Cut the Rope Developer: Building a global game that continues to innovate

On June 18, Zeptolab's "Cut the Rope" was a well-known mobile casual game. Diana Moldavsky, Chief Revenue Officer of Zeptolab, accepted an interview with Netease Technology at IVS, Japan's largest internet summit this year, Game market future opportunities, and tells the story of the game company's successful internationalization.

You do not have to be in Silicon Valley, you do not have to be in the United States, you do not have to be overseas, etc., according to Diana, at http://www.aliyun.com/zixun/aggregation/12979.html "> The Apple Store Android Market Ecosystem , You can stay in your hometown town, and one of the great things about Apple's Android Store is that when the game fame overnight and climbed to the top of the leaderboard, the developer does not have to be a company in Silicon Valley.

In the interview, Diana also revealed that the company is developing a new casual game, is about to meet with the players.

Mobile casual games are still blue ocean

Although the Apple Store casual games list is currently dominated by downloads of tens of millions of games, Diana does not consider the market to belong to only these big companies.

In the interview, Diana said that for companies entering the mobile casual gaming market, there certainly will be opportunities for the future. There will certainly be some popular casual games originating from these companies. "The wine is so good that the alley is deep and the good games speak for themselves, For new entrants, game production is good, does not require special promotion costs, can become popular, "cut the rope" is the best example.

According to Diana, Cutting the Rope came online in October 2010 when there were already many mature games on the Apple Store charts. The "Cut Rope" was not promoted with a special marketing fee. According to word of mouth, it quickly gathered A lot of popularity, at present has been downloaded in more than 100 million worldwide.

Continuous innovation can create barriers

Although "recruits" will continue to emerge in the mobile casual gaming market, sustained innovation in this market is required for a long period of time.

Diana said that for a company developing in the mobile casual gaming market, for a long time to gain a firm foothold and continue to grow, a successful game is not enough. It is the big company that consistently launches competitively priced games Competition barriers.

It is understood that, in October 2010 on the line, Zeptolab launched last summer, "cut the rope," the sequel version of "Cut the Rope: Experiment", also received a very high popularity.

Diana said that between the two versions of the "cut the rope" separated by about 10 months, with the subsequent development, new product update cycle will also become faster.

Diana also revealed to Netease Technology, ZepToLab is working overtime to create the latest casual games, is about to meet with players around the world.

Diana introduced Zeptolab's new game will be a purer casual game, but not a social game.

"Cut the rope" to the cartoon brand development

According to Diana, "Cutting the Rope" is currently being expanded to more types of users by making more device versions and more screen-type versions, being released on more devices and more screen types. "We are very much looking forward to bringing the gaming brand to the world Range, especially in China, Japan and other enthusiastic players a large number of markets. "

Once casual games have gained so much popularity, it is common practice in the industry that developers of this game will adopt a variety of weekly variation strategies similar to Disney's early promotion of Mickey Mouse to develop the game into a popular brand.

Diana also talked about the current "cut the rope" at the game around the authorization of goods, including the recent product authorization activities in Las Vegas, including some game characters include toys, candy, T-shirt, table games and so on.

For the film, "Cut the Rope" was a bit of a try. According to Diana, Zeptolab filmed the animated short film about Cutting the Rope. The video was uploaded to the yotube and there are currently more than 4 million viewers watching it. At the same time "cut the rope" also introduced the related electronic comic.