Tilting Point will spend as much as $60 million on user acquisition for Match 3D, a promising puzzle game from Turkish developer Loop Games.
Tilting Point is a free-to-play game publisher and provider of user acquisition services. It works with smaller developers, taking their hit games and making them more successful by spending money on advertising for the games.
The deal comes just a month after Tilting Point said it would do a similar deal spending $10 million on user acquisition for South Korean developer Storytacos Dangerous Fellows, and that was also after Tilting Point said it would invest $40 million to fund user acquisition for South Korean game publisher JoyCity to market the mobile strategy game Gunship Battle: Total Warfare.
The Loop Games deal could turn into Tilting Points biggest yet, as the Tilting Point will fund as much as $60 million worth of user acquisition for Match 3D in 2021, and it will provide app store optimization (ASO) and potentially other future services. By doing these tasks for the developers, Tilting Point is offloading the all-important task of getting a game noticed and the developer can focus on improving the game. This is part of what Tilting Point considers to be progressive publishing, where it starts small and builds its relationships with developers over time, said Tilting Point president Samir Agili in an interview with GamesBeat.
Weve been always trying to pioneer a publishing model, Agili said. We are really looking at the ecosystem of the market and providing things that will have a significant impact. The concept of raising your game, which is our slogan, is at the heart of everything. Its not building a new game. Its taking something that exists and accelerating it.
In the case of Loop Games in particular, the developer still handles a lot of tasks like the actual execution of user acquisition, but Tilting Points potential to help even more is clear and its money certainly makes a difference.
He added, Our approach has always been that we believe in the concept that the developer and publisher only work very well together if they have a progressive approach to their partnership. Its this concept of dating before you get married. The concept is clear, and the developers learn if the publisher they are working with is truly making a difference.
Above: Match 3D tests your memory.
Image Credit: Tilting Point
Tilting Point started working with Loop Games in June. Prior to that, Match 3D had 500,000 daily active users (DAU). Since that time, it has grown more than five times to 2.6 million DAU. All told, Match 3D has been downloaded more than 40 million times.
Agili said that Loop Games is another example of the success of Turkish mobile game developers (Zynga has bought three Turkish mobile companies for billions of dollars).
Match 3D tests players memory as they match pairs of 3D objects mixed together. It was the No. 7 most-downloaded free iOS game in the U.S. in December, after being among the top 50 free downloads in the U.S. for the prior six months.
Match 3D began as a game prototyped in just two weeks from the Loop development team based in Ankara, Turkey. Loop Games, which aims to create games that offer players a way to relax, is led by founder and CEO Mert Gur, a developer with 20 mobile games under his belt in various genres.
Gurs achievements include having won Best Game of the Year for Kristal Piksel from TOGED (Game Development Association of Turkey), and being part of a two-person team chosen as part of Googles Indie Game Accelerator program.
Gur said in an email to GamesBeat that he liked working with Tilting Point because the company was able to scale its game within a year, without locking itself into an old-school publisher or giving up any equity. And by scaling up, Loop Games can be more competitive.
There is real competition in the mobile gaming market, Gur said. So if you have a strong game, you want to enter the market with a lot of money in user acquisition to compete with the clones or other competitors. More money in UA means more players. We are still to this day following a very aggressive UA strategy which lets us stay at the top and beat our competitors.
Above: Match 3D has 40 million downloads.
Image Credit: Tilting Point
The New York-based Tilting Point partners with games developers through its constantly renewed $132 million annual investment user acquisition fund. Agili said that the company has become an important part of the ecosystem as big acquisitions have led to consolidation in the mobile game business. As larger companies buy game studios, Tilting Point helps identify new leaders with its user-acquisition deals with small studios. In that way, Tilting Point is one of the new kingmakers of the game industry.
And it moved fast with Loop Games, Gur said. His company has a handful of people.
We started utilizing their [user acquisition] war chest within one to two weeks, Gur said. This helped us with the competition. We have a really great relationship with Tilting Point right now and we hope to work together with them on our next titles.
Tilting Points most successful games include Star Trek: Timelines, Warhammer: Chaos & Conquest, and SpongeBob: Krusty Cook-Off.
Were here to find the smallest company that can scale to the max and doing it without being acquired, Agili said. Theres definitely a path for acquisitions now. But in our initial positioning, we help indies scale and raise their game.
Agili said the system works for Tilting Point because it starts with companies that have already seen some success. Tilting Point doesnt have to invest money in a bunch of companies in order to find the one that has a hit game. It finds the ones with the hits, and makes them into bigger hits.
These companies are not in their first pitch going to see VCs, Agili said. Their companies have released a project by themselves and finding they need to accelerate now.
With some developers, Tilting Point will take the progressive relationship further. Sometimes the company will co-develop games with developers, and sometimes it will acquire a developer outright.
Our positioning is always that we will continue providing expertise and tools to the partner and potentially build a co-developer relationship with them. And potentially, if it makes sense for both of us, we will do acquisitions. In general, the equity piece happens further down the line in progressive publishing.
