The Game Changer: Leveraging Data Insights for Mobile Game Success in 2023

Think back to the last time you had to make a decision for your game based on messy or incomplete data. Remember the frustration, the hours spent sifting through disparate sources, the uncertainty? Now, imagine a different scenario: having all the insights you need, neatly organized and easily accessible, all in one place. No more guesswork, no more expensive consultants, just clear, actionable insights to drive your game's growth.

The challenge: making sense of the data

In the increasingly competitive mobile gaming market, making the right decisions based on accurate data is not just important, it's essential. According to the Unity Gaming Report 2023, 54% of indie developers identify user acquisition as their biggest post-launch challenge. Attracting new users amidst the fierce competition and high marketing costs can be a daunting task. For midsize studios, the challenge shifts to retention, with 49% citing it as their primary concern. Keeping players engaged over time, especially with the constant influx of new games and changing player preferences, is no easy feat.

The power of data analytics

Data analytics is a process that transforms raw data into valuable insights, providing a roadmap for success in mobile gaming. Here's how it can benefit developers:

1. Tailoring the Gaming Experience: Analyzing user behavior ensures game studios understand what aspects of the game players are enjoying the most– as well as which areas need improvement.

2. Optimizing Freemium Games: Data analytics can help identify the right balance between free content and in-app purchases, maximizing the profitability of freemium games.

3. Enhancing UI/UX: Insights from data can guide improvements to the user interface and user experience, leading to higher player retention.

Introducing Yodo1 MAS Performance Score

Yodo1’s MAS stands alone as the first and only monetization solution to offer comprehensive, actionable insights all in one place. The Yodo1 MAS Performance Score isn't just a feature—it's a game-changer. It equips developers with specific data insights and recommendations inside their MAS dashboard, covering key areas such as monetization, retention, performance by country, localization, and Google Play reviews.

This innovative tool is designed to save game studios hundreds of hours of data analysis, providing a clear, concise overview of a game's performance. And better yet, it offers a roadmap and insights that, when acted on, have been proven to dramatically increase revenue.

Unlock your game's potential: leverage the power of Performance Score today

Ready to unlock the full potential of your game? Start using the MAS monetization platform today and tap into the power of the Performance Score. Watch as these data insights exponentially grow your revenue in the next 90 days. Don't navigate the landscape of game growth alone. Let Yodo1’s MAS and its groundbreaking Performance Score be your trusted advisors on this exciting journey. Sign up today at: mas.yodo1.com/register.

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Leverage Your Game Economy with Rewarded Ads

As a mobile game developer, you’re tasked with the delicate balancing act of creating an immersive and enjoyable experience for your players while also ensuring your game generates revenue. Ads have long been a staple for monetization, but they often carry a negative connotation among players, sometimes even disrupting the gaming experience.

This perceived conflict between maintaining player engagement and generating revenue is a key challenge. However, it doesn’t have to be a zero-sum game. It’s about finding the right balance, and that’s where rewarded video ads come into play.

Implemented strategically, these ads not only provide a significant boost to revenue but also add value to the player’s experience, creating a win-win situation. Let’s explore how you can harness this ad format for your game.

Setting a foundation

Rewarded video ads are a type of in-game advertising that, as the name suggests, reward players for watching them. Unlike pop-ups or banner ads, these are completely optional. The player has full control over whether to watch these ads or skip them, adding a level of interactivity and choice that contributes to a positive user experience.

Via Google

Plus, they are shown to work. Over 60% of players who were polled from different demographics said they prefer rewarded ads over traditional ones–hardly surprising. How you implement the rewards offered through these ads can vary greatly depending on your game. They might include extra lives, bonus points, special abilities, or even in-game currency. Regardless, a poorly implemented rewarded ad will simply not entice players to opt into watching it. No click. No money.

For this reason, the rewarded ad should be tailored to the game and its audience, with the aim of providing real, tangible value to the player. But there’s more to rewarded video ads than just providing incentives–they should be situated within a robust game economy that acts as a foundational layer upon which incentives are built. In other words, cheap rewards and gimmicks probably won’t work.

Planning Your Monetization Strategy

The journey toward effective monetization begins even before your game hits the app store. As a developer, weaving your monetization strategy into the fabric of your game design from the earliest stages makes this process much simpler.

Adopting this proactive approach helps avert future design issues, while simultaneously ensuring that monetization strategies, like rewarded video ads, enhance rather than disrupt the player experience. This strategy effectively blends monetization with gameplay and reduces potential complications.

Incorporating rewarded video ads effectively means thinking about what will be most compelling to your players. What do they want more of as they play the game? The answers to these questions form the basis for the rewards that you offer through your ads. Remember, if the rewards don’t resonate with the player, they’re less likely to engage with the ads.

So, start with your players’ desires and work backward to your ad rewards, crafting a monetization strategy that aligns with your game design and your players’ interests.

Implementing Rewarded Video Ads: Key Considerations

Here are a few key considerations when implementing rewarded video ads:

Session Length

Consider the average session length for your game. If a player engages with every rewarded ad in a 20-minute session and a quarter of that time is spent watching ads, it may feel disruptive. Always ensure the balance leans more toward gameplay than ad viewing.

Player Metrics

Watch your player metrics closely. If session times start to drop or overturn increases after introducing more rewarded ads, it may be time to reassess your strategy. Player feedback is crucial here; if they feel overwhelmed by ads, they’re likely to disengage.

