Henning Kosmack discussed how they manage storylines in their game Suburbia during Casual Connect USA 2014. “We are very analytical, and we really track a lot of the stuff that’s happening in the game,” he said. “We try to tweak it back and forth to make sure that it is really fitting the biggest amount of audience we can get for that plot line.”
“The games are everywhere, so let the fun begin!” exclaims Henning Kosmack, the co-founder and CEO of MegaZebra. The biggest impact he sees coming to the games industry is cross-platform play. Computers, mobile devices, and television are all coming together as channels for game play. No matter what media outlet people prefer at a particular moment, the games will be there for them. And Kosmack believes this is great news for everyone in the games industry, especially for the players.
Assembling The Team
At MegaZebra, Kosmack fills many roles. As CEO, his foremost responsibility is to assemble an outstanding team of highly talented individuals. Kosmack also spends considerable time interacting with game producers. Since he loves numbers, he brings that into the creative processes in the company. And he is very involved with marketing and community work, where he has learned a great deal about user acquisition and the full life-cycle user experience.
Prior to founding MegaZebra, his career included everything from entrepreneur to VC. All along he has been detecting trends and finding the right team to execute new ideas, skills he continues to use in his latest company.
“Quality Over Quantity”
Kosmack stresses the pride he feels in his team. The MegaZebra philosophy is to emphasize quality over quantity, so the team still numbers less than fifty. Although they are small in numbers, they have crafted some of the biggest games in all the genres they have actively pursued, successfully competing with much larger companies. He says, “It feels like being the underdog playing soccer against the FC Bayern Munich, our hometown club and one of the best teams in the world, and beating them!”
One of the most significant trends Kosmack sees affecting the games industry currently is what he calls the “mass-marketization” of games. As social games emerged, they became accessible to an entirely new audience. Mobile devices further broadened this market. He believed, when founding MegaZebra in 2008, that all gaming audiences would follow this trend from narrow to broad. Although there are some genres, such as console-like gaming, which have not yet followed the trend, he expects them to be next.
The Media Battle
He claims this phenomenon produces another trend, which he calls “the battle of the media”. As games target the mass-market audience, they clash head-on with other media, particularly television. They are consumed at the same hours of the day, for similar session times, and by the same people. But TV is now losing reach and games are soaring. He says, “I think this makes sense. While TV is one-way, games are interactive, which is simply more fun.”
Although there are other trends occurring, at MegaZebra, they believe these are the most important and are fully committed to focusing on them. They are now bringing their category-leading social games cross-platform. Because they have worked with Facebook for some years, they see the value of having mobile games synched to online, socially-connected versions, believing it offers a broader reach and significantly enhances the user experience.
Meeting The Challenge
To meet the challenge of competing with TV, they are currently working on a title that combines TV episodic-style storytelling with a simulation game. Kosmack asserts, “It will combine the narrative, excitement and drama that a television script delivers, with the interactive and social experience of a game.”
In his own gameplay, he is in the middle of migrating from Mac to iPad. He tests many games that come out on different platforms, but now his playing time is going to the new releases they have coming, Suburbia and Solitaire Chronicles. He says, “As we continue to tweak the games, I play, delete my scores, and play again, until it feels awesome.”
When not at work, Kosmack enjoys the original beer gardens in the beautiful city of Munich where he lives. He also visits the nearby lakes and the Alps, and participates in several sports, including beach volleyball, basketball and old-school squash.
At Casual Connect USA, he announced the official launch of Suburbia, MegaZebra’s take on the convergence of TV and gaming. It has already been playable in open beta, but because it is a rather unusual concept, fine-tuning it has taken some time.
Catherine Quinton is a staff writer for www.gamesauce.org. Catherine loves her hobby farm, long walks in the country and reading great novels.