Mario is the Co-Founder of gaming company PikPok, established in 1997. Games are now ubiquitous and today’s games are very high fidelity providing an immersive
experience for over 3 billion players globally. While the majority of players are in the 18-34 age, 6% of the market is made up of over 60s. Games are primarily played on mobile phones
that make up 50% of the $183 billion market.
experience for over 3 billion players globally. While the majority of players are in the 18-34 age, 6% of the market is made up of over 60s. Games are primarily played on mobile phones
that make up 50% of the $183 billion market.
Mario was born in Lower Hutt to Dutch immigrant parents, went to Mana college and Victoria University
completing a science and a business degree.
PikPok develops, distributes and sells games and they have secured over 500 million
downloads across every country they are allowed to ie not subject trade sanctions. That
equates to 1/16 people in the world has downloaded games developed in their Wellington
multi-ethnic studio. They have 180 staff located on Willis Street and in 2022 after an
extensive search to achieve cultural and purpose alignment, they acquired a small studio in
Columbia adding another 30 creatives to their tight knit team.
Game downloads are often free so monetising the business is through advertising,
subscriptions and selling merchandise. They use analytics to establish player behaviour and
preferences all used to improve the user experience and exploit digital marketing
opportunities.
PikPok’s offering is an excellent example of a weightless export. Downloads are highest in
USA, Russia (pre-sanction era data) and Brazil, while their top three revenue sources are
USA, Germany and UK. Mario compared the opportunity for the sector in New Zealand to
that of Finland, where the gaming industry is worth $5billion to the Fin economy. PikPok’s
lead selling game is currently Rival Stars Horse Racing – released in 2019 and available on
mobile, PC and a VR version will be released next year.
The eco-system supporting the sector includes the Centre for Digital Excellence (CODE)
based in Otago. This is a specialist Incubator established to support computer games start-
ups. The New Zealand Game Developers Association is an industry body providing advocacy
and undertaking the sectors annual survey of over 1000 participants. They also facilitate the
industry conference, this year to be held in Takina. Mario encouraged us to invite anyone
interested to attend and participate. PikPok is yet another example of a ‘quiet achiever’ in
our region, one we will no doubt hear more of in the future.