In July this year, the WSE-listed game developer and publisher generated, as preliminary figures show, nearly 4.2 million PLN of the so-called gross margin (revenues less the player acquisition expenses), i.e. 12% more than the year before. Investments in the player acquisition amounted in July to 3.1 million PLN, which is 33% less than in the previous year.
Lower advertising expenses resulting from its lower periodical profitability translated into lower sales revenues in the previous month. They amounted to 7.3 million PLN, as compared to 8.3 million PLN the year before. Commercialisation of Unsolved, a unique free-to-play adventure game derived from the evolution of Artifex Mundi’s HOPA game portfolio, brought 6.9 million PLN in revenues and 3.7 million PLN in the gross margin in July.
– The Unsolved development strategy, including the building of community through player acquisition, remains unchanged. We have fixed, specific expectations as to the return on capital with respect to investment in the Unsolved playerbase, therefore we reduced the UA expenses in view of a seasonal change in KPIs and in the advertising market in July. We are getting ready to increase our advertising activity with the end of the summer holidays and we assume that we will return to an upward trend no later than September – says Przemysław Błaszczyk, CEO of Artifex Mundi.
