You’ve got to show off more than just the mechanics, like having a protagonist or narrator who will appeal to players.”īut Price didn’t just learn all that during her time in psychology-much of her motivational knowledge comes from her first marketing role at a tabletop games company. “You have to have something that will pull them in, which means thinking about marketing early in development. “To succeed in this market, you need to have a firm grasp on what interests users, not just what motivates them,” Price says. While that might seem unrelated to mobile marketing, learning about the mind's inner workings has helped her better understand what drives users to keep playing. Price’s career journey started in psychology, which she studied at Wheaton College in Illinois. Price might be a mobile expert now, but she didn’t build up her skillset until later in her career. What psychology, board games and e-commerce taught Price about mobile marketing It’s not an easy role, but it’s perfect for Price, combining the two things she loves most: marketing and games. The opportunities and challenges she identifies help her forge the studio’s overall marketing strategy, which acts as the foundation for activities with her talented marketing teams, who develop imaginative campaigns to boost revenue and drive downloads. Price spends much of her time engrossed in the inner workings of DoubleDown, carefully analysing data and reports to understand how each game is performing. This involves handling the relationship with ad partners, working with Product Marketing and user Engagement to strategise innovative marketing campaigns and external communications to drive long-term engagement, and much more.

She applies her knowledge as Director of Growth Marketing at DoubleDown Interactive, overseeing the user journey across the studio’s portfolio of social casino games and skill-based real cash tournament games. With over two decades of marketing experience, Faith Price is an expert in mobile user acquisition. This time, the focus is on Faith Price, Director of Growth Marketing at DoubleDown Interactive. Mobile advertising company Liftoff has invited inspirational women working on some of the biggest mobile games to discuss their achievements, challenges and future aspirations.

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