Claas started his career in the interactive entertainment industry in 2003 as a freelance QA engineer at Elkware while still being a student. He has since then worked his way up, having held various positions along the value chain of the games industry at Infospace and Exit Games. Recently he started his new position as Business Development Manager at 8 Elements and relocated to Hong Kong.

What made you take this new position at 8elements?
The dynamics and opportunities within the interactive entertainment industry in Asia are amazing and I love working in a small, agile company. Add my personal faible for the region to this, the position at 8 Elements offered a great opportunity to contribute myself to.

Tell me something about 8 Elements…
The company distributes mobile entertainment in Asia and represents Asian companies in the so-called “western world”. It’s a small team with offices in Hong Kong and Melbourne.

What are the key goals you want to achieve in your new position?
8 Elements, the name stands for the 8 sales regions in Asia, has developed three key strengths in its 5 years of existence: A well-established distribution network in Asia, a seasoned operations team and great relations to the local content industry. With this in mind, my key goals at 8elements are:

- Making the mobile games world a better place to live in for those who deserve it… ahem… my clients, of course

- Making the company the number 1 provider of great Asian mobile content to the rest of the world. There are some really good games around here

- Strengthen 8elements position as number 1 distributor of mobile entertainment in Asia

What do you think is missing in the worldwide mobile games market?
I find it easier to get an illegal copy on my phone than to buy one. Also, I don’t feel comfortable buying something that I don’t know and haven’t heard of. Simply seeing a brand doesn’t really help that. The whole issue with the Internet settings and “hidden” data traffic cost also is an annoying mess. “Try before you buy” and open Internet would definitely help that as much as it helped the casual games and online games industry. There is so much potential that’s being held back. But I am pleased to see how the iPhone is slightly re-arranging the marketplace in this regard, enforcing its own shop and data flat rates. Go, Apple.

How do you see the mobile games market in the next years?
Looking at interactive entertainment in general, you’ll see that the big game hits are more and more focused on the dedicated gaming devices from Sony, Microsoft and Nintendo. GTA 4 is one good example. It has been the most successful game so far and was initially released on PS3 and Xbox 360 only. Distribution and monetization is increasingly built around online users with a unique appearance: Micro-transactions, multiplayer games, in-game ads and whatsoever. For a games publisher all the above mentioned are ways to avoid piracy.

I believe these are key trends that will apply to mobile games over the next 5 years. Once we’ll see an affordable, open Internet and good, global in-game billing infrastructure games will go online. It is then when quality titles will receive appropriate appreciation, which will also result in a small but reasonable demand for real gaming capable phones.

How do you enjoy Hong Kong, how do you find it different from living in Europe?
It’s awesome. The views are magic, the weather is something you have to get used to. It’s very hot and humid. I recommend to anybody who hasn’t seen Asia yet to go and see it with your own eyes. Compared to life in Europe everything seems to run in fast forward mode. It is also the best place I have experienced so far to do shopping - be it clothes, food or computer stuff. Everybody who reads this should consider a visit after GSMA in Macau later this year, ha ha!

My comments to Claas: Claas is a guy that went from the bottom to the top of the companies, with hard work and great self-improvement over the years. He is on a great roll and with the movement to 8 elements, I believe he can make a change to the industry.

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