Ad Overload

Track your eCPM, or effective cost per thousand impressions. If players are bombarded with ads, they may stop paying attention to them, reducing the number of clicks and ultimately your revenue. Avoid pushing players into an “ad-watching zombie” state.

Remember, rewarded video ads should enhance the player experience, not detract from it. Keep these considerations in mind, always validate your iterations with data, and don’t be afraid to adjust your strategy based on player feedback and changing circumstances.

Case in point: Rodeo Stampede

Rodeo Stampede has been going strong for 7 years and is one of the most successful games we have published to date. A major contributor to Rodeo’s success is how seamlessly the game economy is woven across the game. Of course, that’s by design. Here are some things we know about players who love Rodeo Stampede:

1. They want to keep playing after losing a life
2. They love customizing their zoo and adding new animals
3. They want to collect in-game stuff that can make the game more fun
4. They want coins that can be used to buy in-game stuff

Knowing what players want, we can add rewarded videos at key places in the game to offer those things.

Example 1:

A lucky spin can earn all kinds of useful items, including special animals that can be added to the zoo. Many players are more than happy to watch an ad in order to earn a spin.

Example: 2

Losing a life after a long run in an endless runner game can be a welcome break to take a breather and collect yourself before the next run. Why not earn 75 coins as you do so?

Example 3:

Many players love the zoo mechanic in Rodeo Stampede. They get really into the whole economy and dynamic of the zoo itself. Here, we can offer opportunities to boost the growth of your zoo.

These are just a few of the ways you may consider implementing rewarded video ads into your game. But note for all these examples, careful planning is needed, as well as a deep understanding of what players really want…and thus, what will entice them to watch.

Get the experts on your side

Developing a game is a massive undertaking, and getting it just right can feel like a balancing act. That’s where the experts come in. At Yodo1, we understand the challenges developers face because we’ve faced them ourselves. We work alongside thousands of developers to help them grow their games. The need for the right monetization is a key aspect of ensuring a healthy community and growth potential.

Here's the deal, if your game has potential—let's together take it a step further. With Yodo1, your game's growth isn't just possible, it's inevitable.

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Assessing the ROI of IP Licensing for Mobile Games

IP licensing in mobile is quickly becoming a go-to growth strategy for game studios and IP holders alike. Of the top 100 downloaded mobile games on iOS (excluding hypercasual) released in 2021, only one (Soccer Super Star) was not based on an existing franchise–an unequivocal signal that IP licensing isn’t going anywhere. Without question, it is an incredible strategy for reaching new players and boosting revenue.

And yet, many studios are hesitant to take the plunge simply because…it’s expensive! In this article, let’s shed some light on the nuances of IP licensing from an ROI standpoint. We’ll explore the overall business models, cover key metrics for understanding the impact of a potential collaboration, delve into the upside (perhaps what you’re here for), and then touch on risk mitigation. If your studio has $500,000 or more in monthly revenue and you’re still undecided, this article is for you. Here we go.

Business models for collaborations

Game studios have several business models to choose from when embarking on an IP collaboration, each with its advantages and challenges. The three most popular business models for IP collaborations are royalties only, royalties with a Minimum Guarantee (MG), and flat fee (licensing fee). Let’s go through these quickly, for context.

1. Royalties only (with no Minimum Guarantee)

In this model, the licensee pays the licensor a negotiated percentage of revenue for every product sold that uses the licensor's assets (including IPs or brands). No upfront payment is made for this model.

2. Royalties with a Minimum Guarantee (MG)

This model is like the first, but with an added upfront payment (Minimum Guarantee) that the licensee must pay to the licensor. This amount is negotiable and is based on the value of the intellectual property. The Minimum Guarantee is recoupable (offset) against royalties earned. If sales are high, the licensee recoups the Minimum Guarantee, and the licensor earns additional royalties.

3. Flat fee (licensing fee)

Here, the licensee pays a one-time, negotiable fee for the rights to use the licensor’s assets for a specified period. The licensor does not receive any royalties from sales and the fee is non-recoupable for the licensee. In this case, the outcome of the event is less relevant for the licensor as they are not receiving royalties for any sales related to the IP.

For those who want more details on the overall economics of IP licensing, here’s a deep dive by our very own Fil Robinson from Yodo1's IP licensing team.

Analyzing key metrics

Now that we understand the basic business model, and before we consider some of the risks and how those can be navigated, let's explore how we can measure the impact of an IP collaboration–understanding key metrics is critical to success.

Pre-collaboration analysis is what comes before you even begin: a thorough analysis of your game's current performance metrics. This includes assessing player retention, session length, in-app purchases, and player engagement. Evaluating the potential IP's fan base size and engagement level also indicates how valuable the collaboration might be in terms of user acquisition and future engagement.

Via SensorTower

Post-collaboration analysis comes after the launch goes live; don’t make the mistake of resting on your laurels and thinking the hard work is over; monitoring changes in key metrics will provide valuable insights into the collaboration’s impact. Metrics such as user acquisition rates, average session length, retention rates, and monetization data can help quantify the collaboration's effects on the game. By comparing these post-collaboration metrics with pre-collaboration data (which you’ve already done, right?), you can determine whether the collaboration achieved its objectives and use the analysis to inform future strategies.

So, what is the bottom line when it comes to carefully measuring and analyzing your first IP collaboration? Simply this: game studios on the fence about an IP collaboration tend to see it as fundamentally different from regular UA investing. And while there are more complexities and challenges to navigate, it is simply another, potentially much more powerful way to introduce your game to new players...in this case, by leveraging a popular IP. Just as you would go about a major UA campaign and keep track of the data to understand both the long and short-term impact of the campaign–from retention to organic uplift, and everything in between–an IP collaboration should be approached with a similar mindset.

