YSO Corp: How to get a billion downloads?

we have uh two publish uh two people that manage the user acation and the monetization and we have 180 games so poor guys if we were in 2019 I will say you need you need maybe 30 people yeah yeah happen and today it's not need anymore hey everyone this is Roman from Tangen and today I'm joined by Jean Claud from we cor Jean Claud few words about yourself who you are what you do yes sure so hi hi Roma and hi everyone so first of all I would like to to to thanks uh the tenin teams to invite us and to be here from the beginning that isocor in the is in the

gaming industry so from the first day so it's it's it's it's nice to be here today and yeah so I am Jean Claud Yap the co-founder of isoc Corp that I I created with my grand brother to give a brief uh definition of what we are doing at isocarp so we are IT company focusing on the on the mobile uh gaming uh company so what does we do we build tools we develop games uh uh around the mobile uh industry for example so we have developed analytics we have developed automatization of user acquisition monetizations creatives we develop our own uh systems to generate playables we are now developing our Network and of course we are also a studio so gaming studio we develop games we publish games so we have we are also

a publisher and we publish game from Studio around the world thanks for their trust on us so we do a lot of thing around the the gaming industry we cannot say that we are a gaming company only uh but we are more a it versatile company focusing on the gameing mobile gaming yeah but you're definitely one of the most technical teams that I've seen you've built so many tools inh housee right yeah is um uh because as I mentioned we are IT company and this is what we do from the beginning so from 2010 with my brother this is what we are doing we are two it guys and we are daily to use to build big tools for a big company in France we are B in France uh for the biggest supermarket in France we are we automat IED all

the the the marketing parts for so yeah we really and for some private uh company as well we build some big uh big tools so of course when we enter in the gaming industry we want to make it the it be better than what it was before I see but like like a month ago you cross the mark of 1,000 billion uh game downloads right C can we talk about that yeah yeah sure so um as you say we we got the one billion downloads uh we start our first game in 2020 so three years after we got the 1 billion so we are really happy of of it how we build it is because we automatized everything and we we are able to push game really fast and really hard actually we already publish 180

games uh in three years so it's it's kind of hard work and this was not possible if you don't automatize everything so thanks for that and thanks for all the studio that trust us and the teams of isocor the studio teams that push them art to make it possible yeah but how did it all start it you said you started with rather and uh maybe you can take us back when it was like two of you yeah so this was a long time ago where in 2010 and my brother was in already in it uh student and I start as well and we started to build just tools to act the the system we we in 2010 we ask the Google algori to put us in the top in every world you you expect so if you say give me in the

top when people are searching for an ads I will put you in the top way I say in top in top one two or three so really we we we get the way to act Google at this time so we happy about that and um so this is how we we have started we have started creating a like an eBay website but for France and uh in less than three or six months as we act the Google algorit we get one million ads and it was too much hard work for us to to check the ads that was coming and I was student so I just say I don't want to use it anymore and one years after Google update the algorithm so all of the that we are doing is was not possible anymore so but we still have the notor so he was fine continue yeah yeah yeah continue to come but we just

then stop it because we are not able with the with our study and then we we we continue so at this period of time isop was not created and with my brother we continue to create tools just like it guys and in 2013 the school asked me to do an internship instead of creating a enter do a normal intership we we have decided to create y so and create new tools at this at this time we have developed a website uh where you are able by drag and drop generate uh mobile applications but uh it was too early at this period of time people don't really understand the needs of an application a mobile application so it was it was hard for us to push and again it was like it really like not a company but really like an IT developer that wants to build

and we go so on and in 2017 we take back the company so I finished the school so we take back the company and we want to make it profitable to a real company and and at this period of time we start as a um Service Company so we're developing tools for company to help them automatize their process and in 2019 we start hearing about the eer Casual mobile we say okay now is the time to have fun and to enjoy what we are doing so we for sure push on it we heard about tenin the the best MMP so directly choose you and was using you from the beginning and so yeah it was really really fun at this period of time after one years and half uh we have been able to launch our first itat game and when the first appear then

seven in game in nine months with only four people in the team and so he was a a funny and hard work at this at this time and we go so on and we we also been a publisher since 2021 where we allow all the tools that we developed be profitable for all our our studio where I think they are they are happy because uh they publish multiple games with us one and yeah this is how we we create isocarp and how we go so now we are in the monster playables playables and the ad Network that's name yso Network yeah um let's talk about the publishing business right you you made this transition like and it like seems logical right you have all of the tools inh housee so why not right to scale what was the most Challen chenging for

