How to break into the western markets - PG Connects Bangalore 2015

back for the final session this is the last in I know people have going for I know people have been going for planes and and dashing off but there's some good content still to come um what we going to do now is we're going to turn our attention uh for the final section to to look at some of the western markets um and pick out specific aspects and opportunities of that um and to kick things off uh I'd like uh to Welcome to the stage um John Joseph from the ukti who will talk a little bit about UK and some of the stuff they're doing there so if we could put your hands together for one give him a b of Applause thank you very much it's a long walk there go for it John you at the podium yeah your M up okay yeah yeah that's fine um very good afternoon to one and all um I'm Joseph John a trade and investment adviser for the UK government's trade and investment team based out of Hyderabad the purpose for me to be here at this particular event is uh primarily to look at

creative companies who are interested to look at the UK and also to help British companies who are interested in collaborating with Indian companies as well so that's the primary objective here so before I could dive on I just want to highlight uh the next uh to next slide that's right I just want to start off with a quick overview of what the UK um economies in terms of gaming um UK continues to be high highest Spenders in Europe in terms of gaming uh we have significant amount of users uh still on Console which is diminishing at this point in time but at the same time we've got a significant amount of uh smartphone users in the UK we also have about 34 million active gamers in the UK um of which 66% of them are regularly paying to play games across all platforms uh according to the recent report uh we had about 133% rise in the

total amount of spend on games in the UK um we we in the UK have been known for Innovation for a very long time for things that we have done beat the steam engine be anything that is innovation is always related back to the UK um in in terms of gaming we have over 30 years of experience uh we've got great talent pool if you're looking at one of the top universities for gaming which is AB University in Scotland um that's one good example of the talent available there Sheffield hm university has got some fantastic courses in terms of gaming as well so the talent definitely is not a problem in the UK uh we are a lot more mature Market in comparison to the other um countries we also do have a fantastic business ecosystem and what I mean by that is we've got strong clusters in the UK you might be looking at London obviously but you've got other clusters like Manchester kentry warshire these are other interesting clusters including

Bristol and bath where in you can work in an ecosystem try and develop your games grow more in terms of Technology as well and deliver a stronger and more value for money games in addition to that um the most interesting part is uh we have rolled out the 4G plan already in the UK and in the near future we're going to roll out the 5G plan as well but just to take a step back in terms of what UK trade and investment does we are the government agency our objective is to help UK companies succeed in global markets at the same time we are also very interested in helping global companies invest into the UK um one you know some of the recent examples that I can quote for Investments coming into the UK would be Konami from Japanese gaming giant um king.com is another fantastic example who have come into the UK and cater use UK as a global platform to Advocate their games now how can ukti help Indian companies or any global company for that matter

now even if you are at a stage wherein you're interested in looking to expand outside your country um we can still go ahead and help you understand what are the comparative analysis uh between UK and any other preferred destination of your choice um we can give you free reports on that as well we can do a bit of um research on that and come back to you uh if you've already decided that you want to do business in the UK we can definitely help you expediate your process of setting up business in the UK be it registering a bank account um going with a registration process in the UK the ease of business in the UK is significantly High we rated as one of the best uh in terms of uh the other in terms of the other European uh countries we rated as number one in terms of ease of doing business in the UK and say for example if you are a company who's already established in the UK uh we can help you expand as well um we the government we are the government we are the network of networks we can help you accelerate move faster and go get into a global uh domain as well global presence

as well now one important thing which I would like to quote here is um say for example if you are an Indian company who is considering to set up a presence in the UK at some point in time and um no matter wherever where the parent company is once you have registered a company in the UK you automatically become a valued UK company which means that you get the Privileges what the other UK company gets as well in simple terms let's assume few years down the lane once you're doing well in the UK you've got other interest to do business somewhere in Venezuela for example and um you can use ukti to help you do the ground workor in those countries and expand in about 98 countries where we are actually present so that's the offering in terms of investment talking in terms of trade collaborations what we do for British companies we highlight what opportunities are available in those various countries where ukti operates in so let's assume that one of the key things which evolved in this particular conference was we were looking at a significant amount of game developers who are having challenges in identifying

the right publisher who could go ahead and gain or project a significant amount of visibility for those gaming companies now that could potentially be an opportunity for a UK company and uh we use um a business opportunities portal which is closed within our Network and we can highlight an opportunity for a British company to do business here in India and of that works everybody wins uh because we believe that India is great UK is great and together we can be great the other interesting things that we also offer in terms of uh the UK government is we have something called the global entrepreneurs program this particular program um enables those companies startups who are interested in setting up a global presence in the UK now um if that's the case if you are looking to convert your Global HQ in the UK you get incentives to it you have a certain number of dealmakers who work for the government now these deal makers are entrepreneurs uh versatile

entrepreneurs who been very successful and now working for the UK government parttime the objective for them is to bring other entrepreneurs from other parts of the world into the UK and um once you set up business there in the UK we can help you accelerate and move into other parts of the world as well gain some visibility using UK as a springboard not just to the Europe but to the world as well um the other thing which came up during the part of the uh conference for the last two days was funding as well now if you were to go on to the G program the Global entrepreneurs program you would have the opportunity um to raise some funding as well funding opportunities are also available under this particular Pro program um over the last eight years we've raised about 1 billion um in terms of funding with the global entrepreneurs program now why should you invest in the UK of course yeah it's it's a fantastic um uh geographical location to connect between the East and the West um at the same time it's got a fantastic uh economy in terms of the best G7 in

2014 um you've got fantastic tax credits as well um the government has recently issued a budget for about £8 million pound uh just for the gaming sector of which 4 million comes directly for the Prototype companies who are wanting to build a prototype in the UK so so those are the um initiatives which is taken by the government in order to drive this particular sector and U UK wants to contribute in every uh possible way into your Innovation and to help you scale to a global level um you also have talent um access to Talent which I've already mentioned and um the easiest place to do business is something which has already been mentioned as well so uh this particular um session is uh just to talk about what the opportunities are there in the UK I'd be more than happy if you have if you do have any specific quaries in terms of tax or in terms of setting a business in the UK um across locations you've got my contact details here and um we want you to do well in what you do and if you're thinking of expanding

think of the UK and if you're thinking of the UK think of UK trade and investment thank you very proud to be UK entrepreneur has any got a question at all for for for John yeah one question there go on have a question sure sure I mean that's that's my contact details um yes uh I'm based out of Hyderabad uh but I've got my colleagues based out of in seven multiple locations within the country um I'm very much accessible so you can just connect and we can take the conversation thanks all right okay well thank you very much um uh next up um we're going to we're going to talk a little bit more about sort of Trends and and the market we're going to talk like a European perspective um just give a mic are we doing we're just miking okay so we we we've got a case of two vlads here this is uh very very interesting so unfortunately due to some Visa complications uh Vlad fov of PR isn't here but we do have a very able replacement in the shape of Vlad muu who