Above: Loop Games is one of Turkeys hot new game studios.
Image Credit: Tilting Point
As for the road ahead, there are both big opportunities and challenges coming.
Were in lockdown, and that has created a tremendous amount of engagement or attention in the games, Agili said.
At the same time, Apple is shaking up the industry with a shift that emphasizes user privacy over targeted advertising, which means game companies wont have access to as much user data from the Identifier for Advertisers (IDFA). That will make it tougher for some game companies to find users with targeted ads.
This is really going to affect the ecosystem again, and some games are going to be winners or losers, Agili said. We think we can really help a lot of developers out there that are going to be impacted negatively by this.
Agili thinks well see more intellectual property games and cross-platform games as a result of the IDFA changes, and other strategies will emerge in the coming months.
- 11 new Android games from the last week: The best, worst, and everything in between (3/29/21 - 4/4/21) - Android Police - April 4th, 2021
- Classic games like chess and Sudoku are now easier to play on iPhones and iPads - TechRadar - April 4th, 2021
- SwitchArcade Round-Up: 'Dungeon & Puzzles', 'Stick Fight: The Game', and Today's Other New Releases and Sales - Touch Arcade - April 4th, 2021
- The Three Best and Worst Games of March 2021 - COGconnected - April 4th, 2021
- Google Play Pass now has over 800 games, apps - HT Tech - April 4th, 2021
- The Easiest Ways to Boost Your Gamerscore from the Xbox Games of March 2021 - TheXboxHub - April 4th, 2021
- Game of the Month: March 2021's Best PS5, PS4 Games - Pure PlayStation - April 4th, 2021
- This Weeks VR Game Roundup: New Archery Game, Kitchen Island VR - VR Fitness Insider - April 4th, 2021
- Best New Android Games This Week: The Wake, Quick Fire, Dual Summoners, and More - DroidGamers - April 4th, 2021
- It Takes Two review: This is how it runs on PC - Laptop Mag - April 4th, 2021
- Pillars of Active Aging - Old School Puzzles And Games To Promote Active Aging Brain Health - LNP | LancasterOnline - March 4th, 2021
- Tvinnr: Basic tips to help you enjoy this relaxing puzzle game - Pocket Gamer - March 4th, 2021
- Maquette is a neat puzzle game that packs an emotional punch - The Next Web - March 4th, 2021
- Our most anticipated indie games of 2021 - Rock Paper Shotgun - March 4th, 2021
- MonkeyBox 2: Cards! is an upcoming puzzle adventure game for iOS from TheCodingMonkeys - Pocket Gamer - March 4th, 2021
- Play with Gravity in Gravifire on Xbox and Switch - TheXboxHub - March 4th, 2021
- Lovin Games Weekly - There is a new Aliens game on the way - Lovin Dublin - March 4th, 2021
- It Takes Two Isn't Focusing on Replayability, Won't Have Collectibles - GameRant - March 4th, 2021
- The Video Games to Play This Month: Get Tiny with Maquette, It Takes Two, and More! - The Portland Mercury - March 4th, 2021
- 50% Kemco RPG and Puzzle Games on PS Store - GLYFE Nation - March 4th, 2021
- Worst Pokmon Spin-off Games Nintendo Should Never Remake - Screen Rant - March 4th, 2021
- Super Rare Games giving immersive puzzle game Creaks a physical Switch release next week - GoNintendo - March 4th, 2021
- Every Uncharted Game, Ranked Worst To Best | Screen Rant - Screen Rant - March 4th, 2021
- 10 Games We Need To See On PSVR2 That Could Actually Happen On PS5 - TheGamer - March 4th, 2021
- PC Review - 'Bridge Constructor: The Walking Dead' - WorthPlaying.com - March 4th, 2021
- The Next Hawks Coach Will Have to Solve the Trae Young Puzzle - The Ringer - March 4th, 2021
- Sponsored: 5 games that make you think like a programmer - Gamasutra - March 4th, 2021
- Inked review - "If only looks were everything" | Articles - Pocket Gamer - March 4th, 2021
- From Portal to Witcher 3: The games people cheat at the most! - European Gaming Industry News - March 4th, 2021
- 5 Best PC Boxing games to play in 2021 - Gameranx - March 4th, 2021
- What Are the Most Popular Types of Mobile Game? | TechQuila - TechQuila - February 19th, 2021
- The Legend of Zelda games ranked! - The Guardian - February 19th, 2021
- Wordsmyth is a beautiful daily word game coming soon to iOS and Android - Pocket Gamer - February 19th, 2021
- Review: She Remembered Caterpillars - Movies Games and Tech - February 19th, 2021
- Artie raises $10 million as it pivots to make instant games - VentureBeat - February 19th, 2021
- Fortnite Creative gets callout for puzzles and platformers - AltChar - February 19th, 2021
