Panel: Browser Renaissance: Can Web Games Be The Driver For Growth?

Hello. Um I think we're just waiting for another mic. But obviously we're keeping Wrath, which is great, but we're adding two awesome publishers to the conversation, which is a nice a nice thing to have in a B2B conference. So, uh um yeah, it'd be great to uh to to start

with introductions. I'm Thomas Huxster, I'm a director at Rapture PR. We're a B2B focused comms agency based in the UK working with um lots of gaming brands and uh you know, others that intersect with gaming. Obviously, most of you have heard Wrath, but maybe do a quick quick recap for anyone who's just joined.
Yeah, well, I'm Rafael Morgan, a VP of partnership at Crazy Games.
Hi, I'm uh Nino. I'm the product director at InnoGames and responsible for all our games in production and live.
And I'm Marina, a VP of uh biz dev at Tilting Point. We're a mobile publisher, but we're now starting our web adventure.
I think and you know, I think that's perfect, right? Cuz we've got InnoGames who, you know, have been in the sort of browser space since, you know, the beginning of pretty much um and Tilting Point, you know, at the very beginning of its, you know, browser strategy. So, it'll be great to touch on some of that stuff, but maybe you know,

Nino, maybe if you can kind of kick us off with just a potted history maybe of sort of the flash days to now and kind of what's what's changed, what's evolved.
Sure, I mean, we as InnoGames we didn't really start off with flash. We started off with pure HTML JavaScript with Tribal Wars or Die Siedler, which is our oldest browser game. It's over 20 years old now. So, I think that shows what potential browser games actually have or web games in general, but we also moved on towards using flash with our biggest title, which is Forge of Empires. But also of course have our challenges there because at some point Adobe decided oh, we're going to pull the plug for flash and we had to react fast and go towards HTML5 and using Hex as a converter for this basically. So, it's it's been a long progression curve in general and you know, moving our games But as InnoGames, an important pillar that we have is also staying true to our core, which is being able to offer

cross-platform experiences to all our players. So, that means any platform we can offer our players is the optimal platform for us.
Mhm. And you know, I think it's probably changing now, but you know, there's probably a popular perception maybe that web had its peak in maybe the mid-2000s sort of 2010-ish. Um You know, in many ways do you think it's fair to say web sort of kicked off I guess some of the you know, the mobile industry ultimately cuz you had you know, FarmVille on Facebook and you saw obviously publishers like InnoGames like Miniclip start to sort of take content natively.
For sure. Definitely. I think that it that is how it in general kicked off, right? Um I mean, there was even times where we tried to go Facebook games.
[laughter]
Uh I think many did that progression as well, but um I I still think it's an

Like, why do we see this uh horizons of web browser games again? Because, you know, we It was bigger before, slowly declined, it's going up again. And I think a big part of that is coming down to, you know, on mobile, we are not competing with other mobile games anymore. We're competing with Tik Tok. We're competing with Instagram. We're competing for seconds. Web and browser games, that is a choice you're taking. I'm going to sit down on my computer, and I'm going to play 30 minutes. It's something that you take as an active choice, whether on mobile you're actually taking out your phone for 5 minutes. And in the past, a lot of people decided, "Hey, I'm going to use this 5 minutes, and I'm going to play a game." Nowadays, they decide I'm going to check Instagram and Facebook.
It'd be great to hear from Marina as well, obviously, because, you know, from what I understand, um you know, obviously, you're at the beginning of the journey, but you think, you know, mobile screen first, I guess, when it

comes to browser, whereas InnoGames is all um you know, works best on desktop, I guess, is mid-core uh mid-core games.
Yeah, we actually really look up at InnoGames as a one of those examples of great uh web publishers, so happy to be sharing this with you. So, yes, you were saying our journey was almost the opposite, as in we've always been a mobile publisher, uh and we're now when looking at distribution and what can really be worth it, we look at where players are, and what platforms really make sense. We've never done a lot of alternative distribution, alternative mobile stores, because in mobile, our core, obviously, is in in Apple and and Google Play. But when looking at web, we realize there's a lot of players, and we handpick which of our games we think could make sense there. So,
we're going to get started with one of them with a strong IP and we think can be very appealing for the audience that Rafa, the team, shared with us. So we're not just going to take all our games and put them on the web. Um but we really