is a very experienced guy in the mobile and the general games business he's going to talk a little bit I'm Hing he's traveled in India a lot as well and he's he's traveled around Europe and works in various companies he's going to come and talk a little bit about European trends as soon as he's miced up so okay yeah Phil it works give me that's all right you ready yes always okay he's so please give the man a round a warm Round of Applause as he makes his way to the stage Miku he's he's not a was that you or was that me I think there's something wrong with my mic sensitivity is too high good yeah you're good okay go for it oh clicker awesome someone forgot their badge here by the way uh oh Chris oh right cool um so yeah uh can someone turn down the volume of my mic I am very tonal so this is kind of like okay cool that's better thank you um so yeah hi my name is Vlad Miku I'm

um currently in between jobs since I'm a consultant um and I'm here to talk about well it says the European Indie perspective but what I'd like to talk about is particularly the uh perspective that I've gathered working in Finland for the past year um so hence um the talk is uh building a solid foundation for a game startup based on the lessons that I've learned from running one in Finland last here um rest assure if there's stuff in the presentation that you want to get access to I will be putting this uh slide online on my SlideShare account which I'm not sure if you can see because of the chairs but it's ww. slideshare.net vgv Visionary so you can go there you can find these slides after the talk so uh just a quick disclaimer um I am not the most experienced entrepreneur um I had a lot of stuff that I've experienced for the first time last last year just a quick disclaimer

just because I give you this advice doesn't mean that I know more than you not at all uh it just means that I've most likely done more stupid and made more mistakes uh and came out alive um so nothing in this talk is really new but I feel like there's not enough people in the game industry that are talking about video games and running a game company from a startup perspective hence this talk so quick question that you can answer for yourself you know do you feel and are you prepared to run a game startup the answer is very simple none of us are none of us have been or ever will be there's just too much stuff that happens on the way to success and to the way of establishing a company that we never see coming it's a bit like a mother giving a birth to baby excuse me it's a bit like a mother giving birth to a baby pretty much yeah pretty much no one no one's prepared for that so just a quick quick table of contents what I'm going to talk about just quickly introduce myself like who's this random dude standing on stage with a Kur

on and and and you know what why is he here um then I'll go into detail about like some particular lessons I don't have that much time it's only like 15 20 minutes that I have on stage so I Sly can't go in depth but what I'll do is I'll share a lot of valuable sources and insights that I've gathered that you hopefully can Implement and we can always talk after the Talk itself um and then I'll summarize and you know there'll be time for questions I'll just go outside and you can bum rush me there so the next speaker can come up um so who am I my name is vlot Miku I was formerly a head of Studio of a game startup in Finland called critical Force entertainment I performed a full startup turnaround at that company last year and doubled its Revenue build up a new team and everything it was an amazing experience before that I've done other jobs uh my resume looks kind of like a patchwork so to speak but uh there's a the clean like there's a red line going through it um in terms of um you know building up relationships and and looking for opportunities so I have a background in uh industry journalism that's how I

started out and that's what got me here I used to write for Pocket Gamer and um that's my Twitter handle if you want to follow me so these are kind of like the partners and the clients I've worked with I've been all over the place I've worked with game uh conferences I've worked with incubators I've worked with media I've worked with a lot of game uh companies and startups uh even with an airline go figure um so I've been talking to a broad pallet of individuals in my past and I'm a proud backer of Kong Fury I'm not sure if you're aware of this uh amazing uh production that was a Kickstarter project um they just released their video clip staring David hasselhof today and the movie is coming out really really soon I'm pretty damn excited about this so if you haven't heard of this you should totally check it out um so yeah let's go to the personal lessons and most importantly the mistakes um I've categorized these in in in four things that I'm going to like quickly present to you in this talk uh first of them is of course uh the the the importance of having clear

responsibilities in your team and and setting up proper agreements uh then I'll go into a bit more into the adversity and the reality of running a business which I've based on my experience um have underestimated and many of my game developer friends have done so in the in the past as well um then I'll talk a bit about constant growth and and getting outside perspective um that will help you um realize where you want to go with your company and then of course more importantly I'll go into the of learning how to take the punches and the adversity that that comes with running a company so let's just start with this first thing I I love this book art of the start by gy Kawasaki I feel like that's one of those pedigree books that any entrepreneur any game developer should read because technically any game developer that wants to publish his own games like I'm sorry but you're automatically an entrepreneur whether you like it or not right you're responsible for your own income you're responsible for your team hence there's no way around it I love this quote by got Kawasaki that I think he gave during

a talk where he's like the three main roles the three main people you need in your startup there's someone who can create something obviously the game developers um but you also need someone who can sell it and more importantly someone who can collect the money now that can be some that can be the same person but preferably these three individuals are key and I as much as I love the startup atmosphere that H that's happening here in Bangalore for some reason I and in in Silicon Valley as well I feel like game developers for some reason and never look into this angle and the funny thing is in Finland all the Finnish startups have adopted the startup mentality all the Finn game companies eventually when they see or smell success end up taking on this kind of angle to to how they do their business not all of them but most of them so it involves a different attitude it involves a different vocabulary so just a quick question how many of you have ever used the term sustainable Traction in a conversation with an investor or your team or whatnot raise your hand

that's two um cash flow positive anyone or cash flow in general like how many times have you Ed the word cashlow see that's not enough um shareholders agreement anyone no okay see four people again so business plan business plan see there's there's a point I'm trying to make a point here this book Venture deals it's about if you go down the VC line even if you don't want investors involved in your company at least understand what they can offer you and make a a a knowledgeable choice about not chasing investment understand what they can bring and what they take um this is an amazing book it's been recommended to me by every single person that I know runs a successful game startup in Finland and outside I can highly recommend just buying it and just going through it a couple of times it's amazing um this is this is a personal thing that I've made a mistake like I've made this mistake multiple times and I've been burned by it multiple times not having everything written down reallyy try to have everything written down in the

worst case if you're really lazy just watch TV shows about lawyers right you got Boston Lego right there with Danny Crane you know my my hero and suits you know that Spectre like he gets done right awesome shows and funny enough I love watching them because they get me into that mindset uh in the end you don't want to take anything to court you want to settle and settling means negotiating and knowing what the other person wants and has in the worst case but if you're really serious about building up a business me meetings emails contracts save everything make sure that you when you have an agreement with someone it's confirmed and formalized I've not done that a couple of times in my career and sadly it never worked out properly and it got me uh in in in in very unpleasant situations uh use slack who knows slack oh Christ slack is a collab um software tool that just recently got a plus Billion Dollar Plus valuation I

