Spotlight: Karen Tong, Senior Director of Product Marketing at Niantic – From Chemical Engineering to Games Marketing Leader

Mobile advertising company Liftoff has recently hosted a series of discussions with inspirational women in the mobile gaming industry, shedding light on their achievements, challenges, and future goals. In a recent interview, Karen Tong, Senior Director of Product Marketing at Niantic, shared her remarkable journey from chemical engineering to becoming a leader in games marketing.

Tong’s passion for marketing and gaming led her to pursue a career in the video game industry, despite starting out in chemical engineering. She made significant strides in her career, working with major brands like The Sims at EA and leading product marketing efforts at Microsoft. Tong’s diverse background equipped her with the skills needed for the dynamic world of mobile marketing.

After gaining valuable experience at Twitch, Tong joined Niantic as Senior Director of Product Marketing, focusing on the iconic mobile game Pokémon GO. Managing a title that has broken numerous records in the mobile gaming industry presented its own set of challenges, but Tong’s expertise in community building and live service products helped her navigate the complexities of the role.

One of the key aspects of Tong’s role at Niantic is leveraging data to drive marketing strategies. By closely monitoring campaign attribution and player responses, Tong and her team are able to create targeted campaigns that resonate with the audience. This data-driven approach has been particularly crucial during major events like Pokémon GO Fest, where players from around the world come together to celebrate their shared love for the game.

Tong attributes the enduring success of Pokémon GO to its immersive gameplay experience and the collaborative efforts of Niantic’s teams. Despite the backing of a popular franchise, Tong emphasizes the importance of delivering a high-quality product, which she believes Pokémon GO truly embodies.

With a strong focus on community engagement and a commitment to delivering exceptional gaming experiences, Karen Tong continues to play a pivotal role in shaping the future of mobile gaming at Niantic. Her journey serves as an inspiration to aspiring marketers and women in the tech industry, showcasing the power of perseverance and passion in achieving one’s career goals.