Go beyond the numbers and get your message right

Christian Wihananto
    Country Producer - Garena Free Fire

Christian Wihananto On Mobile Marketing

Please share something about your journey in marketing.

I started my career in Garena helming PC Games. Then, my focus was more on traditional marketing like distribution channel management, as well as other ATL marketing. From there, I shifted to Mobile Games with Garena Free Fire being my first Mobile Game title. We started to experiment with Influencer Marketing and UA campaign and invested more in building an ecosystem for User Generated Content (UGC) to flourish.

What according to you are the latest trends and innovations that are changing the gaming marketing landscape?

Creating a good content creator community is one of the most under-rated practices in the industry. By enabling and strengthening our community of content creators, we will have one of the loudest, influential and organic marketing channels in the market.

What is your biggest inspiration story?

It is hard to pick one. I would rate Garena Free Fire’s rise from an unknown game title into a game-changer in just one year to be one of my most storied moments in Garena. It shows me that a good product can create a level playing field between an “unknown” game studio like Garena and the rest of the world. It makes me want to give my best for my players to thank them for their support.

What keeps you and your team motivated in marketing?

Our players! We want to evangelize great gaming experience to as many people as possible.

What advice would you like to share with young marketers?

Go beyond the numbers and get your message right. Impressions mean nothing if you are speaking the wrong language, or telling the wrong story.

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About Affle

Affle is a global technology company with a proprietary consumer intelligence platform that delivers consumer engagement, acquisitions and transactions through relevant Mobile Advertising. The platform aims to enhance returns on marketing investment through contextual mobile ads and also by reducing digital ad fraud. While Affle's Consumer platform is used by online & offline companies for measurable mobile advertising, its Enterprise platform helps offline companies to go online through platform-based app development, enablement of O2O commerce and through its customer data platform.

Affle India successfully completed its IPO in India on 08.08.19 and now trades on the stock exchanges (BSE: 542752 & NSE: AFFLE). Affle Holdings is the Singapore based promoter for Affle India and its investors include Microsoft, D2C (an NTT DoCoMo subsidiary), Itochu, Bennett Coleman & Company (BCCL) amongst others.

Mission Statement - 'Driven by passion, innovation and entrepreneurial commitment, Afflers create sustainable value for stakeholders globally, through our consumer intelligence marketing platform for consumer acceptable ads on connected devices'.