you at that moment at that moment so there have two moment of the publishing when we were self-publishing when we were self-publishing it was at the beginning hard because even if I was doing uh campaign user accusation and monetization for big company and branding company uh when you enter in the E casual industry is completely it's a different way to make it uh so before before that I never heard about Mmp I mean when I I am with the big company they don't know what is a MMP they are using uh Google yeah ads and that's it so it was a different way to build that kind of things also find finding the right found to push uh on the user ACC as well was uh was strange thanks for the work we have done previously we were able to push it

and I will say also in the E casual and hbd Casual industry uh you should really care about the money you put on the user acquisition and really care about the money you are getting per country so it mean that it spend a lot of time and when you do it manually the first game we launch it was in 200 19 but it was not at it but if you give me today the same game with the same for sure I make at least 10 time more that's what in 2019 so this is the OD thing is that at the beginning people think that oh it's just a campaign you put the budget and that's it you put the creative and that's it you really have to check everything and carry on everything and I I guess this is where like automation right you you keep saying automate this automate that what was the first thing that you automated when you start doing like

self-publishing self-publishing the first thing we automatized uh it was uh analytics because the analytics we saw in the market we are not happy about it was not in real time the data was not trust at all so we say okay they just allow us to be just more less productive I want to make aest 5 10 x aest in in one day and be able to valid anest in 3 day I don't want to spend two weeks to validate anest we are in the industry so in 3 day you already know so this was the really first tools that uh we automatized then we automatized the user acquisition then we automatize the monetization then the creatives ETC and so on and so on but what was the most challenging what was was the hardest thing to automatize I was um uh I the different

everyone every step has different uh complexity but the I would say not the technically the hardest one but uh to structure the hardest one was to automatize all the user acquisition and monetization with that easy interface for our teams uh to make things really easy uh and really fast for example actually we have uh two publish uh two people that manage the user acation and the monetization and we have 180 games so poor guys if we were in 2019 I will say you need you need maybe 30 people yeah yeah at least make this happen and today it's not need anymore and this is why we are able to if small games and and game profitable we can

publish it and we automatized really everything right and how do you adapt to all these changes like iOS the U drop the the whole hybrid story now like do you have a motor or like u i I don't know advice like what should people do when they face all of this like challenges uh um for me as a so we start as a startup and as a startup you should be able to switch at any moments be flexible and uh be able to remove all the things you have done and start a new one so okay if you're not able to do that kind of thing casual and Casual will hbd casual will be add for you you should go to the hardcore

gamings multiple months or years to create one game then publish it and pray that but on on our our side is not the way we are we are doing so be flexible push hard and don't be frustrated if you remove things that you have done because the new thing that you you will do will be better again nice very nice uh how big are you now I I don't think I I asked like how many people uh regarding people uh we are around 50 I will yeah around 50 so regarding people we are not uh the one that has the most people because as I say everything is automatized and yeah yeah yeah we we try to do uh stuff hards that's uh remove um un unneeded uh things so for for example at yso Corp

you don't have meetings every day so the meetings is at any moment it is needed so if you need a things turn your your your head left or right and ask the guy that in on your left or on your right he is everyone is here so as we are we don't have any remote we are all in the same office it's most the the way we are we are building things remove and use the meetings remove uh the manager that come to you and say hi tell me what you have done no no no this guy have to do something let him do this this job and just go and check himself uh in in two minutes and don't distur for 20 minutes or minutes in a meetings so yeah this is the the way we do things yeah and it makes sense right you you preserve the startup mentality so this is why right because with 50

people you're already like ah borderline maybe not startup anymore right yeah but this 50 people we do automatization mobile gaming we do publishing we do ads Network we do monster playables so tools to playables from Unity directly so we do a lot of things and uh you launched the Ed Network right so tell me about it how did this idea came to your mind of course you have like plenty of inventory yeah being a publisher right but maybe you can take me through this like thinking process yeah definitely when we were when we entering the gaming industry the first thing we have in in our head is to be in the top of a studio and after that we as a Sal publisher we we understand the environment we understand the tools and as I told you we are company and we want to be versatile and not focusing on

