Game Insight is a game developer and publisher headquartered in Moscow with operations spanning Russia and Eastern Europe, publishing games for mobile and social platforms.With multiple offices in Russia, Eastern Europe, and around the world, the company has 17 studios and approximately 1,000 game developers, and has quietly grown into a leader in the industry. Game Insight has a global vision and believes that hardcore strategy games have the strongest monetization potential in Russia and Eastern Europe.
The company’s CEO, Alisa Chumachenko, recently revealed in an interview with GamesBeat that the company’s games boast both a large user base and substantial net revenue. Although these figures fall far short of those of *Candy Crush Saga*, they are by no means insignificant. The company has 157 million users worldwide and generates $171 million in revenue.Most of the company’s games are casual titles that appeal to both men and women, and it also has many lesser-known titles. However, the company has recently begun developing mid-core mobile games, such as *Tank Domination*—a mobile version of *World of Tanks* featuring shorter levels.
The following are the highlights of GamesBeat’s interview with Chumachenkko, compiled by Game Teahouse.
Products and Production
The puzzle-and-hidden-object game *Mystery Manor* has over 34 million registered users worldwide and has generated $63 million in net revenue. *My Country* has 18 million users worldwide and has generated $12 million in revenue.The simulation and management game *Paradise Island* has 54 million users and has generated over $25 million in revenue.The management game *Airport City* has 37 million users and has generated $33 million in revenue. *The Tribez* has 14 million users and has generated $38 million in revenue.
There are more than 20 excellent titles on the market similar to *Mystery Manor* and *Paradise Island*. In addition to striving to improve the quality and polish of its games, Game Insight’s primary focus is on increasing investment. Chumacheko spent nearly a decade studying in-game monetization models and conducting repeated experiments with his team.Game Insight has a core philosophy: neither free-to-play nor paid games should be considered mere “products”; they should all be viewed as services. How these services are managed becomes crucial: every effort must be made to make them better and to add new content as much as possible.
Chumacheko said, “Developers don’t need to worry about what type of game to make or where to allocate resources. There’s absolutely no need to worry about whether to develop a strategy game or a city-building game. The company itself has the capability to produce games of various genres.”
When a new R&D cycle begins, developers submit proposals for the pre-production phase, followed by a group brainstorming session to collectively decide what type of game to develop. Design begins with gameplay, based on market trends and demand. Once the game is confirmed to be a parkour or city-building title, the next step is to establish the game’s setting, which can be virtual mythology, science fiction, or another genre.Only after these first two elements are confirmed and the Creative and Product departments have reached a consensus on the concept does the company approve the start of game production. Chumacheko believes that the company lacks creativity in the early stages of game production; developers’ creative work only begins after the game is approved, and the vast majority of the games the company develops are based on data analysis.
Company
The company was founded in 2010 and initially focused on developing games for Russian social networks. Later, it began expanding beyond Russia to launch games in other parts of the world. The games are available on multiple platforms. In 2011, its first game, *Paradise Island*, was released for free on the Android platform.Initially, the parent company managed all of Game Insight’s operations. To create a series of outstanding products, the company restructured its organization. The product division was split into several separate studios, allowing some to focus on their specialty—escape room puzzle games—while new studios could devote themselves entirely to developing mid-core and hardcore games.Although these studios are currently wholly owned by Game Insight, each operates under its own brand and can accept independent investments. This arrangement has effectively alleviated financial pressure on the parent company while enhancing the teams’ creativity. The company currently employs 1,000 people, the majority of whom work in the product department.
The company started with five women, all of whom are now part of the executive team—a rarity in the gaming industry. Currently, women make up more than 30 percent of the company’s workforce, and there are even a significant number of women in the product department. Chumacheko explains that having female employees is more beneficial for the development of casual games.
Cross-platform
Cross-platform gaming is a new trend in the industry, driven by the demands of a large number of players. Apple, Google, and Amazon are reluctant to embrace this trend because they prefer players to focus on their own platforms and want their platforms to feature exclusive titles—believing this will maximize their profitability. However, what players truly need is a cross-platform experience.Major platforms must respond to this trend, as cross-platform capabilities will impact the entire market value chain. Currently, developers operate within the product ecosystem of the value chain, and content remains the most critical link in the entire industry. The mobile gaming market is still in its infancy, evolving rapidly as it is shaped daily by both players and platforms.Market rules change almost weekly, so developers must proceed with caution and formulate a strategic approach. They need to listen carefully to market demands. Successful companies not only have good products but are also highly responsive to and open to the market.
Currently, the mobile version of *World of Tanks* has not been as successful as the console version. However, some of the company’s divisions are now shifting their focus toward hardcore gaming. With free-to-play-as-a-service models, the work only begins once the game is released. Additionally, Chumachenko encourages independent developers to innovate. Developers should focus not on user acquisition costs, but on game engagement and user retention.
As a privately held company, GameInsight currently has no plans to go public, but things could change in the next 2–3 years.
(This article was translated by Game Teahouse. If you wish to repost it, please credit the source.)
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