Think Games Istanbul 2024

Think Games Istanbul 2024

Michail Katkoff

For the third year in a row, we at Deconstructor of Fun had the pleasure of hosting an incredible event in partnership with Google: Think Games Istanbul. The talks were filled with valuable insights into the current state and future prospects of the gaming industry, some of which you can explore below.

A huge shoutout to Med Qaderi from Funtory for putting together this fantastic recap! Now, let's dive right in.

A Reality Check with a Dose of Optimism with Michail Katkoff and Eric Kress

The keynote kicked off with a dose of reality from Eric Kress and Michail Katkoff. They acknowledged the current slowdown in the mobile gaming market but emphasized that downturns are a cyclical inevitability. Their message? The gaming industry is resilient and always bounces back stronger. Eric offered valuable advice for weathering the storm: embrace agility, explore alternative distribution channels, and remember, the industry rebounds.

Michail then donned his "future-teller" hat, unveiling predictions for the year ahead. He acknowledged past misses but also highlighted successes like the rise of web shops for publishers and the continued importance of paid user acquisition (even with privacy changes). The most intriguing prediction? The potential impact of the (DMA) on the power dynamics between app stores and publishers.

Mobile Market Blues & Pockets of Success

Alpagut Cilingir from Google offered a nuanced perspective on the mobile market. While acknowledging the overall decline, Alpagut identified bright spots – hyper-casual and match-3 genres are defying the odds. His message for developers? Diversify your revenue streams! Don't rely solely on a single source. He offered a special shoutout to hybrid-casual studios, suggesting in-app purchases as a viable strategy for long-term sustainability. Additionally, he emphasized the power of (IP). A well-loved brand can be a goldmine for user acquisition and engagement.

AI: Powering the Next Generation of Gaming

The conversation then shifted to the cutting edge of technology. A panel featuring Belinda L. and Katie Funk from Google's product team shed light on how AI is revolutionizing user acquisition in games. Their insights offered a glimpse into a future where AI plays a central role in identifying and reaching the target audience for your game with laser precision. Following their talk, Tomi Huttula took the stage to discuss the ever-growing role of AI in the future of gaming itself. From AI-powered game mechanics to intelligent in-game experiences, the possibilities seem endless. Get ready for a future where AI isn't just a tool, but a co-creator in the gaming landscape!

From Humble Beginnings to Global Gaming Giants: Inspiring Journeys

The afternoon session saw industry leaders take center stage, sharing their inspiring journeys. Affan Butt hosted Andy(英武) Zhong(钟), the CEO of FunPlus. Zhong's story is one of remarkable growth, transforming a 10-person team into a global gaming powerhouse with over 2000 employees. His talk offered invaluable insights for aspiring developers, highlighting the importance of perseverance, strategic vision, and building a talented team.

Building a Brand to Last: The MY.GAMES Journey

Next up was Elena Grigorian of MY.GAMES. She delved into their strategic approach to branding, using the phenomenal success of Rush Royale as a compelling case study. Elena unpacked the key branding components that fueled Rush Royale's meteoric rise, offering a roadmap for developers looking to build a lasting brand identity for their games.

Launching Blockbusters: The Supercell Playbook

Kasim Zorlu from Supercell and Activision, the name behind iconic titles like Angry Birds, Diablo Immortal, and Call of Duty Mobile, graced the stage next. Kasim, a veteran of launching monumental gaming franchises, shared his experiences navigating the increasingly saturated market. His talk emphasized the importance of putting the community first when it comes to marketing and the crucial role of data-driven decision-making in ensuring the success of a blockbuster game.

Monopoly Go: A Masterclass in IP Integration

The final act belonged to a dream team, Jamie Berger and Jen Donahoe. They dissected the phenomenal success of Monopoly Go from Scopely, offering a masterclass in IP integration. Jamie, the mastermind behind marketing for the game, discussed how they brought the classic board game to life on the mobile platform with a fresh approach. Jen, a seasoned industry veteran, provided invaluable insights into the process of transforming a beloved IP into a mobile gaming success story.

Deep Dives: Breakout Sessions with Industry Experts

The event offered a plethora of breakout sessions where I could delve deeper into specific areas of interest. Here's a breakdown of some key takeaways:

Unlocking Global Growth with Google Play:

This panel By Romain Mardot and Robbie Hopkins focused on the tools and strategies offered by Google Play to help developers launch games with confidence, acquire more users, and engage players worldwide. Speakers discussed various resources such as App Bundle Analyzer, Pre-registration, Google Ads, A/B Testing, and Analytics.

The Art of Achieving Peak Performance:

This session explored the lifecycle of a game, focusing on key stages from (MVP) to hard launch. John Wright, from Kwalee, shared their approach to testing and optimizing games throughout the development process. They emphasized the importance of metrics like session length, day one retention, and (CPI) to assess progress and make informed decisions. Here's a breakdown of the four key stages John discussed:

MVP: This initial stage focuses on building the core gameplay loop, the heart of what keeps players engaged. Metrics like session length are crucial here to ensure the core gameplay is fun and addictive.

Alpha: This stage expands on the MVP with more content (around 4-6 hours), allowing for testing features beyond the core loop. Day3 and Day7 retention become key metrics, as you assess if players keep coming back after experiencing a broader range of the game.

Soft Launch: This stage involves a limited release to a specific target audience. You gather valuable data on user acquisition costs, in-app purchase (IAP) revenue, and overall user behavior to refine the game before a global launch.

Hard Launch: With the game optimized based on soft launch data, this is the official global release where you aim for maximum user acquisition and engagement.

Turn Your Game into a Money-Making Machine:

This panel discussed hybrid monetization strategies and innovation in the age of AI. Felix Braberg highlighted the shift from traditional waterfall ad buying (where price negotiation was a key factor) to a single-price strategy with real-time bidding. This shift necessitates experimentation with bid floors, a minimum acceptable price for ad impressions, to optimize ad revenue. Additionally, Felix stressed the importance of a product-focused approach to monetization, encouraging developers to think beyond traditional methods and explore creative ways to generate revenue.

Fatma Güngör, also from Google, delved into the rise of hybrid casual games, studios primarily known for ad-driven monetization that are now generating significant IAP revenue (over $33,000 per day). These studios often utilize rewarded video ads where players watch ads in exchange for in-game rewards. This strategy can incentivize players to engage with ads without negatively impacting the gameplay experience.

Fireside Chat: What Makes an Investable Founding Team?

This session offered invaluable insights for aspiring developers seeking investment for their game projects. A panel featuring Michail, Phylicia Koh Play Ventures, Dara Leung The Raine Group, and Maria Kochmola The Games Fund discussed key qualities investors look for in founding teams.

Here are some key takeaways:

Passion and Expertise: Investors seek founders with a deep passion for gaming and a proven track record of success in the industry.
Strong Team Dynamics: A well-rounded team with complementary skills and a history of working effectively together is crucial.
Clear Vision and Execution Plan: A well-defined vision for the game and a detailed roadmap for development and execution are essential.
Market Understanding: A deep understanding of the target audience and the competitive landscape is critical.

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