In this episode, Amit Carmi, CEO at Sett, sits down with Luis de la Cámara, VP of Marketing at Rovio, to talk about what it takes to market one of the most recognized gaming brands in the world. Luis has been in gaming for 20 years, starting at EA, moving through 2K, Gameloft,King, and Scopely before leading marketing at Rovio for the last four years.
He shares how Rovio balances UA creative performance with protecting the Angry Birds IP, why fake ads actually work when they match player motivations, and how he embedded marketing teams directly into game studios. They also get into why Chinese and Turkish studios are eating the West's lunch, how the UA role is evolving as automation takes over, and how Rovio built an internal team of "surfing instructors" to help everyone ride the AI wave.
Unpredictable Hits