wanted to select which ones we think could make sense there. So for us it it it's not a replacement of mobile as you were saying, it's just trying to get to different audience. I think possibly younger audience, not kids but teenagers or or different audience that's right now may not be playing our games on mobile. And obviously cross-play element will also be crucial. And we know Crazy Games also that has their the mobile app, the web version. So we also want to see how that plays out in combination with our mobile games on the phone. So having those different distribution platforms will, in our view, help us get to new players and put the game in front of them in different surfaces.
Nice. And it you sounds like you're viewing browser as more of a you know, an opportunity to find you know, new players who may not currently be playing um you know, that specific game. Whereas as I understand with you know, it's you know, largely sort of your players, the same person who is on mobile will also play the web game. Um you know, do you do you think it's mostly about sort

of you know, I guess deeper question maybe is who who are web gamers? And maybe Rafi might have some data on that as well. You know, are they the same people who are playing, you know, the the native mobile games but on a different sort of format, different platform? Or do you think there are many who are sort of hard to reach, untapped audiences for for mobile game devs?
Um I think both actually. Um we I think there is there's definitely a large um large number of users that um sometimes they you know, they play a particular game and it's very hard to discover new games even these days, right? Um so and and then not necessarily they maybe they never heard about the you know game from two to point for instance and they will be seeing the first time that on crazy games but there is also we see more and more of those users that they will traditionally be playing I don't know Facebook games or now there's YouTube playables and they they actually are finding an advantage to play on mobile

on on on web because you know there's the experience is nearly the same these days it's actually really one on one and there's only advantage about it right? So there's no installs there's you know the we care a lot about the onboarding and then also like the user experience that you have it on on crazy games. So we get very often for instance email of people saying like well actually it's nicer to play on crazy games that they you know on the other platform I used to play but I think it's it's really thinking about like cross device this days entertainment is finding you right and and and not you find finding entertainment. So I think that's that's kind of what where we we spend a lot of time in discovery as well.
Nice. I mean when when I think of web I do you know my mind does go to you know platforms like a like a crazy games like a pokey and then obviously in the old days a new grounds or something like that but actually you know there are other ways I guess to be in the browser space right? So InnoGames is it's your portal ultimately rather than third

party platforms although you I believe we're on is it Plarium a Plarium launcher perhaps?
I mean we we also use client and there we are using Plarium play so that's for one of our newer titles here is history. Um yeah.
So it's not you know I guess that what I'm getting at is there's multiple ways to approach the browser and a lot of advantages of obviously having a ready-made audience but you know again in the case of InnoGames where you know it's midcore games rather than sort of more casual side they have a different show.
Yeah absolutely I mean I think especially in Germany they have this really nice culture of browser game that go back in the days that went so it's really like really it's very particular from Germany, right? You know this but I think it's also not only crazy games. I think about LinkedIn has games now as well. There's like you as I mentioned YouTube playables have game discords try to do stuff something with games Reddit New York Times. So it's like games part of like it's entertainment, right? Like so it's not different than and animated series or anything. It's

just more engaging in certain ways. So I think like what normally, right? If you if even Snapchat had their their their gaming section at some point, right? So normally if you want to kind of boost your engagement, you will be looking at adding some sort of game layer or game game apply layer even like Duolingo, um and normally that those tend to be HTML5.
Mhm.
So there's which is good. I personally think it's you know, it's really nice to have like big companies joining the space as well and trying these things cuz you know then there's just more eyeballs, more interest, more money for everyone and I think that everybody wins in the in the in the end in the end.
So if you're a mobile developer in this room, are you sort of would you say to them, you know, primarily it's going to be sort of a porting opportunity rather than, you know, having to rebuild a game in H5 or anything like that? What's the typical
Yeah, I do think like I mean if you have already I mean building a new game is very hard, right? Like that's the conversation I see here everywhere.

