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Culturalisation and distribution are the challenges in Asia says Side-kick's Guy Bendov
Key insights
6 takeaways- 01Side-kick Games is targeting the release of 5 to 6 free-to-play mobile titles in 2014 through partnerships with publishers such as DeNA West and Majesco.
- 02Rapid market evolution necessitates that the studio remains agile, often requiring back-end technical adjustments during the development cycle to align with shifting business models and audience preferences.
- 03The studio maintains a diversified development focus that includes not only mobile platforms but also emerging hardware trends like Smart TVs, motion control interfaces, and microconsoles such as Ouya.
- 04Expanding into Asian markets is a primary strategic goal, with the company identifying cultural adaptation and distribution as the two most significant barriers to entry.
- 05A key internal operational objective for 2014 is mastering the service-based elements of free-to-play titles, specifically the management of in-game stores and live operations.
- 06The company utilizes industry events like Pocket Gamer Connects to efficiently source international publishing partners and gain exposure to global market trends.
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Transcript
my name is gaiden dov i'm the ceo of sidekick games we're a game developer that's based in tel aviv in israel and we do a free-to-play mobile games we usually work with third party publishers so majesco mobile dna west or you know some of the publishers we we've come up with a new set of games the portfolio is being presented for publishers and other partners we are looking to bring about five to six games this coming year and we're looking to target the right partners for each game well the setup of the event to begin with with the online system was very very helpful we are managing to target the right partners by looking at their profile uh finding the
right audience the right process with each partner and then here obviously the setup itself allowed us to be very efficient with those 30 minutes meeting with different partners again it's an extremely important step for us to locate these skills you know there are changes all the time whether it's uh business models the genre is the type of production that people are looking for both the audiences and the publishers themselves you know that change over time and i think adapting to those changes fast enough is critical once we hit a deal and start to develop a game it takes a few a few months to bring that game to market and things change you know rapidly enough for us to
to need to change a bit of the back-end stuff that we're doing as things go by as time goes yes we're very excited uh with all those new input and output devices actually when we started back in 2010 we worked with smart tv manufacturers uh we work with special motion control interfaces like connect so we still you know put uh some of our business and focus on those new trends we work with ouya we worked on other microconsoles and especially with the android platform we're looking to expand that well we are looking to publish uh or co-publish at least four to six games uh we're looking to master uh in terms of internal process
the service element of running an online game free to play managing the store with inside within uh within the games themselves you know our main goal is always to stay creative and on top of the business changes that are happening in the market and that always you know always will be there even in 2014. um i think you know where i'm looking for this event to grow to attract more international publishers uh we've seen here a set of publishers coming all the way from asia and that's very exciting for us and would like to see that more both in asia the united states and in europe a big focus for us is to figure out how to bring more content to asia the big challenge obviously is uh adaptation in terms of
content culture and then distribution um there's a lot to learn you know from our side um and that's uh you know getting exposure through events like gamer connection is extremely valuable for us
Summary
The mobile gaming landscape requires extreme agility to navigate shifting business models, evolving player preferences, and rapid production cycles. Developers must remain highly adaptive, often adjusting back-end infrastructure and game design mid-development to ensure products remain relevant by the time they reach the market. Success in the current free-to-play ecosystem depends on mastering the service-oriented aspects of game management, specifically regarding in-game store operations and long-term player engagement.
Strategic expansion into international markets, particularly Asia, represents a significant growth opportunity for developers, though it introduces complex hurdles. Culturalization and localized distribution are the primary barriers to entry, requiring deep research and strategic partnerships to successfully adapt content for diverse regional audiences. Engaging with international publishers at industry events is essential for gaining the necessary market intelligence to overcome these geographic challenges.
Side-kick Games exemplifies this approach, targeting the release of four to six titles annually while maintaining a focus on emerging hardware trends. Beyond standard mobile development, the company continues to explore opportunities within the microconsole and smart TV sectors, leveraging motion control interfaces and Android-based platforms. By balancing creative development with a rigorous focus on business intelligence and partner acquisition, developers can maintain a competitive edge despite the volatility of the global mobile gaming market.
