GaaS

What is GaaS?

GaaS stands for games as a service.

Also referred to as a ‘live service game,’ GaaS is a product which plans to continue providing new content. The content is provided to the community in intervals to encourage long term engagement and support.

Some popular GaaS are Fortnite, World of Warcraft, or Apex Legends.

The shifting games market has given rise to the development of GaaS titles. Live updates are replacing yearly releases, while F2P and subscriptions are replacing high upfront costs.

GaaS are all aiming to generate a long-term engaged player, rather than a short-term player window.

How is it different from the typical videogames that operate as a one-time purchase?

GaaS operate as an ongoing service by updating regularly, providing fixes or new opportunities to gamers, and refreshing content through seasonal events or timed drops.

Unlike a traditional, one-time purchase video game that possibly offers DLCs to add to existing content, GaaS are constantly offering players more as the game grows.

GaaS has also historically been free to play, giving gamers the opportunity to purchase additional content through updates and modifications.

Instead of charging gamers an upfront fee to play, GaaS provides the base game to all players, relying on revenue from gamers who want to pay for more play opportunities, better gear, or new gameplay mechanics.

How can Publisher Collective promote my Gaas?

We work with popular GaaS providers as well as new franchises to promote new gameplay seasons to existing and new players. Through creative ad solutions and audience targeting, we’re able to draw in new players and bring returning players back to the platform.

Publisher Collective has adapted to the changes in the industry and we’ve prioritized GaaS KPIs within our own model – data connectivity, performance and informed consultation. Our approach reflects key elements of the GaaS ecosystem.

We take the learnings from a vast range of previous campaigns to produce efficient and effective partnerships.

GaaS can span any type of genre and gaming community. The flexibility in the distribution model also needs a flexibility in media support.

For an example of the work we’ve done with a GaaS, check out our Apex Legends case study here.