PC game publishers are increasingly seeking innovative ways to enhance revenue streams and tap into new audiences. In a recent discussion at PG Connects San Francisco, Vadim Andreev, co-founder and CEO of Rokky, shed light on his company’s new distribution platform designed to bridge the gap between game publishers and a multitude of digital storefronts worldwide, particularly focusing on markets beyond Europe.
Rokky’s Unique Approach
Founded in 2009, Rokky has evolved from a modest team of five to a robust workforce of around 60, with its headquarters in the UK and additional offices in the Netherlands, Eastern Europe, and China. The self-funded enterprise specializes in providing both technical infrastructure and consultancy services to game publishers. Andreev elaborated on the company’s mission: “We deliver revenue for publishers and facilitate their business operations. Our platform connects them with stores, allowing for a streamlined approach to distribution.”
Rokky’s partnerships are twofold: they collaborate with publishers to obtain content and simultaneously engage with various stores to sell these games. This model alleviates the burden on publishers, who often lack the resources to manage multiple store relationships independently.
Expanding Horizons in Asia
Andreev emphasized the potential of untapped markets, particularly in China and Asia, where traditional advertising avenues are restricted. “In China, promoting a game requires a license from the government, making it a closed market,” he noted. “However, we have established connections with local marketing agencies and influencers, enabling us to navigate this complex landscape effectively.”
He advised publishers looking to penetrate the Chinese market to leverage influencer partnerships, stating, “China is a highly socialized country, and influencers play a crucial role in marketing.” Rokky’s local expertise allows them to recommend effective strategies tailored to the unique challenges of the region.
Navigating the Grey Market
Another significant challenge facing publishers is the grey market, where savvy gamers exploit pricing discrepancies across regions. Andreev explained, “The grey market is essentially the arbitrage of game keys, where resellers purchase keys in bulk from one region and sell them in another at inflated prices.” He likened this to the retail scenario where a product is sold at a promotional price in one store but significantly marked up in another.
To combat this issue, Rokky advocates for region-locking keys and adjusting pricing strategies according to local economic conditions. “For instance, while the US is a wealthy market, India has different financial realities,” Andreev pointed out. “We recommend that publishers consider these factors when setting prices to prevent loss of revenue due to cross-border sales.”
Looking to the Future
As the gaming landscape continues to evolve, Andreev envisions a shift from traditional key-selling methods to more seamless activation processes. “We believe in transforming the market towards silent key activations, eliminating the need for cumbersome 12-character codes,” he suggested. “Our goal is to develop technology that allows for instant activation upon purchase, streamlining the user experience.”
For further insights from Rokky’s CEO, readers can explore discussions on market saturation and other industry trends on PocketGamer.biz. Additionally, those interested in the Chinese market are encouraged to attend the upcoming PG Connects Summit Shanghai, set to take place on July 30th, where global industry delegates will gather to network and exchange knowledge.
