Even flaregames itself admitted that, as far as it was aware, it was the first partnership of its kind.
But, according to co-founder and director of business development Georg Broxtermann, there's a serious thread of logic behind the decision.
With 'second screens' the idea that TV viewers are increasingly using smartphones and tablets to engage with shows as they watch high on the agenda, Broxtermann believes now is the time for mobile devs to reach out to the big TV networks and take advantage.
We caught up with Broxtermann to find out more about flaregames' TV tie-in.
Pocket Gamer: How did the partnership with ProSiebenSat.1 come about?
Georg Broxtermann: ProSiebenSat.1 is one of the most active TV networks worldwide when it comes to gaming. As obviously mobile gaming is the fastest growing segment of the industry, it has a natural interest.
In addition, phones and tablets are the devices that their viewers use while watching TV. This 'second screen' monetisation is a big issue for TV stations, but until now there was no model how they can benefit from revenues of mobile games.
We won the network over with the quality of our games portfolio and a fair model of how it can make money with us. Besides the money aspect, ProSiebenSat.1 will learn a lot about how the mobile games market and TV could work together.
The arrangement looks to be fairly unique what benefits do you think ProSiebenSat.1 will gain by supporting flaregames titles?
First, it'll earn money. We bring real value in and help the channel solve the monetisation of the second screen issue. ProSiebenSat.1 is working with online games providers, but that means sending users to their PCs.
App stores are more or less black boxes, so in order to learn something about that part of the market, TV stations need trustworthy partners who are open to disclosing numbers, and who have access to a powerful monitoring tool to gather all the data needed.
Flaregames' Ocean Tower
Only with that it is possible to optimise the media usage - how do viewers convert, which program is best to address valuable users, etc.
The campaign for our title Ocean Tower was the first one of its kind between a TV network and a mobile games publisher - at least in Germany, and maybe even in the whole of Europe.
If there is a way to monetise the second screen with high quality mobile games, we will know at first.
Is television the best way to reach mobile audiences in Germany?
You always need several ways to reach your audience.
Will television advertising become an important part of our marketing mix for the games we publish? It certainly looks that way, but we'll soon know for sure.
Have you considered forming similar partnerships with other networks across Europe, or are Germany, Switzerland and Austria your focus?
We are very open when it comes to partnerships with TV networks around the globe, but we want to focus on Europe and the US first. But who knows what's next?
Our titles are also successful in regions like south and middle America, or the near east. We publish in seven languages and still see much room for growth.
Briefly, the company flaregames founder Klaas Kersting formed Gameforge has just unveiled its move into mobile gaming. What are your thoughts on this?
Ah, it was about time for them to make a real effort to address the mobile market.
We regularly talk about best practice with Gameforge - we're on good terms and wish the firm the best of luck.
Thanks to Georg for his time.
