don’t necessarily want to share that innovation.
Much of the innovation produced by games studios needs to come from within and the studio needs the internal framework to support that.
What more can aggregators do to provide added support for studios of all sizes?
Rory: I think transparency is crucial. Tere are obviously going to be occasions where in-house content and third-party games go head-to-head and we have to acknowledge that and work around it, rather than leave it as an unspoken truth. Freedom for a studio to operate is also important.
Tere is little point tying a studio to an operator contractually if a restricted territories or an integration limitation would be a problem.
Aggregators should be encouraging their partner studios to grow everywhere they can, even if in the short term there is no obvious benefit. If that happens, then the studios get stronger and produce better content. Te aggregator can gain by playing the long game.
Claire: Improvements in communication around getting both new operators and new games live would be very useful.
Additionally, ensuring that any issues are fed though to the correct channel and that resource is available on the aggregator side to help fix issues when they arise would assist both parties.
“A great aggregator resolves the pain points of a startup by supporting the business just the right amount. It allows the game studio to focus less on the little details and more on building great content. When we are in touch with the right people and have a foolproof method of delivery and payment, we’re unstoppable.” Troy Zurawski
It allows the game studio to focus less on the little details and more on building great content. When we are in touch with the right people and have a foolproof method of delivery and payment, we’re unstoppable.
Rory: Absolutely. Innovation and quality are what we’re all striving for but studios are like any company in that they only have so many hours in a week (although for some people, like Kev our CEO, those hours are significantly longer than average!).
Steve: It is important to provide the widest range of options for studios. Tey are ultimately looking for the easiest route to market and if you can provide the full range of services that allows them to hit that goal, then you will win in that space.
Tat incorporates the technological framework that allows them to build the full range of games; the selling and marketing of those games, with smaller studios often not having their own sales teams and relying on the platform to achieve the best possible distribution; and the ongoing knowledge based around regulatory changes in the market.
If feedback, technical help, commercial decisions, and the other many things that happen away from game production take up a longer period then there is less resource to focus on quality. Te key, as I mentioned before, is knowledge sharing.
Te best thing about the relationship is that both sides benefit from success, so pointing out something the studio may have overlook, or need to be aware of, means that everyone wins.
A nudge that a similar game is planned in for the same time, or that a certain market is crying out for a type of game that their in-house team don’t have resource to make, can make the world of difference.
Claire: I am sure it can help in some ways if there are platform tools that can be utilised, but in many cases games studios are looking for the next big thing outside of aggregator tools and
Staying ahead of all of these issues allows them to retain focus on producing a high level of content, fully trusting that the platform partner will take care of the rest.
Troy: One of the most important things in a relationship between an aggregator and a game studio is transparency. Being clear about what an aggregator can provide or not provide up front can help the studio adjust their processes and plan ahead to ensure implementations, changes, etc. are smooth and seamless.
Great documentation, such as guides for development and commercial and pertinent information on contacts, is key.
And for a studio like DWG who is breaking into new markets, being a resource and sharing knowledge about each one, like costs for entering and nuances of that market, is invaluable.
WIRE / PULSE / INSIGHT / REPORTS P89
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