- Top 10 games to download and play first on your new Apple iPhone - Gadget Bridge - February 19th, 2021
- Outer Wilds launches this summer on Nintendo Switch - Shacknews - February 19th, 2021
- Steam Developer Banned After Trying to Trick Users About Positive Reviews - VICE - February 19th, 2021
- Global Games and Puzzles Market 2020 Industry Analysis, Key Drivers, Business Strategy, Opportunities and Forecast to 2025 Express Keeper - Express... - February 19th, 2021
- Next 10 Classic Horror Games To Play If You Liked The Medium - TheGamer - February 17th, 2021
- Game stores seeing an increase in new customers since the COVID-19 pandemic - WeAreGreenBay.com - February 17th, 2021
- The First 10 Games Released On The PS2 (In Chronological Order) - TheGamer - February 17th, 2021
- Zynga Expects Its Mobile Gaming Empire to Grow More Than 30% In 2021 - Motley Fool - February 17th, 2021
- 8 Underrated Open-World Games (That Came Out In The Last 5 Years) - GameRant - February 17th, 2021
- The Room 4: Old Sins Is Out For PC, And Prettier Than Ever - Kotaku - February 17th, 2021
- Knight's Retreat Review - Chess but not! - TheXboxHub - February 17th, 2021
- Soapbox: We Were Here, the Free PS4 Game No One Will Play with Me - Push Square - February 17th, 2021
- PS5 : HuniePop 2, another title that joins Twitch's list of banned games - Explica - February 17th, 2021
- 10 VR Games That Don't Give You Motion Sickness - TheGamer - February 17th, 2021
- 10 Things You Never Knew About The Origins Of Tetris | Game Rant - GameRant - February 17th, 2021
- Games of the week: The Medium, Spire Blast, Encodya and Solas 128 - Inverness Courier - February 17th, 2021
- Nokia 5.4 review this ones for the stock Android fans on a tight budget - Business Insider India - February 17th, 2021
- Thorny Puzzle Title Room To Grow Is Coming To PC This Month - Bleeding Cool News - February 14th, 2021
- Imaginative Puzzle Game QV Heading To Steam | TheGamer - TheGamer - February 14th, 2021
- 10 Open World Games That Have No Combat | Game Rant - GameRant - February 14th, 2021
- Schell Games Talks I Expect You To Die 2 And VR's Future - UploadVR - February 14th, 2021
- ConnecTank Is a Multiplayer Tank Battle and Puzzle Game Coming This Fall - SuperParent - February 14th, 2021
- Best Valentines Day games for couples: top titles to play with your loved one - TechRadar - February 14th, 2021
- Outer Wilds And The Best Games That Use Time Loops - TheGamer - February 14th, 2021
- The Most Peaceful Games of 2020, Ranked | ScreenRant - Screen Rant - February 14th, 2021
- Best new mobile games on iOS and Android this February - Metro.co.uk - February 14th, 2021
- PS4 Update: Download This New F2P PlayStation 4 Game - RealSport101 - February 14th, 2021
- The Best Free PC Games of Multiple Category in 2021 - TechnoSports - February 14th, 2021
- The DeanBeat: Has the game industry hit its peak with crazy valuations or just begun its growth? - VentureBeat - February 14th, 2021
- Video game review: 'The Medium' a messy horror game with inventive puzzles - telegraphherald.com - February 14th, 2021
- TouchArcade Game of the Week: 'Knightin'+' - Touch Arcade - February 14th, 2021
- Numskull Games Offers Sneak Peek At Upcoming Titles, Reveals RICO London - TheGamer - February 14th, 2021
- Recursive Puzzle Game, Maquette, to be Released in March - mxdwn.com - February 11th, 2021
- Tackle thorny problems in 'Room to Grow' a plant pushing puzzle game launching on Steam for PC & Mac 25th February 2021! - Gamasutra - February 11th, 2021
- PS5 and PS4 free game bonus: Grab a friend and download co-op puzzler for free - Express - February 11th, 2021
- Somethings Fishy About This Steam Games Very Positive Reviews - Kotaku - February 11th, 2021
- Human Fall Flat Was Originally Designed To Be Portal Meets Limbo - TheGamer - February 11th, 2021
- Every App And VR Game Coming To Oculus App Lab For Quest - UploadVR - February 11th, 2021
- Nuts Review- Hiding Above the Trees, Looking For Squirrels - DualShockers - February 11th, 2021
- A bit about our currently nameless game company, and what we're working on at the moment - Gamasutra - February 11th, 2021
- 'Breath Of The Wild' Reinvented Zelda Games. 'Bowser's Fury' Does That For Mario - Mashable India - February 11th, 2021
- Slipways was the best demo in the Steam Games Festival, but it's gone now - Rock Paper Shotgun - February 9th, 2021
- Move Over, Mother 3 - THESE Nintendo Games Should Be Localized Too - CBR - Comic Book Resources - February 9th, 2021
- Solve puzzles in a recursive world where everything is simultaneously tiny and massive - PC Gamer - February 9th, 2021