Our Strategic Priorities – Focus on Delivering a Great Player Experience
The global mobile games market has matured quickly and is incredibly competitive today, just like any content business such as music, film, or television. Rapid advances in technology, increased congestion in the application marketplaces, and the constant need for creativity in gameplay innovation, coupled with competition for the most experienced game developers, means that game studios need to master both the business and creative side better than ever before. Capitalizing on lessons learned and an understanding of a constantly evolving market, Next Games concentrates on enabling teams to efficiently focus on building engaging mobile games through four strategic initiatives:
1. Building on top of the existing game mechanics and technology
Optimal time-to market is a key question as the market evolves fast. Next Games has a strong foundation to build upon with the company’s experience in role-playing, collection and location gaming mechanics. Next Games’ games share a technology platform, which has matured during 2018 into a more robust product. The purpose of the shared technology platform is to offer a shared backend solution and tools for all the company’s games in order to increase code reusability across projects and thus reduce time and effort spent on basics for each game as well as make all generic features available for all game projects.
2. Efficient live operations with automation, shared tools and best practices
Shared tools and best practices across games are essential to carry out efficient live operations. With the help of the company’s shared technology platform, and experience of running live games, Next Games has a great foundation upon which to build automations and easy-to-use tools for operating games. This enables us to run efficient teams focused on solving the most important challenge; how to build great games.
Next Games is investigating opportunities for the utilization of machine learning and artificial intelligence. The company has implemented a machine learning solution in order to detect unexpected changes in its games in order to decrease time spent manually processing data. Artificial intelligence solutions are in use in the company’s customer service operations to decrease response times and increase response satisfaction. The company is also looking into solutions to increase in-game advertising efficiency by utilizing an algorithm that can tailor ads to fit a user’s profile and preferences. With the help of AI and machine learning, the company is planning to enhance the targeting of in-app purchases in its games, based on the players behavior, such as which features or aspects of the game the player enjoys the most.
3. Robust structure for player and market data-driven decision making
Quantitative data based on player behavior as well as qualitative insights from player feedback and research are essential ingredients in creating engaging games. Next Games has invested in its own analytics platform, and continues to actively develop it, going forward. In addition, the company invests in efficient utilization of player data in its decision-making, and continuously develops its processes to deliver insights in a timely fashion into its game development process in order to make player-centric decisions, and define robust targets for development.
4. Continuous exploration of new opportunities and technologies
Next Games actively researches possibilities for geographical expansion, as well as increasing revenue streams. The company has opened new markets in Asia during 2018. The market tests have been self-operated and small-scale, and the company continues to evaluate partnering opportunities in these markets. As the company now has a foundation to operate and build location-based games, location-based advertising becomes an interesting opportunity for further research. Additionally, the company puts more focus on renewing its early stage concepting and prototyping processes to develop game concepts which can either be paired with an IP, or developed into a proprietary IP.