“Don’t search for ‘The One’, just optimize,” Alicja Borucinska advised her audience at Casual Connect Europe. “There are different strategies – you can start small with a low budget and just search slowly for good sources. On the other hand, you can say, ‘Hey, I have this amount of budget. Let’s start broad,’ and then just optimize the campaign to the best affiliates that you can get from the network you are working on.”
Alicja Borucinska is responsible for the affiliate team at TrafficCaptain, a company focused on the distribution of games-related traffic. TrafficCaptain emphasizes new ideas mixed with a solid business approach. They are always looking for new opportunities. Borucinska manages the traffic campaigns, optimizing each of them to reach the highest possible ROI.
Comfortable in Chaos
For Borucinska, the greatest gratification in her work comes when clients say, “I wish all our partners were like you,” or “No one took care of our campaign as professionally as you did.” She knows that this level of client satisfaction results only from her hard work and customer-oriented approach. Taking the job with TrafficCaptain was a huge professional and personal step for her, necessitating a move from Warsaw, Poland to Hamburg, Germany. She joined the company at a very early seed stage when there were only four people on the team. Fortunately, she already had good business contacts, and this background was considerable help with her new responsibilities. She emphasizes, “I feel comfortable in a chaotic structure where every idea is valuable.”
Borucinska describes herself as a curious person with a broad range of interests. In the winter, she is an avid snow boarder and ice skater. In the summer, she likes to sail and windsurf. At all seasons, she can be found at the gym or jogging through Hamburg’s many beautiful parks. She also enjoys sci-fi literature, exploring flea markets, and trying out new recipes, especially of French cuisine.
Games Fill the Gaps
When gaming, she plays only on mobile devices. She appreciates the flexibility of the Android operating system, but feels iOS games are usually just more fun. Although she has little time to dedicate solely to gaming, she plays in every otherwise empty moment, such as while waiting for public transport or for an appointment. When playing free-to-play, she is quite conservative, never “crossing the boundary of common sense.” Her maximum purchase is 10 €.
She does not play on the newest consoles, probably because she does not have a TV. She explains, “After work, I prefer to spend quality time with my friends and family. Getting rid of the TV at home helps us to build stronger relations.”
Preparing for the Flood
Within the next two to three years, she sees changes coming to the platforms on which games are published. She insists, “We have to better understand the promotion and monetization of mobile games. An additional challenge will be using different marketing channels for cross-platform games.” At TrafficCaptain, they will respond to these conditions with constant testing, focusing always on optimization of traffic sources to improve the quality of acquired users. Borucinska expects the greatest impact on the games industry to come from the flood of mobile casual gamers. Many people who have never played will start because they have found interesting games in the app store. She believes their spending for in-game purchases will exceed that of mid- and hard-core gamers. As well, many people in developing parts of the world will have better access to the internet through using mobile devices. They will begin turning to games as well.
Catherine Quinton is a staff writer for www.gamesauce.org. Catherine loves her hobby farm, long walks in the country and reading great novels.