What about the risks?

Nothing is ever guaranteed, of course, but time after time statistics show that IP collaborations are, in most cases, a major boost to a game studio's bottom line, attracting not just any players but high-spend ones, who are nearly three times as likely to download a game based on an IP they love.

And while you should always be aware of potential risks in any growth strategy, to adopt effective mitigation strategies and come out on top: be aware, but don’t let them scare you off!

Know your audience and keep what makes your game beloved front and center when you’re planning. A poorly received collaboration can damage the game's brand or alienate existing players, particularly if they believe it deviates too much from the game's original concept or ethos. In our experience, a well-conceived IP collaboration can easily mitigate this risk.

Financial planning is key: Make realistic revenue forecasts and carefully control the costs associated with the collaboration. What this means is that you should carefully consider the opportunity cost of an IP collaboration. Dedicating significant resources and time to development, design, testing, research, contract negotiation, and navigating all the unexpected hiccups over 6 months (at least) to bring the collaboration successfully across the finish line is hardly a walk in the park. Whether that is worth doing when compared to other things you could be doing to reach new players and grow your game is perhaps the most important question to answer before embarking on this journey.

“Ok, but what ROI can I expect?”

For context, Yodo1’s IP licensing team works with top global IP holders like Legendary, Paramount, and Hasbro. We work with huge games like Puzzles Survival, Top War, and Mobile Legends, to name a few. What that means is, we have a lot of first-hand experience.

Via Yodo1

With that context, let’s assume everything goes according to plan with a given IP collaboration, and that your game has both average retention for its size and a well-balanced game economy. In such a case, with the caveat that these are averages, here is what you might project:

During the collaboration:

• Revenue: 20 - 30%
• Downloads: 15 - 25%

Six months following the collaboration:

• Revenue: 10 - 15%
• Organic uplift: 5 - 10%

Don’t let the wave pass you by

Major brands and IP holders are now seeing the light when it comes to the incredible reach a well-executed game collaboration can have. Big games like Fortnite have paved the way for a much broader field of opportunities. These are still the early days of a trend likely to become standard practice for any game of sufficient size (revenue around USD 500,000 per month), that like UA, periodic IP collaborations are a core pillar of growth, and a solid investment when executed correctly.

Via Reddit

Maybe you, like us, are very bullish about the amazing growth opportunities that IP licensing provides to reach players on a whole new scale, and, like the games we work with, look at these collaborations as a key pillar for growth, and an exciting landscape of possibilities.

But you may also be concerned about the opportunity cost, the complexities of dealing with brands, concerns about choosing the right IP, or whether it will pay off in the end. The Yodo1 IP licensing team is all about helping game studios achieve the incredible benefits of IP collaborations, without having to stress about the headaches along the way. We eat those headaches for breakfast. With a proven track record, such as our successful collaborations with Top War—just one among many—we’ll be in your corner for each step of the process.

Our team of experts specializes in guiding studios through the intricacies of IP licensing for mobile games. With a comprehensive understanding of the business models, audience dynamics, and key metrics involved, we can help you factor in the risks, make informed decisions, and optimize collaborations for maximum impact.

Don't let the complexities hold you back. Reach out to us today and let's explore the incredible growth opportunities together!

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An Insider's Take on Social Media Marketing for Mobile Games

Sandy Smith | Social Media Content Manager at Yodo1 Games

As a social media manager for Yodo1 games, I'm nearly always knee-deep in the often-fascinating-sometimes-infuriating world of mobile game marketing. Navigating this landscape involves understanding the trends, adopting an experimental mindset, and most importantly, digging deep into the niche a game naturally occupies to make impactful marketing decisions. It’s not enough to create a great game; you need to stay ahead of the marketing curve to ensure genuine success and longevity.

Let’s dive in.

Platform trends

We live in a fast-paced digital world where the only constant is change. Embracing this reality means aligning with the trends that the major platforms are pushing.

Let's use TikTok as an example. The platform has shifted towards favoring video clips that are longer than a minute. If we leverage this trend and start creating longer and more carefully planned content, we can reap big rewards. It’s pretty simple: platforms will favor content that embraces whatever new thing they’re pushing.

How to make storytelling content:

@maggievirtually SAVE THIS for your next content creation day! I know a lot of you guys are confused about storytelling content and what it actually looks like 👀 so I’m back with my greenscreen notes with 7 specific examples of how to create storytelling content! SO many people think that storytelling content is just telling a ‘once upon a time’ full start to finish story- but it doesn’t have to be that way! It’s basically just outlining a process or sharing the journey from problem to resolution. Simple! Make sure to save this video for later so that you can start making storytelling content and connecting with your audience on a deeper level. Follow along for more TikTok Strategy advice (And for part 2 of this video!) #storytellingcontent #storytime #contentcreationtips #contentideasforbusinesses #tiktokforbusiness #tiktokstrategyforbusiness #tiktokstrategist ♬ original sound - Maggie 💖 TIKTOK STRATEGIST

This doesn't mean putting all your eggs in the TikTok basket. It's essential to experiment across platforms and with different content types—short, long, trending sounds, original trends, streaming, memes, reels, stagnant pictures, comedic elements, or story-based content—to uncover what resonates with your audience. Try it all!

