video games industry more so than most creative industries success is sudden, dramatic and significant. Given the low entry investment requirement to start building a video game today (thanks to Unity and Epic) often the success of one studio sows the seeds of ambition in other people in the industry, spurring them on to establish their own studios and IP. This is only going to accelerate given the big ticket acquisitions that are taking place in the market at the moment. The old saying of “success breeds success” is very well suited to the games industry!
Painting miniatures in Model Builder
Another trend seems to be a growth in indie publishing, and larger indie developers acquiring other teams and branching out into self-publishing. How has this trend challenged GMG’s publishing side? Green Man Gaming has been growing its publishing business for around five years now. As a small, founder led company we have had to fight hard to get where we are. Consequently we truly understand what developers go through in order to grow their businesses. Additionally, as an eCommerce store working with
over 1,400 publishers/developers we have a wealth of experience in selling digital games at scale, experience which translates perfectly to our understanding of how to get the biggest “bang for your buck” when trying to get an indie game in front of the right audience.
Kainga has
been favourable compared to number of god game classics
What trends do you see emerging in digital retailing and indie publishing in 2022? The key trend I see is more IP diversification. In the
How are you placed to capitalise on those trends? Green Man Gaming has a keen commercial understanding of the market based upon billions of customer/transactional data points from a vast array of games. This allows us to support developers, understanding where and how to find communities of gamers who are interested in their type of game. Consequently, we are well positioned to fund, market
and commercially maximise the potential of a game, whilst supporting our decisions with real commercial data and execution experience.
More generally, what will GMG be getting up to this year that we should be looking forward to? The digital video games market is enormous and growing fast. Like other markets that have grown quickly there are unnecessary inefficiencies and friction points which impact customers and developers alike, wasting time, money and opportunity. Our objective in 2022 is to use our operational
experience and technical platform to address many of these issues, delivering an efficient, scalable solution for both sides of the market.
Some are pitching 2022 as the year of NFTs. What’s your stance on the issue – do you side with the majority of gamers, or are there opportunities to be had that they might not appreciate? I think NFTs are a very exciting opportunity for the industry and for gamers to take a different type of ownership of a game and its assets. The key to delivering value to a
customer is that the assets being sold can be enjoyed and hold value after support for the game is discontinued.
54 | MCV/DEVELOP February 2022
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