Product Marketing Management for Games
In the world of mobile gaming, creating an outstanding game is just the beginning. The real challenge lies in getting that game into the hands of players worldwide. This is where the role of a product marketing manager comes into play, serving as the linchpin connecting a game's inner vision to the outside world.
Exploring this vital role, Mishka engages in a conversation with Jesse Lempiäinen, Geeklab's CEO and a former product marketing expert at Rovio. Together, they navigate the world of product marketing and its central role in the gaming industry.
Tune in to the podcast below through your platform of choice:
What Precisely Is Product Marketing?
Product marketing is the art of understanding the market, positioning a product precisely, and communicating its unique selling points to an eager audience.
Jesse firmly believes that success in this field often relies on a close partnership between the game lead and the product marketing manager.
The game lead, an internal voice, immerses themselves in the game, the team, and the vision within. Their focus is the game itself. On the flip side, the product marketing manager, an external voice, reaches out to central units in larger companies, playing a vital role in audience acquisition. Their mission is to take that inner game vision and project it seamlessly into the outside world.
Like any relationship, it's not set in stone and adapts according to the circumstances. This partnership isn't a one-size-fits-all scenario either. It adapts to the product's lifecycle. According to Jesse, the dynamics change significantly during pre-launch compared to live operations, and the ever-evolving landscape, especially with the introduction of App Tracking Transparency (ATT), adds a new layer of complexity.
What else can be said about the role of a product marketing manager?
Product marketing managers carry the significant responsibility of owning the entire marketing funnel. In larger companies, this means orchestrating a multitude of specialised teams, including user acquisition, influencer marketing, and app store optimisation. However, navigating the complex task of bridging the gap between marketing and product teams is where their true prowess shines.
Effective communication is the key to their success. Marketing campaigns must accurately reflect the product, and the product team needs to understand the audience's perspective. This can be especially challenging in mid-court titles, where the goal is to align marketing seamlessly with the essence of the game and involve the game team in understanding the audience. Think of it as acting like a project manager, ensuring that all marketing efforts seamlessly align with the heart of the product.
What do product marketing professionals do on a daily basis?
They analyse market data, from competitors' average downloads to revenue figures, searching for hidden opportunities. They continuously test their strategies, scrutinising everything from art styles to themes to avoid costly marketing mishaps. In the realm of product marketing, timing is crucial, and every decision is a piece of the puzzle. Lastly, they run surveys, diving into the minds of potential audiences, deciphering their motivations. This data isn't just a tool; it's the foundation upon which finely tuned marketing strategies are built.
How Has Product Marketing Evolved Post ATT?
Geeklab empowers product marketers by providing the tools needed to gain profound insights into their market, refine strategies, and gather the data required for high-precision marketing manoeuvres.
The role of product marketing managers has undergone significant evolution when we compare the pre-ATT era to the present. In the past, product marketers crafted creative strategies while advertising networks handled audience targeting and acquisition, armed with a wealth of user data.
But with the advent of ATT, everything changed. Product marketers faced a data drought, where advertising networks could no longer rely on automatic mechanisms to find the right audience. As the responsibility shifted, product marketing managers became the primary data gatherers, conducting surveys, performing tests, and diving deep into research to understand their audience.
One of the most significant shifts was the need to be proactive in data collection and analysis. The days of simply "letting the networks find your audience" were over. Product marketers had to take charge of finding and understanding their audience themselves. As a result, the role of the product marketing manager within the marketing funnel became indispensable.
Previously, a strong UA (User Acquisition) team might have managed without a dedicated product marketing manager. However, in the Post-ATT world, the product marketing manager became indispensable.
The Role Within the Organisation
Jesse's insights unveil the gold standard – they should be as close to the game lead and game team as possible. This proximity allows for seamless collaboration, frequent communication, and a profound understanding of the product.
The rationale behind this approach is simple: a product marketing manager's primary responsibility is to understand the product they are marketing. By being physically close to the game team, they can immerse themselves in the product, gaining an intimate knowledge of its features, strengths, weaknesses, and competitive landscape.
But reality often differs. Product marketing managers may find themselves responsible for multiple titles or placed centrally within the organisation. Even then, the advice is clear: dedicate a significant portion of your time directly to the game teams. Why? Because the product you're marketing is the game itself. To effectively understand and promote it, you need to be where the action happens.
Jesse underscores the importance of immersing oneself in the product. Product marketing managers who play the game, explore competitors' offerings and demonstrate a deep understanding of the gaming experience earn the respect of their game teams. This respect, in turn, enhances the effectiveness of communication and collaboration.
When you speak the same language as the product team, your insights and recommendations carry more weight. Playing the game not only helps you understand it better but also enables you to communicate with your peers on the product team effectively.
3 Qualities of an Exceptional Product Marketing Manager
When it comes to hiring a product marketing manager, especially for a midsize studio gearing up for the launch of a new game, the stakes are high. You need someone who can navigate the complex world of product marketing and drive success.
Versatility
One of the standout qualities Jesse emphasised is the value of being a good generalist. A great product marketing manager doesn't have to excel in a single area but should be proficient in a wide range of skills. This versatility empowers them to communicate effectively with various specialists within the team.
In a midsize studio with access to auxiliary resources, such as user research personnel, this versatility is crucial. A product marketing manager should be capable of collaborating with different experts, whether it's user research, creative production, or app store optimisation.
Deep understanding of the full marketing funnel
From user acquisition to creative trends, from app store optimisation to player behaviour analysis, a top-notch product marketing manager should have a holistic grasp of the entire marketing journey.
This understanding extends beyond the technical aspects of marketing to encompass the game or product itself. They should know what drives sales, where players monetise, and what hooks players into the experience. In essence, they need to bridge the gap between marketing and product development.
CEO Mindset
Jesse highlighted the "manager" aspect of the product marketing manager title. This role often involves overseeing various tasks and ensuring they align with a broader vision. As a result, a great product marketing manager should possess a CEO mindset. They don't need to be experts in every craft but should support specialists to excel in their respective domains while championing the vision and ensuring it's executed effectively.
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Thanks to Jesse for sharing his valuable insights and expertise. We believe his ideas will continue to shape the future of product marketing, not just within Geeklab but also in the wider industry.
Here's to a future filled with creativity and groundbreaking approaches in the world of product marketing!