Launching a new game as a mobile publisher is a challenge. So if you have something that's already working, I mean it's definitely a easier way to start but at the same time I had two three conversations yesterday where it's like, you know, you start seeing this web first game studios or web first divisions where they actually actively building games for the web as well first, you know.
I think on that we're also curious with the team. Some of them are here. We're curious to see how a mobile port because what what we've done is basically a mobile port uh well the the web port, sorry, of a of a mobile game with some changes, but a port. So, we're curious to see, and obviously we're also going to be working on that with Rafa and the rest of the team to make sure the experience is good, but we're curious to see how that mobile game that again we think is very suitable, it's also on the Switch, and it does very well on Switch. So, we think there's great overlap, but we're curious to see how it will actually do on the web because we're not we haven't made massive changes into the game,

but we think it can be a good fit. We're curious to see, and maybe after we launch we can do another panel on how it went.
Yeah, absolutely.
on how that goes. But also to your point, to any mobile publishers, I think that in today's market um launching a brand new game is tough, or it takes time, it takes investment, and it takes years. So, thinking about distribution and how to get new players, new revenue streams for your existing already successful or relatively successful mobile games, that's for sure one of the reasons why at least for us this web idea gained more traction cuz in the end you think either yes, I'm going to be thinking about my next title, but at the same time let me make sure that my existing successful mobile mobile titles are optimized and I'm getting to as many players and I'm getting as much revenue as I can. So, I think that's why at least for mobile publishers with the difficulties we know of in the mobile space, thinking about new distribution platforms was or is the way to grow with

a relatively controlled risk because what you're investing in is the port and the resources to make everything run there, and marketing, etc., but it's very it's very controlled risk versus everything that takes to develop a brand new game. So, it's like you do both things at the same time, but that is a great option to potentially have more revenue without taking a huge huge risk.
And just just to add, right? If you think about technology as a whole, going outside of gaming, everything migrates to the web at some point, right? We had Skype, and now we do like Google Meet and Zoom call on the browser. Um, we had like the Microsoft suite like from Word and and so everything going back to going to the web because the technology is evolving the you know, the browsers are getting more powerful and you're able to do more and more stuff like YouTube also runs like on the browser. So gaming is just a natural thing that eventually it would also migrate to the browser. It's also easier to maintain, right? It's a one build that actually works across devices

and everything and you don't have to go over like some walled gardens which will take you know, like they do. They have their own portal, right? They you know, they don't need to work with crazy games, right? Because they go directly to to their consumers. Um, and I think this is this is a it's a it's a big advantage about the web as a whole.
I think well, talk of portal, I mean we we do have a portal where we send our players, um, typically, um, but we are also a browser-based game company in such a sense that every of our game has their own little starting landing page, their own little portal so to say. So we do when we actually do UA for browser, we typically push players directly to for example, forgeofempires.com or foe.tv uh, and similar like this when we do TV advertisement and so on. So I think that's still an important caveat to keep in mind even though we also have a portal where we gather all our games ourselves.

Yeah, I think it's it's fascinating cuz I've heard people refer to you know, their interest in browser being, can we use browser as an acquisition channel for mobile? But I think what you guys have said to me a bit more is actually we we do a little bit more of the other way around or will be doing a little bit more of the other way around and some of that maybe ties into you know, some of the the sessions later on which are around you know, players transacting on web, ultimately. Um so, how do you, you know, maybe Ralph, how how do you see it in terms of, you know, where where the flows of users go?
I think I mentioned that in the talk previously, is it's the web the mobile space actually got developed much faster in the past years. So, you had a bunch of user acquisition companies that built it up on top of the industry, a lot of monetization companies that plugged in and improved. So, there is like really a plethora of things that the web still doesn't have and it's starting to getting it. And then, you know, obviously the the CPMs get higher if you if 90% of the advertisers are all the game inside your

