Multiscription’s Teis Anker Mikkelsen On Unleashing Your Game’s Exposure With A Subscription Service

[Music] hi CEO founder of this amazing company I mean Unleashed how cool is that right because that's exactly what it is you have uh Unleashed a new product but it's not new you're four years old how does that happen ahead of your time right I think to be honest people a little bit earlier when we started we are developing a subscription service for mobile games focused on free to play and when we first founded the company my co-founder Martin wolfis and I no one was talking about subscription removal since then we've seen Apple arcade Google Play pass Netflix Games Etc so we're definitely ahead of the curve but now we're in a really really good position we've been around we have the technology and we're just signing up games one subscription is a mega Trend I

wrote about it pocketgamer.biz one of the transfer 2023 and it is recurring Revenue totally get that so it's a little bit of security and uncertain times but what exactly are you doing for the games publisher so we are I mean everyone can Implement a subscription service in their own game and uh I mean that's I think everyone should actually but what we offer we offer Publishers a way to be part of a big network of games because by signing up to the subscription in uh in one of the games that we have you unlock benefits as a play on all the games so by this way you bundle your game into a big network of games where 22 games already we're live on Android coming to iOS later and that that's something you can't offer yourself as a publisher even Publishers who have several games you can make a publisher-wide service with all your games but typically if you're a publisher you make civil of the same type of game and not necessarily that

many players play like five different Runner games for example you typically play one Runner game one you know merch game and one hyper casual game and with our service you can slot your game into that and become part of the network and that that helps you with retention it helps you with use acquisition as well from the other games and the build just helps bring stability and predictability to your game I get it more is better what about the more in the money how much can I make if I bring my game to you and say yeah put me in the bundle what do I get out of it so we're very transparent um we uh do a revenue share so we have an intro of on the subscription which is uh five euros five dollars and the way we distribute that is that Google takes 15 because it's a subscription not 30. it has to do on in-app because they want you to do subscriptions we take 15 so that's 30 total so again either you lose 30 lose 30 on in-app or you pay 30 total here and then it's 70 to the Publishers

very transparent model there's no like hidden like calculations the way it works is that the publisher that converts the player to a subscriber because that happens in Game they get one dollar that month and they get that one dollar every single month as long as the player keeps subscribing even if they stop playing the game and then the rest is basically just distributed based on how much time the players spend better transparent model very fair and we're reward the games to do the work basically you're talking about what happens when the player plays the game even the player stops playing publisher is taken care of but of course we want the player to play the game what's the retention model here what are some metrics how exciting and how hot are users when they have a lot of games to choose from as you said it's a bundle so I'm getting a lot of them you would think more is better because they're staying longer exactly and we know that across the board subscription improves retention because you come back to where

you've already paid the good thing about our model is that because the game is still part of the network if the player moves on from your game to another game they it's easier for you to reactivate them because they still have your game they're still part of the service so they don't have to re-sign up for the subscription it's like ah I used to play this game like six months ago I really want to come back to it and you already subscribed so it's very easy for players to come back to the game so it definitely improves the retention for the players so the players are happy because they have a game they love it they've got other games perfect what about the actual Publishers what are they getting beyond the revenues what are they getting to keep them coming back I actually had to talk about this yesterday where my talk was labeled Beyond revenues that's very very nice yeah exactly and those I talked about retention I talked about the community that's been built on top of the subscription usually we see it the other way around you have a community and then you add subscription features to it we see this with Twitter Discord now adding

subscriptions to it but now you have subscription where you add community on top so now again improves re-engagement retention and all that additionally what we help Publishers with is what benefits to give to players when they subscribe because we have that knowledge we see what works in other games we see how to present the offer what benefits to give when to give them all all these kind of things that's something we help the Publishers with because it's new to them and it's not the same thing that works for and in-app purchase that works with a subscription just like the same things it's not the same that works for in-app purchase as premium so Ty's you're a friendly guy you're sharing a lot a little knowledge sharing for everybody here just one quick tip you're seeing it what does it take to hook a subscriber so first of all there's no substitute for a great game I mean we I have to say that over and over again but I think the the most important when you when you're when you to hook a subscriber you need to offer them something that

gives them immediate value so that means like a little sort of Welcome pack something there's some instant gratification and then you need to provide something that keeps them coming back so don't give them 10 000 coins for signing up because they're going to spend the coins and then forgot why they got the subscription so provide persistent benefits access to things that they lose by leaving but then also give them that little instant gratification a little bit of a small gift when signing up so they feel yeah I'm already getting something and that that keeps them coming back well you made me feel really welcome and I'll keep coming back you are you are on the money man Unleashed one to watch thanks so much [Music]