![]() These games are not just one-time events, and Chillingo's involvement continues as the game does. As an example, Feed Me Oil, which we launched around two years ago, we've continued to work with the developer and that game now appears on Windows Phone 7 and Android, and it's broadly available." We look at their games as brands, and how do we monetize this game over the next 24 or 36 months. That's why we're here, to talk to developers and say here's what we can do. That's all to do with the billing SDKs and the complexities that brings. "On Android, you may want one business model for Google Play and a different business model for the carrier market. The global distribution picture for mobile software can be complicated, according to Rumley. As an example, we can take an Android game and distribute it to well over 200 carrier channels around the world." On top of that you've got fragmentation in distribution, which is where Chillingo works very closely with EA to make sure we have very full distribution. The fragmentation comes in not only business models - people talk about pay per download, paymium, and freemium games, and free-to-play games - all these different kinds of business models, but then there's the fragmentation of hardware. "We always say, 'Fragmentation is our friend.' It's this complexity of markets which is why indie developers are increasingly using us. "I think there are deeper levels of fragmentation than that," Rumley adds. That's where I think Chillingo really comes out because we help navigate that for indie developers." Catapult King.įragmentation is a bigger issue in Rumley's view than just the variety of hardware and software amongst Android devices. If you look at the fragmentation in the markets, it's even greater. The market is far more competitive today than it was even two or three years ago. If you don't get that right, you're not going to have success acquiring consumers in the first place. By that I mean making sure the balance is there, making sure the game is fun, and making sure the monetization is correctly implemented. What does Chillingo do for the developer? "Half of our role is getting a game ready for market. "The barriers to entry are getting greater and greater," Rumley says. Independent developers are finding it harder and harder to get a substantial audience for their games, and Chillingo is ready to help. Which is either a testament to the great work we're doing, or it's the recognition of developers that they need help in the market."Ĭustomer acquisition costs are increasing in the mobile marketplace, while the number of games continues to grow rapidly. "The number of independent developers that are coming to Chillingo is up 15 to 20 percent over last year. "What we are seeing today is an increased amount of developers who are coming to us on a daily basis," Rumley says. The increasing number of games on the market has definitely had an effect on Chillingo. "The number of independent developers that are coming to Chillingo is up 15 to 20 percent over last year" Ed Rumley ![]() Our role is to help navigate this minefield." Today's market is extremely competitive, there are dozens or hundreds of games launching every day whether it's on iOS or Android or Windows. The role of a publisher like Chillingo is to do far more than just upload a game onto an App Store. "We always remind people there is a huge difference between self-publishing a game and self-distribution. ![]() "Lots of people talk about the role of a publisher because it's easy to put a game on an App Store nowadays," says Rumley. Rumley makes the case for developers to publish mobile games through Chillingo. GamesIndustry International had a chance to talk to Chillingo's COO Ed Rumley about the state of the mobile games market and how publishing mobile games is changing. Acquired by Electronic Arts in late 2010, Chillingo continues its mission of publishing the best mobile games from a wide variety of independent developers. Chillingo bills itself as "The Premier Games Publisher" and not without reason in its ten-year history the company has published such hit mobile titles as Angry Birds and Cut the Rope. ![]()
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