"Audience growth is our main KPI at Miniclip, so we're careful not to compromise this in any way. "We are very careful to ensure that any monetization is balanced in a way that doesn't harm the enjoyment of our players," says CEO Rob Small, explaining the thinking behind its commercial strategy. 8 Ball Pool is an example of such a title, which has just topped the grossing chart in the UK after more than five years since it was first released.
In fact, many of its games launch with no monetisation built in at all - at least initially.
For all the success it has had in free downloads, it has struggled to mirror that in terms of revenue. Yet the firm hasn't quite managed to obtain the same level of credibility and renown as its big name rivals, and for good reason. Overall, Miniclip boasts that it has had more than one billion downloads across iOS, Android and Windows Phone. In fact, during December, the games developer and publisher was No.1 in the US on Android devices - ahead of King and Zynga and EA (a certain Nintendo got in the way on iOS).
Last month, more people downloaded Miniclip games than they did Supercell titles.
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