MY.GAMES
CompanyNetherlands
Documents about MY.GAMES
Deconstructor of Fun22 min
Branding for Top Line Growth: MY.GAMES Journey by CEO Elena Grigorian
The gaming industry faces a persistent challenge where the cost of acquiring paying users (CPPU) steadily rises while the revenue per paying user (RPPU) struggles to keep pace, creating an inevitable intersection that threatens long-term profitability.
- MY.GAMES is shifting from performance-based marketing to branding campaigns to counter the industry-wide trend of rising costs per paying user (CPPU) outpacing revenue per paying user (RPPU).
- A branding campaign targeting a broad audience increased downloads and marketing efficiency but failed to generate significant revenue because the casual audience could not navigate the game's complex onboarding and monetization.
- A second, more targeted branding campaign focused on demographics with a higher propensity for spending resulted in improved retention rates and higher revenue compared to the initial broad-reach attempt.
Deconstructor of FunMar 2024
PocketGamer.biz31 min
MY.GAMES’ Elena Grigorian On Smart Strategies To Stay Afloat During This Industry Downturn
The gaming industry currently faces significant volatility, necessitating a shift toward operational agility and diversified business models to ensure long-term stability.
- Companies can mitigate the risks of a hit-driven market by adopting a grid-based organizational structure that balances centralized marketing expertise with decentralized studio-level execution.
- Operational resilience is supported by a hybrid, remote-first workforce model capable of managing a diverse portfolio of over 80 titles across mobile, PC, and console platforms.
- Diversifying business models through a combination of internal development, third-party licensing, and strategic investments allows firms to maintain marketing and operational scale during economic downturns.
PocketGamer.bizNov 2023
PocketGamer.biz31 min
MY.GAMES’ Anton Gorodetsky On Brokering Mutually Beneficial Business Relationships
The global gaming landscape requires a sophisticated balance between centralized strategy and localized execution.
- The gaming industry is experiencing a significant capital market contraction, with 2023 deal values falling substantially below 2021 levels, necessitating a shift toward internal marketing ecosystems and proprietary analytics.
- Strategic influencer partnerships can drive measurable growth, as evidenced by the collaboration between Rush Royale and Jake Paul, which resulted in a 20% increase in daily active users and reached 6 million monthly active users.
- Modern game lifecycle optimization should prioritize brand loyalty and the long-term expansion of existing intellectual properties over aggressive, short-term user acquisition strategies.
PocketGamer.bizAug 2023
PocketGamer.biz30 min
Shared Values: What it Means to Have a Strategic Investment Partner on Board
MY.GAMES Venture Capital (MGVC) functions as a strategic investment arm within the broader MY.GAMES ecosystem, focusing on fostering growth for independent game development studios.
- Strategic partnerships that combine creative independence with centralized infrastructure allow studios to scale more efficiently than fully independent operations.
- MY.GAMES Venture Capital (MGVC) utilizes proprietary tools like MyUA to provide high-accuracy ROI predictions and granular performance metrics for user acquisition.
- The efficacy of the MGVC model is evidenced by the title War Robots, which saw a fourfold revenue increase within one year following the application of the firm's marketing and live-operations expertise.
PocketGamer.bizJul 2021