Kentaro Sugiura

Meet Kentaro Sugiura, Lead UA Manager at Rovio. With a keen analytical eye, Kentaro drives user acquisition strategies for advanced-casual games like Angry Birds 2 by blending data-driven insights with creative collaboration. Known for his deep expertise in mobile marketing, Kentaro is passionate about optimizing ad performance through Rovio’s iconic IP. He’s committed to staying ahead of industry changes, from evolving privacy policies to new technologies, and enjoys connecting with peers to share knowledge and real-world strategies.

Kentaro and Miaomiao Li are a powerhouse Mobile Heroes duo at Rovio, each bringing unique insights to drive performance marketing success.

How would you describe the types of games that Rovio makes to a new player?

Rovio consists of seven studios, each with its specialties. For example, our Espoo headquarters focuses on puzzle games, Copenhagen on battle games, and Stockholm, where I work, on advanced-casual games like Angry Birds 2. Advanced-casual is a subgenre of casual that offers deeper gameplay for players.

What does your typical day look like at Rovio?

I spend a lot of time reviewing and analyzing data to ensure the health of our UA. I also work closely with other teams, like creative, to brainstorm or provide feedback on what’s working or what needs improvement. Plus, I collaborate a lot with external partners like Liftoff.

You’ve been in the mobile app industry for many years. What is the secret to your career longevity in performance marketing?

Honestly, there’s no big secret. The industry is still growing and evolving, with new technologies and privacy policies emerging every year. So, it’s crucial to continually sharpen your knowledge and skills.

With Rovio’s deep experience building and utilizing IP, what tips would you give our readers looking to grow their IP?

Building IP is a journey and a long one at that. You need to understand your audience and approach them in multiple directions. It’s also essential to be strict about how your company and partners use your IP. For example, with Angry Birds games, those games must adhere to our Angry Birds brand guidelines. Sometimes, the guidelines feel odd. Once, we had an ad creative where Red, the main Angry Bird, was grilling a pig character from the game. It performed well, but we had to stop using the creative because it didn’t align with the brand guidelines. We want to ensure our IP is used appropriately for all audiences, from kids to adults.

So, speaking of creative, Rovio is one of the original mobile gaming developers who’s been successful since the early days of mobile apps. Based on your experience, what makes for good mobile ad creative? What formula has Rovio developed?

Our strong IP helps with driving higher IPM (installs per mille). For example, we tested having Angry Birds characters appear in the first three seconds of an ad versus a pig character. The rest of the creative was the same. The result: Angry Birds appearing first generated higher IPM. So, we know the power of our brand IP, and we maximize its use in our ads.

What does it mean to be featured as a Mobile Hero from Stockholm, especially working for a company like Rovio?

Rovio is one of the few mobile gaming companies in Stockholm, a region more known for PC and console gaming studios. So, I am happy that Liftoff recognizes me, our work, and Rovio Stockholm. I’m open to connecting—and having a beer, of course—with anyone in Stockholm who wants to talk about mobile game marketing and UA.

What work challenges or concerns keep you up at night?

It depends on the current day’s situation, but I’m often thinking about data. If I see D1 retention dropping on a particular day, I’d want to dig into the data immediately to determine why. My internal curiosity drives me to find the answer, and I think that curiosity is vital in UA. The more you test and explore, the better you understand your game and ad partners.

What would you predict for the future of mobile marketing and performance marketing?

Privacy policies will play a significant role. We know changes are coming to Apple, but we’re unsure exactly when. Android is still a bit of a mystery, too. Managing user privacy while providing the best ad experience without relying too much on personal data will continue to be tricky in the future.

What resources—websites, blogs, podcasts—do you use to keep up with performance marketing?

Deconstructor of Fun is my favorite. My professional network is another one. I chat with my industry peers to learn how they do things or get inspiration. I used to organize roundtable calls with a few peers to discuss trends like iOS performance through an ad network or DSP. Now, I do more one-on-one calls.