think um it's an amazing tool it's better than Skype who who who uses Skype to communicate with his team yeah you slack greedy it has it has amazing Integrations I can highly recommend it and it has a mobile app too so it's it's great um get your licenses straight if you have any licenses in terms of for example you're doing user generated content you want people to use your um your your assets um TDR legal.com is an amazing site where you get templates for licenses and then they they they use every man's speak to describe to you what they mean which is amazing if you if you don't have a lawyer but personally if you plan on making a startup that either is based on completely being funded by a VC is self-funded and you're doing work for hire on the site while developing your own IP I would recommend you set aside at least $1,000 per month for legal fees in your budget um especially if you are planning on doing a shareholders agreement or looking for investors or whatnot but uh set aside I would say at

least $10,000 to $20,000 a year for legal fees if you're lucky you won't need them if you're lucky your lawyer will never talk to you but if you need it let it be there more importantly one small addition there's a couple of finnished game startups that have taken the initiative where they found lawyers that were a bit more entrepreneurial and they got the lawyers involved as advisers for Equity if you're willing to give away Equity this is an amazing way to get a counsel counselor on your board of advisors that is going to save you a buttload of headaches if you run into adversity don't wait with agreements so even these guys even though they ended up having war with each other they had proper agreements and if those agreements weren't in place I think the world war second world war would have looked very very different and more importantly just be a dick and demand it Clauses can always be changed and or waved later if need needed and that happened with these guys too but um

there's an amazing website cuz I know in I've discussed this with a couple of people in India there are not clear standards for this yet especially for the game industry but there's a web amazing website from Finland called siries c. fi that has templates free templates of shareholders agreements um see I'm I'm I'm I forgot all the terminology uh but but all the kind of documents you need in term sheets um that you need to be able to have proper agreements with your co-founders um in in order to not have to worry about that the reason why I'm I'm very animant about this topic is because contracts are designed for and I'd rather be a dick and be insisting on getting that contract ready because in the end the only reason we have contracts in this world is because we can assume that someone might turn into an I just I have an amazing talk by CHR natsumi from casual connect that I can highly recommend you watch

it's in a bigger playlist that you can click if you go to this link um you can look it up on my SlideShare um but just to illustrate what I mean by you know being a dick and bothering your team with getting those ingredients into place in case of an I have this short video that I want to show real quick should illustrate and make a point about this I need to click next okay great wow we're dicks so we're Reckless arrogant stupid dicks and the film Actor Guild are and Kim Jong ill is an don't like dicks because get by dicks but dicks all

who just want to on everything may think they can deal with their way but the only thing that can is a dick with some balls the problem with dicks is that sometimes they too much or when it isn't appropriate yes Gary yes and it takes a to show them that but sometimes get so full of that they become themselves because are only an inch and a half away from I don't know much in this crazy crazy world but I do know that if you don't let us this we are going to have our dicks and our all covered in

[Music] [Applause] I've seen a lot of get by or on by and so so the contracts that you have in place are to avoid that that ever happen and that if an shows up or someone turns into an you can prevent them from doing too much damage I've seen this go wrong too many times personally I have been too much of a not enough off a dick and I got by like I got on by too many times another important point that I wanted to make following that is that this is a learning process like I'm not expecting any of you to Sly have your together uh in the next couple of days based on the simple talk that I gave the thing that I I I was uh told

and and for like like really like um motivated by by The Finnish developers that I talk to to do is to never stop learning to constantly absorb more and more information I don't think that I've ever been in a community of entrepreneurs and game developers um that that that was so adamant about this as the Finish um this is an amazing course by Stanford University that they completely recorded featuring some of the most successful um start from Silicon Valley on how to start a startup uh it features like people like the founders from Airbnb come by and and a lot of other startups it's free it's out there and for some strange reason the first lecture still only has 300,000 views so clearly there's not a lot of Indian developers looking at this because your country would like like just just Bangalore startup Community would double this number I think in a day um learn with comic relief too who has seen this show not enough people

Silicon Valley is awesome because I when I was watching those episodes of this TV show I they're they're they're bed on some of the most key points of running startup it it amazed me at how how deep they went and how accurate it was but it was comic relief right they were making fun of it they were making fun of the pretentious that we have to go through in order to run the startup but it was amazing comic relief more importantly that of course ties in with making sure that you have some kind of work life balance I had none last year it destroyed me both physically and mentally um and make sure that you keep an eye out to your team members and a and and know the signs if they have gone too far because if they collapse they might turn into an or they might leave a giant hole in your operation find veterans and advisers uh both inside of your country and outside uh pain is a relative issue I I've you know worked with a lot of game companies

um and I've been part of a couple where a lot of the majority of the team was recently out of University and with with with those kind of young Talent um usually when you when you hit them with with one finger like you know it can be a sucker punch because they're just not used to it so um get those veterans in get your board of advisors even if you're not looking for the VC Direction like when Marcus person uh discovered that micraft was exploding uh even Mojang had a board of advisers not a lot of people know this because they didn't put it online but uh some of the biggest game companies out there have a group of advisers even if it's just close friends that that that support them and they talk to on a regular basis if you do not have this I highly recommend it get those people don't like I had Mike biffl had an amazing point yesterday during his talk he's like you don't have to follow all the advice but at least listen and let it give you perspective on the options you have

wrong button um another important thing Embrace competition um that's one of the things I loved about Finland even though people were all making similar games because Clash of Clans of course had a huge influence on on you know it's become a genre of its own and there's been an amazing kind of um um um deviations on on that on that kind of gameplay uh everyone talks to each other everyone shares information and they understand the pie is big enough I love this quote quot from an amazing movie called Rush who has seen rush I know one person over there has seen Rush uh awesome um I love this um this quote from Nikki laa who who says like a wise man can learn more from his enemies than a fool from his friends I I am I'm proud to say that I am i' I've had great talks with two other competitors of the startup that I was with previously um and it's just so nice to get the confirmation that you're not the only Crazy idiot that thinks that there's potential for a particular game and in the end you know they're much

less of a threat than you think um the support system really helps too um who actually has a support system that looks like this in place while you're running your company please raise your hand okay that's worrisome your colleagues a therapist mentors and peers a ton of books like I said like keep on learning friends if it wasn't for this I wouldn't be standing here I would most likely be dead these are the and this is not enough but this this is this system is what allows me to also perform and go beyond what I believed were my boundaries and get done don't let Misfortune Define you okay I my career has been based on a lot of failure and um nothing com nothing in my life compares to what this guy went through this is Jason epman he was a guitarist in Nirvana got kicked out then he became a guitarist in sound guard got

kicked out again those were two of the most popular bands in the late 80s starting 90s um it didn't he didn't allow to face him he became a war hero that's him he's a spec ops guy uh read that article it's an amazing read um the number one skill will and always be resilience that's what investors love and that's what should keep you going learn to take the punches the fins have a special word for that cisu which stands for is close to the word perseverance um and they beat the Russians they they kept the Russians outside of Finland in the second world war it's Pride they're proud of that and that's what keeps them going as entrepreneurs as well some examples of that um City skylines just sold a million copies a few days ago by a company called colossal order I didn't even know of it he 2009 uh they they started in 2009 but

