/// Benchmark’s Mitch Lasky on App Discovery, Distribution, and the Power of Chat Networks
Benchmark Capital partner Mitch Lasky is a games guy. He’s been in the business for decades — long before he went into venture capital — and when it comes to selling games, he has seen what works and what doesn’t. So it seems strange that Lasky is so knowledgeable on apps like Line, WeChat and KakaoTalk — some of the biggest messaging applications in countries outside the U.S. But it’s not so odd, considering that mobile games companies are increasingly moving toward these chat apps to help people find and download their games. I sat down with Lasky last week to chat about the gaming industry, and social games in particular, and what he had to say about chat networks is something every gaming company should take note of. Oh, and while he wouldn’t speak much about it, pay attention to the part in here about Snapchat, the buzzy messaging app he happens to advise and sit on the board of. AllThingsD: So talk to me about something I know a little bit about, but I hear is going to be big: Games distribution through chat apps. WeChat, Line and KakaoTalk are all offering mobile games for sale or download inside their main chatting apps. Why is this a big thing, and why are American companies interested in it? Mitch Lasky : It’s amazing –if you look at the Korean mobile app stores, 10 out of their Top 10 mobile games are being distributed through KakaoTalk. It’s totally working. It’s an unbelievably great distribution channel. So, why is that better than, say, Apple’s App Store? I want to know how it works so well. Well, if I told you, then I’d have to kill you. No, seriously though. I think you need to decouple the concept of distribution and discovery. Distribution has become completely commoditized.
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Benchmark’s Mitch Lasky on App Discovery, Distribution, and the Power of Chat Networks