Espresso Publishing

History

2021: My.Games Investment

The international gaming brand My.Games, which is part of the Mail.ru Group, March 18, 2021 announced the investment in the publisher of mobile hypercasual games Espresso Publishing. As a result of the transaction, the company acquired a minority share of the publisher with an option to control. Thanks to this investment, MY.GAMES will continue to expand the format of working with the hypercasual segment. Espresso Publishing will base its proposal on the current MY.GAMES program with a 60/40 revenue division in favor of developers, expanding it through technological solutions and the allocation of a team of specialists in hypercasual projects. The publisher will rely on responsiveness, flexible terms of cooperation, an individual approach to each developer, and will also be open to accepting applications from all hypercage developers interested in cooperation.

The market for hypercasual games continues to grow - in 2020 it doubled and amounted to 3.1 billion. dollars Such a rapid growth of the market, where interesting projects appear every day in conditions of the highest competition, revealed an acute demand for specialized publishers. The number of applications received by MY.GAMES as of March 2021 has already exceeded a thousand. This led to the decision to modernize our approach to publishing hypercasual games, making the MY.GAMES program available to even more developers through our partners, "comments Vasily Maguryan, CEO MY.GAMES.

Espresso Publishing offers help with finding ideas for games and flexible options for working with studios. The developer can receive up to 60% of the profit already at the launch of the first joint product under the license agreement. The company is also ready to cooperate on the terms of prepayment of prototypes for studios. Program partners will have access to a dynamic reward system: up to $6 000 for prototype development and from 50% net profit in favor of the developer, depending on the product metrics. Espresso Publishing also introduces a form of work based on financial support from developers, where development payments are made on a monthly basis according to the agreed needs of the team for the implementation of key indicators. In addition, Espresso Publishing will continue the MY.GAMES initiative - the launch of its own automated platform for developers, which will quickly test hypotheses, as well as receive marketing and product metrics for hypercasual games.

The Espresso Publishing team has more than three years of experience in the hypercasual direction. The publisher will fully support projects - developers will be provided with product and marketing expertise at any stage of the game's development and will help with analytics, ASO, localization, marketing budgets and the preparation of marketing materials for testing hypotheses.

We are glad to continue the program of the hyper casual MY.GAMES direction and we plan to support developers and creators of games by all necessary resources, giving opportunities for fast creation of hits, - skazalzakhar Serebryannikov, CEO Espresso Publishing.

We believe that it is the commonality of goals, as well as a flexible approach to working with each hypercasual partner, that is the basis of successful projects, "adds Yana Vesnina, Director of Partner Business Development at Espresso Publishing, MY.GAMES.