To turn a title into a breakout success, studios must think beyond traditional UA—blending marketing, product, and player experience to drive growth. In this episode of MobileGroove, powered by Verve, Peggy Anne Salz speaks with Luis de la Cámara, VP of Marketing at Rovio, about how Rovio masters this formula and the steps indie studios can take today to stand out.
An industry veteran, Luis shares his advice on diving into powerful IP and in-game collaborations, product-led growth, and engaging players across demographics. He also explains how app store algorithms amplify top-grossing games, trends to watch in 2025, and the UA channels that give studios the best chance of breaking into the market and disrupting the status quo.
Luis de la Cámara - https://www.linkedin.com/in/luiscamaraking/
Rovio -https://www.rovio.com/
Verve - https://verve.com/
CHAPTER TIMESTAMPS
00:00 - Intro
01:30 - Product-led marketing
08:40 - The "Snowball Effect" in mobile gaming
11:48 - Hybridcasual trends
13:42 - Promising alternative targeting techniques
17:02 - Most effective UA channels
20:09 - How demographics shape gaming genres
25:07 - Building publisher-side audiences
26:20 - Bringing brands into games
30:02 - Monetization trends in 2025
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