Humans Behind the Game: Ioli Pretenteri

Humans Behind the Game


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Ioli Pretenteri, Consumer Marketing Insights Team Lead, knows all about human behavior. She studied psychology in university and previously worked in agencies before making the move to the gaming industry and Gameloft. Thanks to her and her team, we're able to understand what our gamers want and need to create even better experiences.

Read on to find out why she doesn't regret making the industry switch and what she loves most about her job!

Hi, Ioli! Tell us about yourself.
I joined Gameloft two years ago as a Consumer Knowledge Manager before being promoted to the Consumer Marketing Insights (CMI) Team Lead. Having been always interested in explaining human behavior, I studied Psychology with a masters in Child Psychology in London, UK. Market research is not that far off as some might think because at the end of the day, what you do is explain the behavior of consumers (and in my case, gamers).

I previously worked in agencies, quantitative and qualitative, before moving client-side. When I made the jump, I thought about what would be the most interesting sector to deal with in my day-to-day, and gaming came in first place. What's more fun than talking about games every day?

What is your role and what do you like most about it?
My day-to-day really varies and that's also why I find my job fascinating. The CMI team at Gameloft consists of 6 researchers, and our mission is to help Gameloft become more consumer-centric by placing the consumer at the center of every strategic decision.

We speak to the game teams in different studios, listen to their key challengers, and try to find answers to their questions. Two projects are rarely the same; we've tested concepts in game creation, defined the audience of a game, and figured out how to make our games stand out!

What I like most about my job is helping game teams from all over the world gain the insights they need. Also, we always have the freedom to design new methodologies and try out new things, such as designing workshops to create new concepts or ad-hoc projects to inspire creativity.

What are some of your most memorable moments at Gameloft?
One that stands out was the completion of a big research project with the objective of segmenting the mobile gaming population. We created six personas with distinct needs and expectations. Based on this research, we redesigned the marketing process we use at Gameloft and succeeding in putting the consumer at the heart of it.

I also won’t forget the Marketing Summit that took place last year where people from all over the world gathered in Paris to exchange ideas and engage in meaningful conversations. It was the opportunity to finally meet the amazing people whom I've only seen through a screen.

What advice do you have for people, and especially women, who want to work in the gaming industry?
The mobile gaming world is booming and changing at such a fast pace it won't be slowing down anytime soon. Nearly everyone we know is a gamer in some way, which is why the stereotype that the gaming industry is male-oriented should be broken. More and more women work in gaming and I personally have only been met with positivity. It's an exciting field, so don’t be afraid to make the move. You'll love it!

Ioli is currently looking for a Consumer Insights Researcher in our Paris studio, so don't miss out on this opportunity to work with her and the rest of the amazing team! Click here to apply, and tune in next week for another edition of Humans Behind the Game!

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