Arctic Play is a game changer for the mobile gaming industry
Finnish game development startup Arctic Play has created a unique business model for mobile gaming that allows users to win physical rewards.
Arctic Play’s first game, Hoodrip, was released last month in partnership with skateboarding companies Transworld Skateboarding and Skate Delux who provide physical rewards such as skateboards for players who achieve well in the game.
The game changer
Hoodrip is a user-friendly arcade styled game, consisting of a story mode and a challenges mode where users can earn credits. These credits can be used to get discounts on items from Arctic Play’s partners.
“You can skate on the skateboards in the game but you can also buy it in real life,” explains Totti Nyberg, partner at Arctic Play. “The things you see in the game can also be shipped to your home.”
In addition to being able to purchase items, users can also win different skateboarding items in competitions or challenges. The company calls this IAC (In App Contests).
Companies are also able to buy media slots in Hoodrip that allow their products to be placed within the game. This model allows the users to play for free, which Nyberg says will always be the case: “The game is free to play and it will be forever, we don’t have any hidden charges.”
Even though Hoodrip is strictly a skateboarding game, its ability to transfer the business model to other genres makes it unique. Arctic Play aims to integrate the physical retail aspect of the game into other sports game genres.
“Basically what we have done can be done in all different ways,” Nyberg explains.
As skateboarding is not a mainstream sport, Arctic Play confronted some challenges while designing and launching their business model. But as challenging the launch was, most importantly the company was able to show what they were capable of.
“In the future we can do other things which might even be easier to build by using our platform that is already in place,” says Nyberg.
Analysing the data
Aside from its unique business model, Arctic Play also analyses its data in a very different way to most mobile gaming companies.
Data is analysed with reference to kilometres skated by users, with the amount of time users spent off the ground on their board and different aspects within the game. This allows the company to analyse both market research and the loyalty of their users.
Since its launch, Hoodrip’s users have travelled a total of 60 000 kilometres and have spent a total of 31 days in the air. These statistics indicate that the game has already developed a loyal user base. This is an attractive piece of information to advertisers, which counts more than the download rate.
“They [the players] stick to the game, which was one thing we noticed – not a lot of people are leaving the game,” Nyberg concludes happily.
Text: Ruairi O’Hehir