Digital 2013: Keynote 4 Games Strategy

Publishing Indie Mobile Games in Today’s Competitive Marketplace

With the games industry pushing new boundaries
through indie studios and the contest to existing
business models from free-to-play games, Ed will
explore the challenges facing today’s Mobile
Marketplace. Why partner with a publisher and
can studios really make money in today’s mobile

Speaker: Edward Rumley, COO at Chillingo

Twitter: @Chillingo

Edward Rumley


(The below are Christie’s notes from Digital 2013.  They have been posted during the session and will be tidied up later – more Digital 2013 here)

You can also see Edward Rumley’s slides and a video of this presentation at the bottom of this blog post.


Chillingo is a mobiles games company and has been around for around 10 years. Edward describes it as a ‘simple business’ they find developers who make good games and they make them better – you may know them from such games as Angry Birds…20% of games that they publish are from the UK and Edward talked about the talent coming  from Scotland and the UK.

Once upon a time there was a large amount of segmented devices, and lots of barriers to distribution. Today competition is fierce and it is not just iOS, there are 1 billion smart phones out there and in the next 12-24 months this will grow to 2 billion. The use of flablets (oversized tablets!) are growing.

So, you have made a great app BUT you need to stand out. There are 400 apps made a day and this number is climbing. It doesn’t matter what the app is, and how amazing it is, you NEED to be different. But, why partner with a publisher?


Developers will always weigh the benefits of self-publishing versus working with publishers and it is easy to confuse self distribution with self publishing.

In the gaming industry a publisher will ‘find the diamond in the rough’ and polish it, there is no room for beta version or 70% complete versions, in such a competitive market these just fail. Then they distribute then they market. In the gaming industry a publisher is the link between between artist and consumer.

Publishers have contact lists: platforms carriers and OEMS – these reduce barriers to entry.

Why do people come to a publisher? Publishers should understand developers needs whether they need help with gameplay monetisation, PR or marketing…”games have become services” so you have to be very comfortable with you publisher. One size does not fit all, developers should evaluate what works best for their needs.

Monetization – payment models are fragmented now. (Pay per download,  Paymium, free to play, freemium(only been around last 18 months)) people don’t need to pay for content, they will pay once they are connected with you, a massive amount of revenue coming from free.

Hope is not a Strategy – with so many apps launching you need to do something. You want to be discovered, a publisher offers a variety of tools that drives discoverability for games.

There are many ways to monitsze a game. ALWAYS have an update ready, your consumers are waiting for this and are expecting it. It gets new players playing the game also.


People come to them for many different reasons but some people just love making games – they don’t want to get mixed up in the sales and marketing of it and so they use Chillingo for this.


Digital 2013, Ed Rumley, Chillingo from Interactive Scotland


Digital 2013: Edward Rumley, Chillingo, Games Strategy: Publishing Indie Mobile Games in Today’s Competitive Marketplace from Interactive Scotland on Vimeo.

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One thought on “Digital 2013: Keynote 4 Games Strategy”

  1. Hi thanks for posting this – I was searching for his list of revenue models and found your page – I liked Ed’s line “you don’t need to be a mathematician to work out how many apps there can be in the top 100” Jonathan

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