During his lecture at Casual Connect USA, Message or Media? Marketing Context Matters!, Kellie challenged the evolving roles and skillset demands of video game teams when he observed – “If you’re a game developer, you’re now a ‘performance marketer.'”
Working in marketing of mobile games, as Matthew does, means being involved in the message, performance, and analytics, as well as solving problems such as attribution. He says that, like many others at Supercell, he has a mix of random creative experiences, such as being a chef, and analytical skills, such a portfolio management. Both creativity and the ability to analyze definitely help in the work he does. He claims, “We also think some of the best people happen to be the most interesting, and sometimes that means you have to opt for the road less traveled.”
When Matthew is not working, he spends his time cooking and motorcycling. He enjoys listening to “smoky” blues music.
Culture of Quality
The importance of a culture of quality is something Matthew emphasizes. He says, “Having seen the games Supercell has killed in the past has really helped me realize it’s not about individual products, but instead about managing a process and a culture through setting a high bar for yourself and always trying to surpass it.” He finds that working with people who have such a high level of talent and integrity makes him constantly re-examine what he is doing and evaluate the decisions he is making. Although this can be a painful process at times, he feels he is definitely better for doing it.
New Gamers Every Day
An exciting trend he has seen in the game industry is the proliferation of games among the casual audience. People who have never been involved as gamers before are now picking up games because of the accessibility of phones and tablets. Wider adoption means growth for games, but it also means the opportunity for games to become prevalent in classrooms, living rooms and all aspects of life.
As Matthew considers the future of the industry, he believes that the quality of tablet and mobile games will continue to improve. The best games on any platform are built specifically for that platform. We’ll see more games that are built specifically for the tablet and fully utilise all of the technical capabilities of the platform, from multitouch to swipe.
Feeding the People
The proudest moment in Matthew’s career has been simply surviving Finnish Juhannus. He has also faced challenges which he uses as learning experiences. Some years ago, he started a restaurant. At first it blossomed, but ultimately closed. He points out that this difficult time taught him how important it is to fiercely defend culture, product and people, saying, “If you can get these three right, you have already won.”
Catherine Quinton is a staff writer for www.gamesauce.org. Catherine loves her hobby farm, long walks in the country and reading great novels.