Paulina Lorné

I've spent most of my career at the intersection of storytelling and strategy: building campaigns that don't just sell games, but invite people into worlds. As Nordic Marketing Manager for Bethesda, I get to do exactly that every day: bring some of gaming's most beloved universes to audiences across Sweden, Norway, Denmark, and Finland. My focus areas are event marketing, marketing strategy, influencer campaigns, partner and retail activations, and go-to-market coordination — always with an eye on driving real results.

My path into the industry wasn't a straight line. I started out in tech with eye-tracking pioneer Tobii, then pivoted fully into game marketing at Image & Form (now Thunderful). Back then it was a small studio of fewer than 25 people, self-publishing and running its own QA — which meant that on top of planning events and building PR and influencer leads from scratch, I was hands-on with everything from Steam store pages to launch logistics. Those years sharpened my instincts for indie and mid-tier titles: scrappy, community-first campaigns where every detail matters. It shaped how I approach marketing: close to the product, close to the players, and with respect for the audience.

Moving into AAA publishing brought a new scale, and in recent years I've also worked extensively with Games as a Service titles, supporting long-term player engagement through ongoing content, campaigns, and activations.

What drives me? Honestly, games have always been a constant. From booting up Allycat.exe on the family IBM AT, to Magic: The Gathering marathons in high school, to whatever game currently steals too much of my sleep, it's always been about the same thing: the feeling of being pulled into something that matters.

Games bring people together, spark conversations, and create memories that last a lifetime. I've spent my career helping that happen at scale, from grassroots community events to major launch activations at Gamescom and PAX.

Off the clock, you'll find me deep in an open world chasing side quests and achievements or obsessively optimizing things that absolutely do not need optimizing in strategy and management games. I believe the best marketing comes from genuine passion, and I've never had to fake mine.