Today’s interview is with Violeta Enescu, Marketing Manager at Green Horse Games.

With over 18 years of management experience, Violeta Enescu transitioned from the fashion industry to the gaming sector more than four years ago. 

Her approach is results-oriented and involves taking hands-on ownership of her projects.

Currently, as Marketing Manager, she leads the Green Horse Games team in achieving profitable scaling, enhancing community engagement, and expanding the user base.

Let’s get started. Enjoy!

Can you tell us a bit about yourself and how you got into marketing for tech / gaming? Were there any important events or people that helped you choose this path?

My transition into marketing for tech stemmed from a desire to explore new horizons after over 18 years in management, in different industries.

My career path started in the auto industry and then transitioned into mobile telecommunications during its formative stages.

Following this, I entered the realm of women’s products, focusing on beauty, jewelry, and clothing. During this time, I played a pivotal role in driving the expansion of a Romanian brand from a single store to an impressive chain of 17 locations and putting their online store at the top of Romanian shopping preferences.

The fast-paced evolution of technology and its impact on consumer behavior fascinated me, prompting me to delve into new projects that challenged me.

After I realized the gaming sector’s potential and the expansion of this vibrant industry, I made the switch almost five years ago.

I was fortunate to join the Green Horse Games team and have been thoroughly enjoying my time here. With the support of my colleagues, I quickly gained a deep understanding of this industry, which enabled me to build and lead a fantastic team.

Can you give us an overview of Green Horse Games, including the mission, the problems it aims to solve, who the ideal customer profile is, and what sets you apart in today’s super competitive market?

At Green Horse Games, we aim to create mobile games that bring people together globally. Our focus is on fostering social environments where collaboration is key.
By connecting players worldwide, our games cultivate lifelong friendships that go beyond the in-game field, sometimes resulting even in real-life weddings. This strengthens our belief in the industry’s potential and drives us to broaden our impact and narrative.

Despite encountering challenges, Green Horse Games has achieved remarkable growth over the past four years, culminating in our recent inclusion in the Miniclip group.

In today’s competitive market, our success is grounded in understanding our audience, actively listening to their feedback, and meeting their requests. This customer-centric approach distinguishes us, enables us to forge meaningful connections, and leads the charge in social gaming.

Based on your experience, what marketing strategies have been most effective for Green Horse Games, and how have these evolved as your company has grown?

Marketing is akin to a dynamic organism, continuously evolving to meet changing market demands, fluctuations, and competitive landscapes. At Green Horse Games, we prioritize quality and a player-centric approach. We extensively analyze player behaviors and employ various metrics to guide our marketing decisions and refine our strategies.

Furthermore, community engagement has been paramount to our success. We foster a vibrant gaming community through social media, groups, and in-game events, which not only enhances player satisfaction but also amplifies our brand reach through word-of-mouth and user-generated content.

Digital marketing has many tactics, channels, formats, etc. Can you tell us how you choose the best ones for Green Horse Games? How do you decide where to put your efforts for the best ROI?

For us, the cornerstone of our digital marketing approach has always been understanding our audience and their needs. We conduct thorough analyses and interviews to gain insights directly from our users, identifying their motivations for playing and areas where we can improve.

When selecting tactics and channels, we blend traditional methods with innovative approaches. While we explore classical user acquisition strategies and test new trends, influencer campaigns have notably boosted our user numbers and engagement, especially through collaborations with individuals.

Ultimately, our marketing strategies are a blend of creativity, a touch of daring experimentation, and data-driven decision-making

If you could change one thing about digital marketing, what would it be and why?

I believe enhancing data privacy and transparency in digital marketing would greatly benefit the industry by fostering trust and accountability. This shift could lead to more meaningful connections with consumers and ultimately improve the effectiveness and credibility of marketing strategies.

What does “success” look like for Green Horse Games?

Success for Green Horse Games encompasses various aspects. It’s not solely about receiving positive feedback from our players but rather focuses on creating captivating gaming experiences and fostering the growth of our communities in a healthy and sustainable manner.

What trends do you currently see shaping the marketing industry? How are these trends influencing your marketing strategies and decision-making processes?

In the marketing world, AI is making waves, and we can’t stay aside; it’s transforming how we create assets, optimizing processes, and enhancing new ideas.

This and UGCs are very actual trends that need to be fostered and embraced by companies looking to stay ahead in the ever-evolving marketing landscape.

Reflecting on your journey in digital marketing, what is the most valuable lesson you’ve learned that you would pass on to someone just starting out in this field?

In all these years, I’ve learned the importance of knowing your audience very well, understanding your niche thoroughly, and speaking their language authentically.
Additionally, I’ve learned the significance of taking actionable insights from data to inform decision-making and optimize strategies for success.

In your opinion, what’s the best book in the world:

“The Laws of Simplicity: Design, Technology, Business, Life” by John Maeda. Although it’s not specifically about marketing, Maeda’s principles can be applied to marketing strategies and communication. This book offers valuable insights into the importance of simplicity in design, technology, and business, providing practical tips for simplifying complex ideas and messages to resonate with audiences.

About Green Horse Games

Green Horse Games is a talented mobile gaming studio, committed to delivering great gaming experiences that reach and connect people all around the world.

The company was founded in 2013, and our headquarters are located in Bucharest, Romania. The team is formed by an open-minded and passionate group of people who share the same vision for creating social and gamified worlds for sports fans.

Their #1 game, Football Rivals, is a project built around a simple idea: to bring football fans together. Players from all over the world can connect with each other, build friendships, create the best football teams, and fight together for the same goals.

Thanks for reading this.

Our goal with this SaaSy interview series is to bridge the gap between SaaS & tech founders and marketing professionals. We bring useful tools and services closer to the community of specialists and we help our community better understand your industry. 

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