Game developers require incentives.
For Tango, games are serious business, and it is setting up a $25 million global games fund to prove it. Tango is making Jim Ying, who raised funds for game development at Ghee, Vice President of games publishing. Tango, a mobile messaging network with 200 million users, will provide seed money for developers to create unique games for its platform. Tango hopes to be the leader in gaming and mobile messaging, as the latter is rapidly replacing smartphone chat and traditional text messages.
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Game developers require incentives, and allowing them to attract their own users may mean that companies can spend less on marketing. Messaging networks also can raise the profile for a particular game by the fact that users promote the games by messaging other people about it.
Ying said that the revenue sharing program that will be “attractive” to game developers, and top performing games will have opportunities for special promotion. Game developers will have access to Tango’s 200 million users, 70% of whom play games and will be able to market their ideas and fun concepts directly. Tango’s users have doubled in the past year, and it is in the same league with other fast-growing social network names that can increase exposure and popularity of hot new games.
Eric Setton, chief technology officer and founder of Tango, said “When the network effect kicks it, it’s very difficult to slow down, ” Setton said. “As far as games go, the good news is we have more and more organic firepower. That’s great for developers. The interesting thing about this fund is it is the first of its kind for a mobile messaging service. We want to become a more modern game publisher. A typical publisher doesn’t have a central location that serves a vibrant community. A typical publisher has a brand, but we have a community.”