boom right they Max's was announced that there were people leaving from the Sim cities team and suddenly these guys sell a million copies on Steam Angry Birds is a famous tale of course 51 games made right before the company was ready to collapse Angry Birds was created uh who knows gunshine that was super cell's first game hardcore Facebook all right you don't like the stories that are going around of how much of a struggle supercell went to at that time to make that work and then how much of an effort it cost them to Pivot to tablet and make Heyday and Clash of Clans you would be amazed at the struggle worthy of a book so in summary get your agreement straight it will help you in later on for sure Embrace adversity and the reality of running a business because I know to many game developers don't do that and you're surrounded by an amazing

startup scene that you should actively be a part of here in Bangalore learn from them and they will learn from you get both legal and outside perspective budget that in keep taking those punches because you will eventually get there and most importantly talk with each other about failure this is something that does not happen enough I understand that the Indian culture is not very receptive to that and losing face but we are making products for the world we are catering to International customers if we want to reach those people if we want to do business with those individuals we cannot let our cultures Define how we run our companies and trust each other with those stories or at least the people that are close to you Foster that Community the way that Pocket Gamer and Reliance have tried to do and have achieved by getting this event going so bonus tip watch my other lectures I have some of those on PR marketing and stuff

online on my YouTube channel and you can contact me on these uh these ways you can find these slides on SlideShare later on I'll check them on in the afternoon and if you have any questions I'll be outside so the next speaker can come up thank you very much okay okay well thank you for that was very interesting lot informative practical tips from the coace and possibly the swearest presentation I've ever seen in my life so I think around Applause for that because that's uh that's very good indeed I apologize for any offense we should have put a pg18 up in evance um next up I've been talking to a lot of developers here today in the last couple of days and outside of obviously the Indian market it's the UK and the US markets which everybody's talking about really so let's have someone to talk about some of the opportunities some specific opportunities in from the US market and Beyond I'd like to welcome slightly less swey hopefully Martin spans of FGL please give Martin yes I can assure you no body parts and

everything in this presentation um what I'm going to talk about instead is casual games and the behavior of casual gaming um so uh well about about me and why I think that I can talk so much about casual gaming is because I've basically been involved in that side to market for over eight years in various different roles and currently uh I operate my own Android publishing Channel tamalaki which is specialized in content for women 30 plus so that's the audience that really loves uh hidden optic games match stre time management puzzles Etc um the way I don't develop the games myself I work together with like a few development teams that make the games uh I talk to them basically on the usability side and monetization side and FGL the company I'm representing here they provide the API and the tech and uh basically all the backend stuff so we don't have to worry about that and product cash usually works

out so casual gamers um I think what's interest what is interesting what's also typical for the US audience uh and uh most Western European audience as well is that uh it's a lot of women uh there's been studies that it's more it's like 52% of casual of of all the gamers are are women uh and in the segment of casual gaming that's far higher uh and I mean they they monetize this has been published by lurry a few few months ago uh that this is the over index so let's say that midcore Gamers spent you know 100% on in a purchases the the player is 131% so that's the way you have to read this graph so definitely an interesting audience to work with um so you know casual gamers obviously it can be anyone but in general if we have to like form a persona it's kind of the the housewives uh audience they're a little bit older they've they they didn't grow up playing games they're

kind of kind of new to gaming so in that perspective they kind of young Gamers um you know often they they like they have uh they didn't have access to a console or like a uh you know a high power computer all the life so they they're relatively new to it with their mobile phones and tablets um they don't see themselves as Gamers at all if you ask them like are you a gamer they're like no no no no no and you look at their like their behavior and they play Candy Crush three hour a day you know that's more than their 16-year-old son is allowed to play you know Call of Duty for example um so yeah they're you know they they don't have the latest technology they don't have a profile on Steam they don't have the latest iPads they're not the first want to adopt that so they're kind of defined as laggers on slightly slower devices often um and they absolutely don't talk about their gaming they're not like you know at sitting at the hairdresser you know what I played last night you know they they don't they do that kind of behavior so they they kind of keep it to themselves it's like

their own little guilty pleasure and I even experienced this myself where I had to test the new game that I was about to publish um and I was testing it testing it and before I knew I was playing it for like two and a half hours it was like oh you know my my neck was hurting I like wow time flew by so I posted something silly about it on Facebook and I mean a lot of my friends started commenting like oh my God what game is that I want to play it too I love those games I didn't I know these people for like you know 10 years or longer I didn't know that they were Gamers um or like more like in in the industry itself uh another example it's quote from another friend she said that uh she loves hidden object game she plays them all the time she never talks about it in the industry because you know she doesn't have the feeling that she'll she'll be taken seriously when she says that she she plays casual games so you know that's not only typical uh for like women in the industry but that's very typical for women all way around and for casual gamers all around

you know it be like the men who play these kind of games as well they just don't openly talk about it uh like I said earlier um mostly on phones tablets e-readers so devices they can use for different things as well not like a gaming dedicated device but you know something that does other things but they can use it for gaming as well and then it turns into primarily gaming but yeah like I said not not so many PC games maybe some downloadable there's of course still the big companies out there like game house and big fish who are big on downloadable content but yeah they they you won't find them like game for uh you won't find them on Steam s things um very scattered gaming behavior um you know multiple games at the same time especially free-to-play games that limit you for a certain amount of you know game game time a day uh short game Cycles because there's always something else to do there's some always something else to you know uh to to to focus your attention on um but it can turn into very long game sessions like I you know

like the candy example that I gave where people are like literally playing for for hours a day um the average gameplay session that I see among my games is about five minutes um and I'm not sure you know for the people who can compare that out there with their own mobile game stats it's pretty long five minutes sounds short but but it's it's really long uh the motivation of these Gamers is you know it's it's not highly competitive it's really like to connect with friends it's like social social uh uh motivation or to really self-improve I've got lots of players who um who like reach me through the customer support emo and they like they tell their little story of why they game uh and it's often to to relax to take their mind off things you know this for example a lady that said in the summer I spent a lot of time in my garden in the winter I play a lot of games so um well I I put out more than 100 games in the Google Play and Amazon stores and I tried out different things

and really the most popular content are hidden object games uh mostly tied into something else so for example Hidden Object gameplay combined with house decoration or combined with a scary story uh match three obviously very you know very popular as we all know um and also I see that like my normal match three games are also less popular than the ones that have different gameplay elements combined in it so uh you know this this this uh example Rory's restaurant it's like a match three game where you also have to like uh you know buy new recipes and build up your your your your restaurant and build up your reputation all that stuff uh word games brain brain training games um you know stuff like Words With Friends uh quizzes uh where you have to you know quizzes that you have to take against your friends that's that's very popular time management games is also still um it's it's a segment that's kind of underexplored on uh on on on mobile by like the the user interface design of

