Rovio’s Claire Rozain on the importance of diversity and inclusivity in games | Pocket


Pocket Gamer Connects Helsinki is gearing up to be our biggest event in the city yet, and we couldn’t be more excited to share with you all that we have in store! It’s going to be a magnificent two day event packed with endless opportunities to learn, scale and most importantly, connect. Today, we’re continuing our series spotlighting just some of the amazing speakers that will be gracing the stage at our Helsinki show this September. They have been generous enough to share a few of their insights and expertise with us ahead of time, and you won’t want to miss them!

If you haven’t heard, we’re bringing back Europe’s favourite games industry conference to the spiritual home of mobile gaming for the first time in two years. On September 27 to 28, over 1,200 games industry professionals from around the globe will descend upon Helsinki for two days full of networking, matchmaking opportunities and hours of wisdom from over 200 thought leaders from all over the world. We are currently highlighting some of the most highly anticipated speakers we have joining us at the conference this September – keep checking back every day for more brilliant insights from our superstar speakers.

Today, we’re shining the spotlight on Rovio’s UA Team Lead Claire Rozain. Claire Rozain is passionate about Growth strategy. UA lead for Rovio, Gameloft, before in social casino for Product Madness, before in dating for Match EMEA, before in mobility for Mappy, she had the opportunity to explore different verticals in the UA and CRM world. She is passionate about top of the funnel paid and organic strategies to get the right users.

Reflect your game in ads and your brand positioning – see long term instead of short win.

Claire Rozain

Join us at PG Connects Helsinki on September 27 to 28 to hear Rozain deliver a session on accessible, responsible, inclusive and diverse ads breaking your CPI. What’s the most common mistake you see being made in the games sector?
Claire Rozain: Misleading ads – non inclusive, accessible and diverse ads.

If you could give other mobile games companies one piece of advice, what would it be?
Reflect your game in ads and your brand positioning – see long term instead of short win.

Where are the next big opportunities in the mobile games market?
Diverse, inclusive, accessible, responsible games and ads!

What’s the most important key performance indicator (KPI) for you – and why?
CVR – it is a direct feedback on your creative and targeting!

What is your biggest aspiration/goal in mobile gaming?
Being more diverse and inclusive.

What company do you most admire in the mobile games world?
Rovio – we are diverse and inclusive and have a team of amazing people listening and learning from each others -me included. We also trust each other to grow and get better together and always improve.

What do you think the next big disruptor in mobile games will be?

Inclusivity in ads and games – I am sure algorithms from the biggest adtech will regulate this more.

What game do you think offers something new, and exciting that hasn’t yet hit the mainstream?
Plantopia – I think a lot of things in this game are good. I am sad it was killed and I think if I launch a game tomorrow I would use a lot from this game which was not exploited by the market yet. A lot of novelty and innovative gameplay in it.

The mobile space evolves at a much faster pace than console and PC gaming, but is there a console or PC trend that you think has potential within the mobile space?
PC games are usually better in branding and brand awareness – but I think mobile and PC are really different.

Stop to spring to action!

Claire Rozain

What is the most overhyped trend from the last 12 months – and why?
Misleading creative – because I do believe misleading the user is not something improving your CVR and retention. You should develop and trust in your own USP.

What role do NFTs play in the future of games?
Game changer, new games, new audience, new game economy. I think P2E games are something new and great for the industry but I would not say yet that it is F2P core audience. I am waiting to see if I am wrong – and I could be.

What’s the best piece of advice you’ve ever received that you can pass on to others?
Stop to spring to action – definitely one of my improvement areas!

What is one way attendees can prepare for your discussion?
Tell me who you are, I am pretty sure I’ll be interested to learn more from you!

Connect with our stellar speakers
Expand your network with the likes of Claire Rozain and many, many more brilliant minds at this year’s Pocket Gamer Connects Helsinki conference. There is no better place to connect with the biggest and most inspiring industry players and take your business to the next level. You can still take advantage of our Early Bird offer, but it’s ending soon! Head over to our website and buy your ticket today, you can save up to a whopping £290 if you act fast.


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