Mobile Gaming: Are Your Creatives Inclusive & Accessible? - Claire Rozain (Rovio)

When marketers think about designing creatives for their mobile games, they usually have their users in mind. But how do you learn about your users? How do you include everyone and ensure your ads are accessible, responsible, and diverse? Claire Rozain, a UA lead of Rovio, joins the podcast to dive deeper into this topic. She says marketing isn’t just about click-through rates – marketers have a responsibility to consumers and society. 

Rovio is a Finnish game developer famous for its game, Angry Birds. Claire is also the founder and a board member of the Puzzle Society in Helsinki, Finland. 

Questions Claire Answered in this Episode:

• What do you think are some things that are really important to consider when building out creatives for your user base?
• What is the best method for an advertiser to collect feedback on their creatives?
• Do you organize focus groups internally or do you use a third party to build out focus groups?
• What is the structure of your team that builds out creatives and the functions of each group?
• From a creative standpoint, what’s something mobile marketers in the gaming industry should be doing more of in your opinion?
• What’s an example of creative ads that are inclusive or not inclusive?
• How do you measure that your ads are addressing this idea of inclusivity?
• What makes an accessible creative and what should marketers consider?
• What is the Puzzle Society?

Timestamp:

• 1:24 Claire’s background
• 5:15 How Rovio studies its users
• 8:48 Focus groups
• 9:58 Rovio team structure
• 12:00 We need more accessible, diverse, inclusive, responsible creative
• 16:55 Tracking how inclusive your ads are
• 20:00 Accessibility in mobile ads
• 24:21 Puzzle Society

Quotes:

(13:10-13:14) “It’s important to keep in mind that marketing needs to be done in a responsible way.”

(21:43-21:55) “Design was made to involve everyone in society and to make everyone capable at the end of the day. It’s not only something beautiful.”

Mentioned in this Episode:

• Claire Rozain’s LinkedIn
• Rovio
• Puzzle Society