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Ian Masters
Video game entrepreneur, developer & educator. ♣♥♠♦ Making FLICK SOLITAIRE.
Professional Background
Ian Masters is a prolific game developer, entrepreneur, and educator with over 20 years of experience in the gaming industry, focusing on console, PC, and mobile platforms. As the founder and CEO of Flick Games, he has led the charge in creating innovative and engaging games that resonate with players around the globe. Ian is particularly well-known for his impressive portfolio of games, including the BAFTA-nominated title Super Yum Yum, as well as fan favorites Flick Solitaire, QuizTix, and Finger Hoola. His extensive experience includes working with major gaming IPs and brands such as Sonic the Hedgehog, LocoRoco, and The X Factor, showcasing his ability to handle big franchises with care and creativity.
In addition to his development work, Ian's entrepreneurial spirit has led him to establish and manage four different game companies, where he has honed his skills in fundraising and team building. His enthusiasm for cultivating talent is evident as he enjoys mentoring and leading innovative teams to create standout games. Ian's business acumen was demonstrated when he successfully applied for his first game-related patent in 2019, marking another milestone in his illustrious career.
Education and Achievements
Ian's educational background has fortified his expertise in both technology and enterprise management. He studied for a Bachelor of Science (BSc) in Computer Science at the University of Leeds, where he developed a solid foundation in programming and software development. Complementing his technical knowledge, he pursued a Graduate Certificate in Enterprise Management from the University of the Arts London, endowing him with the managerial skills necessary for his entrepreneurial ventures.
Apart from his development and business pursuits, Ian is dedicated to nurturing the next generation of game developers. He has experience teaching at the university level, offering insight and knowledge to both undergraduate and master’s students. Ian currently engages with young aspiring developers, aged 8 and up, and has a remarkable track record with his students, who have reached the finals of the BAFTA Young Game Designer competition nine times. This commitment to education not only reflects his passion for gaming but also his desire to foster creativity and innovation within the community.
Achievements
Ian Master’s career is marked by numerous notable achievements:
- Game Development: He developed games that have received critical acclaim, such as the BAFTA-nominated Super Yum Yum, which speaks to his creativity and ability to produce high-quality content.
- Entrepreneurial Success: As a founder of four game companies, Ian has demonstrated his capability to build thriving businesses within the gaming sector, adeptly managing teams to develop engaging and successful games.
- Patenting: In 2019, he applied for his first games-related patent, illustrating his innovative thinking and forward-looking approach to game design.
- Educational Impact: Ian has taught courses in Creative Technologies and has successfully guided numerous students to exemplary achievements in the competitive game design landscape.
- Industry Engagement: His previously held roles, including being a member of the Digital Route Panel at the Institute for Apprenticeships, exhibit his dedication to furthering the gaming profession and ensuring quality educational pathways for future developers.
Through his multifaceted career, Ian Masters continues to make significant contributions to the gaming industry as a developer, entrepreneur, and educator. His commitment to both innovation and education positions him as a respected and influential figure in the field.
Highlights
Dear SEGA, Sega of America, Inc., SEGA Europe, Atlus U.S.A., Inc.
Please STOP this. I beg you. 🙏
Congratulations on the launch of "Unicorn Overlord". A terrific game from a hugely talented developer. Less than10 minutes into the game I am confronted by Scarlett the priestess (see animated gif).
This is 2024. In what world is this ok?
#unicornoverlord #sega #vanillaware
Myth: App Size Impacts Store Conversion
There is a good amount of data out there that says that app size can have a big impact on store conversion. For example this Google Play article from 6 years ago says that "For every 6 MB increase to an APK’s size, we see a decrease in the install conversion rate of 1%", but is that still true today? https://lnkd.in/e3HDmcR7
Since we launched our game Flick Solitaire we've release a new beautiful hi-res deck of cards every 4-6 weeks. We launched with 4 decks (app size 76mb), and grew to over 30 deck (app size 157mb) even while fighting the increase using clever compression and other techniques. Conversion did not get significantly worse as the game grew in size but we thought that ASO improvements could be offsetting this and hiding the decline - so given the info above info we were rather worried.
After a lot of hard work redesigning and implementing a new collection mechanism, this allowed us to move most of the deck assets to the cloud. This resulted in a dramatic app size reduction from 157mb -> 74mb, a reduction of 83mb. If the Google Play info above was accurate this would have lead to a conversion increase of 14%, and even if it was just a 5% that would still be a huge win!
So what was the actual impact? The answer was approximately NOTHING!
There are many other benefits to the redesign and reduction, possibly including uninstall rate (a quick data investigation via Google Play was not useful here) so we're happy with the changes overall - but be warned that this may not be the win you are looking for.
Note that most of our audience is in the US, so it's possible other geos and specific sizes (e.g. a 200mb threshold) would have an impact.
What have you found with your apps?
