team working on a game is also essential. A team lead should select team members based not only on their skills but also on their converging personal traits to ensure cooperation.

Gameloft Cluj is known for many games, especially on mobile, such as Total Conquest, Iron Blade, and some exciting unannounced stuff, but we’re here thrilled about the Nintendo Switch version of Asphalt 9: Legends. We’re proud to provide a diversity of titles.

Like any other thought process, I start with a subject (such as a game or a project), research the topic, propose activations, make a plan, and implement it. I often find inspiration by looking at what different industries do to market their product.

It is a great honor to receive the distinction! The news motivated the team, especially when surrounded by so many great titles that also won. It is great to see that the Nintendo Switch™ version of the game gets the recognition it deserves, following the mobile version’s footsteps.

For us, it provides an opportunity to shine a light on Gameloft and our presence here in Cluj, and our great team. Asphalt 9: Legends on Nintendo Switch is an amazing game and we recommend players check it out!

The scarcity of tracking possibilities, other games’ data, and store metrics compared to mobile games are some of the challenges of marketing Asphalt 9: Legends on Nintendo Switch™.

Another challenge is adapting user acquisition efforts to the characteristics of the platform. A player performs multiple steps, compared to mobile campaigns, to download the game from the Nintendo eShop.

Furthermore, the Nintendo Switch audience has different characteristics than the mobile games audience and is harder to identify and reach.

Romania is a special place, full of hard workers, big dreamers, and wonderful creatives. In bringing Asphalt 9: Legends to the Nintendo Switch, we were able to apply our work values to this project. We’re proud to be Romanian and highlight our contributions to the gaming industry.

Next-generation consoles are what interests me the most in the current year. As for trends, I am keeping an eye out for more reboots and remakes.

What I like most about the gaming industry is its diversity, flexibility, and the fact that it promotes creativity.

I cannot speak for game design and development, as I am a marketer. I can recommend to game teams to include the marketing department in the decision-making process in the earliest stages of the production. There is valuable insight to be shared with the market and audience in mind. Moreover, the sooner a marketer joins a project, the better they learn and understand it.

With in-game concerts and book launches, the sky is truly the limit. In the short term, there will be more platforms and games implementing subscription services, more diversity and inclusion in games, and more cross-platform titles. The ever-changing nature of the industry makes it difficult to predict what will happen in the next ten years. Gaming studios need to continuously innovate and adapt to survive.

My colleagues in the gaming industry inspire me the most. Their drive, ideas, and ambition motivate me to improve. I cannot say that I have one person that inspires me when there are so many great people working in the industry.

I do not know if there is one single key to success. What is crucial to a professional’s success is to learn how to take constructive feedback, not be afraid of failing, never stop learning, and adapt to changes rapidly.

1. Guillaume Da Costa Vieira, Senior Product Marketing Manager at Gameloft Barcelona. I have the opportunity to learn from Guillaume, an amazing marketer.

2. Gary Germain, former Gameloft Senior Product Marketing Manager, current Marketing Lead at Bandai Namco. I had the chance to briefly work with Gary, but he made a mark. I learned a lot from him!

3. It Takes Two game developers from Hazelight (EA Originals title). "It Takes Two" is a great game to play with your significant other!

I want to take this opportunity to thank all my colleagues involved in the making and evolution of Asphalt 9: Legends on Nintendo Switch™! Also, I would like to thank the colleagues that supported my professional growth and everyone that does so in my personal life.