This week, we catch up with Antoine Molant, marketing director for EMEA & UK at Capcom Entertainment Europe, as part of our two-week Gaming deep dive.
What did you want to be when you growing up? And does your job now resemble that in any way?
An archeologist – the kind that chases ancient relics throughout the world rather than the one dusting off a fragile item very carefully with a paintbrush for 10 hours. So yes, my job is exactly that – in a virtual world, when I have time to play games on a console or PC.
How did you get your job?
I was lucky enough to finish my studies at the end of the 90s, the golden age of the games industry. Companies in that field were recruiting massively back in those days. I had been into video games since I was a kid but never thought it would, or could, be part of my job. I found a work placement at a now extinct company called Infogrames, on the event organization side, and over 20 years I acquired experience in various fields, which brought me to where I am now.
Flexibility, adaptability and a hunger to keep learning are immensely important. This is such a fast-evolving industry, at all levels: what your audience wants, the ways to promote your content, constant technological leaps… staying in touch with these trends, or even better anticipating them, is one of the keys to longevity, and not becoming a dinosaur too fast.
OK, so what do you actually do? How would you explain your job to a taxi driver?
“I’m in videogames. No, not the dev side unfortunately, although I work a lot with them. I’m more sales and marketing, not as glamorous…” “No, I don’t play games all day…” “No, not Fortnite… but you’ve heard of Street Fighter, right..?”
Do your parents understand what it is that you do?
Not in the slightest. I believe they think I repair computers.
What do you love most about your job?
Working with very diverse people, from various backgrounds and nationalities, across many disciplines and projects. That requires adapting to different points of views, and it forces you to acquire new perspectives. It’s extremely gratifying.
How would someone entering the industry go about getting your job?
There aren’t any straight routes… it’s more about getting the right skills and experience over the years, on the marketing, communication, sales, digital and management fields. It takes time, curiosity, trial and error. You don’t have to be a specialist in all of this, but you do need to know enough to make informed decisions that are right for the business, and understand how everything fits together in the grand scheme of things.
On top of that, keeping the passion you have for the product you are marketing or selling will make a big difference, whether you are starting in the industry or are a veteran.
What trait makes you best suited for your role?
Common sense. A vast majority of issues can be defused if you have some.
What should someone wanting your job be reading or listening to?
Check specialist news websites regularly, in particular the business-oriented ones. On a lighter note, The Lord of the Rings trilogy, probably my favorite saga, let’s say… as an example of how a small, tight-knit team can accomplish great things against all odds? And Ready Player One, packed with pop and videogames culture.