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Nordic Game 2012: Emerging Tequila Planet platform boasts 10 million users and 7% payment conversation rate

Nordic Game 2012: Emerging Tequila Planet platform boasts 10 million users and 7% payment conversation rate
There's plenty of buzz around mobile gaming platforms.

Tequila Mobile is approaching the business from a somewhat different perspective to the likes of GREE and DeNA, though.

With a strong tradition in feature phone development, the Polish outfit quietly launched its Tequila Planet platform 12 months ago.

Supporting Java and Android (with iOS to come), business development director Paul Flanagan said it's racked up 10 million unique users to-date, of which 700,000 have been monetised in some way.

These have all been the company's internally developed titles, although the platform is now open to distribute third party titles, on Java and Android.

Shock of the old

Still, that 7 percent conversation rate is pretty impressive given that 55 percent of the traffic is generated from Tequila's legacy Java games.

Of course, this is particularly strong in emerging countries in Latin America and Asia, but even in Europe, Java remains a substantial business.

Tequila's players are monetised through premium SMS.

Over the years, it's built up a network, with the billing mechanisms in place in 85 countries. It's work that's now paying off with Tequila Planet having generated 1.2 million premium SMS messages to-date.

Tequila now also supports Google Checkout for its Android games in countries where it's available.

Winning defence

In terms of key games, Fantasy Kingdom Defense is the star performer with 2 million downloads.

It has around 350,000 monthly active users, with $250,000 being generated to-date. According to Flanagan, it has a conversation rate of 8-12 percent (depending on territory) with an average ARPDAU of $0.05.

Launched for Java and Android, it's since been revamped with an HD version, also for iOS; something which has improved user ratings.

Another significant game for the company is topdown racer Outlaw Racing. Downloaded 6 million times, it's generated $470,000 in terms of virtual transactions.

A Pocket Gamer co-founder, Jon can turn his hand to anything except hand turning. He is editor-at-large at PG.biz which means he can arrive anywhere in the world, acting like a slightly confused uncle looking for the way out. He likes letters, cameras, imaginary numbers and legumes.

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