That's why we pay a lot of attention to developing the visual style of our project. The key to success lies in the production of creatives. And to do it we need to work with PC and console influencers, media, and go big with communications.īut at the same time, UA is still a great tool. To be successful on both platforms we can’t go only with UA. Our marketing strategy is in fact a combination of mobile and PC marketing approaches. What's the right formula to tackle this space and win? Mobile is a challenging market right now. For instance, Apple is turning the MacBook into a new gaming platform - a perfect match for us. Big players are clearly moving in that direction too. Now, prominent cases like Fortnite and Genshin Impact show that it's possible. It used to be more challenging to implement, primarily due to hardware limitations. Overall, I believe that crossplay is the new reality. PC players are usually more social, and crossplay will allow mobile players to engage more. We love our players and want them to interact across all possible social platforms. Therefore, we aim to focus heavily on building and working with communities. Our long-term plan is to create a significant IP that unites various projects. ![]() The main challenge in crossplay development is creating a game equally comfortable for players on all platforms Georgy Egorov Positioning the game as a mobile game for mobile players and as PC game for desktop players and using all the marketing toolset available will make marketing more cost-effective in the end. ![]() Thanks to crossplay, we can flexibly choose the best way to reach our audience. We are making a teamplay game and saw a lot of times when a mobile player wants to invite a friend to play together, but the friend doesn't like mobile controls.Īnother crucial aspect is marketing. More platforms mean more touchpoints with players and more virality. Georgy Egorov: Crossplay opens access to a wider audience. : Why are you focusing on crossplay for your first title? What is the opportunity you see there? īased in Cyrpus, the studio was formed by ex-Pixonic management Georgy Egorov and Oleg Poroshin, who played key roles in the huge success of 2014’s War Robots - a mobile game that’s generated over $750 million in its lifetime.Įgorov and Poroshin’s first focus for KEK Entertainment is to create a platform-agnostic vehicle shooter IP with a presence across PC, console and mobile. New mobile games developer KEK Entertainment has just closed its seed round, with $8 million in funding now going towards growing its team and bolstering development.
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