Case in point: Riot Games. They suffered a backlash from a controversial update to League of Legends. Some quick thinking led them to do a pre-recorded premiere on YouTube (with live chat), candidly explaining the situation authentically. The message resonated with players, who retracted their claws and let Riot live to fight another day. This highlights a key mindset: Think deeply about how and when to share content. Don’t fall into autopilot mode. If Riot had been upfront with their community, preemptively, about what was going on internally, odds are, things may have transpired differently. Riot Games learned the hard way just how influential “Developer Updates” can be, and they now release a video with every update. Remember, at the end of the day it is important to remain authentic and keep your community front and center; they are what makes your game.

To keep up with trends like these, I suggest following platform newsletters and staying abreast of changing winds and the latest features. Understand the advantages of each platform and diversify your content across them, following what works but never losing your experimental mindset. Diversify! That way, if TikTok should ever be restricted, it will feel like a pivot rather than the end of the world.

Creatives and content

The best social media managers are like mad scientists—constantly experimenting and refining their strategies, never settling into one style or format—and certainly never making assumptions about what’s going to work! Recently I’ve been helping the mobile game Idle Slayer grow its newly-created social media channels, as part of Yodo1’s UA and social media service. Given their eye-catching 8-bit aesthetic, I’m trying longer videos with voiceovers to share tips and strategies, making sure to show moments of gameplay that existing players love.

That may sound odd coming from a social media manager also handling top games like Rodeo Stampede. But this is the beauty of social media marketing. There’s no ivory tower where all the secrets are kept. Experimentation and iteration are the keys to finding your niche, whatever the size or genre of your game. That’s what it boils down to.

This ties into the next key: in addition to constant experimentation, understanding your game's core appeal to players is critical. With Idle Slayer, we discovered that tagging posts with ‘#retrogaming’ significantly increased views. Who would have guessed?

https://www.tiktok.com/@idle_slayer/video/7238282348280778027is_from_webapp=1&sender_device=pc&web_id=7249583292084258346

If you can gain a deep understanding of your potential players and their interests (again, through experimentation and iteration), you should be able to uncover the unique things that make your game stand out from the crowd. Then amplify them in your social creatives. In the case of Idle Slayer, the key has been an emphasis on the unique retro aesthetic. If you haven’t found your niche yet, get to work.

It’s also worth noting how crucial it is to be consistent. Remember, social media success is a marathon, not a sprint. Tools like Later can help you schedule and plan content to ensure a regular posting schedule.

What about streaming?

Since we're exploring the diversification of content formats and the need for experimentation, I would be remiss not to mention streaming.

While not necessarily a key top-of-funnel activity (unless you're working with influencers--a topic for another day), streaming consistently can become a core pillar of your social media presence over the long term, and is a particularly useful way to keep players engaged in your community and coming back for exciting new content.

Let's get into this a little bit more.

Streaming has matured into a powerful way to connect with your community, share updates, and receive feedback. Consider the impact of spending an hour streaming: it creates an evergreen content piece (as a VOD) that players can revisit for information, tips, and rewards. Also, you can then repurpose that content for other formats and platforms. That’s a lot of value for a one-hour stream.

Recent ARBS and Rodeo Stampede Update Stream

But what about getting people to click? The promise of in-game rewards during streams can be a significant draw for your audience. Stagger rewards throughout the stream, with the biggest reward at the end, to keep viewers hooked. Think outside the box with tournaments, anniversary streams, and post-stream replays. It can be an opportunity to show the faces behind the game and get your community excited and involved in upcoming events!

Yodo1 recently organized Rodeo Stampede's 7th-anniversary stream, as well as an update stream for Animal Revolt: Battle Simulator, both of which were big successes due in large part to their structure. Each stream may only be around an hour, but we put a lot of time into planning the most attractive awards, deciding when to drop them, and how to tease those in the title and thumbnail.

What’s next?

Here’s a final thought: The most common issue I see in game development teams, around social media marketing, is analysis paralysis—or posting paralysis.

While you may want to meticulously plan your next game trailer, the same approach isn’t necessarily the right path for social media. Trends move so quickly that this article is probably already out of date. Don’t be a perfectionist—get your game out into the culture and refine it as you go. That’s how the biggest games do social media. They try a lot of stuff, learn, then try again, and continue learning. It’s the main difference between those who succeed and those who flounder.

If you’re looking for help with your game’s growth, including your social media, reach out to Yodo1 and learn how we could help take your game to the next level.

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Yodo1 IP Licensing: Why Major Game Studios Keep Coming Back

In an increasingly competitive mobile gaming industry, the quest for innovation and new growth strategies is relentless. To thrive, game studios must stay ahead of the curve so that they can tap into new audiences, and ultimately keep growing. One of the most effective strategies in recent years is the integration of popular Intellectual Properties (IPs) into games.

As the bridge connecting game studios with IPs, Yodo1 has become a critical player in this emerging landscape. We work with top IPs like The Walking Dead, Transformers, Ninja Turtles, and many more to bring new audiences to mobile games, helping game studios achieve next-level growth. The era of IP collaborations is here to stay and set to grow in leaps and bounds. This article will cover some of the ways Yodo1 works to help studios take full advantage of this major trend, and why we’ve become the recurring go-to partner for games like Top War.

Top War - A Partnership of Epic Proportions

Top War, an addictive military simulation SLG from Rivergame, swiftly climbed to the top of the charts after its launch in 2019. With an eye on expanding its horizons into IP collaborations, Top War sought help from Yodo1’s IP licensing team, integrating the ever-iconic Transformers IP, one of many in our roster of iconic brands and IPs.

