My.Games, the gaming brand of Mail.ru group announced a new publishing program aimed at hypercasual game developers. It will provide the developers with product and marketing experts throughout the product cycle. The company will pay up to $50,000 per project to “drive development plus marketing budget for reaching millions of installs”. My.Games invested $10 million for development and marketing costs until the end of the current year.
Hypercasual is the focus of the program
As we mentioned above, the program will solidly focus on hypercasual games and its teams. On the press release, we knew that studios will keep autonomy decision making during the process. Furthermore, net profit splitting will be up to 60/40 after launch in favor of the developer on projects started in 2020, according to My.Games. Also, the publisher will provide support, consultation, and maximize advertising monetization. If you are interested, you can apply for the publishing program by clicking here.
Elena Grigoryan, CMO at My.Games said the following in the press release:
MY.GAMES has more than 13 years’ experience developing and publishing games. Some of our most successful, revenue-generating titles on mobile. We are excited and ready to use that expertise and understanding of the market to partner with developers in the hyper-casual space, a market that generates billions of dollars every year. By launching this publishing program, we are looking for studios with ambition, creativity, and drive, where we can add our expertise to create games played by millions.
Over 60% of My.Games revenue came from mobile
The Russian giant reported back in February that that 72 percent of its mobile revenue was from North America and Europe. In 2019, the company’s total revenue reached $474 million while it’s audience spiked to 605 million players. My.Games most popular titles are Hustle Castle, War Robots, Left to Survive, and more than half a billion total installs worldwide.