GameHouse has been round for 25 years making informal on-line and downloadable video games. It drew some consideration just lately when Apple CEO Tim Prepare dinner visited its headquarters in Eindhoven, The Netherlands, the place GameHouse CEO Simonetta Lulli Gómez confirmed him video games designed for ladies.

It was a part of Prepare dinner’s tour to point out that iPhones are nice cell gaming platforms, and his promos for the iPhone 15 as a gaming machine. He praised the corporate for its inclusive video games pushed by inspiring tales and robust characters.

GameHouse was based by Ben Exworthy and Garr Godfrey in 1998 with the mission of constructing downloadable video games for the PC, beginning with Collapse! It grew to greater than $10 million in income and was acquired by RealNetworks for $14.6 million in 2004. GamesHouse merged with Europe’s Zylom in 2006 and stays a division of RealNetworks. The corporate has 75 folks and greater than 3,000 video games, together with the favored Scrumptious franchise. A lot of its slate is made for non-traditional avid gamers, together with ladies. RealNetworks itself went non-public on the finish of 2022.

Right here’s an edited transcript of our interview.

GamesBeat: Good to speak.

Simonetta Lulli Gómez: I don’t know in the event you bear in mind, however I used to be on the Spin Grasp whenever you have been interviewing Nick Beliaeff, my boss, and you understand that half, so I’m fairly acquainted. I’m following you some time, so very good assembly you.

GamesBeat: Thanks too, and good to satisfy you. How lengthy have you ever been there now at GameHouse?

Lulli Gómez: It’s been two years proper now that I’m having fun with GameHouse because the CEO.

GamesBeat: The corporate is 25 years outdated now?

Lulli Gómez: Yeah.

GamesBeat: I ponder in the event you may take me by some historical past and any sorts of twists and turns which have occurred to get so far.

Lulli Gómez: Yeah, I believe GameHouse began 25 years in the past. It merged or there was a transaction the place it merged with one other firm right here in Netherlands that is named Zylom. Nonetheless now we have the Zylom web site for our enterprise and a GameHouse web site. I can clarify just a little bit about it. The enterprise began in all probability, as you in all probability know, as an internet gaming. I believe naturally we thought in all probability realizing they began specializing in the feminine viewers. Then in 2006, the primary telephone IP was created and that Scrumptious and Scrumptious has been round all these years since 2006 and with 19 video games in what we name the Scrumptious Universe. This universe that Scrumptious was created with Emily within the center.

GamesBeat: You possibly can carry on persevering with speaking about a few of that historical past.

Lulli Gómez: Then throughout that point, it was primarily publishing. They began – as soon as they created their very own IPs, they began to do a number of premium video games. Their first immersion in cell was premium, on the time was what it was. Then in 2019 is after they began their first free to play. It was primarily based on Scrumptious, Scrumptious World, it’s known as, and that was the primary free to play. It’s a time administration recreation. It’s been round since then. Then there was one other one which was Scrumptious Mattress and Breakfast. It’s a match date, and that launch is barely after this primary one.

One other change that occurred round that point, actually in 2017 or so, GameHouse launched in all probability one of many first subscription cell recreation companies as a result of it was very early on the date in 2017/18 and that’s as properly part of our enterprise. So proper now, now we have a cell subscription enterprise that has over 60 video games. It’s targeted at all times on this informal feminine participant on the whole. Then after all now we have the online inhabitants that’s nonetheless GameHouse for Zylom that’s as properly on subscription.

One of many key traits that I believe now the subscription is turning into greater and as properly for instance we simply introduced yesterday that we’re launching Scrumptious Miracle of Life in Apple Arcade. I believe the subscription is turning into extra outstanding within the gaming trade. I believe it’s very totally different to design for a subscriber than for a free to play and I believe that has been fascinating path that some folks have been doing or are nonetheless doing to take a recreation, adapt it and in actuality, the conduct of subscribers is completely totally different. It’s like parallel issues. Free to play creates friction to pay and subscription creates the other that’s enjoyment. You already pay, so have enjoyable. So it’s a completely totally different – I believe subscription is nearer to console in a means. You pay and also you get pleasure from whereas free to play has a unique mannequin and totally different design. We’re very well-positioned now to turn out to be participant in subscription and that’s why yesterday we have been actually completely satisfied once we introduced our first recreation with Apple Arcade.

GamesBeat: I do know Tim Prepare dinner came around. How did that come about?

