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“It’s great for us, too, to be part of something that moves so quickly and to hopefully be able to shape a part of the future of the industry through our own games. Look at Pokemon GO, for example, or consider that the concept of free-to-play was completely alien only a few years ago. “One positive outcome from the increased level of competition is that companies are being forced to innovate more. “…but it definitely makes life tougher for developers,” he states. One positive outcome from the increased level of competition is that companies are being forced to innovate more. Small admits the competition in mobile is becoming tougher, but says this is great news for players, who now have a huge choice of mobile games.
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Its success in offering free experiences and then monetising those titles later is likely why Chinese internet giant Tencent forked out for a majority stake in the company in 2015. Miniclip appears to have been able to stay relevant in the evolving and fierecely competitive mobile market, while also retaining users in the declining browser space. “Many people don’t know that 8 Ball Pool also started as a completely free game that had IAPs retrofitted – so yes we will do this again in the future,” says Small. The fact that it started with no monetisation is not a problem for Miniclip, says Small, as he claims the company’s number one key performance indicator is audience growth, which the team is “careful not to sacrifice for aggressive monetisation”. “We have some new and exciting features coming to the game in the next few weeks.” “It’s still played by around 30 million people every month, so it continues to be one of our most-played games,” says Small. A number one app upon release, it was even the top-trending game on Google Search in 2015, which Small says in a testament to its popularity on YouTube.
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The game launched without any real monetisation on browser and mobile, helping it amass 113 million downloads on mobile. One of its most recent big hits is Agar.io, which went viral last year. Not just a one-hit wonder, then, Miniclip has had successes across its portfolio of titles. “The game’s success continues to amaze us - at its core it has a simple, universally-known game mechanic, but there is also a huge amount of depth and variation that keeps players engaged and passionate for Pool.” “ 8 Ball Pool is our flagship title on both mobile and web,” Miniclip CEO Rob Small tells. 8 Ball Pool is our flagship title on both mobile and web Rob Small