Pablo Calvo currently works for King, a leading game developer responsible for blockbuster titles including the Candy Crush Saga which remains one of the most popular and commercially successful mobile games on the market. Pablo is Performance Marketing and Senior ASO (App Store Optimization) Strategist and has worked on the Candy Crush franchise, PES, Yu-Gi-Oh! Duel Links, 8 Ball Pool and World of Warcraft. Pablo We asked Pablo some key questions about getting into the games sector.
Explain your role like I'm 5 years old
We use scientific method to find the best optimisation for our games' store pages. This results in more cost-effective campaigns, improving the company returns in investment. The scientific method includes testing (which is called A/B Testing, where we put different store variants against each other to know which is more appealing to our player) and analysis on the data we gathered through the aforementioned testing.
Take us through your average day at work
I brief assets for our tests and then create those tests in the tools we use for that mission. I assist other teams to promote our games. I create and support localised store listings for our games. There are a lot of meetings each day as we as a company believe in a full-funnel approach where every team has to own their channels and have the best version of them.
What was your educational and career journey into your current role?
I come from a STEM background with a Digital Marketing Programme.
What do you love most about your role?
The data analysis part. I am not the most creative guy on the planet, but I surely enjoy finding the right conclusions from different tests.
What's the hardest thing about your role?
Building and organising so many different tests at the same time requires massive organisational skills to avoid missing something along the way.
What key skills should people work on to do your role one day?
Focus more on the data and empirical evidence to make decisions. Use maths and statistics to reach clear conclusions.
What advice would you give to your younger self looking to get started in the industry?
The Performance Marketing community is quite secretive unfortunately. But there are a lot good videos on YouTube that can give a nice introduction to it!