it but on tablet these games still also do really well some failures as well because you know we can all learn from that um hideand-seek with duoli was uh a game like a hidden uptic game combined with puzzles that had a very childish look and feel but it was too difficult for kids so there was this was totally like a a mismatch between what the game projected to be and what it actually was so that didn't do well at all uh and another one that failed as like oh I have a cute little endless Runner game I'm sure they'll love that too no they didn't it was far too kind of you know skill based and far too difficult and every time that you died you really had to start from the beginning and that's it's kind of too stressful for players who are really looking to play to relax you know so that also didn't do too well at all um yeah for those preference are not really anything experimental nothing that goes very fast nothing that's that's abstract uh you

know content that they can like relate to is what works the best my favorite slide um when you're when you when you decide that you're going to Target uh women don't take your like existing shooter and then turn it into something pink you know doesn't really work that way um an example also is uh a couple months ago also went to a game gaming event and it was like a game for women lunch and afterwards they all gave us foldable pocket mirrors with a brush and I felt like really generalized like you know I'm I'm here to network to do business to make money to learn but you give me a pocket brush yeah so it it would be the same like I would give you all fish hooks because you're all men and men love fishing you know it's yeah it's you so when you treat your audience try to like

not treat them in that way you know try to try to treat them for what they like and not for what they are oh this slide didn't really come out the right way but I hope it still makes sense um so the user acquisition tools the the user acquisition tools that I use over here um some some insight in that because we all know that buying users on any platform is very expensive um I I use different kind of tools uh in all the games that I ever published um there's there's like an cross promotion uh there's cross promotion interstitials they bring in 4% of the traffic there's a menu button that says like uh you know that it's also um promoting other games 3% is a general more games button doesn't really do well at all 1% notifications so people sign up for it um and then they get like a popup whenever a new game comes out also 1% and the various marketing stuff is so all kinds of partners that we try out

every once in a while to see see if that works so altogether uh 10% of like on average 10% of the users for every new game that we publish is driven and the other 90% is organic um but we wouldn't be able to get the other 90% organic if we wouldn't invest in um in in like our our you know uh our user acquisition tools because it's like that first Spike basically that then drives up the rest you know if you make sure that within the first few we weeks after launch you pump up that like that that user install Spike as high as possible then your viral effect will be much will be much better so uh this is quite a good example H makeover do did quite well um this is an example of a game that did not do so well uh because it was um uh there were some bugs in the game so obviously like after our promotions the US acquisition dropped off real fast because the game had bad ratings know

the rating was like three three and a half stars and I can tell you anything uh at least for Google Play anything under four stars drops immediately in terms of the amount of downloads that you get so make sure that you keep that rating above four stars uh and the wor example this is this is what happens where you release a Christmas game after Christmas uh we we missed our deadline and uh yeah oops uh so yeah but the audience is very loyal um you know as long as you get them into the games they're great to work with uh 46 retention rate across all game so roughly speaking half of the people who play my games come back to try out another one um some stats of a game that was it not have any free-to-play elements at all basically Home Makeover 2 you I mean it's it's it shows advertising um there's nothing like uh in in app to buy and once you reach level 100 basically you pretty much played all three through it um so you know it's still for for a game that

basically sort of has an has an end um still pretty pretty decent reten uh stats but uh Blackstone Mysteries is also hidden up the game but this one has freet to-play elements um and because of like limited energy and those kind of things every day the retention is a lot better so yeah that gives us a day 30 retention of 10% which you know if I talk to other developers and ask for their day 30 retention it's it's yeah it's actually really high um and almost 20% of our players play more than 10 sessions so they keep coming back and back for for more content so you know that also proved to me that it might seem sort of evil to restrict the the amount of daily plays for for a gamer but in a certain way as long as you're not too evil with it it does work you know people do come back for more content um and you know just a small side note for both of these games these stats are all us stats um in a purch behavior is also slightly different for some audiences um

I think the conclusion from this slide is that people on Amazon are just much easier when it comes to buying um so you know we took Google Play GP as the the index of 100 and we see that Amazon performs like double as good when it comes to the $10 chest of goods or the the the $8 hint stuff so you know the the other stores are like comparable nothing really stands out but Amazon is is a really good audience for that and I defin think that is because this audience already has a credit card you know they use it to buy books and CDs and all that stuff so you know they it's just a oneclick thing uh and and you know so that's a big Advantage obviously of the American uh Market where uh the credit card penetration is very high um half of our Revenue comes from advertising how am I doing on time okay uh I need to rush it a bit I see but uh half of half of our Revenue comes from advertising there's a a lot of optimization to do because this is only like a little like segment of all the

marketing partners that are out there and they all say that they're the best so it's sometimes really hard to choose um so what we basically did is for example we built our own um uh optimization tool where we spend a lot of time every day to make sure we select the campaigns that are give the best payouts and that currently gives us uh an ecpn between $5 and $8 for interstitials and between 12 and $18 for video a rewarded video so you know the player watches a 30 second ad and then uh and then they get like coins or something that's an ecpn between 20 and $60 so that's something I'm I'm really excited about um yeah and just like a little idea what it what it did to to our income as soon as we implemented those rewarded videos it's really it's the audience loves it because they get something for free uh and of course we love it because of good revenues last thing um so from this is also based on our experience uh every

store has a slightly different audience with you know the different preferences if you want to sell your premium games that will do well in Amazon not so good in Google Play at all um so yeah you know this another developer might have different experiences with that but us with our very casual audience this is basically the recommendations that we have and that's it and now it's time for the next speaker so so so um we'll have Martin and Vlad up on stage at the end for panel session she have a chance to ask some final questions uh but before the last panel session I'd like to welcome back to the stage a man has been working very hard all day and all week uh and he's going to talk a little about a specific Market that I think we can all learn from which is the the finished games Market has been very successful so please welcome he's almost here Mr George Osborne please can we can we welcome a little bit more than that come on thank you thank you very much we're nearly done oh is this working well that's fantastic so yeah so this is I

think your last Talk of the day and I've got to get a cab very very soon so it's going to be Finland but super Speedy Finland hooray so yes I'm coming to talk to you about Finland because I think we can all agree it's kind of like the heartland of mobile gaming this nation of 5 million people they've managed to create supercell and Roo two of the world's biggest Mobile gaming Brands they've got next games seriously boom Lagoon and a whole host of other Venture back companies who look like they might be about go big as well and as reported by Nordic game bits on Pocket Gamer beers the industry turned over a billion EUR in 2014 alone you know which is remarkable but how exactly have they gone and done it I think the answer is that basically the unique history of the Finnish gaming industry and the broader culture around the nation as a whole has created this fertile environment for both current and future Mobile gaming success so you're probably sitting there wondering why is the British guy stood at the front talking about Finland well the reason why I am is because last year ahead of of pocket gameer connects Helsinki which was which was extraordinarily good fun um I helped

