Support NeoGAF

[Tripon]

Glu Mobile cut 50 jobs across three different studios in December 2015, the result of difficulties in the second-half of the year that CEO Niccolo de Masi described as, "extremely humbling."

That comment was made in a call with investors, which followed the publication of full-year financial results that showed pervasive revenue and profit decline. A key contributor to that decline was the fallibility of its product strategy, which relies on licenses and celebrity partnerships to bring in users.

While that strategy was built on the remarkable success of Kim Kardashian: Hollywood, it faltered in the second half of 2015. De Masi pointed to Katy Perry: Pop as a prime example. "Poor technical decisions coupled with the newly hired team led to all key metrics being below thresholds required for an ROI positive title," he said. "Additional development time was not provided due to contractual restrictions as well as the team's mediocre trajectory."

With James Bond: World of Espionage, poor installs and retention were attributed to, "creative decisions made in partnership with the licensors to avoid firearms and classic shooter mechanics." Glu is still considering its options with both of the partnerships, but de Masi said it was likely to create new concepts rather than continue updating what it released last year.

http://www.gamesindustry.biz/articl...ategy-faltered-on-katy-perry-james-bond-games

 

[Deft Beck]

I suppose the Glu is not sticking.

 

[Nirolak]

If we look at the top grossing charts, most of the top earners are original IP with the exception of sports titles and a few nerd centric properties like Star Wars and Marvel, so this did seem like a pretty expensive way to try and promote your game.

 

[cw_sasuke]

Should have worked on a Taylor Swift game instead.

 

[Nirolak]

Should have worked on a Taylor Swift game instead.

Glu announced one yesterday: http://www.engadget.com/2016/02/04/taylor-swift-mobile-game/

 

[Tunesmith]

Should have worked on a Taylor Swift game instead.

They are.

http://www.bloomberg.com/gadfly/articles/2016-02-04/glu-s-taylor-swift-game-another-bet-on-celebrity

 

[Cutter Jones]

Well, when your licensed game strategy is to re-skin your older games, implement "Pay-to-Win" features, and load in social elements when the players' friends haven't migrated from the older games - where they already have a huge investment - of course your games will fail.

 

[DR2K]

Didn't the Kim Kardashian game make them millions and millions?

 

[Tripon]

Didn't the Kim Kardashian game make them millions and millions?

Yes, and they spent that money on licensing more celebs and making poorer versions of the Kim K game.