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Outplay hires VP to boost global appeal

Luis De La Camara: ‘marketing should be an integral part of the product’s design’


Outplay Entertainment has hired Candy Crush veteran Luis De La Camara as VP of Global Marketing, with a mission to further understand and connect with players from around the world.

An experienced senior marketer, Mr De La Camara (pictured) has worked with some of the most successful studios across the globe, developing an understanding of industry processes, and how and when to market mobile games effectively.

More recently, he directed a team at King in Sweden, working on the mobile phenomenon Candy Crush Saga. Responsible for the game’s product marketing, CRM and social media, Mr De La Camara continued to build upon the product’s success, taking the Candy Crush series of games to new heights.

Mr De La Camara, who has been part of the video games industry for over a decade, plans to use his experience at Outplay Entertainment to align the studio’s marketing efforts seamlessly with the production processes.

He said: “Traditionally marketing is seen as an effort that lies at the end of the development process of a product, but to me marketing should be an integral part of the product’s design, especially in the games-as-a-service business.

“Understanding your customer, designing optimal experiences, and creating products they fall in love with, should be the focus of any business.”

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