“I would also like to note the gradual pressure on the platforms, which leads to a decrease in commissions for in-app purchases and subscriptions, as well as the emergence of new opportunities for using third-party billing,” Tishakov said. It is also developing expertise in stores beyond iOS and Google Play. That means in-app purchases or subscriptions. That big change underscored the importance of diversification across platforms in pursuit of casual gamers, as well as the need to look beyond advertising-based business models. He added, “But that gave us a clear vision that we need to (do in merging) monetizations models.” Tishakov saw this as one of the biggest changes of 2021, as it “seriously changed the layouts in advertising monetization and the purchase of traffic on the platform.” The company watched the hypercasual games market take off and then stagnate due to changes in the ad market (Apple’s focus on user privacy over targeted ads). People play for years.” ZiMad’s games from the past 13 years.Īnd part of the answer, during a time of market weakness and heavy competition, is to focus on intellectual properties such as the partners like Disney the company is working with. “We work on projects people play for a long time, like Magic Jigsaw Puzzles. “We never actually worked with hypercasual games because when the trend has started, we analyzed it and understood that it’s not for us because we were working on more deep products,” Tishakov said. As for hypercasual, it feels like the market is dying now, he said. Ad monetization is becoming challenging and so it has to be balanced with in-app monetization, Tishakov said. With the coronavirus, people have been making a lot fewer purchases. We have a product marketing division, which is responsible for observing the trends, to see what’s new is coming and to be really flexible,” Tishakov said. “We are always observing trends and markets. The company also spends a lot of time spotting new trends and doing market research, searching for niches and genres to add to its portfolio. “This helps us differentiate from the competitors and to give unique content for our players,” Tishakov said. The content also appeals to a different kind of gamer, around 50 years old, that aren’t targeted as much as other demographics. Magic Jigsaw Puzzles has stayed on top because the company is constantly updating it with new content and adding new intellectual property, such as Disney’s Pixar content.
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The title is free to play with in-app purchases. Magic Jigsaw Puzzles took off because it was one of the pioneers in mobile gaming at the time, and it now has the largest collection of digital puzzles in the world, the company said. Bobrov says having the right team with good experience is half the challenge of making a successful game. The company recently opened an office in Serbia, where Tishakov is based, and there are a number of positions open. The CEO is Dmitry Bobrov, who is based in Miami. “So we’re observing the market and trying to find new projects and new studios which would be interesting for us.” “We develop and publish our games and also we are deeply interested in making acquisitions direction right now,” Tishakov said. The success has led to partnerships with Sony Pictures, Disney, National Geographic, Pixar, Marvel, Cartoon Network and Nickelodeon, said Tishakov. Register Here Alexey Tishakov is chief marketing officer at ZiMad. Join gaming leaders live this October 25-26 in San Francisco to examine the next big opportunities within the gaming industry.