own game, right? So, do you push this this these are some elements that the web still lacking, but at the same time I think that's also where the opportunity is where there's less crowded market, it's I would say or at least for very high quality and and engaged deeper games, right? Because they're also have technological constraints on the past. So, and those stuff actually changed. That's also something that I that I I touch point. But, I think obviously the mobile industry is more mature than the web, but we are catching up really fast right now.
Mhm. I think you know, back to the sort of misconceptions point, I think most people I guess would acknowledge there are a lot of gamers on the web, but that, you know, that would be one of the things I guess that people in mobile looking for, you know, to catch up is, you know, can we monetize those players as effectively as we can on mobile? Is there the same richness of sort of data available? But, I guess with the sort of privacy first marketing on mobile, it's probably made you know, browser more compelling, I guess.

Yeah, you know what? Yes, but but even if you think about like the tooling, right? Like if 10 years ago if you want to do in-app purchases on the web, I mean, he has more experience. What's challenge, right? It didn't have like the these days you have like a bunch of payment providers here which actually serve a really nice solution that works, that's safe, that the users build trust over time. So, now I do feel like the users feel way more compelled to, you know, whenever they do they see a checkout. Like, I mean, we work with Exola, for instance, right? So, they see their checkout and it's it's trustworthy. The like the transactions, there's a refund system, there's a lot of stuff. It's not just you you're giving your credit card somewhere that you have no idea what's going to happen after, right? So, I think we went through this change also in the browser in the browser industry now. Um and obviously there's there's definitely um more and better tools where, you know, where we we talk about the user experience um and retention, which we also boils down to that, right? You invest in the game, you feel you feel that the experience is on par to what you expect. Um and then what's the

difference between playing on the browser or playing on the on the mobile, for instance, right? And more often than not the experience on the on the browsers is nicer cuz then you can play on the desktop if you if you like, right? It's more comfortable. Um so, I think there's there's a lot of advantage on that.
And I think for for both InnoGames and uh Tilting Point, so the games that you run in mobile and you know, web and soon to be web, you know, you're going to apply the same live op strategies, for example, across, you know, it's it's effectively the same game, right?
Yeah. Yeah, in our case that will be that'll be how we'll do it. And to the UA point, just to add one thing, I mean, we've always been mobile first, so we know how to do UA on mobile very well. Uh we don't know yet how to do UA on web. I mean, we do have people who has done it before, actually I think at InnoGames. But um that's why for us for our type of games, partnering with somebody, in this case Crazy Game, but for some people it may be Poki, it really depends on your type

of game, that helps because we know they will be running UA towards their side. So, that will really help us validate if our game does well on the web or does not well on the web, and that will also allow us to decide if it makes sense at some point for us to have our own destination, our own hub, and to have more games there. So, it's a it's a way knowing that they have a big audience and they're going to be sending people to our game for us to validate without us having to first do all the learning of UA on web, having to invest all the marketing dollars of UA on web, and then if we say, "Hey, there's a very strong audience for this game on the web, should we also, on top of having it on Crazy Games, have our own destination?" And kind of combine both and then learn how to take our mobile players to the web and understand that funnel. So, for us, that was, if there's any mobile publishers, that was also one of the reasons why we wanted to have it there on a third-party platform to also rely on their UA efforts and their UA investment before we had to

build all of that uh by ourselves.
Which means also that discoverability on the platform is
It's a major thing, yeah.
Yeah, yeah, yeah, yeah, because otherwise your game gets buried in like thousands of games they have on the platform. So, obviously, making sure that you, with them, you talk about visibility at launch, certain times a year, and it's in the newsletter, and like making sure that your game gets visibility especially at launch, so then after that it gets well positioned through the algorithm. I think that's also important, not just to launch and let it get buried in a sea ocean of games.
Lots of work to do. Yeah, I mean, you were talking rough previously about sort of, I guess, the I I hate this word more than any, but the flywheel. I think you called it chicken and egg, but, you know, which comes first, the content or the users? And sort of, you know, how do you How is Crazy Games kind of approach that, I guess?
Yeah, it's um it's it's it's really interesting because um we see like there's waves of content, and obviously

