The Final Boss
Every month an industry leader wraps up MCV/DEVELOP with their unique insight
You just launched a new company! Tell me all about Pixel Helix.
Pixel Helix is a strategic marketing agency aiming to put product market fit at the heart of everything we do. This starts with being data driven but also having a clear learning agenda through every activation in order to truly understand the customer and ensure the game and campaign delivers for them.
What sets you apart from your competitors? The Pixel Helix team has been carefully curated, supported by former colleagues who I’ve worked alongside at the likes of Meta and Frontier, the agency is really grounded both in terms of methodology and passion. Our experience particularly in the live service space is something truly unique for an agency our size. We all know that gamers are playing fewer games for longer and that sweet spot between retention, acquisition and profitability is where aspiring service titles need to focus to survive, where do you go to draw on that experience right now? We’ve got a proven track record in this space and that’s the support we can provide. If we can do that with indies and amplify the stories they’re looking to tell, even better.
Alasdair Hibberd, CEO, Pixel Helix
“We are doing what we can to support developers, connecting them with much feedback as we can gather, but I also believe we need to see a shift on the storefront landscape”
50 | MCV/DEVELOP February/March 2025
What are the big challenges you’re currently facing, and how are you taking them on? The challenges we face right now aren’t distinct from those facing our industry more widely. We speak to talented developers every day and continue to see games that deserve to be played but inevitably there is a funding gap right now and making those games a reality is a battle. We are doing what we can to support developers, connecting them with publishers and offering as much feedback as we can gather, but I also believe we need to see a shift on the storefront landscape. Seeing how major publishers and indies are having to lean out of the traditional store ecosystems and prove out their games on alternative platforms (to avoid the eternal punishment of a poor day one) tells you a lot about where we are and that the platforms should ultimately be doing more.
What makes you hopeful about the year ahead? For Pixel Helix and our partners I think there are opportunities in continuing to work smarter, to define our end goals but also to listen to and learn from our audience in order to economise the campaigns we run. There are signs that the industry is starting to turn a corner but those who flourish will be those who maintain discipline in this space while also remaining agile and responsive to the changing times.
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