Lulli Gómez: Yeah, Tim Prepare dinner was coming to Netherlands. We’ve places of work in Netherlands, in Andover, in Barcelona and in Alicante in Spain. I’m presently primarily based in Barcelona. He was visiting and he selected a gaming studio to go to; that was us. We have been actually excited as a result of clearly, I used to be excited to satisfy Tim Prepare dinner. The go to as properly very fascinating for us within the sense that I’d present him how we – the historical past just a little little bit of GameHouse. We present him as properly how can we resolve for the feminine first. He was very on that as a result of that’s one thing totally different that we do. We constructed the feminine gamers by nature and by participant conduct is totally different, how they play. how do they focus, what do they need from the video games. We present him all our analysis about that, how can we play, can we resolve with the personas, who’re our personas. We present him a few of our new video games and the way we’re integrating some expertise from Apple into the brand new ones. It was very thrilling, and I believe he was excited as properly as a result of 48% of the gamers in iPhone are feminine. Undoubtedly, it’s an essential viewers for Apple.

GamesBeat: I’m certain it’s not that simple to search out the sport firm doing cell video games, focusing on ladies, that additionally has a feminine CEO. It’s in all probability not as many as you’ll suppose.

Lulli Gómez: Not very simple in any respect. I believe it’s form of uncommon. I believe that’s why I took this job as properly. I believe after they supply it to me, the job of a CEO is a tough position in itself. It has good issues and a number of challenges and different issues. I believed it was an enormous alternative for me to have the ability to lastly resolve for my very own viewers. That’s uncommon. For me to have the ability to design and to know what the viewers needs firsthand and having the ability to – it’s a unique feeling. That’s one of many causes I accepted as properly to affix GameHouse as a result of I believe it’s going to be very uncommon that I’m on this alternative.

GamesBeat: What was extra of your personal historical past with making video games? Did you spend a number of time making video games?

Lulli Gómez: I’m an economist, however I began so much on digital and advertising within the early, early years. I believe Google was not even in Europe on the time, so you possibly can think about. I began first in London, after which I began with Harbor Lodge at the start. I believe that that was the educational subject of many profitable gaming corporations now, from Small Big, from Supercell, lots of the Helsinki hub, even Nextgames, you title it. The entire Helsinki hub, I’d say that many people got here from that. We realized video guidelines; we realized free-to-play that on the time was completely new, economies, design. It was not one thing that you could possibly study finding out; you could possibly solely study by doing. It was a really thrilling time, I used to be ten years at Harbor Lodge in numerous roles, from employees to SVP. In ten years I did a number of issues, from promoting, advertising, group.

After that I used to be a CEO of Enhance World, that was one other digital world, however this time as an alternative of youngsters, it was for pre-teens, just a little bit youthful. That was in Montreal, in Canada, and earlier than Canada and GameHouse I used to be in Spin Grasp, this toy digital/animation firm that owned Paw Patrol. We acquired Toca Boca throughout my time. I did a number of related toys and related video games for IPs. I used to be the pinnacle of the digital studio on the finish of my time.

GamesBeat: How did Spin Grasp do within the massive image for video games and toys?

Lulli Gómez: I believe the acquisition of Toca Boca was undoubtedly a really sensible transfer, in the event you ask me, not as a result of I used to be concerned, however I believe in the event you take a look at the data, the inventory and buyers, you will note it. I believe that labored very properly. I believe on the whole, it’s at all times fascinating learn how to make related issues, not solely related toys. Within the case of the digital toys, it’s much more difficult than possibly different issues as a result of there’s at all times this — I don’t know learn how to clarify. That the dad or mum doesn’t need the child to spend time digitally, proper? In actuality they spend a number of time digitally, so there’s at all times this factor happening, however yeah, total I believe that Spin Grasp is doing properly and their digital toy technique is unquestionably spot-on for my part.

GamesBeat: There will not be many within the place to do a number of that. I believe Mattel is beginning to look fascinating once more now that they’ve Barbie’s success.

Lulli Gómez: Yeah, I used to be pondering immediately at Hasbro’s numbers they introduced, and I believe due to Monopoly Go, I don’t know, it was certainly one of – I believe that these corporations that diversify their danger into digital video games, I believe they’re doing in all probability higher than the others that didn’t.

GamesBeat: So how did you wish to differentiate GameHouse, so far as totally different sorts of doable emphases to assist it stand out?

Lulli Gómez: I believe one of many issues, or two issues, to distinguish is, one is the way in which that we incorporate our viewers, and now we have feminine gamers on the core of our design and the way it’s finished, I believe, is totally different than others. I’m saying it’s totally different than others as a result of now we have folks from many corporations that haven’t finished it that means, so I believe the method is exclusive. Considering first on that design of what they need I believe is totally different.

