Fun Games for All Ages
Interview with Manuela Lube, Country Manager Gameloft Germany
The Berlin-based Gameloft GmbH is one of the major players offering games for smartphones and tablets. The French parent company, founded in 1999, is now active in 100 countries, employs 4,600 staff worldwide and operates 20 development studios. The company offers around 250 different games, played by 114 million users globally each month, including the Asphalt Franchise, Minion Rush, and Dragon Mania Legends.
"The games industry has been developing positively for years," opens Manuela Lube, Country Manager of Gameloft Germany. "Today, most basic versions of games are free. However, about 5% of players pay for additional features. Therefore, money is now increasingly made through in-app purchases. These are actually considered the biggest revenue driver in comparison. Advertising is furthermore our second pillar and can be placed within the games. Television as a media channel is increasingly being replaced, with tablets and mobile phones being used much more frequently. Through mobile gaming, advertising thus reaches the target audience."
Collaborations with Large Companies
Gameloft GmbH serves several functions today as a marketing and sales office in Germany. "We maintain contacts with telecommunications providers, since they still incorporate the games we developed and published into their pre-installed offerings," explains Manuela Lube. "Additionally, we secure collaborations with large companies like Ebay or McDonalds. We place their advertising on our channels and platforms. We have been operating this business model for several years and can deliver creative solutions due to the digital nature of the medium. Our international team also takes suggestions from players and forwards them to the development department. Moreover, it is our task to position the new games well."
Part of Vivendi
With 16 employees, Gameloft GmbH is responsible for Germany, Austria, and Switzerland. Since 2016, the company, founded by Michel Guillemot, has been part of the French media group Vivendi.
Manuela Lube
Country Manager
"We were one of the first providers of games for mobile phones and smartphones."
Manuela Lube
Country Manager
"We were one of the first providers of games for mobile phones and smartphones," says Manuela Lube, citing one of the reasons for Gameloft's success. "As we target different age groups, we can place ads precisely and acquire in-app purchasers. The quality of our games is top-notch, and since they are designed for longevity, there are always updates. Additionally, having Vivendi as a strong parent company allows us to leverage synergies."