Marketing and promotion, the most difficult level of gaming in Mexico

This situation contrasts with the numbers of gamers in Mexico, since according to data from The CIU, there are around 69 million gamers, who generate income for the industry of 39,000 million pesos.

“There is not so much trust but I think it is something that has been changing little by little,” says Lara, and proof of this is that 1 Simple Game will receive, along with three other Mexican studios (Navegante and Seashell), Google’s Indie Games Fund Play 2024.

This is a $2 million fund of equity-free funding and hands-on guidance from Google Play experts to help them expand their businesses by improving their game development capabilities, hiring more people, and Reach a broader global audience through Google Play.

For Lara, who has been creating video games for more than 10 years through 1 Simple Game, one of the areas of opportunity that the industry has in the country is around marketing and promotion of creations.

“We are good at making games. There are several very good Mexican games, but between making good games and promoting them is where it starts to be difficult for the Mexican market. And that is where I think other countries are much more advanced than us and have known how to exploit more,” he problematizes.

And in Mexico it has been increasingly understood that gaming is a business. Proof of this, the specialist mentions, is that national studios obtain new forms of financing for their creations, but balancing resources between development and marketing is where the weak point usually lies.

Despite this context, Lara concludes by pointing out that big technology companies are turning to independent developers to give them mentoring on business issues and promotion of their titles, something that will be representative in the future for the growth of the Mexican gaming industry. .