internally we always talk about game quality, the game experiences, and as a platform you always want to have the highest possible, right? Um and and I think that's that's the the beauty about partner up like with 2.4 instance where they have like very strong IPs, very recognizable um and start seeing this stuff coming on Crazy Games and then the users come and see that and build it it's a sense of trust as well, right? Like for them to see like "Oh, um I'm seeing those those games that, you know, normally um they they belong to to a Nintendo Switch or a Steam release and now start seeing those stuff on the web as well. And I think that's that's kind of the change that we're going right now on the web games which is uh I think it's our content is very on par with a lot of uh if not most of the platforms around the world these days. And, you know, at the same time we also I think we talk to this new generation and I see this with my kids, I just bring back again, where they have a

completely different behavior that in a my generation and in terms of like how they consume games like playing Roblox games. What do they really care about? Like, you know, in the game and experience that it needs to be snappy, it needs to be fast, it needs to be immediate immediate to action, some of the points that we touched before. And I think this is this is like we we're we we can we're like the catalyst of all those changes as well. Um so, go to Crazy Games and check it out.
I think you and Nina have both identified this sort of uh you know, the fragmented attention economy sort of angle, right? Where games are you know, people are probably sick of hearing this, but games aren't just competing against games anymore, right? You're competing against all forms of attention. You might be first screen, you might be second screen, etc. etc. So, you know, I guess [snorts] that you you identified it, Ralph, but one of those sort of drivers is presumably how, you know, web games with the quick loading times and the ability to hop between five or six different games in a 30-minute session is really, you know, it fits the modern attention economy, right?

Yeah. [snorts] Yeah, absolutely. And it's it's we we change, right? That's the I mean the young the more time you have the more games you play, I guess. I play less games than I used to. If I didn't work in video games, I probably would play very little these days. Um and I think that's so we need to understand um how this generation's coming along as well. And I don't think that's that's that's the cool thing when we talk about audience, but I think we talk to them. So talk to this audience, we we are all going to like respond to to their action and reaction. And these days, like I really feel like a lot of the pop culture, they they they come very fast to crazy games. So it's a it's a really good indicator of a lot of things that's changing in the world as well. Um so yeah.
Yeah, you talked about the the the meme content or uh diary did. Um [snorts] you know, I guess those presumably though uh you know, H5 native devs were you know, quickly iterating, quickly creating content um for for the platform based off, you know, as you said, brain rot and um you know, trending Netflix shows

and stuff like that. So you've got the you know, I guess the mobile first angle and then you've also got the H5. Do you see um that sort of merging, I guess? Do you see more mobile developers starting to use H5 native tech or do you think it will continue to be more port on the port side when it comes
Yeah, well, I think it's like these days, if you don't want to put your your eggs in the same basket, really, right? As cliche as it sounds, you want to diversify, you want to look for different opportunities. Um you know, it's we we we wish that every single release that we we we did would be like a massive hit. Unfortunately, that's not the case, but that's true about any other platform, right? Um and and I feel like but you know, we you got to try. And I think as Marina mentioned, like these days, um I think the web is quite a safe bet like for if you have a cool game to start with. Um as the is not um you know, too crazy and and the barriers are also not not so

high. So, um So, I think I think definitely there is a transition from mobile developers or mobile first coming to the web, but there's also like what's happening now if you going to start right now like first 22 founder with good programmer, what I would do with my time, I I probably would look at the web. And I'm not saying this because I work with the web. I think it's just it's it's just there is a there is an opportunity there that's probably easier and better than than if you actually try something else.
I want to try and leave a a few minutes for questions, but sorry Nino, what were you going to add there?
I just want to say like especially that with like if you already have great mobile game, I think it's in general a lot easier to actually port it in a good way to browser, to web, to also expand on your revenue streams because you already have a good game. You're going to have a good game on browser or web as well. And I think that is a good opportunity that a lot of

