Swap characters with other hit games, with no money changing hands

Jacob EitingCan I ask you, you talked about this, you just launched today this promo with Supercell and Brawl Stars. Yeah, that's a classic example of you can't play both games at the same time. So I'm assuming we won't get into too much specifics, but how long does a deal like that take and how do you think about approaching those and working with other companies and stuff like that?

Mathias Gredal NørvigThe initial exploration for deals like that usually start a year before, at least a year before. It starts with a high level concepting and sort of these brands would be cool. We also did it with Crossy Road. We've just done it with 8 Ball Pool, which is of course part of Miniclip family. And we have other ideas for the rest of year or next year. The concepting is sometimes challenging to explain because what is concepting? Well, that's a guy throwing ideas up on a whiteboard that eventually sparks the interest of a partner that says, we want to do that with you. How do we make it happen? Then you put engineers, and legal, and everyone.

Jacob EitingDo you just start sending them ideas or do you get to one of your creative people and one of their creative people in a room? What's the process?

Mathias Gredal Nørvig… the metro Subway Surfers is likely one of the games that are open because you lose connectivity sometimes. But if you sit at home and you bring out the console, then we also know that we're not people's primary game. We are the game that they play in between the other sessions because they spent money and time in GTA, or Call of Duty, or Sims and then they play Subway Surfers before falling asleep or because they have time in between sessions.

Mathias Gredal Nørvig… freely. And therefore back to your question, a year before when we start pitching high level ideas, it's not very concrete. And then as the team start working together, of course it becomes more and more concrete. How willing are we on each side to do something in our own game or is it more of an activation for the other title? And with Crossy Road, it was a very sincere collaboration. It also has been with 8 Ball Pool and Supercell. Because the teams on both sides are excited to work with the other IP and we see a huge overlap in players that knows both titles and are excited to see what does that look like in the game I play. I also know the other game and I also want to try that out. So we think there is a lot of also reactivation of players that would come back just for the fun of it and see what does that look like in the other game.

Jacob EitingAre the deals fairly standard? Is a lot of time spent on the business economics of it or is there a pretty standard understanding of what's industry norm?

Mathias Gredal NørvigActually these deals have been pretty bad, so we're exchanging traffic where we're saying, look, if we send players your way and you send players our way, then what you monetize and what we monetize is different, but it boosts both of our numbers. So we actually haven't made commitments to each other than delivery of quality assets.

Jacob EitingJust kind of what you're going to do and whatnot. I guess, it makes sense. You kind of mentioned that both brands have to work with each other. You almost have to be somewhat co-equal, in sense for it to be interesting for both parties. I've always found that with partnerships generally is that if the parties aren't of somewhat equal size, somebody gets crushed, or somebody's uninterested, or it is just very difficult. Not for any reason, it's …