Interview

2015 in Review: Nexon M's John Robinson on the adoption of alternative marketing channels

2015 in Review: Nexon M's John Robinson on the adoption of alternative marketing channels

As 2015 begins to fade into memory, we're taking a look back at the events that have dominated the last 12 months in mobile gaming.

As such, we've asked the industry's great, good, and Matt Suckley to give us their take on the year, as well as predicting the trends that will dominate in 2016.

  • John Robinson is the General Manager of Nexon M, Nexon's US-based F2P mobile game publishing division.

PocketGamer.biz: What was the most significant mobile gaming news of 2015?

John Robinson: Activision's acquisition of King.

It's a strong indication of mobile's current status and future potential when the company that was previously most skeptical of the platform makes such a big investment in the space.

How did the focus of your business change in 2015?

Our focus was and continues to be on making games that are fun and engaging not just for a few days, but for months and years.

On the marketing side, our focus has shifted away from user acquisition to an integrated brand and performance marketing approach.

Our focus has shifted away from UA to an integrated brand and performance marketing approach.

What do you predict will be the most important trends in 2016?

With so much UA competition, mobile game companies will continue to search for new ways to more efficiently market and distribute their games.

Alternative distribution channels, social influencers, streaming services, and eSports will all continue to grow rapidly.

What was your favourite mobile game of the year? Why?

In addition to DomiNations [the Big Huge Games-developed and Nexon M-published success] - which is the game I played the most - my favorite was Vainglory.

I picked it up again after catching the VGL European finals on Twitch and it made me want to play something competitive on mobile. Vainglory has improved significantly since launch and I only see it picking up steam.

You can check out all of our 2015 in Review interviews here.


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.

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