In our video series Conversations, we ask developers and industry experts for their insights into the world of gaming. At this year’s Gamescom, Ekaterina (Kate) Baturina of Barcelona-based Zeptolab sat down with Audiencly’s Sima Spielmann to discuss the future of the industry from a developer’s point of view.
As the economics of games have changed over the last few years, so developers have had to change their approach, Kate tells us.
“I think there has to be this important mind shift,” she says, “investing not only in a game, but in a universe around the game. That will really help to drive and engage players.”
Part of that is reaching out to users wherever they want to play their games.
“Relying on a single platform or monetisation stream is just no longer safe,” Kate says. “Whether it’s through alternative sources, direct to consumer web shops or brand licensing opportunities, this really gives you resilience. For us, it’s not only about hedging risks, but also finding the best ways to engage with our audience and extend lifetime value.”
But perhaps the biggest challenge is in user acquisition efficiency – acquiring users without burning margin.
“UA has become way less efficient as a standalone,” says Kate. “Competition is just fierce. I think a smarter creative approach is important and then rely heavily on data. So fresh creation, iteration, experimentation. And, of course, machine learning optimisation.”
Player retention and live-ops – data and performance-driven marketing – are the most important things for developers to invest in right now, Kate says.
“Long term engagement is actually the only way the economics works,” she says. “Across platforms and ecosystems, games need to meet players on all the possible touchpoints. And of course, building brand. I think that will really help mitigate the risks.”
Check out the video here.