Elizabeth Priestman and Jon Walsh shared an action plan to help games have monetization during a session at Casual Connect USA 2014. “The number one lever we look to work with is really around retention,” Elizabeth said. “So if the players are not there, take a look first and foremost at the game loop.”
Elizabeth Priestman is executive vice president and partner at Fuse Powered, where she heads business development, strategic partnerships, and marketing efforts; anything industry facing is part of her role. She has had years of experience marketing top ten mobile games, as have most of the team at Fuse Powered. She finds this invaluable for the work she is doing now: designing products that enable publishers to really grow and monetize their games. She is able to work closely with Fuse Powered partners to develop strategies whether it is IAP or designing the most effective ad placements and programs.
Priestman became involved in the games industry when she founded a digital ad agency where they made branded games to drive consumer loyalty, trials, and sales. They measured every aspect of the game and its impact with consumers to ensure there was ROI. From there, the evolution to the mobile game industry was natural.
The best thing about her work, in her opinion, is the opportunity to interface with so many talented developers and publishers in an industry that is shaping so rapidly. She says, “The people make it a really great area to work in. The whole industry is so dynamic; we’re at the tip of the iceberg of mobile gaming, and it’s a fantastic place to be.”
Nuance & Strategy
Priestman notes that we are now seeing much more nuance and strategy in the way mobile developers and publishers are managing their audiences. With acquisition costs so high, it is essential to take extra care marketing and monetizing your audience. A lot of very sophisticated audience segmentation is now happening. We will need targeted offers and advanced merchandising marketing very specific in-app offerings to very specific segments, and closely targeting offerings to the users that really want them, whether that is a game, an app, or a brand ad. Fuse Powered’s products are designed specifically to meet these needs.
The Way Forward in the Industry
Their primary goal is to help mobile developers and publishers monetize one hundred percent of their player base with sophisticated IAP merchandizing and well-placed, relevant ads. Priestman emphasizes, “This is absolutely the way forward in the industry.”
Priestman’s gaming has her currently enjoying MMX Racing by Hutch. She says, “It is awesome monster truck racing fun, and I’m pretty good!” Since she is always on the go, her favorite platforms are iOS and Android. And her proudest moment was completing 2048 before her five-year-old.
When not gaming, her favorite free time activities are snowboarding and wine tasting, although she insists she rarely does these together.
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