Via Pocketgamer

This collaboration was a massive success, ultimately bringing in over 13 million players in the first phase of the 2-week event and breaking a revenue record on the day of the launch. Given the massive performance of this first collaboration, Top War was eager to plan a second, citing Yodo1’s reliability and clear guidance throughout the process. After all, these deals are complex, resource intensive, and potentially risky. We help studios navigate challenges from day one to ensure that everybody wins.

The second collaboration, this time integrating Pacific Rim, has also done extremely well, yet again boosting revenue and bringing whole new audiences to the game. Phase 2 of the Top War x Pacific Rim collaboration started on June 10th and promises nothing short of jam-packed action. Be sure to check out the trailer below.

https://www.youtube.com/watch?v=ugNH5uFjbNU

How Yodo1 Facilitates Successful IP Collaborations

Yodo1’s role in IP collaborations goes well beyond simple mediation. For the Top War x Transformers collaboration, we leveraged our familiarity with the Transformers brand and worked closely with the developers to plan the collaboration from scratch, helping with character selection, discussing the story's backdrop, and ensuring the IP would fit organically within the player experience.

A crucial advantage here is our extensive publishing background. With hit games like Rodeo Stampede helping bring in over 1.5 billion players worldwide, a wealth of expertise can be brought to bear to ensure collaborations like these are massive hits. In the case of the Top War x Pacific Rim collaboration mentioned above, we were able to provide unique solutions throughout the development process. Pacific Rim’s Kaijus and Jaegers needed to feel fully integrated into the game, yet add freshness to the gameplay and feel like a special experience (a critical balance to get right). The event also had to tie into To War’s overall game economy and event monetization strategy, while considering the film series’ characters and the integrity of the IP. Again, these are complex dynamics and certainly not easy to navigate.

The Era of IPs in Mobile Games is Here

As more IP holders begin to see the appeal of bringing their IPs and brands to mobile gaming audiences, we feel there’s never been a better time for studios to catch this wave. The opportunities provided to game developers and studios to reach a new scale of players cannot be ignored. It’s happening now, and the trend isn’t going anywhere.

Leveraging 12 years of game publishing experience and six years of IP game operation and collaboration, we’ve become the go-to partner for game studios looking to access hundreds of top global IPs, including Sony, AMC, Legendary Pictures, and Hasbro. As an all-in-one platform, we offer full-stack support throughout the collaboration, consulting on negotiations, project management, operational supervision, insurance, operational authorization, dubbing, promotion, and celebrity image rights, to name a few. And since timing is key when it comes to a successful collaboration, we do all this within a four-month timeframe (on average).

This is not the time to watch the IP-licensing wave pass you by. Like Top War, look to a partner with the experience and breadth of know-how to help you navigate the complexities while gaining the massive upside of well-executed IP collaborations. If you’re ready to explore what’s possible, reach out to our IP licensing team to learn more.

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The Economics of IP Licensing

Fil Robinson, BD Manager IP Licensing | Yodo1

When you think of licensing... think of a Happy Meal!

Licensing. It's a term many of us have heard tossed around, but may not know what it actually is, or the huge role it plays in the world of business, entertainment, food, and fashion.

Since becoming the IP licensing Manager at Yodo1, many people have asked me "What do you do?" or “What is licensing?" Initially, I tried numerous variations of the formal business definitions, such as "I work with companies to make business agreements, whereby a company authorizes another company the right to use its IP or brand for a set period of time."

I soon found that lines like these weren’t relatable to most people, and so to keep things simple, I decided to use the analogy of a McDonald's Happy Meal. "Every month or so, McDonald's has a new toy, usually based on a children’s movie, TV show, or toy brand, which gets included in a Happy Meal. My job is to accomplish that, but for different video games instead of Happy Meals."

Via Tickets to Toy Time

Once you start to look, you’ll find the Happy Meal licensing analogy all around you, in every facet of consumer products and merchandise life. From limited-edition cars to board games, toys, and fashion, examples are everywhere. The images below are just a small showcase of the numerous and unique products which can come to life through licensing agreements.

SpongeBob Kyrie 5 via Nike

Via Star Wars

How licensing works

In this article, I will be looking into how licensing works, especially within the context of the gaming industry, and its future potential.

The basic concept of licensing is this: one party/company grants another the right to use their IP or brand for an agreed-upon period of time, just like a Happy Meal. You have the licensor and the licensee. The licensor (e.g. Disney) is the owner of the IP or Brand and decides who gets to use it for a set period of time (the licensee). The licensee (e.g. McDonald's) is the party/company that uses the granted license to make a new product inspired by the IP or brand. Aside from the obvious advantage to the consumer in the creation of some seriously cool products, there are many benefits to both the licensor and licensee from this agreement-some are outlined in the image below.

Business models

The process

1. The process of creating a license agreement begins when a licensor or licensee approaches the other (usually, the licensee will approach the IP/brand owner) with an idea of how they would like to use the IP/brand for a new product or project—be it physical or digital.
2. If both parties agree on the concept and the rules governing the development and launch of the product, then they move on to the commercial model for the agreement.
3. There are many different commercial models that can be implemented when concluding a licensing agreement. However, the three most common are Royalties only, Royalties + Minimum Guarantee (MG), and Flat Fee.

