InnoGames: Taking game development and marketing up a notch
A top gaming company jump-starts development and marketing with Adobe Creative Cloud for teams.
More fun for all
With more than 110 million registered players, InnoGames is one of the worldwide leading developers and publishers of complex, strategy-oriented online and mobile games. Currently, more than 300 people work at its headquarters in Hamburg, Germany.
All of the company’s online games offer exceptional, exciting graphics, and a strategy-based orientation designed to keep players intrigued and outwitting their opponents. The goal—regardless of whether gamers have standard or premium accounts—is to optimize gaming excitement and gratification.
From Forge of Empires to Grepolis and the new Rising Generals, InnoGames provides some of the industry’s more popular browser-based games, and is now delivering mobile games as well. “A lot of what we do hinges on having great graphics and exciting, immersive gaming environments. Adobe Creative Cloud for teams is key to helping us achieve this,” says Dennis Heinert, head of public relations for InnoGames.
The strategic orientation and engaging, rich-media gaming experiences are paying off for InnoGames through rapid company growth. This, in turn, is spurring ongoing staff expansion to include more graphics and video artists, as well as marketing, software development, and IT staff. More than 100 team members at InnoGames rely on components of Adobe creative software for game design, development, and marketing, and that number grows every month.
InnoGames initially chose Adobe Creative Cloud for individuals to have access to the latest creative software and services. Working with reseller Systemhaus for you GmbH, and taking advantage of a promotional offer, the company recently upgraded to Adobe Creative Cloud for teams for ease of maintenance, ability to scale with company growth, and simpler bookkeeping. Additionally, Creative Cloud for teams enables InnoGames to quickly address changing client and team requirements and the flexibility to easily reassign licenses without having to deactivate a license at an individual workstation.
“After exploring individual Adobe Creative Cloud licenses we upgraded to Creative Cloud for teams, which makes it easier for us to equip our teams with software licenses as we grow and morph to meet customer and market demands,” says Tobias Protz, IT administrator, InnoGames. “We can assign and reassign licenses with ease.”
Making the most of visual assets
Using Adobe Photoshop CC, graphics staff members design 2D visual assets for games that are subsequently repurposed by marketers creating banner ads or wallpapers. Video professionals rely on Adobe Premiere Pro CC and After Effects CC to create sequences and animations for use within games. They also use Adobe Flash Professional CC as an authoring environment for creating animations and multimedia content for games.
Marketers then capture in-game scenes from different mobile devices or browsers and repurpose them to create marketing materials that encourage gamers to try new games. They use Adobe After Effects CC to produce animations and sometimes include small interviews with game designers, developers, and artists. The resulting monthly podcasts, created from start to finish using Adobe software, are then published on YouTube to promote games and encourage community involvement among InnoGames players.
“Prior to Creative Cloud, we had issues with users being on different software versions, so they often had challenges transferring and sharing files with each other,” says Christopher Lindemann, IT department team lead. “Our ability to have graphic artists create game characters and scenes and then easily pass creative files along to our marketing team for generating promotional materials is essential in streamlining our workflow.”
Broadening the creative toolset while simplifying IT
By using Adobe Creative Cloud for teams, both artists and marketing professionals at InnoGames have a wider range of software from which to choose, expanding their creative repertoire, and enriching marketing materials. “Adobe Creative Cloud for teams gives our teams the opportunity to expand their skillset with new software,” says Lindemann. “It is immediately cost efficient if you are using two to three software packages regularly; it just makes sense, because we’re able to use the entire portfolio of Adobe creative software.”
In addition to equipping artists and marketers with a broader set of creative tools, Adobe Creative Cloud for teams has streamlined administrative processes. The centralized administrative console of Creative Cloud for teams simplifies software deployment while providing a single view into license tracking, reducing IT administration and finance overhead and membership helps the finance team more easily predict spending.
“We previously had to audit every machine physically to see what software was on it. With the introduction of Adobe Creative Cloud for teams, we are really saving time during the purchase and deployment process,” says Lindemann. “Keeping track of our software inventory has become far easier and the time required to rassign a license has been reduced by up to 80%.”
Set for success
For InnoGames, Adobe Creative Cloud for teams has become integral to supporting a growing company with an expanding assortment of addictive games available across platforms. The company strives for quality and sophistication, and focuses on generating only about three games at a time. InnoGames also works to build a strong community and stay in close contact with its players to create a foundation that promotes the continued improvement of its games.
The formula for InnoGames is working, and its games are clearly infectious, with more than 110 million registered players and an ever-expanding audience. With Adobe creative and development solutions, the company is poised for further success and even higher levels of flexibility, efficiency, and customer loyalty.
“We continually look for ways to expand our reach and enrich our game and marketing content so that players get excited to continue to play and are eager to try out our new releases,” says Protz. “With Adobe Creative Cloud for teams, we are set to capitalize on even bigger opportunities, with greater flexibility and efficiency and the ability to engage audiences on almost any platform.”
Read the InnoGames case study.