FiveOneNine Games’ Lloyd Melnick: Taking Chances and Reaping Rewards

Lloyd Melnick keeps busy. He founded and sold a game company to Playdom, ran Disney’s European and Latin American social game business, and is now the CEO of FiveOneNine Games. He is well-known for making bold decisions. However, it is only if there is worth in taking the risk. He is always looking to push the limits.

Exciting Changes in the Market

With his extensive involvement and background in the social games sector, Melnick has seen social features and games become the newest standard in how games are designed and monetized. He believes the all-age appeal is at the core of all this. “There is social game content for every individual, not just young males or middle aged women,” says Melnick. “Instead, anyone can find something they enjoy in casual gaming.”

With the emergence of different types of games, the market has undergone a change. Melnick has noticed a couple of trends that stand out to him: the fragmentation of the tablet market, cross-platform play, and the arrival of international content. “Odds are we will see some top content for Eastern Europe, Latin America, who knows where,” says Melnick. He believes this evolving market provides more opportunity for developers. “The market is much more diverse, so you can now make an appealing game without having to pander to a very small audience.”

It can be a little intimidating entering such an innovative market. Melnick advises letting content be the leading factor to your decisions. “Think content first: How are you going to make the most compelling product for your audience?” asks Melnick. “Once you have your product strategy, then analyze which platform is the most appropriate vehicle.”

Melnick’s past experiences provide him with the insight and skills necessary to do his job well. From a self-financed game at a startup company to leading a team at Disney’s Playdom, he learned ways to build FiveOneNine Games while integrating their activities with the strengths of The E.W. Scripps Company and Capital Broadcasting, their parent companies.

“FiveOneNine Games is committed first to entertaining its players—but then we also want to enlighten and engage them by integrating issues and content that make a difference in people’s lives,” says Melnick. Look forward to just such a game on Facebook soon.

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