Tony Markov has been a key account executive at FastSpring for six years, specializing in helping businesses, particularly game developers, choose appropriate merchants of record.
His work involves diversifying revenue channels for companies beyond dominant platforms like Apple and Google. With a background in sales tax, payment compliance, and payment infrastructure, Markov offers valuable expertise in these key areas.
Markov is one of more than 250 expert speakers delivering 29 conference tracks at Pocket Gamer Connects London on January 22nd to 23rd. We asked Markov to tell us more about their upcoming panel, entitled ‘Level Up Your Revenue: Unlocking the Power of Alternative Monetization Strategies’, and get their opinions on the latest industry trends.
What advice would you give to other mobile games companies?
My advice to other mobile games companies would be to proactively develop and prepare their own digital distribution platforms. This approach should aim to offer direct purchases to consumers, bypassing traditional app stores like Apple’s App Store and Google Play.
Developers can potentially benefit from better profit margins and have the freedom to engage players in new ways and add value through additional offerings like loyalty programs.
However, creating a store is not enough; a robust marketing strategy is crucial to inform and educate players about the new source of value, highlighting the benefits for both the company and the players.
This dual approach of infrastructure readiness and effective marketing is key to successfully transitioning to and capitalizing on a web store model.
Where do you see the next big opportunities in the mobile games market?
One of the next big opportunities in the mobile games market lies in leveraging the Digital Market Act (DMA) of 2024 and capitalizing on the trend of building web stores outside of Apple and Google. This strategy allows game developers to significantly improve their profit margins without developing entirely new products.
Establishing an independent sales channel allows developers to avoid large fees, directly enhancing profitability and offering greater control over the user experience and customer relationships.
Which company in the mobile games world do you most admire?
I admire Supercell for their strong core values and effective business operations. I’m impressed by their unique “cellular organizational structure” and their commitment to quality, often choosing to cancel projects that don’t meet their high standards.
What do you think the next big disruptor in mobile games will be?
The next big disruptor in mobile games is likely to stem from the shifting landscape due to the Digital Market Act (DMA) and the outcomes of Epic Games’ legal battles against Apple and Google. These developments are creating opportunities for medium and small-sized studios to operate their own distribution channels and offer better pricing options and more direct engagement with their customers.
What leaders/pioneers in games do you find inspiring?
Larian Studios impressed me with their approach to releasing Baldur’s Gate 3, using Early Access to build excitement and ensure a high-quality release. This demonstrates their commitment to creating a great experience for their players.
When not in the gaming industry, what do you do to relax?
I am in the early stages of kicking off my own podcast, so I have been focused on topics related to video, audio, lights, and set design. I am passionate about understanding how to create great video, audio, and set designs.
What’s the most common mistake you see being made in the games sector?
A common mistake in the games industry is focusing too much on monetization, which can hurt the overall quality and enjoyment of a game. Additionally, many companies tend to copy trends rather than innovate, leading to a crowded market with similar games.
What is the single biggest challenge facing the mobile games industry today?
The biggest challenge facing the mobile games industry today is navigating the increasingly saturated market, making it difficult to stand out and capture players’ attention.
What is the most overhyped trend from the last 12 months – and why?
The concept of “instant games” playable directly in social media platforms and messaging apps has been overhyped, as it hasn’t significantly altered gaming habits or industry dynamics due to limitations in complexity and monetization potential.
What do you enjoy most about working in the mobile games industry?
I enjoy the rapid pace of technological advancement and the ability to reach a global audience. The significance of mobile games in APAC is particularly impressive, as mobile games truly mean something in regions with limited internet connectivity and a high adoption of smartphones.
What’s the best piece of advice you’ve ever received that you can pass on to others?
Focus on process and execution, and the results should come naturally.
What was the fundamental appeal of the mobile games industry that brought you to it?
The inclusive community of developers, unique perspectives, and sense of community and collaboration in the mobile games industry were the fundamental aspects that appealed to me.
What topics do you want to hear more about at industry events?
I’m particularly interested in hearing more about innovative monetization strategies and developments aimed at disrupting the Apple-Google duopoly, potentially opening up new avenues for distribution and revenue in mobile gaming.
Can people get in touch with you at the event? What sort of people would you like to connect with?
Absolutely! I am largely agnostic to background and positions, and instead love connecting with people who truly feel passionate about what they do. I find that passion is contagious, and I’m open to connecting with anyone who loves what they do.
Meet Tony Markov at PG Connects London
You can see Markov take part in one of our panel debates at PG Connects London. You can also arrange to meet them at the event using our online organizer MeetToMatch, which is free to all event attendees, connecting you with decision-makers from the global games industry. Book your tickets now!
