Publishers in the Age of F2P: Can It Actually Work?

What the talk is about

Asi Burak of Tilting Point explains why the traditional publishing model in mobile free-to-play, where money is committed before launch, doesn't work: without real audience data, a smart bet is nearly impossible. Since 2017 the company has worked only with games already on the market and built "progressive publishing": first live publishing (user acquisition funding, monetization, creatives, technology) for a moderate revenue share, then co-development of a new version with an IP, and optionally acquiring the game or studio. He covers how games are picked using data, why a publisher must keep a studio financially sustained and motivated, and, through a terraforming game case, why a unique theme and art style help a game scale. Useful for developers choosing a publisher and for mobile publishers.