research the inssider track which was about the Finnish industry and I started writing a bit of a history on the industry itself I didn't quite finish the history but I did talk to an awful lot of developers from the region and it just really gave me this clear outline about why they've managed to do so well and in particular it kind of helped me form a template in my mind for sort of analyzing Mobile gaming and just looking at a cluster or a nation and trying to work out why L successful so I've kind of come up with this fivepoint model on this terribly formatted PowerPoint slide um but essentially if you look at these five features in a particular Nation or a particular country I think that's it's a really useful way of trying to work out whether they're Prime to succeed in Mobile gaming so obviously the factors are number one what's the education like in the country are they a well educated populace because that's going to be a really strong Head Start for allowing them to have the necessary development Marketing sales PR talent to actually push their games forward now number two what's the history of the industry like is the industry a particular area in say

I don't know if you look at the UK perhaps it's more console oriented but if you look somewhere else you might be thinking well has this actually got an environment which allows mobile to flourish more than perhaps somewhere else then you've got the question about access to finance you know how much money can a business get to help them out are tax breaks available you know what's the investment SC like and ultimately can it support a whole host of developers as opposed to a couple of winners then you've got this concept of government support are the government actually really on board with the gaming industry are they really trying to seek and go and help developers or do they just not really care do they just think of gaming as a kind of small little sideline that doesn't really matter and then lastly you've got this fact about culture you know is there a productive work culture do these companies come together share ideas and help each other out or are they ultimately Dogg e dog and kind of don't help themselves go along and I think when you look at these five points I think it's really notable that on every count the Finish setup does really well so the first one is education so I was looking around on the

internet for proof of this and yeah this was basically about why Finland schools are successful and if you look on the 2009 international Pisa tests you can see that in most subjects they completely and utterly outgun the US and that's because the Finnish education system is absolutely fantastic and marvelous if you look at another measure which is the Pearson index of cognitive skills and education of achievement the country sits at number five in the overall index for 2013 2014 and it's only below South Korea Japan Hong Kong and Singapore that means that it's well above the US it's nine places above the US in that measure and it's above every single other European country as well so they've got a really key Head Start but one of the key and really interesting things about that educational development was it was basically funneled into the technology that would form the basis of the mobile industry in the 1990s Finland actually suffered from 20% unemployment and that was partly due to the collapse of the USSR and trade with that so the Finnish government looked for an area of the economy where it could grow and the answer of where it could grow was mobile

telecomunications and the reason why they focused on telecommunications was because of a fairly obvious reason oh I forgot that slide so oops whoopsy Daisy let's go back for a moment um yeah so the Fairly obvious reason was noia um so in the 1980s I'm not sure how much you know about the history of Nokia they were making keyboards um as in musical keyboards not computer keyboards they were making musical keyboards they were making televisions they were even making industrial quality rubber for tires but in the late 1980s their Engineers figured out the solution that basically allowed the creation of the mobile telecommunications Network so as a result of that they basically created the standard that became the norm across the European Union and as a result of that in 1991 they decided to piver and become a handset maker and as you can see through the 1990s and onwards they became one of the major Global handset players and that position lasted until the mid 2000s so you've got a situation in Finland where there's thousands of people who are working with in the mobile gaming economy but there was more to it than that in terms of creating a

cluster that was mobile gaming ready obviously they had the handsets but it doesn't really mean much unless you have the development Talent which now leads me onto this magical slide does anyone know what this is any ideas you know what it is hey he knows so this is this is a hul from demo scene so in Finland it was basically this scene which encouraged developers to take on crazy development challenges and work against one another to try and see who could eek the most out of really basic devices so whether it was a really low-end computer or something like a Texas calculator they would basically work together and this sort of started in the uh late 1980s through into the 1990s and they would work to try and see who could create the most spectacular thing out of these basic pieces of technology and as a result of that you had this entire scene of developers who were used to taking something that was really basic taking something that wasn't designed to necessarily to play games and to learn how to make games upon them so when

Nokia start developing handsets like the 6110 and the 3310 you have this whole school of developers who can look at a monochromatic phone that has buttons that has barely any processing power and that they're capable of making mobile games that really work so you know late 1990s early 2000s you see the emergence of companies like sua and Mr good living who go on and become successful Mobile gaming companies because they have this Talent have this ability to take these devices eek excellent performance out of it and create really engaging one-button mobile games and as a result this kind of creates within the country as whole this kind of mobile first mentality they're not tainted in the same way that the British scene perhaps was in the 1980s by the rise of Home Computing that really put the focus on console and PC in Finland you have this mentality of smart developers go to this demo scene and they create these wonderful titles and out of interest if you want to know some of the graduates from this demo most seen some of the people who went on to create successful Mobile gaming companies IL Karan CEO of supercell the

head brothers who went on to found roio you've even got Yi linan who went on to found every play which is one of the mobile Advertising Solutions that you might all be familiar with so you've got that real talent coming through um and so if you're looking at this point about the history of the industry it's gone forward to create this great environment for people to work in but at the same time Finland managed to find it really easy to find financial support for these endeavors so in the late 1990s this is the first point if you look at the domestic Market in Finland and the amount of smartphones that were there Finland was according to the world telecommunications development summary of 1999 one of only two countries where mobile phone uptake exceeded landline uptake now to give you an idea about who the other country was it was Cambodia so Cambodia was doing the accelerated thing where you know they ignore the landline development to go straight to mobile whereas with Finland it was a technologically advanced country but they were just mobile natives so these developers had a domestic Market to work to but they also had some

other important areas to help their investment Finance I think no that's too early sorry there we go try that one again I forgot a picture of Nokia's HQ that was the big plan um because I was going to mention Nokia because it's a particularly important company for funding these Mobile gaming developers essentially um between about 2003 to 2007 the mobile gaming industry was as a lot of people are probably very aware in a nent stage it didn't have a particularly huge amount of support it was very difficult to make money in it the operators completely dominated the scene in the west and if you were a mobile game developer surviving was really difficult but at the time in that period 2003 to 2007 Nokia launched the end gaug and they got a huge number of finished developers to create first party titles for it to try and make it a viable Prospect now the end gauge failed but the result of that was that they poured a huge amount of money into the local development scene and allowed those developers to survive the most difficult period of the industry so