Model 1: Royalties only (with no Minimum Guarantee)

A royalty is a binding payment made to an individual or company for the ongoing use of their assets (including IPs or brands). Licensors have a right to receive a payment for every product sold related to their IP. The licensor and licensee negotiate and agree on what percentage each party should receive for every IP-related item sold (this is commonly known as Revenue Share).

This model is popular for licensees as no capital investment needs to be paid to the licensor upfront.

Model 2: Royalties with a Minimum Guarantee (MG)

Royalties with a Minimum Guarantee are similar to royalties, but require the licensee to guarantee an agreed amount of royalties to the licensor. Even if the total royalties do not reach the agreed amount, the licensor will be guaranteed that money. The MG amount is usually based on the IP and how the licensor values it. It’s not fixed and so can be negotiated between the licensor and licensee. It is normally paid upon signing of the agreement (though it can be split into multiple payments), so it’s an important financial investment for licensors.

MGs are recoupable against royalties, so once the event takes place and royalties are generated and calculated, the MG is deducted and the remaining revenue is paid. So net-net, if the event goes well, everyone achieves a successful outcome: The licensee will recoup the MG with revenue from sales and the licensor will receive more royalties beyond the MG.

Model 3: Flat fee (licensing fee)

The Flat Fee model requires the licensee to pay a fee (which, again, can be split into several payments) to the licensor for the use of the license for a specific period of time. The flat fee price is negotiable between the licensor and the licensee. The fee is non-recoupable for the licensee. In this case, the outcome of the event is less relevant for the licensor as they are not receiving royalties for any sales related to the IP.

The flat fee model is often a good option for a licensee on their first IP collaboration, as they will not be required to provide a licensor with a highly detailed report of sales based on the IP once the collaboration is complete.

Trends in the licensing industry

With these three commercial models used as a basis for many licensing deals across multiple industries, huge revenues are being generated, with nearly unlimited potential. In the 2021 fiscal year, $260.8 billion in revenue was reported (sold at retail) based on the top 88 companies who submitted to License Global's top Global Licensors Report 2022. This was an increase of 28.35% from $203.2 billion over the previous year.

Entertainment licensors were the top-performing licensing sector in 2021, with many of their IPs being the top media-performing IPs of 2021. Many of their IPs and the licensees (game studios within the entertainment licensing sub-sector of gaming) have been used to drive growth and revenue within the entertainment licensing sector overall.

Via License Global

IP licensing in mobile games

Licensing in gaming has been around for decades (since the 1970s), but its growth and revenue generation in the last decade has grown exponentially. Mobile games have been at the forefront of this. The development of mobile technology and free-to-play games have been major factors driving this growth, according to the 2022 Newzoo IP Mobile Games Report.

Developers usually choose to incorporate IPs into games in one of two ways:

Timed events/DLCs such as the recent Last Shelter: Survival x The Walking Dead or Top War x Pacific Rim, have brought IPs into an existing game for a limited period of time, or standalone games (brand new games), which are developed from scratch based on an IP, such as Transformers: Earth Wars or Monopoly Go.

The image below reflects the growth in IP-based games (based on standalone IP-based mobile games) developed and launched by game studios (licensees) year-on-year.

Note: ​​The slowdown of standalone IP-based games in 2021 can be attributed to Covid development delays and the trend towards more live service games (like Fortnite, etc, which are games continually in development that were initially released a while ago).

Via Newzoo

The combination of mobile games and IPs has become very popular and powerful, with IP-based games being the most downloaded and biggest revenue-generating games in the mobile sector throughout 2021 (as shown in the images below). Marvel in particular is a great example of how a licensor with a big IP can do very well when incorporated into top mobile games (such as Strikeforce or The Game Awards 2022 Mobile Game of the Year Marvel SNAP).

Via Newzoo

The future of game licensing

Licensing within the gaming industry is only set to keep growing. The continued development of gaming technology (e.g. VR, AR), innovation, and the numerous benefits for both the licensor and licensee, as outlined in this article, ensures that new ideas for collaborations will continue to come to the fore. The success of entertainment licensor's IPs/brands (including game studios) has attracted the interest of licensors in everything from fashion, food and beverage, to sports and corporate brands across the world—everyone wants in on the potential for growth and revenue generation. Game studios who’ve seen this explosion of success amongst their fellow studios that have engaged in IP licensing also want to join the party.

At Yodo1 we bring a decade of industry-leading experience to the table to assist both global IP licensors and game studios to achieve successful IP gaming collaborations. Are you ready to dive into the world of IP licensing? Reach out at BIG@Yodo1.com to learn more.

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7 Ways To Meaningfully Engage Fully Remote Teams

Flo Alcasas | Head of HR at Yodo1 Games

Having a company all hands is far from the only way to engage people in a fully remote company. They can be a great tool, of course, but with a team that includes well over a hundred people across more than 30 countries—in time zones ranging from Vancouver to the Gold Coast—getting everyone together in a Zoom room isn’t something we at Yodo1 do more than a few times a year.

And yet finding ways to meaningfully engage and connect within and across teams is vital to the way we operate. How? Here are seven ways we’ve worked to keep our fully remote team engaged and prospering. Feel free to crib or tweak them to help you achieve the same!

1. Learn together online

Collaborative learning is a great way for teams to connect and share knowledge, skills, and feedback with each other. By focusing on input (learning) rather than output (work results), team members can explore new ways of working and develop skills together.

Making learning together a habit and deeply rooted part of the culture also helps companies stay on top of industry trends and innovations, and identify new opportunities for growth and development. Plus, it helps build strong, supportive, and resilient teams that can adapt to any challenge and achieve great things together.

