Fixing the publishing models
Miikka Luotio
- Hall:
- Water Hall (Business Track)
What the talk is about
Miikka Luotio explains what is wrong with classic free-to-play publishing on mobile and how to fix it. He criticizes the typical 50/50 deal: publishers often take half without investing enough, require a full service package, move the game to their own store account, and developers wait months after launch to see money. He proposes focusing on net ROI rather than gross revenue and taking a share only of the uplift the partner actually creates. Examples include scaling user acquisition, offline stores, ad revenue optimization and in-game offers. For UA he describes a regressive fee that falls as net ROI grows. Useful for mobile developers and publishers.