Game Taco: USA’s Premier Tournament Platform for Skill Games
In the world of online skill games, Game Taco reigns supreme as the leading tournament platform with real cash prizes. As the parent company of WorldWinner, which was acquired in 2021, Game Taco boasts partnerships with Atari and popular game brands such as Bejeweled, Scrabble, and Trivial Pursuit. Under the leadership of its newly appointed CEO, Nancy MacIntyre, Game Taco continues to evolve and cater to diverse audiences.
“Evolving Skill Gaming for Diverse Audiences”: Nancy MacIntyre’s Insights at Pocket Gamer Connects Seattle
Prior to her appearance at Pocket Gamer Connects Seattle in May, Nancy MacIntyre delivered a keynote speech titled “Evolving Skill Gaming for Diverse Audiences.” Her talk covered various topics, including gender representation, generational differences, and genre preferences in the gaming industry. We had the opportunity to interview MacIntyre before her presentation, where she shared her market insights, discussed her 25-year career in the gaming industry, and elaborated on her business philosophy.
From Software to Toys to Mobile Games: MacIntyre’s Journey
MacIntyre’s impressive career spans diverse sectors of the gaming industry, including software development, toy manufacturing, and mobile games. With a track record that boasts launching over 100 games, securing 11 number-one titles, and generating more than $2 billion in revenue, MacIntyre’s expertise is undeniable. Her journey began with notable companies such as Lotus and Broderbund, and she played a significant role in Hasbro’s interactive division, which led to the acquisition of Atari. After contributing to the success of brands like Monopoly and RollerCoaster Tycoon, MacIntyre joined Lucasfilm as the head of global sales and marketing. Her career trajectory continued to THQ and toy company Leapfrog, where she recognized the potential of mobile games following the launch of the App Store. Despite initial skepticism from others in the industry, MacIntyre saw the rising popularity of mobile games among both children and adults and seized the opportunity to align her career with this emerging market.
Game Taco: A Pioneering Technology Company
Founded in 2016, Game Taco’s primary objective was to develop an advanced matchmaking system for the skill game sector. Under the guidance of chairman David Nathanson, who also served on the board of FanDuel, Game Taco acquired WorldWinner from Sony to expand its operations with funding from Platinum Equity. Game Taco currently operates two distinct brands: WorldWinner, a direct-to-consumer business, and FanDuel Faceoff, a collaboration with FanDuel, a subsidiary of Flutter Entertainment, the UK’s largest daily fantasy sports and betting company.
The Appeal of Skill Games: A Broad and Diverse Audience
MacIntyre highlights the broad appeal of skill games, which attract a diverse audience. Contrary to the gender disparity prevalent in the gaming industry, skill games notably have over 50% female players. Additionally, skill games appeal to both younger and older demographics, with as many players over the age of 45 as there are younger players. MacIntyre appreciates the inclusivity that this genre offers and emphasizes her dedication to reaching a mass market. She recognizes that skill games compete not with traditional gaming consoles like Nintendo, but with the ubiquity of mobile devices, specifically targeting mothers with smartphones.
The Rise of Skill Gaming: A Lucrative Market
MacIntyre identifies skill gaming as a relatively untapped market poised for significant growth. Drawing from her extensive experience in the gaming industry, she understands the evolution of freemium games and the increasing desire among gamers for a more competitive experience. With the introduction of real cash prizes, skill games seamlessly merge skillful gameplay with monetary rewards. MacIntyre acknowledges the potential of skill gaming as not only a lucrative business opportunity but also a unique form of entertainment that can integrate seamlessly into people’s lives.
Making Games that Combine Classic and Familiar Titles with Cash-Prize Tournaments
While Game Taco’s technology platform powers both WorldWinner and FanDuel Faceoff, the company also boasts an internal game studio. MacIntyre emphasizes their commitment to creating games that cater to both brands, with some exclusive titles for FanDuel Faceoff, such as golf with Jordan Spieth and an NFL game with Pat McAfee. On the WorldWinner side, Game Taco focuses on mass-market appeal by offering classic games like Wheel of Fortune, Scrabble, and Boggle. The skill game scene currently occupies approximately 13% to 15% of the entire mobile games market, with the United States and India serving as the largest markets. However, skill gaming is steadily gaining traction globally.
Driving a Positive Customer Experience in Skill Gaming
MacIntyre’s vision for Game Taco revolves around prioritizing the needs and satisfaction of gamers. Her management philosophy centers on customer-centricity, with a relentless commitment to building trust, delivering exceptional products, and creating a platform that fosters player loyalty. She emphasizes the importance of integrity at every touchpoint, ranging from customer service to prize money withdrawals and the fairness of matches. MacIntyre believes that a great gaming experience is the key to customer retention and the overall success of Game Taco.
Expanding the Skill Gaming Audience and Global Reach
MacIntyre’s future goals for Game Taco involve expanding the player base beyond its current fan base. With nearly 50% of mobile gamers expressing interest in playing skill games for money, MacIntyre aims to capture their attention and encourage tournament participation. In the long term, she envisions taking skill gaming to markets worldwide where this form of gaming experience holds appeal. However, MacIntyre emphasizes the importance of complying with legal regulations and strict mathematical evaluations to ensure fair gameplay and differentiate skill games from games of chance.
As Game Taco continues to make strides in the skill gaming industry, MacIntyre welcomes collaboration with quality game companies and emphasizes her commitment to innovation. Game Taco’s dedication to providing an immersive and rewarding gaming experience positions them as a leader in the evolving landscape of online skill games.