Tabarak Paracha
Guest post by Everton Baumgarten Vieira, Co-founder & CEO – IzyPlay Game Studio. Everton is a member of our ROI 101 community.
At Tenjin, we saw the need for developers on their self-publishing journeys to connect and share experiences. That’s why we created an exclusive discord community, now with 150+ members. Notably, one of the key points IzyPlay emphasizes in this article as a best practice for those who want to start self-publishing is “Staying open to feedback and learning from the community.” We take pride in offering that platform for users.
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Introduction to IzyPlay Game Studio’s Self-Publishing Journey
When we imagine independent game developers, we usually focus on their passion for creating unique and memorable gaming experiences. However, certain studios take it a step further—they aim for genuine independence by managing both the development and distribution aspects of their projects. Typically, the latter task is delegated to an external publisher.
As 2023 draws to a close, IzyPlay will mark 13 years in the market. Along this journey, we have cherished many special moments. One pivotal point led us to recognize a compelling need and desire to venture further, challenging ourselves with a new objective. With a robust foundation of knowledge, particularly in the last four years, we believe it’s time to introduce Izy Hits Publishing—the publishing division of Izyplay Game Studio.
We’ve achieved a significant level of maturity in embarking on our self-publishing journey, thanks to a dedicated team solely focused on distributing and publishing our titles. These titles span across various platforms, including mobile, PC, and console, marking a crucial milestone for our growth.
The Rise in Popularity of Self-Publishing in Gaming
A gaming revolution is unfolding, with more developers opting for independence in distributing their projects. What drives this transformation? We see it as a natural evolution of the industry, where development and distribution go hand in hand. Marketing, ideally, should be considered from day 1 of a game project. In essence, there’s no distinct line separating game design from the market appeal of the game as a product.
It’s undeniable that for a developer to self-publish, a level of maturity and understanding of distribution methods and business models is crucial. These vary significantly for Free-to-Play, Premium, or Subscription models, and acquiring this knowledge is a time-consuming process.
We consider “self-publishing” as a significant concept that extends beyond mere control over the product’s process. It represents a more fitting approach to delivering precisely what we envision to the public. This approach allows us to seize opportunities that might not be available with a publisher and provides the freedom to be bold when we recognize the possibility of doing so.
Iza’s Supermarket: An Example of Izyplay’s Self-Publishing Experience
As mentioned earlier, self-publishing grants control over every aspect of a game’s production, from creation to management and promotion. Our encounter with the launch of “Iza’s Supermarket” vividly showcases this thrilling journey. Iza’s is our interpretation of the emerging Idle Arcade, also known as Arcade Idle genre, and the Hybrid-Casual model. Our aim was to delve into fresh perspectives within this genre while providing an AA treatment to the project. This treatment is evident in the visual style, characters, content, and narrative.
The game is an outcome of Izyplay’s distinctive development model, emphasizing MVP (Minimum Viable Product) and rapid prototyping. This innovative process is crucial for minimizing production risks, ensuring high-quality outcomes, and gaining a deep understanding of player preferences. The game still underwent market testing a year before its current version, instilling confidence in its potential. Following this market test, the game has consistently received updates in mechanics, content, and visuals, all shaped by user feedback and ongoing testing.
Hybrid-Casual is not a genre, but a model that means hybrid monetization and a Casual quality for the game. Iza´s is showing amazing KPIs, with a Day 1 ROAS exceeding 100%, and a robust retention rate for both Day 7 and soon, Day 30. It’s truly the best of both worlds.
Developing this game challenged us to explore new horizons in design, gameplay, and storytelling. We were able to add a personal and authentic touch to every aspect of the game. We don’t just create a game, we also tell a story.
Tips and Best Practices to Get Started with Self-Publishing your Game
For those of you who are also considering self-publishing, we’d like to share some essential tips we’ve learned along the way:
- Marketing-Driven Game Design: Plan for marketing and business strategy from the project’s start. Integrate these aspects not only into the game itself but also into the overall product strategy.
- Fall in love with your vision: Maintain passion and authenticity in your work. Your dedication will shine through in the final product.
- Learn from the community: Stay open to feedback and learn from fellow independent developers. The gaming community is incredibly supportive.
- Marketing is key: Dedicate time to promote your game. Utilize social media and online marketing tools to cultivate a loyal audience.
- Resilience matters: Anticipate challenges and stay resilient. While self-publishing may pose difficulties, overcoming obstacles strengthens you.
- Keep self-publishing as a milestone: Self-publishing is a mark of maturity, but it’s okay if it’s not a goal for your studio. It depends on your business vision and what works best for you.
- Distinguish Between F2P and Premium: Acknowledge that Free-to-Play (F2P) and Premium game publishing are distinct and require different approaches. But, starting with F2P you will have a better paved road to create a premium version ahead.
And, of course, the most critical question is where to begin the journey toward becoming a successful publisher. Our recommendation is straightforward: start by publishing your own games.