Let’s take, as an example, good communication. It’s essential to success in any organization and becomes even more important when working in a fully remote, globally dispersed, and culturally diverse team.

To help people at Yodo1—regardless of their position—improve spoken communication, presentation skills, confidence speaking in front of an audience (often in English as a second language), and ability to inspire others and gain support for their ideas, we’ve been running multiple chapters of Pitch Club for over four years.

Besides live online events, learning together can be done asynchronously—why not try a chat group dedicated to reading together or sharing knowledge on a certain topic? You could pick one book to read each month and encourage people to share their thoughts, takeaways, and favorite quotes in the chat group as they go.

From Pitch Club

2. Build social habits into your communication channels

While it may seem counterintuitive, being able to goof around and crack jokes sometimes might be just what your people need to pull out of a slump and get some real work done. Humor can help the team re-engage the work at hand with fresh inspiration, and it’s a great social habit to build into your communication—be it by cracking jokes in a meeting or sharing memes in your team chat.

You can also build connection into your daily routine with habits like sharing fun photos or spending the first five to ten minutes of your weekly team meeting on a non-work topic where you can learn something new about each other.

One of our most active chats at Yodo1 is a company-wide group called “WFA Share Your Day.” Here, people share pictures from their vacations, family activities, or a new location they’re working from. Other examples of fun company-wide chat groups include “Games We Play” (we are a gaming company, after all!), “AI Best Practices” for sharing cool ways to use AI, and a planned “Duolingo Leaderboard” to compete for the longest streak.

There should never be pressure to participate, but if you diversify by having chat groups on a range of topics, people will find something that clicks and that they want to be a part of, and that’s the key.

3. Pepper the company calendar with some virtual sessions–that aren’t just work meetings

Experiment with different standing sessions on the company calendar that give people a break from their usual routine and a chance to connect with others. Here are a few we’ve had fun with–you could try out a couple for say, six months, and see which resonate best with your company.

All Staff Workshop: A 30 to 60-minute event that all staff are invited to but not required to attend, where we invite one person to teach us something they know, with a short presentation followed by live discussions and Q&A.

Meet & Greet: When a new person joins the company, organize a welcome session on their first day with members of their department and other stakeholders.

Coworking Space: A simple virtual room people can drop into to work alongside someone new. You can use your company’s meeting software of choice for this, or look into some of the other options out there designed to create a fluid virtual coworking environment.

Friday Happy Hour: A casual session people can join to hang out and chat with coworkers before signing off for the week.

Of course, you don’t want to overdo it. But having, for example, one or two sessions like this on the calendar in a given week gives people options to connect and engage if and when they want.

Milos and Roberta in Amsterdam

4. Encourage people to network and join external communities

In any company, the salespeople are likely to be out a lot, meeting people and attending events. But they’re not the only ones who can do so! Your engineers may want to join an online or local tech community. There may be local or virtual conferences that are particularly relevant for a department that doesn’t get out much.

As I entered a new role in HR early last year, it was helpful to find communities I could network with and learn from, and I discovered a combination of online and offline events I could join. The Women in Games community on Discord, the Quan Wellbeing community for people leaders on Slack, and a host of webinars and AMAs by remote work and HR tech companies are just a few of the communities I’ve benefited from over the years.

In short, you don’t have to be in BD to network. Encourage all of your people to join communities where they can connect and learn from people in their fields of expertise, and consider a budget for these types of events, especially when they involve ongoing learning.

5. Encourage local, offline coworking

Not putting any geographical restrictions on your team means they can–and often do–end up anywhere in the world. But if you find there are local or regional clusters where it doesn’t take too much to get people together in person, why not go for it?

Encouraging people to get out of their usual environment and co-work with nearby colleagues or simply spend time at a co-working spot or cafe can be a great way to remind your team to break their routines and engage with others IRL. Providing a way for relevant expenses to be reimbursed is a simple way to encourage this, without forcing anyone to participate.

Simply changing your environment on occasion can be refreshing and stimulating for creativity and productivity. It also provides an opportunity to engage with others face-to-face, which can be a welcome change from collaborating on screen and help foster a sense of community and collaboration.

Since we introduced “Coworking Day” at Yodo1, we’ve had meetups in places like China, Vietnam, Amsterdam, and Pakistan, and traveling Yodies often stop along the way to meet people in the areas they pass through, be it New York or Hong Kong.

Yodies Coworking in Vietnam

Yodies Coworking in Amsterdam

If someone isn’t located near anyone else in the company, going to a co-working spot can provide similar benefits, and a chance to network and build relationships with other professionals that may lead to new ideas and opportunities.

Keep in mind that different people have different needs. One person may love the peace of working from home and having lunch with their family every day; another may crave being in a bustling environment surrounded by other professionals. In the future of work, there are ways for fully remote companies to accommodate both.

6. Organize global team meetups and offsites

While the above tips and tools can do wonders to help your remote teams bond and prosper, you’ll likely find it important to organize opportunities for teams to meet and work together in person—even if it means flying some people halfway around the world sometimes.

How often your team can or should meet up in person is completely up to you—and them—of course, but it should be well planned with a specific outcome in mind and not just because you feel it’s something that “should” happen.

There’s plenty out there on why in-person team building is (and isn’t) important. In short, can you build an amazing, well-functioning team without meeting in person? Yes, absolutely! Are there specific benefits to relationships, teamwork, and outcomes when you do meet in person? Also yes!