in one piece of things so we it was normal for us to to to go on the ad Network because we already have tools to build games so we have our own SDK to create games faster we develop analytics to create game faster then we have tools to publish the game so automatize the user acation automatize the monetization but don't have the tools to be inside of the game so the the network so for us was the the normal way the the the the thing that we have to do because we are IT company we have 180 games already in our pipeline we have more than one billion downloads so we have everything in our hands to make it possible and a lot of people told us that uh ad network is hard and for us it was a challenge to say we want to be one

of this network if it we we want to try to show that we are we are good enough to be in this market and uh yeah so we we push hard on on on it and want to be uh a competitor from now the results we have we got our Goods if we check from our clients in the user accusation we we got the top three position in the Casual industry so it's nice and in the monetizations regarding Android and iOS we are between four to to six position so it's it's it's quite good for for a company that start with 180 games and not uh like other have thousand K of of games in in the in the portfolio and this is like 180 is at the inventory from for the ad Network either anything else actually now they have all

the network that are joining us so the inventory is growing but we started it was from 100 180 for me that was like super cool that like okay uh if I'm an Advertiser and I want to promote my game with you like I can go and check the quality of your inventory by just going to the App Store and check in your apps right and see and the best way I will say is test us see the results and I know that we we should be good but if you don't trust test and then we can discuse and if we are not tell us if we are not goods and uh we will change the things to be good yeah got it um and at this moment you are focusing on hyper and hybrid casual developers who is your Target customer yeah I would say we start as a hper casual and when you make the round

of hper casual you want also something new I don't say that we cut the hper Casual we are still in hper casual because it's still a market uhu and uh is not d uh but we want to to switch to to Casual as well and for sure it is easier to pass from hper casual to Casual through ibrid casual that needs both even if you don't understand everything from the Casual industry as already everything from the eer Casual you can use this power to to complete the Casual parts and everything and then go to the Casual as well yeah yeah no it makes a lot of sense yes definitely hper casual is a is a is a good way hbd casual is a good way way to move on I don't say that is the

only thing that people have to do and for everyone but people from come from eer casual and want to switch to the casual or or something like that it is easier to pass through the hybrid make success on the hybrid then go to the Casual how do you define hybrid is it only in app purchases like certain percentage or uh do you really care about the meta game play or like some like hardcore stuff no of course when you enter in the if you are in hybrid you should think like casual and hybrid so you cannot only like hper casual that say it is only ads and you can think like that say it is only inapp so you should combinate both to to let people that don't like to pay to still use your your your games by watching ads and

people that are more casual player the the capability uh to pay but of course if they want to pay it mean that you developed uh a good game first and Innovative games and a game that they are enjoying with a lot of content so for sure it's it's it's also hard work to do that from the hper casual and for me the the difference between casual and hper Casual was the time spent on a game and the uh the way that you are earning money so in the Casual is from inaps in the Casual is from ads 90% are from ads so HD should be more half or if you can take more from the Casual is better so it mean that's it will be easier for you to switch to the

Casual so yeah makes sense um last one for today is the predictions for 2024 like do you have any predictions for that year um in prediction on is y or in the no I'm I'm sure for why so I'm sure you have not a prediction but a plan but yeah gam in the game yeah I think that uh as we can see that uh the gaming uh ecosystem is is moving the ibrid Casual is the is the the fact that it is moving we saw a lot of studio and and publisher that is moving to the hbd casual and Casual to diverse tize thems so for me what's uh what I think

that will be the normal thing is that the good eer casual studio and publisher will move uh to the hbd Casual SL casual maybe they will cut the H casual or not in our in in our case for example we don't stoper casual because we still Trust on it have games even if last year we publish 45 new games so it mean still here and uh so for me this will be the next and regarding the ads has changed a lot uh since 2019 the gaming industry uh the the biggest uh uh take more and more place so uh I expect that they will have more and more Challenger in the in this uh in this area as well and this is why as also we are pushing Ys

Network yeah makes sense thanks a lot Johan CLA this was a great I would even say inspiring conversation because like there is so much of like Loom and Gloom said conversation it's a tough time of course for the industry but yeah I feel like there there are different ways to prosper uh even now uh um we'll leave all of the links in the description um if you have any questions about the Y cor as a publishing or the ad Network please uh either leave them in the comments if you want them to be public or write directly to Yo we'll also like leave all the links uh leave us a like if you like this video and uh thanks so much watching and thank you Roman and again thank tenin and hope everyone will enjoy

this video and if you have any question do not hesitate yeah thank cheers thank you bye bye