Speaker Spotlight: TikTok's Noam Zada discusses the transformative power of cultural resonance
pcgamesinsider.bizThis article was originally published on PocketGamer.biz.
A global marketing expert, Noam Zada is the head of EMEA global gaming business marketing at TikTok.
Previously head of TikTok's Israel marketing department, she scaled the platform's presence, perception and business collaborations in the domestic and export markets, supporting local companies and startups to grow globally.
As well as TikTok, Zada has also worked at Wix, Google and 888Holdings, as well as serving serving as an advisory board member at Fiverr, Microsoft and Torq. On top of this, she is a proactive mentor and pro bono advisor for social change nonprofits.
Zada is one of more than 250+ expert speakers delivering 29 conference tracks at Pocket Gamer Connects London on January 22nd to 23rd. We asked Zada to tell us more about their upcoming talk, entitled 'A New Era for Mobile Gaming', as well as get their opinions on the latest industry trends.
PocketGamer.biz: Please give us a summary of what you’re speaking about and why it’s important.
Noam Zada: Understanding the evolution of the mobile gaming landscape, the emergence of the modern mobile gamer, and the opportunities this new era holds for mobile gaming publishers.
What’s the most common mistake you see being made in the games sector?
The most common mistake is underestimating the transformative power of cultural resonance in game marketing.
Overlooking the integration of gaming into the cultural conversation can hinder a game's potential reach. Also, failing to cater to the varied cultural nuances of modern gamers can limit a game's potential reach and impact.
If you could give other mobile games companies one piece of advice, what would it be?
Embrace a "new title launch" strategy that prioritises cultural relevance. Timely, culturally resonant marketing drives deeper connections between games and players, setting the stage for successful launches.
The industry moves swiftly, and the ability to pivot, iterate, and embrace change is
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