Interview With Raluca Grigorovici From Gameloft, Romania

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Raluca Grigorovici

Raluca Grigorovici is the Product Marketing Manager at Gameloft, one of the most prominent studios in the gaming industry. Working at Gameloft has helped Raluca to reignited her passion for video games!

Interview with the 2021 NYX Game Awards Winner - Raluca Grigorovici

1Please provide us with a brief bio of yourself and your background.

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.

2What led you to become a Game Developer / Marketer?

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!

3What is your role in the company, and what traits should a game developer / marketing professional possess to be successful in their role?

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!

4Tell us more about your studio / company.

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.

5What is your own definition of a great game?

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.

6 Describe the genres of the game(s) your studio / company specializes in, as well as its main characteristics.

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.

7Tell us more about your ideation process.

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.

8Congratulations! As the winner of the NYX Game Awards, what does it mean for you and your team to receive this distinction?

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.

9How has winning an international award help promote your company and game?

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!

10 What are the challenges of developing / marketing your winning entry(ies)?

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.

11How has the country, you are based in, helped during your ideation process?

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.

12What are the current trends in the game industry that you are most excited about?

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.

13What are the top THREE (3) favorite things about the gaming industry?

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

14What resources would you recommend to someone who is searching to improve their game designs and development ideas / skills?

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.

15Where do you see the evolution of the gaming industry in the next 5-10 years?

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.

16Who inspired you in your life, and why?

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.

17What is your key to success? Any parting words of wisdom?

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.

18Which THREE (3) Game Developers / Marketing Professionals would you nominate to participate in the NYX Game Awards?

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!

19Do you have anything else, which we haven’t covered, that you would like to include in this interview?

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.

Winning Entries

Asphalt 9: Legends | 2021

Interview With Raluca Grigorovici From Gameloft, Romania

Asphalt 9: Legends for Nintendo Switch™ is a free-to-play arcade racing game with eight players online play,
(read more at NYX Game Awards)

Raluca Grigorovici

Raluca Grigorovici is the Product Marketing Manager at Gameloft, one of the most prominent studios in the gaming industry. Working at Gameloft has helped Raluca to reignited her passion for video games!