you've got Nokia providing public providing private investment during that period you've then also got something else that came around in 2008 2009 which was tekkers now this is where this slide comes in it's the state investment body that invests in technology and Innovation and that includes mobile games if you go onto supercell's blog and you look through their posts about their history they cite the fact that they got investment from techers as a way of basically helping them to start their company up and helping them to succeed so the government basically came in and helped these guys out and as a result of that they've received hundreds of millions of Euros back from these companies in tax and they've both managed to demonstrate the cause that tchas is basically fighting for is a worthy one so this has helped developers further down the line and then lastly we've basically got the arrival of capital from across Europe to capitalize on the success of this scene so London Venture partners are one of the major companies that's gone invested in the finished scene and if you look at a company like seriously they've been invested in by basically companies based

on the west coast so they've had Investment Partners from over there so not only has Finland got some domestic investment not only has it got some government support it's also got foreign investment coming in so developers who go and found these little companies often find Finance just sort of pouring into their pocket which is a great head start and then after Finance uh we look at government support and again we see how Finland really benefits so obviously we had the mentions about ation reform in the 1990s directed at telecoms and we've had the mention of techers but in general finland's government really Champions the mobile scene so this is a picture of Alexander stub he was talking at slush last year I was there and he was the first man out on stage and he's the Finnish prime minister so he goes out and sets this really clear stool that there's political will in Finland to help out the technology scen in that country but what I found was even more interesting was the second speaker to come out and that was the deputy premier of China and the reason why he was there is because Alibaba had come over to

Finland to explore what the scene was like Gung Ho's president had come over to explore what the Finish scene was like so this small nation this 5 million strong nation has managed to reach out with the help of its government to basically get China on board get those billions of people get that really massive superpower involved with their country which is fantastic and then finally um just as one last Point Vladmir K has already talked about this the friendly Finnish culture is invaluable to creating this really useful scene um developers aren't in the mindset in Finland of protecting information they don't sit sit there and go we're not going to share anything they're actually this seems quite remarkable the fins are jokingly referred to as quite often as introverted but when you go out there and you go to the scene you'll see that there's constantly events in which people can go and meet up there's a very active trade body called Neo games who create all sorts of events and resources to help people out and as a result there's this natural sharing of information which really helps developers to succeed and so yeah look

for example this is a good example this was at Pocket game connects hinki this was the Afterparty look at all of these developers happily watching the Telly together a Isn't it nice oh yeah exactly happy memories for the Pocket Gamer team um but beyond that come on there we go so I've kind of tried to outline really really quickly a template for how you know these sectors are going to succeed so I've started thinking well if I've got this five-step template how does it work when I apply it to other places so this is um a bridge in Dublin and I was in Dublin a couple of weeks ago and I was thinking you know how advanced is Dublin as a an Ireland as a mobile gaming scene and the answer is it's not very Advanced the problem isn't for them is not that they've not got the talent they've got this really talented development scene Ireland's got these really great animators who basically help them to create these really engaging looking games but the government doesn't care about the small Indie developers they don't provide any tax breaks and if you want to get investment in Ireland for a gaming development company you have to prove that your mobile game development

company is going to provide a better return on investment than biotech I yeah it's just like what's going to work saving thousands of people's lives or a mobile game H I don't know which one the government's going to back so Ireland have got those problems um and whereas you look at London and you think well London's got a lot of things going for it it's got this great access to finance it's got a huge number of really talented developers and they're really capable of coming up with great creative ideas and there's even this whole sort of range of tax breaks but at the moment I feel like there's still a little bit of a stigma at times in somewhere like London towards mobile gaming which I think is eradicating and going away and I think that London could really do with a really big hit like you know a Clash of Clans style hit to help really sort of propel it towards being this real Mobile gaming superpower and if I was going to put money on there being a mobile gaming hit from London I'd probably say something like uh Samurai Siege from space ape would be a very good bet Venture they are Venture backs they've got invest from Sega it looks very likely that they're going to do well and so that I'm afraid was an

incredibly quick and potted look at the Finnish gaming scene and looking at Beyond it and I just want to summarize by saying why is Finland successful I think the key question for us now is not necessarily to focus too much on that because you know we know that they've got the investment to finance the well educated uh developer base the talent the government support Etc I think we need to look at our own scenes and go what more can we do to perhaps not so much be like them but maximize our own strength and that's about it thanks very much so come across George so can we just George has got a shoot off in a minute because he's got he's getting a flight um back to the UK uh so can we have a massive massive Round of Applause for George he's been he's the guy who's been responsible for the the content of the last uh the last two days uh and he's been involved in all our conferences um sadly he's not going to be around for for the big finale but but you can now go thank you very much George uh off off we go um just to

conclude before our final we're doing a a final kind of presentation of People's Choice Awards for the developers uh later can I welcome to the stage the the panelists for the final panel just to talk about uh some Trends in your European market so that's uh Martin Vlad and uh Misha who was here is just at the front there you are sorry I can't the lights from your face so please welcome these guys to the stage we're just going to have a a final quick uh quick chat there we go you've got uh mics come on Vlad of these so so thanks guys thank you guys for staying we've going to have a a short a short panel session now and then we're going to bring guys in from the other other track which she finishes very shortly uh do a final kind of people's choice and a final thank you to everybody so thank you for sticking with us how you all feeling you still got any energy left got one last bit Yeah okay this is good good energy um before before I kick this off I'm going to ask a question it's a bit interactive so this is this is what we need to do so I

I I've been hearing a couple days who here sees the us as the main market for their game hands up who sees the UK as the main market for their game or a principal Market a principal Market say oh nobody and who about what about Europe okay it's it's small so who sees India as a prime market for their game who's coming to the wrong room and isn't making games so I don't know um there's quite a few hands have gone up there and and what I've seen I've heard a lot and certainly in our in our big Indie pitch and in our in in the game hack a lot of the games are focusing very much on UK and us it wasn't necess born out by that panel but that what I've been hearing all week so I've got a quick question so we want to look at those those markets and talk about sort of Trends and issues there I mean you guys for for for zepto labs is that is that the same thing is it us and and UK the massive dominant markets for you um

well yes and no for for cut the for cut the uh again originally because the game kind of went with pration of uh iPhones and Androids together yes uh true you know you yes UK Top markets uh English speaking countries in general yeah very do really well for king of th for example UK is not a top Market yeah because you know just I mean there are probably many reasons but yeah just not we don't like stealing things maybe that's why okay fair enough Martin in your experience you you talks about the US market and US casual gamers and female gamers in particular so presumably that's us is where you you you you target specifically definitely yeah it's it's mainly also because of a language thing because I'd say player Behavior I don't see much difference between the US players to the European players but for European players for example if you really want to get through the German player you have to have a German version so that's basically why it's easier to focus on on America from you know from that perspective because it's all English cool and I mean Vlad so do you think I'm

going to ask a slightly different question do you think this is the right Focus for the Indian developers should the Indian developers be looking us and UK as they're telling me they were not today but earlier predominantly is that is that something that that should be their focus or or not your take um so just to just to give a quick answer on the on the on the first question uh from from from the perspective of of CC because it was a more forgiving environment for for a game that was not 100% ready like if you if you have a a multiplayer game Android was like Google Play was more forgiving for games that were still in development right um and we saw that there were amazing pockets for firstperson Shooters in Brazil Russia Korea um Argentine uh Poland um so uh us as

