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From livestream countdowns to chicken-themed releases inspired by internet culture, Pixmove Games isn't following the traditional playbook. Severin Vervald, CPO at Pixmove, explains why modern studios need to think like media companies, how unusual concepts make it from meme to market, and where the line between brilliant and bizarre is really drawn.
⏱ 1. Falling Pickaxe is borrowing ideas from streamers and idle games, and you’re even running a live countdown stream before launch. Do you think game studios need to become media companies and entertain players outside the casino itself, or is gameplay still enough?
Severin:
Yes, you hit the nail on the head. Falling Pickaxe is a compilation of current trends, recognizable aesthetics, and highly accessible gameplay: all factors designed to drive its popularity. The idea of doing a live countdown stream as an announcement was a direct nod to the game's core mechanic, which was originally popularized by streaming culture itself.
Right now, simply making a good game is no longer enough, especially if you aren’t a giant like Pragmatic Play. For studios that want to see real results, strong performance, and, of course, beatiful GGR metrics, evolving into a media company isn’t just an option - it’s a necessity. And this applies to both the B2B and B2C fronts.
You need to create marketing touchpoints with both the decision-makers who get your games into casino lobbies and the actual end-users who will play them. These are two massive areas that demand focus if you want to generate sustainable demand for your portfolio.
The game provider market has become incredibly dynamic. Thanks to the power of AI, the barrier to entry has dropped significantly. Because of this, a studio has to fight for the attention of everyone involved in the ecosystem to ensure a new title doesn’t just launch into the void.
Every provider approaches this differently whether through streamers, video formats, working with SEO affiliates, or media buying. There’s no single "correct" answer; all available communication channels are valuable.
We are entering an era where a studio must constantly stay in motion, invent fresh concepts, and rethink how it interacts with players, operators, and the broader B2B community. That is, of course, if the studio actually wants to be successful. :)