LinkedIn’s 2022 report The Reinvention of Company Culture highlights the ways that what employees want and need has evolved, and it’s clear that companies that are in tune and moving with these changes are the future of business.

7. Leave people alone sometimes

Last but not least, don’t force things; make engagement opportunities available and optional. People are different and at different points in their lives; some will be looking for more ways to engage with their coworkers, and others for more time to focus on non-work relationships. When you have to participate in work events that aren’t relevant to you, it’s pretty painful. But if you want to be there, it’s great.

At the end of the day, engagement isn’t as simple as how many people join a session or react to an announcement. It starts at a personal level—Do people care about what they’re doing? And at a team level—Are they trusted and supported by their team? Do they know they’re trusted to do their job when and where they prefer and that they can get help when they need it?

Focus on building and empowering great teams and giving people meaningful work, and the rest should be the icing on the cake. In the HR department, we might have a tendency to think we have to make engagement happen. Sometimes, it can be more impactful to empower teams to do their own thing in their own way, checking in and providing support when needed. Then stand back and watch what they can do!

If you’re looking for a career in the mobile gaming industry and value the freedom to work from anywhere in the world, we encourage you to explore our careers page and see what opportunities may be right for you.

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The Future of Work: Why Remote Work is Here to Stay

Is it really so surprising to see the continual rise of office space vacancies in the post-pandemic world? Resoundingly, no. Too many of us have seen the light, and it’s not fluorescent. In the future of work, balance and flexibility will emerge as widely-adopted norms no company can ignore—and rightly so. 

Yodo1 Games is proud to be recognized as one of the 30 leading companies offering the most work-from-anywhere job opportunities, according to a recent Forbes article. As we take the lead in shaping the future of work, we are committed to cultivating a remote work environment that attracts the best talent in the gaming industry and enables our team members to unlock their full potential.

Our decision to shift to a fully remote policy in early 2020 was driven by our belief that exceptional work requires flexibility—it was time for a rewrite of the status quo. After over three years, we continue to push the envelope and hone our approach to cultivating a diverse high-trust remote workforce where each team member is empowered to live on their own terms.
If you're looking for a career in the mobile gaming industry and value the freedom to work from anywhere in the world, we encourage you to explore our careers page and see what opportunities may be right for you. Join us in revolutionizing the way we work and play.

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Monopoly GO: A Fresh Take on IP Licensing and Mobile Gaming Success

Ismael Jorge, BD Manager for Global Games at Yodo1

A new player has emerged in the mobile game industry, and it’s got everyone buzzing. Developed by Scopely in partnership with Hasbro, Monopoly GO!, based on Hasbro’s legendary original, boasts an impressive lineup of features that has, within a month of launching, propelled it to the top of the charts in terms of revenue and downloads. According to AppMagic, the game has already raked in over $10 million in revenue and soared past 20 million downloads. Let’s look into some of the key elements, from an IP-licensing standpoint, that helped Monopoly GO! achieve its meteoric rise.

Via Scopely

What makes an IP-based game a hit?

Know your audience

Newzoo's IP-based games report outlines several critical factors that can propel an IP-based game to success, and Monopoly GO! seems to check all the right boxes. The game's developers have crafted a product that caters to a broad audience, from long-time fans of the classic board game to new players looking for a casual gaming experience.

The game's market fit is undoubtedly one of its strongest suits. With over one billion Monopoly players worldwide and licensing agreements in more than 100 countries, Monopoly GO! has a built-in fan base that spans generations. On top of this, the casual/board games market niche caters to players of all ages, making it a perfect fit for the mobile gaming market. Combining laid-back gameplay mechanics with an iconic IP creates the perfect synergy for Monopoly GO!’s target audience.

Clever game design

Another critical factor in the game's success lies in its game design. The developers have masterfully woven together traditional Monopoly elements with fresh, inventive mechanics, creating a game that captivates both long-time enthusiasts and new players.
Monopoly GO! also features mini-games outside the realm of the classic board game, providing an extra layer of excitement, as well as fast options for gamers on the go. The game's smooth progression system allows players to unlock a treasure trove of over 100 new boards, ensuring there are always fresh experiences that keep players coming back for more. Most importantly, perhaps, the game manages to preserve the competitive essence of the original Monopoly while presenting it in a revitalized, dynamic form. Combining nostalgia and innovation is powerful.

https://youtu.be/cwfoZy3mNTI

Strategically planned launch

Business considerations also play a critical role in shaping a mobile game's success story, and Monopoly GO! seems to have hit the nail on the head in this regard, too. Its launch is impeccably timed, capitalizing on the buzz generated by Scopely's recent acquisition by Savvy. The alliance with Hasbro, combined with Scopely's mobile gaming prowess, forms a potent recipe for success in marketing and distribution, with both sides of the partnership having a wide reach that they can take advantage of in promotions.

Smart monetization

While Monopoly GO! is free to play, the game's in-game purchases strike a thoughtful balance, and even though some items may appear pricey for players unaccustomed to spending in-game, they’re designed to truly enhance the gaming experience. There is also a clear effort from the developers to prioritize player retention by bringing in enticing daily events and limited-time rewards, as well as offering both cooperative and competitive play modes.

With eight out of last year's top ten most downloaded games (excluding hyper-casual games) being IP-based, Monopoly GO!'s careful consideration of market fit, game design, and business factors make it a strong contender for a spot among the top titles of 2023. Whether or not it will roll the dice and beat everyone to the finish line remains to be seen, but one thing is for sure—Monopoly GO! is definitely in the running.

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