The video shar­ing ser­vice with eyes on be­ing mo­bile gam­ing’s YouTube

EDGE - - CREATE - Jussi Laakko­nen CEO, founder

Founded 2008 Lo­ca­tion Helsinki Em­ploy­ees 40 Key staff Jussi Laakko­nen (CEO, founder) URL every­play.com

The evo­lu­tion of Helsinki com­pany Ap­pli­fier says much about how mo­bile and so­cial gam­ing has changed. What started out as a game de­vel­oper turned into a cross-pro­mo­tional ad net­work for so­cial games, then into a video ad­ver­tis­ing busi­ness, and fi­nally into Every­play, an am­bi­tious video cap­ture and shar­ing ser­vice and so­cial net­work. All are united by their sim­plic­ity: those early ban­ner ads re­quired just five lines of HTML to im­ple­ment, and while Every­play’s blend of game­play record­ing, fa­cial cap­ture, au­dio com­men­tary and, soon, live stream­ing makes it a much more com­plex of­fer­ing, de­vel­op­ers can get it up and run­ning in Unity in a cou­ple of min­utes. We speak to CEO Jussi Laakko­nen about his plans to make Every­play the YouTube of mo­bile games.

What’s the ex­tent of what you’re tr ying to achieve with Every­play?

The big ques­tion for mo­bile is: what’s the best way to find a game? The an­swer is: by ask­ing a friend. Word of mouth is more im­por­tant than ‘Fea­tured’ slots. Four years ago I was hav­ing din­ner with some­one who was talk­ing about this game about air­plane traf­fic. I thought that sounded about as ex­cit­ing as watch­ing ice melt. Then he showed me Flight Con­trol and I was like, “Holy crap”. And four years later, I’m still play­ing it. Imag­ine an ad hav­ing that much im­pact. At Every­play our goal is to take the power of word of mouth and move it on­line, to make video shar­ing seam­less and easy.

How many games use Every­play?

It’s in 280 games on iOS; some re­ally in­ter­est­ing de­vel­op­ers are start­ing to use it. It’s in Bad Pig­gies, where the record­ing is on de­mand, but in most games it’s au­to­matic. Rovio wanted to sup­port 3GS, which is very low-end; it runs so fast that the game is not im­pacted, but if you make it au­to­matic on 3GS it slows down too much. An­other tap re­plays your video; you can trim it if you like and then share it to Face­book, Twit­ter, YouTube, email or our own so­cial net­work. Every­play has six mil­lion reg­is­tered users, and reg­is­tra­tion is vol­un­tary. And it’s fully cross­plat­form – if the game has iOS and An­droid ver­sions, videos will be in the same place.

Can you ex­plain how de­vel­op­ers are us­ing the tech­nol­ogy in dif­fer­ent ways?

While we pro­vide a so­cial in­ter­face to Every­play, any de­vel­oper can ex­tend that to build what­ever they want us­ing the same API. A Fin­nish com­pany called Grand Cru is mak­ing a game called Supernauts, and in it you have to level up to get the cam­era which opens up the abil­ity to record, visit Every­play and see your videos. When you view a player’s pro­file it uses our search API to pull re­plays from that player. You can em­bed Every­play into your game, in­te­grat­ing leader­boards with high-score re­plays. We think people will come up with ideas for this that we haven’t thought of yet. We think of this as a ser­vice, or plat­form, that other people can ex­tend.

Every­play helps games to reach wider au­di­ences; what does it do for play­ers?

It’s about en­abling play­ers’ self-ex­pres­sion and giv­ing them a medium to con­nect with other play­ers. Feed­back from other play­ers and the abil­ity to share your big­gest wins and achieve­ments is su­per-im­por­tant to the most en­gaged play­ers. Down the road, we hope we can also work with pro­fes­sional con­tent cre­ators, as you see with Twitch and YouTube, to al­low them to reach more view­ers and even help them earn rev­enues while do­ing that.

Every­play’s of­fices are a short hop from Helsinki’s cen­tral rail­way sta­tion. The com­pany also has a pres­ence in the US, South Korea and Ja­pan

Dead­Trig­ger2, from Madfin­ger Games, is one of many ti­tles that in­cor­po­rate Every­play

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