people still miss nowadays.
Mhm.
Yeah.
So, what is the you know, Rafi touched on it a little bit in your presentation, but what's the sort of predictions for the future of web? What will web be? Is it the center of a sort of cross-platform publishing strategy? Um yeah, what does it what does it look like?
Um I I I I kind of can see that um we're like quality wise we're going to go one one two steps um really fast in the next couple of years um because of like the the the the whole technology change and also like you know, people with um like this in point having great games coming to the web. So, we start having this experience and then it's also like you know, I think the change in player behavior that's the behavior that's that's what's going to change it as well where they see this experience being available at the fingerprints and then you know, they they will be able to to play with friends to share very easily and to actually merge together with this new the new way that they consume media, right? So which is I think that's even

why if I had to guess, not that I know, but that's why even YouTube is trying with YouTube playables as well, right?
And how about you guys? What do you What's your bold prediction for for the future of web when it comes to your companies?
I think our game will launch in Crazy Games and will do very well and [laughter] I'm curious to see how things like YouTube playables, Discord games, how platforms who have been starting to launch games do. I think platforms like Crazy Games, Poki will continue growing, probably new ones will also try to to be there with them because it's clearly a space with generally not exclusivity as in me as a publisher, I know I want to work with Crazy Games because Poki is only at
[clears throat]
monetize and it doesn't really fear games, but I'm sure that more platforms will come in the future and publishers will want to experiment and try, so but I think that's better for for the ecosystem in general that web becomes more more popular and people go there more.

So I do think I think also UA will become much better in terms of data and and that will also help web grow a lot because through better UA more revenue will be generated. I think sometimes a barrier for mobile publishers to go on web is questioning if it will actually make significant revenue. Also because again, UA is is not that easy to figure out if you come from mobile. So that's why sometimes we don't jump in because it's unclear if revenue will be there or not, especially if you compare it to the revenue you make in your free-to-play mobile build. So I'm sure as as Ralph was saying with all the tech improving that will help and with mobile game new launches still being difficult, I'm sure that new platforms will continue raising, so I see a bright future for web. Good for Good for us and the team.
Yeah, just as an aside maybe on the UI point as well, ultimately, it feels a bit more like the sort of golden age of hyper-casual, right? Where anybody could play those game Anybody is relevant to come to Crazy Games and load a game

really quickly and enjoy it. So, you know, it's almost like the the the targeting can be quite wide, I guess, but um yeah, Nino, keen to hear.
Yeah, I think uh for for Android games, we're going to definitely continue our path of cross-platform, definitely reaching out to the plat- platforms where we are both on mobile, where we're both on browser or clients on on computers in general. And I think that's also where I see the step forward for a lot of popular publishers going forward in general. But I also believe that a lot of soft launches, a lot of early validations and stuff like that are not going to take place on mobile anymore. That's going to shift to browser because of the topic of AI, which we're not going to go into now.
[laughter]
Yeah, AI and UGC, we probably out of time.
Yeah, and I I just feel like for as a publisher, cuz there's a lot of publishers and developers here, I think the more platform the the better, right? There's more opportunity for you. Just talk to all of them. Um and and see what opportunities there are for for you. Um

I think it's it's a nice time. As as as I said, I started 5 years ago in Crazy Games, the conversation was very different than what it is these days. So, um we're happy that we, you know, we've even sponsored this this track, so that so this conversation can happen um and people can can also see cuz there's definitely a lot of noise around.
Awesome. Oscar, I think maybe time for one or two.
Yeah, yeah, I mean, I was just uh following on that. I think you've hit the nail on the head. One of the things that I think has changed the the whole story in the games industry is where we've removed friction. I think what mobile did, particularly with rewarded ads, is it removed the friction to access the game. And the opportunity with what you guys are doing in Crazy Games allows us to go to the next stage. I'm interested like Nini was saying is like, are we going to just do our experimentation online? Are we going to find ways to connect with, you know, PC console experiences? In fact, do we care what the device is? I mean, there are some different experiences that we want to have in different devices, no question. I mean, that's always going to

