SuperScale on Maximizing Mobile Game Success Through Legacy Game Management

Introduction

Hello, my name is Wojciech Mazur and I’m the Head of Game Management at SuperScale. I joined the mobile gaming industry 15 years ago, while still studying at the University of Gdańsk, Poland. At this time, the iPhone 3G was released and the Apple App Store had started to operate, so it was pretty much the beginning of the mobile industry as we know it.

Back then, I started as a QA Tester and worked across a variety of roles including Team Lead, Producer, Publishing Manager, and Product Owner in companies like Playsoft (now part of Product Madness), Vivid Games, and BoomBit before joining SuperScale and starting to lead the Game Management department here.

SuperScale

SuperScale is a specialist gaming and tech company that exists to maximize the commercial performance of mobile games. Using our proprietary, purpose-built analytics platform, complemented with a full suite of publishing services – including creative, technical, and growth marketing – we identify and deliver breakthrough earning strategies for all kinds of mobile games. Most recently, our Legacy Game Management offer – a service where we bring older titles back to peak performance for a share of uplift – has got a lot of press.

In terms of how we started, Ivan Trancik, our CEO, founded SuperScale in 2015. Originally called Cellense, we started with a focus on gaming analytics. While SuperInsights, our analytics engine, still underpins everything we do, we also provide flexible publishing services up to full game management. Whatever it takes to drive your game to success.

Image credit: SuperScale

The Current Mobile Game Development Landscape

Launching new games is tough in the current market. According to AppMagic data, as reported by MobileGamer.biz, the only 2023 release in May’s top 10 grossing mobile titles was MiHoYo’s Honkai Star Rail. Dream Games’ Royal Match, meanwhile, came out in 2021. The third most recent? Another MiHoYo title, Genshin Impact, launched in September 2020. Some titles, like Candy Crush Saga and Roblox, are now 10 years old or more.

Image credit: MobileGamer.biz via AppMagic

It’s easy to say things like, UA is tough post-IDFA or the recent Unity changes make it harder to monetize new and existing games. But the truth is, in a declining market almost every part of launching a new game becomes difficult and most developers are feeling the squeeze. That's why you see fewer new games in the top-grossing charts.

At SuperScale, we pride ourselves on the belief that good games never die. We can help at any stage of a game's lifecycle with the service or approach that solves the problem. This could be Game Management, analytics, LTV growth, UA, creative, or a combination – whatever it takes to get that game performing, we have the capabilities and expertise to do it.

For example, after getting record-breaking revenue for some of NimbleBit’s older titles, we’re set to launch a new game soon with them called Pocket Trucks. See some sneak peeks of our new trucks below and read more here. 

Image credit: NimbleBit, Pocket Trucks

Legacy Game Management

Legacy Game Management is a part of our Game Management offer, a type of publishing partnership where we take on the task of making sure a game is achieving its highest possible earnings. We fully manage our partner's games, driving performance through development and publishing services, while they keep the IP and enjoy the increase in revenue. Our "upside-only" business model, where we get paid a share of uplift once revenue increases past a certain level, means it’s virtually risk-free for our partners.

Legacy Game Management focuses on older titles. We bring them back into the game by refreshing their commercial strategy, improving metrics, and rebuilding the player base while still giving loyal fans the experience they love.

Image credit: SuperScale

SuperScale's Approach to Reviving Legacy Games

We start with assessing the game's past and current performance, then work with the owner to create a roadmap, agreeing on common goals. We then start the iterative process of refreshing the game's content, features, and tools to the current standards and beyond. Legacy games are very special, as they often have nostalgia value and a loyal core following, so being in direct contact with communities and taking players' reactions seriously is a crucial part of it.

It's not just about positive player experiences. It’s also crucial to make sure the creator of the game is involved and has confidence in where we’re taking it. This is especially important when talking about indie titles, where developers originated the game and put a lot of themselves into it, so we make sure any updates or tactics techniques work for players and the creator. 

Modernizing Games for Today's Standards

When it comes to our approach to updating and optimizing games to meet modern standards, in short, we execute these tasks meticulously and iteratively. I don't want to bore anyone with details of our processes but, understandably, the legacy games that we're taking care of often don’t come with detailed technical or design documentation. Our team is very much used to that and we take great care and responsibility to protect the character and values of the game every step of the way.

Image credit: SuperScale

Advice for Game Developers and Publisher

As mentioned, launching new games is probably harder than ever, thanks to ever-increasing development and marketing costs and evergreen titles occupying the top charts for months, sometimes years. Developing new games from scratch is risky. At the same time, there are hundreds of thousands of games in the stores that owners don’t have time to look after. Obviously, not all of them have potential, but a significant number of them could be great performers, with the right attention, skillset, and tools. That’s why we love the phrase "good games never die". If it’s a great game, the earning power is right there.

Connect the heart and soul of a classic game to advanced analytics and tactics, and it’s impressive what you can achieve. 

Wojciech Mazur, Head of Game Management at SuperScale