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Video Coverage

Georg Broxtermann: Mobile Game Business Essentials | Casual Connect Video

August 22, 2013 — by Catherine Quinton

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George Broxtermann gave some valuable tips on game marketing during his session How We Attracted 5 Million Players for Royal Revolt in the First 6 Months during Casual Connect USA. ” In some markets, at some times, a TV campaign can really make sense,” said Broxtermann. “If you do it right, and if you work with partners where you can optimize your campaigns, you are coming down to 80 cents sometimes for an install. But if you cannot make it right, then you pay a lot of dollars for an install, so you can burn a lot of money in TV ads.”

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Developing Relationships and Partnerships for Success

Georg Broxtermann, Co-Founder and Director Business Development at flaregames, considers establishing relationships and partnerships essential to increasing business for the company. Since he has worked for many different types of companies, from startups to large media companies, he is cognizant of what potential partners are looking for in a partnership with flaregames.

Georg Broxtermann
Georg Broxtermann

Where to Find Great Customers?

One dozen companies with 50 to 250 well-selected staff and great teams that can be independently responsible will rule the industry. And flaregames is working to become one of them.

With his broad view of the games industry, Georg considers the most pervasive challenge now is finding effective and affordable distribution channels for mobile games. He feels strongly that it is necessary to stop paying every outrageous CPI being asked. At flaregames, they identify several essential aspects to meeting this challenge. First, they will continue to make very good games. Second, they will try out new marketing ideas. And finally, they will enter long-term partnerships with creative, trustworthy people to find effective ways to market their games.

Not too Big, Not too Small

Georg believes that in this accelerating market, the only way to achieve lasting success is with constant innovation. He claims, “This is a mobile world of one-hit wonders. We must build a company of just the right size, structure and culture to be able to develop and publish high quality and super profitable mobile games.” He foresees that about one dozen companies with 50 to 250 well-selected staff and great teams that can be independently responsible will rule the industry. And flaregames is working to become one of them.

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The only way to achieve lasting success is with constant innovation.

He emphasizes that, as the games market has matured, it has grown past broad trends. While there will be new genres of games, he expects those that offer strong multi-player experiences will always be among the most successful.  Both quality and brands will increase in importance.

Learning to Let Excellent People Excel

Over the years, Georg has been responsible for a number of successful campaigns and initiatives, as well as establishing successful companies. But the aspect of his career that he is now proudest of is his recently developed ability to refrain from micro-management. He is now able to trust that others will be as good as he is, possible better, so now he can focus on his own strengths.

The failure of Georg’s first company brought the opportunity to reach important conclusions. He discovered how important it is to avoid letting failures get you down.  And he realized it is critical to be honest with yourself about your strengths and weaknesses while staying positive and forward thinking.

When not involved in his work, Georg has a number of interests. He avidly follows his favorite football club, Bayern Munich. He boulders, swims and meditates, and considers his outstanding characteristic is his positive outlook. And he enjoys how house music allows him to “go with the flow.”

Video Coverage

Amitt Mahajan: Bring Your Best or Don’t Bother | Casual Connect Video

August 14, 2013 — by Catherine Quinton

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“One thing to look at and maybe to help focus your efforts is look at your D1 (Day 1) retention and D7 (Day 7) retention,” Amitt Mahajan said during Casual Connect USA. “I can’t stress those numbers enough because those are very good proxies of whether or not your game is fun.”

Amitt Mahajan
Amitt Mahajan

Amitt Mahajan, Founder and CEO of Red Hot Labs, keeps a watchful eye on emerging trends in the games industry. The most influential developments Mahajan sees at this point are the saturation of app stores and the rise of alternative methods of distribution channels on mobile.

Red Hot Labs will respond to these changes by exploring new distribution channels thoroughly in a controlled, analytical manner. Because Mahajan and his partner Joel Poloney worked for so long on Facebook games, they were able to see how channels became either more or less effective over time. Their experience leads them to believe the same will happen on mobile with the app stores.

“We’re hedging our bets and are willing to try different forms of user acquisition as they come up,” Mahajan said.

Joel
Joel Poloney

Success Through Shared Tech at Zynga

Red Hot Labs builds mobile games and the technology to develop and grow these games. Mahajan’s experience in creating both is grounded in his work at MyMiniLife Inc, which was acquired by Zynga where he later served as Director of Engineering. There, he and Poloney worked on full stack game engines and created the core technology that other game teams could use.

Proud of his Epic History

Mahajan claims there have been many great moments in his career, and each team he has worked on and every product launched has been a unique experience offering valuable insights. One of these experiences was shipping Gears of War at Epic Games and hearing how well it was doing.

“We knew we were building something special, and the early Gears of War prototype I saw during my interview was the reason I joined the company,” Mahajan said. “The game was one of the first to launch on the Unreal Engine 3, so it was the first time a game had that sophisticated level of graphic quality. The response from consumers was phenomenal, and the game ended up being a massive success.”

“We knew we were building something special, and the early Gears of War prototype I saw during my interview was the reason I joined the company.”

With global sales in the range of 6,000,000 units, even the phrase “massive success” is a bit of an understatement.

Matrix Math Fail

One of the biggest learning experiences Mahajan remembers is bombing a job interview for an internship at a games company while in college.

“I thought I knew my stuff — in this case Matrix Algebra — better than I actually did, so I didn’t bother studying or mentally preparing myself for the interview,” he said. But, Mahajan claims it taught him an important lesson: Always bring your best.

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