From hypercasual to hybridcasual, Kwalee has made significant investments and established platforms like Hitseeker, showcasing its prominent position in the mobile games market with a portfolio of 70 games. Looking ahead, what’s next in the Kwalee journey?
Recently, we had the opportunity to speak with Kwalee’s publishing manager, Sayeed Rahman, to delve deeper into Kwalee’s criteria for partnering with new developers, the challenges in the market, emerging IP trends, and the company’s newfound focus on the MENA region.
PocketGamer.biz: Could you share with us how you entered the game industry and eventually found your way to Kwalee?
Sayeed Rahman: My introduction to the gaming industry happened during lockdown when I discovered Luna Labs Ltd, a revolutionary platform for game developers using Unity. It was through Luna Labs that I ventured into the gaming world and crossed paths with John Wright, now VP of Publishing at Kwalee. After gaining experience in mobile games through companies like ironSource and Unity, I decided to transition into game development, leading me to Kwalee where I now work in this dynamic gaming space.
“In an industry where we live and die by metrics, it’s hard not to jump right to them.”
Sayeed Rahman
As the publishing manager at Kwalee, could you elaborate on your role and daily responsibilities?
As a publishing manager, my role at Kwalee involves diverse tasks. One day, I might be evaluating a game pitch, while the next, I could be planning business ventures in the Middle East. I cherish the chance to engage with developers worldwide, assessing the commercial potential of their games beyond just metrics. Collaborating closely with Kwalee’s marketing, production, and management teams, I strive to support developers in achieving success with their games. Additionally, I offer assistance to our current partners, ensuring their journey with Kwalee is seamless.
When it comes to considering games for publishing, what criteria does Kwalee prioritize? Is it solely about the concept or are there specific metrics involved?
While metrics play a crucial role in our decision-making process, the game selection criteria at Kwalee are multifaceted. We look for:
- Dedicated, innovative studios with a fail-fast approach
- Innovative concepts that align with hybridcasual/casual genres, with a future focus on mid-core
- Strong marketability, with a focus on key metrics like CPI, retention rates, and more
Although not every game meets all these criteria, if a game aligns with Kwalee’s strategic vision, we work closely with the developers to enhance its potential and bring it to market.
How does Kwalee support game development and prepare for launch once a game is selected for publishing?
After identifying a game’s position in its development cycle, we set specific milestones to guide its path to a successful launch. Our production and marketing teams collaboratively assist studios in areas such as game design, development, testing, and post-launch strategies like user acquisition and monetization.
During our earlier meeting at PocketGamer Connects London, you mentioned Kwalee’s expansion into new territories like the MENA region. What insights can you provide on this expansion and the market potential there?
Following our participation at the NEOM Level Up event in Riyadh, Saudi Arabia, it is evident that the MENA region is a strategic focus for Kwalee. The region’s robust gaming support from the government, coupled with exceptional talent, presents exciting partnership opportunities. Notably, countries like Saudi Arabia, with its Vision 2030 emphasizing gaming, witness significant investments in gaming companies like Scopely. The MENA region’s growing gaming ecosystem offers promising prospects for partnerships and growth.
As the industry faces challenges like privacy regulations and evolving user acquisition strategies, how is Kwalee adapting to these changes?
The gaming landscape has indeed evolved with changes to privacy regulations and user acquisition practices. Kwalee, known for its success in hypercasual games, is shifting focus towards hybridcasual and casual genres to reduce reliance on ad-based monetization models. This transition aligns with the industry’s shift towards enhancing user engagement and lifetime value through in-app purchases. By adapting strategies and embracing new approaches, Kwalee positions itself to navigate the changing industry landscape.
What current industry trends excite you the most, and are there any particular developments you are looking forward to?
One trend that excites me is the rise of IP titles in the gaming space, showcasing successes like Pokemon Go and Monopoly Go. Leveraging existing fan bases, IP titles drive organic growth and lower acquisition costs. Additionally, these titles offer narrative-driven experiences that engage players and can be integrated with broader media campaigns for enhanced revenue streams. I anticipate more big IPs making their mark in mobile gaming, offering immersive and engaging experiences for players.
“It is no secret that countries such as UAE, Egypt and Saudi Arabia are putting huge focus and investment into gaming”
Sayeed Rahman
Lastly, what can you share about Kwalee’s current initiatives and future plans? Any upcoming developments to keep an eye on?
Looking ahead, Kwalee’s emphasis on technology is evident through platforms like Hitseeker, aimed at providing resources and guidance to game creators. Through Hitseeker, developers can submit their games for publishing consideration, highlighting Kwalee’s commitment to fostering creativity in the industry.
Moreover, Kwalee’s expansion in the MENA region underscores the company’s strategic growth objectives. With countries like Saudi Arabia prioritizing gaming and innovation, Kwalee seeks to forge partnerships and support emerging studios in the region.
Additionally, focusing on live operations and user engagement strategies remains a priority for Kwalee, ensuring sustainable growth and enhancing player experiences. By embracing industry trends and leveraging technological advancements, Kwalee continues to position itself as a leading developer and publisher in the competitive mobile gaming market.
Join us at our upcoming MENA event!
Following a successful debut in 2023, The Dubai GameExpo Summit powered by PG Connects will return on May 1st to 2nd, 2024, alongside the Dubai Esports and Games Festival at the Dubai World Trade Centre.
This summit will feature over 100 industry speakers from around the world, delivering insightful talks and seminars across various themed tracks. It presents extensive networking opportunities for individuals seeking to establish a presence in the MENA region, whether as developers looking for local partnerships or aiming to introduce new games to a global audience.
Tickets are now available for sale!
