- Tell us about your collaboration with brands. What is it like, how to understand whom to contract, what difficulties can there be?
There are a lot of brands in our age range in the world, so cooperation begins with market research. Then our analytics department examines the selected brands and evaluates them. Only after all this do we proceed to communication. By the way, we are now putting together an index of brands based on how profitable investing into game development with them can be.
Almost the entire market operates with brands using the revenue share model. This is when you come up with, agree on, and release a game with further performance improvements and investment. Only six months or a year after the launch of development your investments start to pay off. In this case, you share the average 30-50% of the profit with the copyright holder. In our analytical model, this percentage plays an extremely important role and, frankly, for the last six months we have not signed up for 40-50% shares due to eventual lack of profit. As a rule, you can always find another brand with 30% revenue share.
If we talk about the difficulties of working with brands, most of them are faced by inexperienced studios only. You need to understand that the brand isn't as interested in money as it is in users, and since we localize games into 17 popular languages of the world, brands can expand their audience. Sometimes there are unpleasant incidents: for instance, one of our games was almost completely copied by another developer because the brand did not watch out for plagiarism. This can be a pain for the marketing team and discourages further investment into games on this brand.
But overall, we value relations with our every partner a lot and try to fulfill all their requests the best we can while keeping in mind our own. We have already standardized processes for mutually beneficial cooperation - perhaps that is why brands are pleased to work with us.