Jeppe Kønig recently joined Funday Factory as Head of Publishing, bringing his vast experience to the casual game company.
But Kønig was also responsible for launching Subway Surfer’s developer’s publishing arm, Kiloo, in 2016. But perhaps the only constant in the mobile games industry is change, and the past six years have seen the rise of a new dominant genre.
Kønig talks to PocketGamer.biz about how to deal with the latest challenges in the mobile games industry and the changes they have necessitated.
PocketGamer.biz: How have the key issues in mobile game publishing evolved since 2016?
Jeppe Konig: Competition has only intensified on traditional app store distribution, although the publishing tools have never been more accessible and the audience has never been greater.
Key industry trends like hypercasual, the rise of instant gaming platforms, and new ways to experience games through subscriptions like Netflix and Apple Arcade didn’t exist in 2016, so that conditions have changed a lot from traditional mobile app publishing and COVID -19 of course has only accelerated the growth trajectory of the industry.
Despite the incredible scale of the mobile games industry, the majority of games struggle to be monetized in a sustainable way – and the means by which they can do so have become more complex. How is Funday Factory approaching this shift to more direct self-publishing?
Our greatest strength will be our diversity of platforms, our robust tech stack, and of course our extensive experience working with different genres. As a 10 year old studio with lots of learnings from work for hire, we’ve been through the ups and downs of the industry and at this point we know how to diversify the games we make and the platforms with which we associate. .
The conditions have changed a lot from the traditional only publication of mobile application stores
Our studio is not dependent on one game or one store and we also aim to be flexible with our distribution approach and business models, so as not to be caught up in the competition that is publishing mobile apps F2P for now.
What genres are you looking to explore – the wheelhouse of laid-back Funday Factory experiences or expanding into other areas such as mid/core?
This will greatly depend on each platform we support. When creating Instant Games for Snapchat, the audience and game models are of course completely different compared to the deeper and more complex genres on PC and console that we are also exploring with our first title. As mentioned, diversity is essential for us.
The main element that players will constantly experience in a Funday game will be strong social gameplay and innovative multiplayer mechanics. We firmly believe that games as a medium will only become more social and we want to support this by offering new innovative concepts centered on gaming communities.
What are the biggest market trends in the games industry that you envision for your future games?
I see a clear shift towards cross-platform distribution, new business models such as subscription and creating new places to experience games, such as social platforms, as the biggest game changers for the industry. This is where future growth will occur, as we simultaneously keep an eye out for new and exciting hardware to support.
In the end, the overall perspective remains the same. You need to balance the games you create with the market conditions and audience that exist on the platform you are looking for. As a 40+ year old studio, we are well equipped to take calculated risks with any new game we create.
Similarly, much of the mobile gaming industry engages in web3, blockchain, and NFT gaming. Is this an area that Funday Factory will seek to penetrate?
We certainly keep a close eye on changing trends within the gaming industry and technology more broadly, but it’s not something we actively explore. Our goal is first and foremost to create great games.