The opposite half that I believe is a differentiation is unquestionably the subscription. I believe the subscription information, the subscription base that now we have, each on cell and PC however stronger on cell, I believe it’s one thing that not many individuals have and I believe that this may very well be a brand new mannequin that may be very profitable for many individuals. We consider as properly that particularly in feminine gamers which can be at all times very responsible. They really feel responsible of spending. The subscription is a mannequin that matches them properly, or matches us properly. I believe leisure is getting increasingly more used to subscription, as we all know, Netflix, you title it, Spotify, I imply any of the leisure, so I believe there is a chance the place we’re just a little bit forward than possibly others.

GamesBeat: I assume one factor I did wish to examine was how a lot you’ve raised so far as cash goes so far, after which any replace on the variety of workers as properly. You possibly can reply as we possibly swap.

Lulli Gómez: Proper now, throughout this yr, our dad or mum firm is RealNetworks, and RealNetworks, till finish of final yr, December, it was a public firm. This yr is a transition the place it turn out to be a personal firm and Rob Glazer is the 100% proprietor of RealNetworks, and so GameHouse. This yr has been a transition yr. We’re positioning us again into that place right here. Nonetheless, by way of funding or so, it’s by no means mentioned I don’t need extra funding. I believe that might be actually silly, however I believe the place we’re actually open is for partnerships, and to be stronger along with somebody. What I imply by that’s, I believe partnerships are at all times good in the event you discover a win-win, and in my expertise, in my previous, it has at all times labored properly in the event you discover that win-win, so it may very well be — it doesn’t have to be essentially funding however I’m at all times pondering of the way to – how we will improve our viewers attain? How can we get higher in UA or in commercial? It doesn’t essentially have to be cash. I believe it’s extra about how can we strengthen our positioning along with somebody. I believe we’re at all times open to dialogue on this present financial system the place it’s so troublesome to be a media firm. I believe it’s troublesome to be a media firm proper now.

GamesBeat: How many individuals you could have?

Lulli Gómez: Yeah, presently we’re round 75.

GamesBeat: So far as issues which can be popping out or arising, what do you see, I assume, within the close to future for GameHouse merchandise?

Lulli Gómez: We’re working in a product that presently is in early testing, let’s put it this manner. It’s not obtainable overtly. I believe it approaches informal gaming, as I mentioned, from the feminine perspective at a core by design. It offers familiarity that our viewers needs, but it surely offers innovation that I believe is required to succeed proper now. I believe that doing a duplicate shouldn’t be going to make it any longer. I imply, not less than that’s our opinion. I believe that you could innovate in a means that others don’t. We consider that now we have discovered a niche particularly on the feminine informal gaming. We expect we’re approaching otherwise and we’re providing a unique sort of recreation that we consider – I imply, and a few of our early information exhibits that we’re in the best observe. I’m actually enthusiastic about that product. However, we’re going to focus a number of effort as properly on the cell subscription. As I mentioned, we have already got 60 video games. We’re going to deal with double down on that as a result of we really feel it’s very distinctive to us, we perceive very properly and now we have a aggressive benefit. That’s not the second that we wish to try this.

GamesBeat: Let’s see. So far as the sport for Apple Arcade, I assume, are you able to discuss {that a} bit extra and was it totally different for you guys in a roundabout way?

Lulli Gómez: Yeah, so this recreation is named Scrumptious Miracle of Life. It’s what Apple Arcade calls nice video games. It’s not, one, unique. It’s an excellent recreation. It’s a recreation that’s already on the app retailer that we tailored to Apple Arcade. The sport has been very profitable, is on the Scrumptious saga. One of many causes as properly we thought it could match properly is that it’s very household oriented. All our video games on the whole are – I wouldn’t say are household directed, however they’re clear in a means. This recreation, I believe it may match very properly the feminine audiences. In case you examine Apple Arcade, this is likely one of the first video games that may be a little bit in that viewers greater than others. Normally, their catalog shouldn’t be so clearly into feminine viewers recreation. As properly, we predict that it’s a recreation that different audiences will get pleasure from, youthful audiences will get pleasure from. I believe it’s a recreation that may be very, very good and fascinating to play. It’s in all probability one of many first-time administration video games in Apple Arcade. I believe that for us is a powerful positioning as properly, as a result of now we have, I consider over – I’ve the numbers, however I consider hundreds of time administration video games between all of the 25 years. It’s a core competence that we all know very properly.

GamesBeat: How do you’re feeling in regards to the state of recreation discovery in cell?

Lulli Gómez: Yeah, I believe that it’s – you imply on cell on the whole, proper?

