Beyond the App Stores: Unico Studio Reaches New Heights on Web
Web games offer a relatively easy way to complement app store revenue streams, driving profitability and sustainability for studios like Unico!
Unico Studio, a leader in mobile gaming, has achieved an impressive milestone: 500 million gameplays on web game platform Poki. By establishing an in-house HTML5 team to develop web games exclusively for the Poki platform, the mobile-focused studio successfully diversified and expanded its revenue streams.
With over 65 million monthly active users on Poki, web games offer unprecedented reach to players worldwide. Unlike mobile app stores, where high user acquisition costs and discoverability issues dominate, web gaming is a cost-effective alternative.
Unico Studio’s Journey
Unico Studio’s decision to partner with Poki stemmed from a desire to reach a wider audience and reduce reliance on mobile platforms. “Our primary goal has always been to reach as many players as possible while providing fun and engaging gaming experiences,” says M. Saglam, Business Partnerships Manager at Unico Studio. “Web gaming allows us to connect with a broader audience, especially those who may not frequently download mobile apps.”
The studio established a dedicated HTML5 team to adapt its mobile games for the web. Initially relying on external expertise, Unico eventually invested in training and hiring in-house HTML5 developers. “Today, our HTML5 team works in close collaboration with our mobile development team,” Saglam explains. “This synergy ensures that our games are optimized for multiple platforms.”
Unico Studio’s efforts have paid off. In just two years time, the studio has released over 25 games on Poki, achieving the milestone of 500 million gameplays. Web gaming now represents a growing share of the studio’s revenue.
This growth highlights how web games can complement app store revenue streams, providing a balanced and diversified portfolio. For us, reaching 500 million gameplays is a testament to the profitability and sustainability of the web as a platform.
The Role of Poki
The team at Poki played a significant role in helping Unico Studio transition to web gaming. The platform provided access to a vast audience plus all the tools and insights to optimize games for the web. “Poki has been a game-changer in our journey,” says Saglam. “They enabled us to focus on what we do best -creating fun and innovative games- while they handled the complexities of web-based publishing.”
Poki supports studios like Unico by providing web game optimization tools, marketing and user acquisition, and a performance-driven recommendation system. Joep van Duinen, Head of Game Developer Relations & Partnerships at Poki, shares how his team is supporting studios in achieving a seamless release flow. “We focus on balancing cost-effectiveness with impact and actively supporting developers in achieving their key performance indicators (KPIs). By leveraging the power of the web and our user-friendly dev tools, developers can launch, improve, and skyrocket their game to success.”
Key to Success
Unico Studio’s Brain Test series has been a standout performer on both app stores and Poki, thanks to its simple mechanics and broad appeal. Saglam notes that web audiences have unique preferences. “Success on Poki is driven by accessibility and instant engagement. Players expect games that are easy to pick up and play without lengthy tutorials or complex mechanics,” he says.
For studios considering web gaming, Saglam recommends starting small. “Starting with existing games is a practical approach,” he advises. “It allows you to test the waters, leverage existing assets and learn the preferences of web audiences.”
Test early and fast. Many engines offer a straightforward solution to the web. With Poki’s free playtesting tools, developers can validate the marketability of their games early on, focusing on the titles with hit potential, optimizing the ROI of their efforts.
Written for Poki by Eric Bartelson
