After a period of restructuring and reorganization, My.Games is embracing its new global approach. Previously owned by a majority of Russian investors, the European and worldwide branches of My.Games have been sold to new owners following the Ukraine conflict. Under new management, My.Games is distancing itself from its old owners and focusing on its new European and global strategy. With recent announcements about the opening of a regional hub in Abu Dhabi, My.Games is expanding its physical presence and integrating itself into the local gaming community. This move is part of their “Think Global, Act Local” strategy, which is propelling My.Games’ efforts to enter the global market beyond their successful ventures in Europe.
We had the opportunity to speak with Elena Grigoryan, the chief strategy officer at My.Games, to discuss their recent developments and their plans for the future.
Can you tell us more about My.Games’ “Think Global, Act Local” approach?
Elena Grigoryan explains that My.Games strives to stay at the forefront of global industry trends. They closely monitor market dynamics and player behavior around the world in order to identify emerging opportunities and anticipate market shifts. However, having a global outlook is not enough. My.Games believes in acting locally, acknowledging and respecting the distinct tastes, cultural backgrounds, and gaming preferences of gamers from different regions. This allows them to create games and experiences that resonate with local audiences. Additionally, their approach involves fostering strong relationships with local game developers’ communities and supporting their growth by sharing expertise. This enables them to work with talented local individuals who enrich the My.Games team.
What are you hoping to achieve with this approach?
According to Grigoryan, the goal is to build a global community of game developers and gamers. They aim to make more titles available in developing markets such as the Middle East, Latin America, and Asia, and elevate the local gaming industries to the next level. My.Games plans to create special programs and initiatives alongside their partners to support this growth and generate more job opportunities for local game developers.
What difference does having a presence on the ground make to your operations?
Despite having a predominantly remote workforce, having a physical presence on the ground makes it easier for My.Games to establish partnerships and collaborations with local gaming communities, business partners, recruiters, and the press. Face-to-face interactions help build trust and mutual respect within the local communities, facilitating the development of new initiatives and partnerships.
Where do My.Games have offices right now?
My.Games is continuously expanding its presence. Their headquarters are located in Amsterdam, with offices in Cyprus and Armenia, as well as hubs in the UAE, Georgia, and Turkey. They organize various events and meetups in each of these locations to engage with the local game developers’ community and exchange ideas and expertise. Recent meetups in Armenia and Georgia gathered more than 150 attendees each, receiving positive feedback from participants.
What challenges have you faced in this overseas expansion?
Grigoryan acknowledges that international expansion always comes with obstacles. It takes time to build communities, establish local partnerships, and raise awareness of their objectives. However, with the right commitment and teams that share their vision, these challenges can be overcome. My.Games believes that the expansion is beneficial for their team, as employees gain experience by traveling, meeting industry experts from various regions, and collaborating with them on projects. This leads to professional growth and contributes to the success and entertainment value of My.Games’ projects.
Where is the next place you’ll be focusing on?
This year, My.Games plans to focus on growing its presence in the MENA region. They have recently opened a regional hub in Abu Dhabi in partnership with AD Gaming, a local gaming organization. The company will work closely with AD Gaming to support the local gaming market. My.Games aims to act as a strategic partner for studios with the most potential, providing support in game development, analytics, and marketing. Together, they will create initiatives to help young people build successful careers in gaming.
My.Games will also be a part of Game Drive 2023 in collaboration with Google and Amazon Web Services. What does that involve?
Grigoryan explains that since the launch of Game Drive in 2020, My.Games has had the opportunity to discover talented teams and collaborate with them, expanding the platform’s impact on the gaming industry. Game Drive is a community where industry veterans contribute their expertise and resources to support new creators and projects. My.Games focuses specifically on mobile games within Game Drive, as it is a dynamic and highly competitive industry. They aim to foster innovation and entrepreneurship and empower the new generation of developers to reach their fullest potential. My.Games encourages all studios, regardless of size, to participate in Game Drive for detailed feedback and networking opportunities.
What do you think is the best way to promote your game in a crowded market?
According to Grigoryan, building a strong brand for your game is crucial in a saturated market. My.Games employs a comprehensive marketing approach that focuses on attracting attention, generating interest, engaging players, and building loyalty. They emphasize the importance of core gameplay and adding variety through new features, updates, and in-game events. Additionally, My.Games pays close attention to analytics and continuously improves their predictive acquisition models. They have also expanded their audience and acquisition capabilities by porting nearly all their mobile games to PC.