My.Games launches MGVC Publishing with $100m marketing budget to scale mobile games

European games developer and publisher My.Games has launched a new mobile publishing division named MGVC Publishing. 

The new branch will have an annual marketing budget of over $100 million scale games in its portfolio. It will also offer studios hands-on support in optimising their in-game economy and monetisation, as well as access to its marketing engine and analytics.

MGVC Publishing will help developers explore alternative revenue streams, including direct-to-consumer payments and alternative marketplaces, and companies looking to bring their titles to Asia. The publisher claimed it would also offer agreements that allow developers to retain IP ownership.

Fair revenue-sharing

The new division is currently on the hunt for games in soft launch ready for monetisation testing and established games looking for growth. It added it will also support Asian developers looking to expand Westward and will publish titles across a range of genres, from hardcore to casual and hybridcasual.

MGVC Publishing already has several titles in its portfolio, including Fable Town from Reef Games Studio, Battle Prime from Press Fire Games and Days After survival game from ReactGames Studio. 

“Today’s mobile market realities and new challenges demand fresh approaches," said MGVC executive director Nikita Matsokin. “Complex user acquisition strategies require deep expertise and nuanced publishing and operational improvements that, together, can elevate projects to new heights."

“With over six years of experience building strong relationships with independent studios, the MGVC team is a unique partner in the industry, committed to helping studios achieve breakthrough results."