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We have about 80 or so games in the pipeline, in production, at any one time as well," adds Williams. "From over 75 different countries now, but we probably, on an ongoing basis, are looking at about 30 different countries at any one time. "If it's a 10 year old kid that's making an amazing game, then we're going to go with that game" Alexander Williams "We have in our catalogue of games about 900 in total, and Alex has over the years sourced almost all of those games, and those games have been some built internally, about 10-15 per cent built internally, the rest still sourced from developers all over the globe," says Small. And MiniClip is open to working with anyone, from any country. The company's headcount is around 165 currently, and then there all the developers that Williams liases with to provide the brand with its most important asset, the games. "One thing we've been really focused on is we are big gamers ourselves, and the people that we employ are the very target audience that we try to appeal to so we feel like we understand the consumer very very well." So we do have a team internally who are responsible for insuring that we're monetising the website and more recently the mobile games through advertising." "We have a headcount now of about 165 staff and those are, if you break them down, predominantly developers and graphic artists working on the internal games that we build for mobile and for our website, technicians who manage the technology behind the multiplayer games and delivery of the website itself.Īnd on top of that really predominantly is advertising, when we first started the company advertising was our only revenue stream so over the years it's still a very important part of our revenue mix. And while he is the first to suggest there are elements of luck and timing to the growth of the MiniClip empire, knowing the consumer inside and out has also been key.
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The DNA of the business is deceptively simple, Small and his team are their own demographic. Which is just not part of the DNA of our business." We still believe wholeheartedly that investing money in building better games reaps far better rewards for us than buying users at some of these horrific prices that you hear in the industry now, I think up to $8 a user. "We don't have a paid advertising model and we don't have any marketing executives in the company so all of that traffic is through word of mouth. Small is cheerful, precise, and despite admitting that he feels like an old man, doesn't appear to have lost any of the enthusiasm that led him to to join forces with his friend Tihan Presbie and found the company fresh out of the University of Gloucestershire. "In terms of scale we have about 100 million monthly active users across those platforms, and those 100 million users were all acquired through the same methods we used way back when we were setting the business up in the bedroom of the flat," says Small. So how is the world's largest privately owned online gaming website dealing with that change? And why has the relatively simple game of pool turned out to be so important to the company? GamesIndustry International got CEO Rob Small and his head of games, Alexander Williams, on the phone from the company's headquarters in Switzerland to find out. Everyone from Zynga to League Of Legends are competitors, and all of them are touting their fancy business models as the next big thing. It was launched in 2001 and since then has grown and grown, earning one of its founders a place on the The Sunday Times Rich List and over 200 million registered users.īut times, they are a-changing, and MiniClip's market is crowded like never before.
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MiniClip was a casual gaming success story before we even used that term, a place where all types of gamer could go to find free games, from political satire to hardcore RPGs. "We're not a bunch of analysts who see the game space as an interesting window of opportunity - want to come in, build a business very quickly using someone else's money and sell it quickly before people can actually realise there's no substance behind it," says MiniClip CEO Rob Small, and frankly, it's hard to argue with him.