be the case. But the removal of friction, that can only happen in the web space. Which is why I'm I'm personally excited about what you're doing, regardless of the fact you were a sponsor and I'm supposed to say nice things about you. I happen to agree with that. Anyway, questions. Oh, you're not allowed to make Chris. Chris gets to make questions.
Hi, that was great. Um I I really liked the talk before. I I don't want to talk about AI too much, but I do want to ask about it because presumably without the friction, the the there's a risk that AI copycats and and and some of these are going to absolutely flood these platforms. And and like I don't know how maybe that's a good thing. I don't know how you protect against that. So, that's question one. The second question, which is kind of a more intriguing from previous thing, was you seem like you're killing it on AI SEO. Any any tips on that?
I don't know. Um so, just normally just say please to them so they are not Um so, I think yes, definitely we see this the increase of content at the moment since GDC to now already. I saw some stuff at GDC which were I was like, wow, this is really crazy, right? Cuz

you're going to be able to create content, you know, much faster and and with a prompt even. Um so, we we start seeing like like there was a flood of of of new stuff. So, we are very conscious about this and we built systems around. Um and obviously there's a lot of work to be done, but but but yeah, so it's something that that's happening. It's really happening. Um and so, we we built some some stuff internally which you can I can talk the other day about some other day about it. Like basic launch and validating ideas with a small segment of users until we we do a proper launch, proper release, and and and see, you know, in the end for me personally, I think what matters is like if are the players happy or not, that's what they want. If if the experiences are good, if they're like, you know, more synthetic or not, I I think, you know, we will be seeing more and more, right? So, it's not even if we I don't think we can stop that, but definitely validating those ideas and make sure the experience is right. So, the second,

I think it's I don't know like it's all about like normally this is AI company so the SEO, what they like is like, you know, am I giving the right information to my to my play to my user, right? And and the feedback normally is like, you know, time span on the page and the returning and things like this. So, so those are something that we're very happy to see the Crazy Games does pretty well, so I think AI like us, too.
One more question, anybody for Nino or
Any more questions?
If I can add one thing
One thing I add to your point on the future and just to I saw that some web shops, at least I saw it in one of the web shop providers already integrating the game being able to play the game within the web shop.
Mhm.
So, that's also I think that may also be something coming up where web shop

providers try to develop more of their game hubs or game communities on a web shop with not just for transactions and they allow for playing the games directly on what today we call a web shop.
Yeah, and it's crazy cuz like right now like you have playable ads which is basically web games and then we have web checkout which is basic so it's just missing the game in the middle, you know?
So, I think that makes a lot of sense for something in the future so they also differentiate more one another as right now web shops are similar so the ones that actually get players to play there and buy, etc. That might be more engaging than just transacting.
I I I want to check a little thing on that as well. I'm particularly the AI slop question. I think one of the things I learned when I was doing the early early early days of mobile was that collating actually meant that we had more value for a player cuz we said these are the games available. We chose the ones that were good. But what was right is after that period we saw a massive accessibility, a huge numbers of games, no one getting in the

way of you finding a game. But with the scale of new AI content and the scale of that becomes impossible to find things. I think maybe the AI level search, finding a game that will suit me more efficiently, that will be quality. Whoever solves that problem, I think is going to actually I It's It's almost like the opposite of insidification, I think. I mean, we've we've seen insidification really damaging people's trust in the web. I think we need someone to solve that problem in games as well. Does that make sense?
Yeah.
Maybe I can add one last point if we still have a minute. Um I think that this is a good freebie to take with you cuz I don't think a lot of people thought about it yet. But um for your landing pages, if you have games that are on the browser and so on, to put a llms.txt or llms full.txt because that is what all the robots are crawling for AI specifically. And if you fill this content properly, you will be

found easier. If If for example, you ask a random question on ChatGPT like, "Hey, what browser game should I play that has with empire building to do?" You will get a better response for games.
Nice tip. Thank you very much for that. And on that note, let's thank Thank you for an amazing session.
Quick stage selfie.
[applause] [music]
Woo!