Ustwo Games, the developer behind the iconic Monument Valley, has recently reflected on its journey and the pivotal decisions that shaped its trajectory. During a session at Develop Brighton, CEO Maria Sayans candidly discussed the studio’s prolonged reliance on mobile subscriptions, which she now considers a “honeypot trap.” Joined by colleagues Peter Pashley and Daniel Gray, Sayans elaborated on the challenges faced while navigating the evolving landscape of game development.
Transitioning from Mobile to PC
Sayans expressed a sense of urgency regarding the company’s transition to PC gaming, admitting that they should have made the shift sooner. While the subscription revenue from mobile platforms provided a solid foundation, it ultimately tethered Ustwo to the whims of larger entities like Apple and Netflix. “We needed to have shifted to PC a little bit sooner,” she remarked, highlighting the limitations imposed by these partnerships.
The creative ambitions of Ustwo were stifled by the mobile ecosystem, where profitability was elusive without the backing of major platforms. “The games we wanted to make, we just couldn’t make them profitably on mobile on our own or without either Apple or Netflix,” Sayans explained. As these platforms began to favor games with higher retention rates, Ustwo found itself at a crossroads: adapt to a free-to-play model, which contradicted the company’s ethos, or pivot towards PC development.
“Making premium games on mobile, at the cost at which we make them—we are a company where our average cost per employee is similar to a triple-A developer—so we are an expensive developer making games with indie sensibilities in many ways,” Sayans noted. The implications of this reality prompted the studio to explore the potential of PC gaming, where they hope to find a more suitable environment for their creative endeavors.
The Challenge of Discoverability
During the discussion, Sayans also addressed a pressing issue within the gaming industry: discoverability. She criticized platform holders for their inadequate support in helping developers connect with audiences. “Discoverability in the industry is just impossible,” she stated, underscoring the disconnect between the vast gaming audience and the platforms’ ability to effectively match players with the right games.
Sayans emphasized the frustration of paying a 30% cut to platforms that fail to deliver on their promise of audience engagement. “It’s this issue of, how do you meet an audience in a very crowded market with platforms that honestly are, I would say, they’re not doing their job,” she remarked, highlighting the need for a more supportive ecosystem.
In response to these challenges, Ustwo is taking proactive steps to foster community engagement and build direct relationships with players. The studio is launching the ‘Beautiful Games Club,’ a community initiative designed to create a dialogue around games they cherish. This book club-style channel aims to cultivate a space where discussions about gaming can flourish, allowing Ustwo to connect with its audience on a deeper level as they embark on new projects.