GamesBeat: Yeah, I assume the subscription in some methods is a protect in opposition to that, I assume, however you continue to have to strive to attract consideration to those video games and it’s onerous to do. I ponder what works, I assume.

Lulli Gómez: I believe within the subscription facet the place it really works in our expertise is absolutely the worth proposition. In case you discover that you simply strive doing the free trial and that you simply get pleasure from it and the merchandise that you simply like maintain coming or you could have sufficient content material that you simply get pleasure from, it retains folks engaged. Even within the case of PC, now we have, I believe over 3000 video games proper now. Folks have loads of video games to get pleasure from. I believe that the worth proposition undoubtedly for internet or cell may be very fascinating. I believe that’s why folks pay and keep. I believe it’s harder to transform, however in the event you take a look at the LTV, may be very excessive. On the finish, this subscription enterprise, and it may very well be ours or it may very well be any others, I believe that’s the place it comes. The LTV is excessive. You possibly can carry out some optimization after which it comes out. In our case, GameHouse may be very, very natural as properly. As a result of P-value and every little thing else, we obtain a number of organics, which I believe is superior and nice. I believe how do you exchange these customers into subscribers and provides them the worth that they’re keen to pay and repeatedly providing content material that they need. I don’t suppose it’s any totally different than what Netflix is doing with their films or content material. On the finish, you keep since you proceed utilizing it.

GamesBeat: Are you people concentrated in Eindhoven or the place is a number of the workforce for the corporate elsewhere?

Lulli Gómez: I believe roughly, I’d say 30% is in Netherlands in Eindhoven. We aren’t in Amsterdam, we’re in Eindhoven. Across the different 70, we’re primarily based in Barcelona, Alicante or distant. I imply, as you understand, now, it’s troublesome to say now we have folks in every single place from Helsinki to Brazil. I believe it’s a little bit of, however the hubs are Barcelona, Alicante. Alicante is extra targeted on the subscription facet. Barcelona is extra targeted on free-to-play and the studio. Then Netherlands, Eindhoven is extra on the assist facet, like advertising and issues like that.

GamesBeat: So far as your outlook for platforms, which platforms you wish to assist sooner or later, do you see it altering a lot?

Lulli Gómez: This can be a very fascinating query as a result of I’m an excellent believer in cloud gaming coming quickly. For us, that might be a really fascinating means to supply subscribers with the identical sort of subscription, not just for cell however on internet or wherever they wish to play. We consider that quickly sufficient that might be doable. We’ve already been enjoying with sure issues that work comparatively properly. We expect that’s going to be doable typically. Hopefully, the cash facet will probably be doable to make it price it. I foresee extra into that than console. I believe that our sort of video games and our focus shouldn’t be proper now on that. I’ve seen how some folks – I’ve launched myself on console. I understand how troublesome from many angles it’s as properly to actually make it correctly. What I can say is that as a result of a few of our video games or a lot of our video games are very storied, is narrative sturdy and now we have these sturdy IPs, certainly one of my at all times visions was that I believe that the universe of Scrumptious may come to different platforms, it may very well be console or others, in numerous manners. Possibly not essentially one recreation serves all. It may very well be, however I believe it may very well be even an animation. It may very well be many issues as a result of the IP itself may be very sturdy. It has been performed by over 100 million folks. These are well-known characters and tales that may match very properly console, however I don’t suppose now we have wanted the capability. Even I would wish to do a number of analysis to know if our viewers could be there. I believe possibly on Change, however I’m undecided during which different platforms. Having mentioned that, I wish to say that our internet video games, our PC video games on subscription are in Steam and different platforms like that. Our video games are elsewhere and platforms. In console per se, I’m undecided if that may come anytime quickly.

GamesBeat: I assume that’s all on my facet. Are there another belongings you’d like to speak about?

Lulli Gómez: No, I believe we talked in regards to the story, we talked in regards to the subscription and Apple Arcade and all of the positioning.

GamesBeat: Do you could have a abstract view of your outlook for video games and for GameHouse?

Lulli Gómez: Yeah, I actually envision us offering a protected place for feminine gamers to get pleasure from informal gaming with out feeling responsible. Our slogan is everybody wants me time, recreation time. We really feel that that’s actually what it’s that we all know, however sure by our analysis, the feminine gamers really feel responsible after they play and so they do it possibly earlier than they go to mattress or it’s not the identical conduct. I hope that we will change the mentality of these gamers and the people who gaming shouldn’t be unhealthy, and which you could calm down and you are able to do good issues along with your thoughts whereas enjoying. That me time can be utilized in recreation time with out feeling unhealthy. That’s certainly one of our visions with our video games. We are able to try this and encourage just a little little bit of me time, recreation time.