well but um it was much more spread out and that of course has to do with the fact that the game criticle strike Portables inspy counter that has like that reaches everyone everywhere that's a universal kind of genre um but in terms in terms of your uh second question directed particularly to me um so I was also involved with a startup in Thailand back in 200 a game start up in t in Thailand back in 2012 and um those guys nowadays are focusing particularly on the Thai market now everyone's talking about how China is growing no one's talking about India so I've already talked to a couple of game developers that have decided to fully focus on the Indian market but um in Finland we had this we in Finland when I was in Finland we had a population of 5.5 million I think George did a great job explaining what was going on there so you can't develop for the local market it was it's too tiny and you know

in Russia there there's a lot of game developers in Russia that have developed for the Russian market and then discovered that it wasn't monetizable properly and then companies like G inside popped up G game inside is a big publisher that first focused on the Russian market and helping Russian developers in Russia and now they publish internationally right so from my perspective I would encourage everyone to not not focus on their own Market but try to take up that standard of international Western focused quality I think that from the games that were in the Indie showcase any single one of them could have come out of any Western Country um that's the the bar that you have to set for yourself and there's a bonus to focusing on on on your own country but Aim High I mean you can always do that I think the counter argument to that cuz I've been having conversation both ways actually yeah no it's it's it's it's 50/50 right because

the counter argument is there's a lot of people focusing the global market some of whom have much more money and many many more years of experience or most of them do whereas people don't know about the you know the the the people in India have a massive advantage in the Indian market because they know the culture they know the Customs the the trend you know the obviously there's a stereotype Bollywood and cricket and there's more than that but even in those two areas it's it's harder for someone to come out externally and and Ace that whereas like Indian companies can Ace that so totally true but the first the first ever Indian game developer that I met was shash prabu who you all know because of Hucks and uh and social ball and he was for me from that moment on like he set the standard for me of what I would expect from an indie in India and and from there on I met a lot of different developers that either reached that point or try to go beyond it and so I've always kind of was proud of him because when he launched his game hubrick in 2012 and back then I was an industry journalist and I wrote about him there

was nothing that that in his game or in his attitude that that was culturally specific we all watch the same shows we all seen breaking bad or or or or or look at the same websites on the internet um the people that I've met at these game conferences here in India since 2012 they are as Western as can be sure so it's really about finding your your your your blue ocean in this massive massive App Store ma mess that is out there um but then again I mean it's it's the biggest platform out there it is I me I just just to pull it back a little bit we were talking about UK us talking about Europe a little bit sort of B I mean and Finland I mean Martin and V obviously you're Europeans all probably Europeans we're not we're not like um you know UK I'm very British but talks about the German market and having to localize for that you know nobody here I've been speaking to really spoken

about Europe so much it's been made about UK are they missing a trick by not looking at Germany and France and Italy and Spain and just focusing purely you know on on the English on on English language stuff do you think there's a big opportunities there guys should be considering um well what's also important to consider is for example you know what kind of game you're making if you're if you're uh focusing on a strategy game then i' say don't go ger first cuz there's you know good games and blue bite and you all those there's already lots of strategy games out there yeah so so it's also important like what what kind of game you're you're making and I think that um yeah like like said earlier like when you look culturally Europe and America are not that different the difference is really in the details so I think a lot of developers that say oh I'm going to focus on the US kind of have Europe as a second audience and um I mean the only really games that I've seen that are really on

Europe first are seasonal games like for the you know soccer for example like the the Euro Cup football I believe it's known as but thank you very much you know I published for the American market so for me it's soer it's soccer in the American Market you because you're saying about zepto Labs you've got different audiences I mean is that just you just see where the pickup's been or you deliberately kind of targeted different different Global Market when when we came out again that that was there was almost no choice I mean we just put five languages in right right now we put I don't know how many languages but many and and it's cheap and I encourage you strongly to do that support languages people love that um second of all um there are you know like for example when we launch King of Thieves we did a special PR in friends yeah work beautifully yeah because they got an attention you know Gamers there you know had to read about the game in their own language right and again it's cheap we will do more often of that I mean more more of that in Germany you

specifically launched it we didn't launch it in France specifically you did a particular press release we launched it yeah we launched it uh around the world but in France we just did a you know PR in addition to the global PR that we used to do um another recipe I my uh suggest here is that look um you know I I have a different view in terms of focusing on local markets but you know you can play it in two ways um you might as well well just launch Global and see where you pick up and focus there because you can't fight all the bottles it's really really difficult right but sometimes you'll see your games pop up in in weird places and if you think of Saudi Arabia for example is a weird place think again because it pays like crazy so you find successes in very many uh places in the world where other people people just don't look and secondly you come to uh you know don't focus on Indian market but do focus on Indian market because the global players will focus on it you'll be crushed if you don't that's very simple fair enough

that's that's that's a scary approach to the whole thing um okay I want to George talks a bit about the Finish model and I think it's fair to say that there is such a thing now as the Finish model people are talking about how you know a combination of facts has come together to to create this incredible development environment with many successes is that my my my wife actually works in in in Academia and there's a thing in in urban redesign called the Barcelona model where people try to emulate how Barcelona redesigned around the uh the Olympics there it doesn't it's quite hard to emulate as it turns out do you think the Finish model George is talking about think finish model is something that that these guys can kind of learn from and and actually can is there stuff we can pick up from that or is it just that's unique situation I know George is here but he's that I can I can say from having been there for a year that it's definitely reproducible um you don't need the government support you don't need about four of the Five Points I think the most

important point and I tried to stress that at the very end of my presentation is the community it's the standard of which you operate with each other you share the information behind closed doors fine in trust with just a few people fine but the level of hospitality that I received as a foreigner in India in your community when I came here in 2012 and have been coming back equals or is even higher than than the Finish but the terms of openness and the terms of um having the door open to their office like Martin uh has visited Finland a couple of times herself she can she can share on this um the hospitality that we had in terms of business Insight in terms of how open people shared knowledge numbers contacts with each other to the point of um giving you the benefit of the doubt but if you would have screwed someone over you would be out so there's this very

tightnit group that accepts Outsiders every one of you can go to Finland and meet these individuals and they will they will be open to you they will share and that's the most important part the community the rest is a bonus but that's what I experienced was the The Pinnacle of the Finish model okay so we have no time for questions then no okay sorry I I timed that incredibly badly because the whole point was for questions but um I think we over a little bit today we got to move into the final part of the day so sorry about that guys didn't get open okay I'll just make sure okay so so basically I'd like to say thank you to my very short panel sorry about that guys but we can War Applause for them