Interview

The competition has stolen our blueprint but they can't steal our passion, says Kixeye CEO

Facebook core company heads to mobile all-guns-blazing

The competition has stolen our blueprint but they can't steal our passion, says Kixeye CEO

If you believe Clayton Christensen, the problem for innovative companies is they become too focused on current success.

As detailed in The Innovator's Dilemma, Christensen argues that's a great attitude when the market requires more of the same - so-called sustained technology.

However, when disruptive technology comes along, it's only the new companies who are nimble enough to take full advantage of the situation.

Back in 2010...

It's a charge that could be levelled at US free-to-play developer Kixeye.

It burst onto a Facebook gaming scene that was characterised by casual titles such as Zynga's FarmVille with hardcore real-time strategy games such as War Commander and Battle Pirates.

Kixeye's first big success, however, was Backyard Monsters, a base-building strategy game in which you build up an army of disposable troops and then attack other players' bases for loot and kudos.

Sound familiar?

In the Goldilocks zone?

How much time Supercell spent playing Backyard Monsters before coming up with Clash of Clans is a moot point.

Backyard Monsters: Unleashed

But just as Angry Birds took 'inspiration' from Flash game Crush the Castle before becoming a mobile smash, so the release of Backyard Monsters on iOS this week is likely to result in some gamers labelling it a Clash of Clans clone.

Ironic, of course, but others will argue that's what happens if you come into new markets late.

Kixeye's outspoken CEO Will Harbin remains bullish about the company's mobile prospects, though.

"We've been too successful on non-mobile platforms. We were delayed because we didn't need to go to mobile," he confesses.

"I don't think we're going to penalised for not entering mobile gaming sooner, though, because we're going to innovate further."

The build up

To that extent, the release of Backyard Monsters on iOS isn't the main event in terms of Kixeye's longterm mobile strategy.

Obviously, it's an important first step being the company's debut mobile game; something that was reflected in its long soft launch.

But as companies such as Kabam and 5th Planet have also done, the mobile release of Backyard Monsters - actually called Backyard Monsters: Unleashed is a standalone version. It doesn't link into the web game, and Harbin says it will appeal to a more mass audience that the mobile games that will follow it from Kixeye.

"Backyard Monsters: Unleashed is the most casual mobile game we'll make," he reveals.

"We're keeping the web and mobile games separate and we'll be further differentiating Backyard Monsters: Unleashed over time."

What's next?

Kixeye is also working on a standalone mobile version of War Commander.

But it's new games due in 2014 such as VEGA Conflict and TOME: Immortal Arena, which will be Facebook and mobile connected, that will be the real test of Harbin's assertion that Kixeye hasn't entered the market too late.

Due in 2014 - VEGA Conflict

"We're playing a long game," he says, when asked about strategy.

Indeed, Harbin says that in a corporate environment when many mobile game companies are spending time getting investment or looking to IPO, it's Kixeye's focus on the games - and its players - that will take it to new heights.

"We're not looking for a cash out or investment. We're not launching games as a business strategy," he thunders.

"We favour steady, methodical growth. Our players decide the pace and we're seeing that with our Facebook games. They're starting to peak now. When people fall in love with our games, they will play for years."

Fire in the belly

And to return to The Innovator's Dilemma, Harbin is clear why he thinks Kixeye is about to demonstrate it remains ahead of the curve, whether on Facebook, web or mobile.

"The competition have taken our blueprint and sold out, but a day of reckoning awaits," he predicts.

"What keeps me happy is I know we have the answers. We'll always be one step ahead because they don't have our brains. And they can't steal our passion."

Contributing Editor

A Pocket Gamer co-founder, Jon is Contributing Editor at PG.biz which means he acts like a slightly confused uncle who's forgotten where he's left his glasses. As well as letters and cameras, he likes imaginary numbers and legumes.