Superstar Session: Breathing Life Into a New IP: A Lesson in Rethinking What You (Think You) Know
summary
Outfit7 rethinks publishing for a new IP, Mythic Legends, by cutting the brand tie to Talking Tom, creating a new publishing account, and treating distribution as product R&D. Tactics include YouTube-funded animated series, selective TV and influencer pilots, an internal cross-promo system, and small-data proofs (a cited 40k test in the US) before scaling. The team favors volume — millions of installs with a 10% retained/core uplift — over niche-first launches, and applies kill-the-assumption A/B testing to avoid “Frankenstein” products.
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chapters (11)
- 0:00Intro
- 1:25Breathing Life Into a New IP
- 3:50What happened with us
- 5:45Whats next
- 7:10Creating the ecosystem
- 9:10Finding the right solutions
- 14:25The crazy idea
- 15:35We dont know anything
- 16:15How to do it
- 19:35Takeaway
- 22:45Questions
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