My.Games: Navigating the Changing Landscape of the Gaming Industry

With the aftermath of the war in Ukraine and the separation from VK, Dutch video game developer and publisher My.Games has been through significant changes. Despite the challenges, the studio has been busy launching new games and celebrating milestones. We sat down with My.Games Chief Strategy Officer, Elena Grigoryan, to discuss the state of the industry, the future of My.Games, and the exciting developments on the horizon.

Pocketgamer.biz: Tell us about how you got started in the games industry and what led you to My.Games?

Elena Grigoryan: With 20 years of experience in marketing and strategic management, I joined My.Games as Chief Marketing Officer at the beginning and later transitioned to Chief Strategy Officer. In my current role, I oversee product launches in new markets, guide the investment department, develop positioning strategies, and craft communication approaches for our games in primary markets.

What are some of the biggest changes you have seen in the industry, and what impact have they had?

Elena Grigoryan: The gaming industry has evolved tremendously over the past two decades. When I first entered the industry in the early 2000s, PC games dominated the market, and smartphone games were just starting to emerge. Today, we’ve witnessed a surge in the number of players, surpassing three billion worldwide. The industry has also shifted towards more casual gaming. Despite global crises, the gaming industry has shown remarkable resilience, although recent challenges like the post-COVID economic stagnation and the rise of short-form video entertainment have affected growth.

And what about the future of the industry? Is there anything particular at the moment that really excites you?

Elena Grigoryan: The gaming industry is at a critical juncture, facing competition from other entertainment products while navigating increased regulations around privacy and advertising. Major platforms disabling access to the IDFA identifier, a vital tool for targeting users, has had a significant impact. Economic factors and changing marketing strategies have intensified competition as well. However, I’m excited to find new and innovative ways to captivate audiences and win players’ hearts.

What is My.Games current state of play? Any big updates or games on the horizon?

Elena Grigoryan: At My.Games, we’re constantly pushing the boundaries of game development and promotion strategies. We’ve explored innovative marketing campaigns tailored to the modern games market and applied them to our existing mobile game titles, resulting in fantastic community developments. We’ve recently announced the PC game War Robots: Frontiers and launched Little Big Robots. These games are building a cohesive universe, and we have more titles in development.

Little Big Robots has its own unique style. What was the main thought process behind the shift in genre?

Elena Grigoryan: The shift in genre for Little Big Robots was a result of the deep attachment the War Robots community has to the game’s unique robot characters. We wanted to breathe new life into these beloved robots and give them distinct personalities. We drew inspiration from animated cartoons and fan art shared by dedicated War Robots players to create the vibrant characters in Little Big Robots. Our goal is to expand and develop the War Robots franchise with engaging and accessible free-to-play mobile games.

What is the goal of Little Robots with its different take on the series?

Elena Grigoryan: The primary goal of Little Big Robots is to broaden the War Robots franchise and reach a wider audience with engaging free-to-play mobile games. While the original War Robots games have a traditional sci-fi environment, Little Big Robots has a more colourful and carefree feel that appeals to a diverse mix of players. Its lighter tone and versatility make it a great game to play with friends and family worldwide, fostering a sense of unity and providing an exhilarating gaming experience.

Is there anything you can tell us as to why the game has seen a global release but no launch in China?

Elena Grigoryan: Currently, we haven’t obtained the necessary license to release Little Big Robots in China. However, securing the license is part of our plans, and we’re actively working towards it.

What does My.Games look for when investing in new teams and ideas?

Elena Grigoryan: In the gaming market, creating a hit game is a challenge, and there’s no exact formula for success. However, assembling a competent and innovative team and allowing them to experiment and test ideas early on increases the chances of success. This has always been our guiding principle at My.Games. We create dynamic teams and give them the freedom to explore and innovate, sharing the results of these experiments to enrich the entire team. Currently, we’re focusing on larger projects that have already launched and a select few projects with a wealth of content and a well-established monetization system.

And what’s changed since separating from VK?

Elena Grigoryan: As we separated from VK, My.Games has intensified its international focus, catering to a global audience. Our Amsterdam headquarters serves as a strategic hub, and we’ve established significant offices and hubs in various regions across the globe. We continue to expand globally, fostering a truly worldwide presence.