As the cost of gaming goes up and folks complain about being ‘priced out’ of the industry, it’s always nice to know that there are some platforms that will let you access a wealth of games without charging a dime. We’re seeing hardware costs skyrocketing, subscription prices fluctuating, and games launching with $80 price tags, but not every experience requires you to break out your wallet to have a few hours of fun.
That’s where platforms like Poki come in. Poki is a totally free-to-access platform that features hundreds of games, and it has been growing since 2014. It welcomes 100 million users a month, and I recently caught up with the platform’s COO, Stein Janssen, to learn what it takes to entertain such a massive audience – larger than ever.
‘Let The World Play’
Poki has a staggering repository of more than 1,700 free-to-play games, and while not all of them will tickle your fancy, it’s a safe bet that you’ll find something to suit your desires. It’s all about accessibility and accommodating a huge number of gamers, which is a concept, amid evolution and years of service, that Poki remains true to today:
Poki has grown into the world’s largest web gaming platform, reaching 100 million monthly players. Our mission has been the same since day one: let the world play. The experience feels familiar because we’ve been careful not to add friction where it isn’t needed.
Most of the innovation happens behind the scenes. We’ve invested heavily in developer tools, personalization, player accounts, platform technology, and advertising infrastructure.
The goal was always to make the experience better for everyone in the ecosystem.
Janssen believes that the future is bright for web-based gaming, which has moved forward in leaps and bounds over the years. I remember being a child in school using proxy services to access Flash games in a browser; this is that, but generations ahead.
He said:
Looking ahead, we believe the web will become a standard part of every studio’s release strategy, and Poki will continue to be the place where players discover their next favorite game.
I was critical of one point, and that’s often the assumption that, because something is free, it simply can’t be good. Janssen agreed that the perception has been harmful, especially when paired with typically aggressive monetization models associated with the free-to-play market, but the paradigm is shifting, and it’s all about speed and retention.
If someone can click a link and start playing in seconds, they’re far more willing to discover something new. That’s why we’ve always focused on removing barriers to play while maintaining high standards through curation.
Games do not become great because they’re paid or free. They become great because players keep coming back to them.
Poki’s team has carried out a few studies, and the latest data suggests that 34% of players are using web games during short breaks in their day, such as amid a commute, between meetings, or when lazing around in the evening. The best games out there are the ones that have the power to hook players and keep them returning to the platform, but diversity is also key.
There’s no reason a platform like Poki can’t offer a single player dozens of interesting games. The psychology of gamers and consumers is changing, and these days, rapid-reward systems built on quick-delivery models are key. That’s why platforms like TikTok, utilizing a short-throw, ‘endless scroll’ feed mechanism, are so successful. It presents users with a free, sharp, and engaging feed of entertaining content that appeals to them.
Poki just adds a little more choice into the mix.
Poki is a platform, not a single game. Our players may play four to five games in one session rather than stay in a single ‘forever game’ experience. Some of our games refresh their content regularly, but we’re not trying to lock anyone into a single title.
And because we’re not trying to hold players down, they stay in a discovery mindset where they’re open to new games and new brands.
Poki is now ten years deep in the web gaming space, and it’s obviously here to stay.
Have you ever used Poki to play games? Let us know what you think about the platform on the Insider Gaming Discord server.
For more Insider Gaming coverage, check out my interview with a former PlayStation veteran about disc vs. digital gaming, and for even more Insider Gaming delivered directly to your inbox, sign up for our newsletter
Grant has been gaming for 30+ years and in the industry for 10+. You'll probably find him playing a post-apocalyptic game or an extraction shooter somewhere.
More from Grant Taylor-Hill
Comments