Speaker Spotlight: Adam Smart shares his extensive marketing experience

Pocket Gamer Connects Helsinki takes place on September 12 - 13. We catch up with some of the stars from the mobile industry who'll be taking part

Speaker Spotlight: Adam Smart shares his extensive marketing experience

Pocket Gamer Helsinki 2023 is almost up on us.

Set in the picturesque and thriving city of Helsinki, Finland - the spiritual home of mobile games - our conference is attracting an all-star cast of speakers, panelists and attendees, all set to learn what’s hot, discover the latest tech and techniques and engage in two days of networking opportunities all through September 12 and 13. Clear your calendars - that’s just two weeks away!

Network with top-notch industry experts and thought leaders, and gain valuable insights into the rapidly evolving gaming landscape. Pitch your game to our experts and meet the pros that can take your business to the next level. Immerse yourself in over 200 speaker sessions, engaging talks, panel discussions, and unparalleled networking opportunities. And stay ahead of the curve with the latest trends and connect with potential partners and investors in the games industry!

Find out more about the event and get your tickets here.

One such expert making an appearance at PGC Helsinki will be Appsflyer’s Adam Smart. Adam has ten years of industry experience from working in technical, product and growth roles and now as a product director for gaming at AppsFlyer. Can you summarise what you are speaking about and why it’s important?

Adam Smart: PC and Console Marketing; Why is PC and Console marketed like Hollywood movies and not closer aligned to mobile? In my talk, I'll discuss the "as is" and how we see the marketing for PC and Console changing over time.

Where are the next big opportunities for the mobile games market?

Currently, there's a notable trend of mobile studios exploring opportunities in the realm of cross-platform gaming, including PC and console. As is often the case with emerging platforms, the early adopters tend to secure the largest user base and achieve enduring success in the long run.

What company do you most admire in the mobile games industry?

For me, it's Rovio! Their ability to evolve and maintain success over time reminds me of Kylie's adaptability. I'm truly impressed by the innovative ideas they generate and the talent they cultivate as a result.

What is your favourite ever mobile game?

Nailing down a single choice is quite challenging, as my preferences vary with my mood. However, one game has undeniably made a lasting impression on me: Raid: Shadow Legends. My rather analytical nature is drawn to the intricate setups within the game. The immense sense of achievement derived from conquering exceptionally challenging content has kept me engaged for over four years.

How do you see the advertising market changing in the future?

I am of the opinion that creatives will wield an even more significant influence in the trajectory of performance marketing moving forward. As the landscape introduces increasingly distinct advertising spaces (such as CTV, in-game console and PC ads, and the like), discerning what deeply connects with your audience will stand as a crucial factor for achieving success.

What do you enjoy most about working in the mobile games industry?

For me, it's the people. I consider myself extremely lucky to engage with a multitude of immensely skilled and talented individuals across various studios. Despite their diverse backgrounds, they share a common trait – approachability, friendliness, and an open demeanour. I feel the games industry is quite unique in this regard.

What was your first ever mobile phone?

The amazing Nokia 5110 (the one with the different snap on faceplates), I spent so many hours lost to snake on that phone. Wow, now I'm off to find one on ebay!

Find out more about PGC Helsinki

Check out the event's website here to get your tickets and find out what's on, what's where, where to stay and everything you need to know.

See you at the show!

Deputy Editor

Paige is the Deputy Editor on who, in the past, has worked in games journalism covering new releases, reviews and news. Coming from a multimedia background, she has dabbled in video editing, photography, graphic and web design! If she's not writing about the games industry, she can probably be found working through her ever-growing game backlog or buried in a good book.