![]() Benzinga does not provide investment advice. Video Game Market Sees Another Unexpected Entry As TikTok Follows Netflix's Steps: What Are The Chinese Giant's First Moves?ĭon't miss real-time alerts on your stocks - join Benzinga Pro for free! Try the tool that will help you invest smarter, faster, and better. Photos: Monaliza0024 via Shutterstock + Wikipedia. Stay tuned to Benzinga Gaming for more news on Ironhide and other video game developers. And, although its greatest commercial success is in the mobile world, the studio has published some of its works on Steam since 2014, and more recently on Nintendo (OTC: NTDOY) Switch.Īll of this has made Ironhide one of the most important studios in all of Latin America. Ironhide has also been very successful in European countries such as Germany, as well as in South Korea and China. ![]() Interestingly, its most loyal fan market continues to be the United States, the country where the studio triumphed with "Clash of the Olympians" when it was simply a game on the now-unused Adobe Flash multimedia software platform. Ironhide has just over 65 employees right now and is working on four titles simultaneously. dollars,” said Artus, confirming that, in some ways, being a video game developer in Latin America allows people to afford a lifestyle that's superior to that of the average population. "Within all our problems, as a region, we have an advantage, and that is that costs are much lower while we continue to sell our stuff in U.S. And, while anyone would tend to think that, stemming from Latin America would make things even more complicated, Ironhide's PMO believes just the opposite. Who Said It Was Easy?ĭevoting yourself to making video games is really difficult, especially in the mobile world, where metrics and algorithms are as, or more, relevant than television ratings. If it were one of our usual sagas, the strategy would surely have been different - as well demonstrated by 'Iron Marines Invasion,' also released recently,” said the studio's marketing manager. “ The safest bet for a new IP like Junkworld is to make it free because if you come out with a new title and it's not free, it might not get downloaded at all. Of course, the move seems risky, but according to the current numbers of the mobile market, it would have been riskier not to modify its premium model and lose ground to similar-but-free options. But we're currently working hard on polishing Junkworld to make it as close to an Ironhide product as possible." We had never released a game that had less than 4.7 stars in the stores, and the truth is that we were not used to it," confessed Paula Bentancur, Ironhide's head of marketing since 2018.Īlthough, she added, “ Today the market takes you down that path we cannot go against the market. The process seemed natural due to curret market trends, but the decision did not go down well with the studio's lifelong fans. The new RTS video game was a turning point in the history of the studio since, although it maintains the genre that characterizes the studio's work, this time it turns to the free-to-play model. ![]() However, in September we did a soft lunch for our new game, Junkworld,” explained Gabriel Artus. Only after that, we reviewed metrics and balanced what was necessary and possible. We'd make a game for two years, playtest it with a small group for a couple of months before release, and hit the market. But recently, with one of its four projects under development, the landscape changed. Now, what's going on in today's Ironhide?ĭuring these 12 years, the studio became well known for only making premium videogames, without falling into free-to-play practices, unlike most developers who publish in the mobile market. This number may sound small for many countries in the main gaming markets, but it is not so when we take into account that Uruguay has 3.4 million residents. ![]()
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