Sandsoft's Miikka Lindgren On Massive Opportinities In The MENA Game Market
May 2, 2024
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Miikka Lindgren, VP of Publishing at Sandsoft Games, shares insights on the growing MENA gaming market, balancing short-term metrics with long-term growth goals, and Sandsoft's innovative approach to global publishing. He also discusses the importance of staying focused, learning from Chinese studios, and providing a sneak peek into Sandsoft's upcoming game, Business Dudes.
MENA offers high-paying gamers but requires global recognition, Sandsoft focuses on data-driven decisions for sustainable growth, Chinese studios blend game genres for wider demographics
Deep dives
Chinese Companies' Early Interest in the MENA Region
Chinese gaming companies have shown a keen interest in the MENA region due to their proactive exploration of new markets, particularly focusing on genres like strategy and first-person shooters. They have strategically localized and tailored their games for the MENA audience by incorporating cultural elements, live events, and local characters, leading to dominance in the market.
Innovative Game Design by Chinese Companies
Chinese companies excel in blending game design elements, such as casual and complex gameplay, to cater to a diverse audience and enhance marketability. They prioritize creating engaging mechanics that appeal to users and drive player interaction. Their innovative approach includes merging different game genres to attract wider player demographics.
Focus on Data-Driven Decision-Making at Sandsoft
Sandsoft adopts a data-driven approach to game development and marketing decisions, prioritizing insights from market testing and audience engagement. By leveraging data analytics, they validate game concepts with real user feedback, ensuring strategic alignment with player preferences. This focus on data allows Sandsoft to make informed choices for sustainable growth and successful product launches.
Future Game Releases and Expansion Plans by Sandsoft
Sandsoft's upcoming initiatives involve expanding game releases and conducting market tests for potential products. They aim to launch new games during the second half of the year, emphasizing both internal and third-party developed projects. With a focus on global publication, Sandsoft plans to scale its offerings while maintaining a growth-oriented strategy for sustained success.
Positive Outlook on MENA Gaming Market
The MENA region presents lucrative opportunities for game developers, with a growing audience willing to invest in gaming experiences. Despite the market's potential, challenges include intense competition from established gaming companies and limited market size. To succeed in MENA, developers need to align with popular genres and stand out amidst fierce industry competition.
Favorite Games of the Podcast Guest
The guest shares insights into their favorite games, including 'Alan Wake 2' for console gaming and 'Angry Birds' for mobile play. They highlight the immersive storytelling of 'Max Payne' series and the innovative success story of 'Angry Birds' as a pioneering touch screen game. Their gaming preferences reflect a blend of captivating narratives and original gameplay experiences.
MENA is a fast-growing gaming territory with high-paying and highly engaged players, but what will it take for the region to gain recognition on the global stage? Our host, Peggy Anne Salz, sits down with a Saudi studio for an insider look into the local opportunities and challenges. Miikka Lindgren, VP of Publishing at Sandsoft—a studio making waves in MENA and displaying impressive growth in a growing industry—shines a light on Sandsoft’s strategic focus on global publishing and its innovative approach to data-driven decision-making that underscores their commitment to sustainable growth. He emphasizes the importance of product as marketing, balancing short-term metrics with long-term growth targets, and staying focused amidst numerous ideas and opportunities in the industry. Plus, he gives us a sneak peek into Sandsoft’s arcade simulation game, Business Dudes.
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CHAPTER TIMESTAMPS
00:00 - Intro
01:14 - Opportunities in MENA
08:23 - Sandsoft grows despite downturns
11:13 - Balancing short-term metrics with long-term growth
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