balancing stability with bold moves

Imagine this: your studio has several projects in development, but you can only put full resources behind a couple. Do you focus on the game that brings in steady revenue? Or do you take a chance on something new that might become the next big thing?

These are the kinds of choices that the run-grow-transform framework helps clarify. Instead of feeling like you’re constantly choosing between short-term gains and future potential, this framework provides a roadmap. It lets you balance today’s needs with tomorrow’s possibilities, so you’re always moving forward. Let’s dig into how you can put run-grow-transform into action and create a portfolio that’s flexible, strategic, and future-ready.

---

1. deciding where each project fits: run, grow, or transform?

Start by looking at each project in your portfolio and asking yourself: What’s its role?

The run-grow-transform framework is about categorising projects in a way that focuses resources where they’re most needed. Think of these categories as different gears that work together to drive your portfolio forward:

• run: These are the steady projects. They’re reliable, maintain player engagement with small updates, and provide consistent revenue. Imagine them as the solid foundation of your portfolio.
  • When to use: Projects that have retention rates around 25-30% after 30 days usually fit here. For smaller studios, these projects might consume 70-80% of the budget, while mid-sized studios spend around 60-70%, and larger studios 50-60%.
  • Example: Picture a puzzle game that your studio updates with seasonal events. It’s a proven favourite that doesn’t need a big budget to keep players coming back.
  • Challenge: Even the best games can get stale. Small additions, like a seasonal event or player-voted challenges, can keep things fresh.
• grow: This is where you can test new ideas with a moderate level of investment. Grow projects are about bringing in new players, expanding reach, or increasing revenue without taking major risks.
  • When to use: If you can realistically increase users by 15-20% in a specific region or demographic, it’s a good fit for grow. Mid-sized studios often allocate 25-30% to these projects, while smaller studios stick to 10-15%.
  • Example: Think of a mid-sized studio that’s introducing social features to a puzzle game with the aim of boosting engagement in Europe by 15%.
  • Challenge: Features don’t always land as planned. Early feedback from players can guide adjustments before you commit too much.
• transform: These projects are where you take bigger risks with the potential for high rewards. Think VR, AR, or tapping into entirely new markets. It’s about pushing boundaries while keeping the budget balanced.
  • When to use: Start small, like a pilot in one market. Set a KPI, such as hitting 10,000 sign-ups in three months, to gauge traction before scaling up. Studios typically keep transform projects at 10-15% of their budget, with larger studios sometimes going up to 20%.
  • Example: Imagine a studio that pilots an AR version of a popular game, testing the waters in one region before a full release.
  • Challenge: New tech and markets can bring unexpected costs. Keep a small reserve in case the project gains traction and needs more resources.

By classifying projects this way, you’re creating a balanced portfolio that secures the present while investing in future growth.

---

2. gathering data creatively to make smarter decisions

Data can feel like the secret weapon for portfolio decisions. But gathering it doesn’t have to be expensive or complex. Even on a budget, you can get the insights needed to make data-backed decisions.

Here’s how to gather data for each type of project:

🌐	Market Saturation	Gauge competition and genre trends	Industry reports, competitor analysis, app store reviews
💬	User Demographics	Understand player preferences	In-game feedback, social media polls, player surveys
🌍	Entry Requirements	Ensure regional fit	Regional research, community engagement
🔒	IP Strategy	Protect and localise IP	Consult local IP advisors, online patent checks

Example: For a run game in a competitive genre, running seasonal events or contests can keep players engaged. For a transform project, try a pilot in a single region and use app store reviews or social media comments to gauge demand.

Advanced Tip: Want more detailed insights? Try sentiment analysis tools like MonkeyLearn to process feedback, or set up in-game surveys to get real-time feedback without extra cost.

With this data in hand, you’re equipped to adjust your approach based on what players actually want—whether that’s keeping them engaged, drawing in new users, or tapping into untapped markets.

---

3. setting KPIs that keep each project on track

Once you know where each project fits, set clear KPIs (key performance indicators) to keep it on target. KPIs are your measure of success, showing whether a project is meeting expectations or needs a course correction.

Here’s how to think about KPIs for each category:

• run projects: Focus on retention and player satisfaction. A solid goal is a 90-day retention rate of around 20% or an NPS (Net Promoter Score) of 50+.
  • Example: Regular retention checks let you see if small updates are keeping players engaged.
  • Tracking Tip: Review run KPIs quarterly. Early flagging means you can make quick adjustments, like adding a community event to boost engagement.
• grow projects: New user acquisition is typically the priority here. Aim for a 15% increase in players in a target region over a quarter.
  • Example: Expanding features or localising a game is often an effective way to hit these growth KPIs.
  • Tracking Tip: Track grow projects monthly if possible. This lets you adjust strategies based on fresh user data before committing additional resources.
• transform projects: For these, early traction KPIs—like reaching 10,000 sign-ups within three months—show if the market potential exists.
  • Example: Monitoring early engagement for an AR project lets you decide if it’s worth expanding further.
  • Tracking Tip: Check in after 3 months to assess demand. If targets fall short, consider delaying or refining before scaling.

KPI Tracking Template:

1. Project name
2. Project type (run, grow, transform)
3. KPI targets
4. Actual results
5. Notes/adjustments

Highlight KPIs that fall below target to make adjustments easy to track. This template makes it simple to spot what’s working—and what needs attention.

---

4. bringing it all together: real-world examples of run-grow-transform in action

Seeing the run-grow-transform framework in action helps make it real. Here are two examples of how studios put this approach to work.

small studio example

• Challenge: An indie team managing a puzzle game wants to keep engagement high without stretching resources.
• Solution: They classify it as a run project, using seasonal events to keep players interested. For grow, they localise the game for Spanish-speaking players, targeting a 15% engagement boost over six months.
• Key Lesson: Budget-friendly updates for run projects free up resources to expand the audience with grow.

mid-sized studio example

• Challenge: A studio with an established game wants to expand in Europe and explore new markets.
• Solution: They add social features to increase European engagement by 15% as a grow project. For transform, they localise a game for an emerging market, setting KPIs to measure initial traction and retention.
• Key Lesson: Setting specific KPIs lets them manage different project types without overextending, staying focused on achievable goals.

---

conclusion: creating a portfolio built for growth

Using run-grow-transform to balance your portfolio gives you a clear view of what’s working now and what could grow into something bigger. With a mix of stable projects, strategic growth, and bold experiments, your studio can meet today’s goals and prepare for future opportunities.

Quick steps:

1. Classify your projects as run, grow, or transform to focus resources effectively.
2. Set initial KPIs for each type, such as retention for run and user acquisition for grow.
3. Create contingency plans for setbacks in each category.
4. Use the KPI tracking template to stay on course and make adjustments as needed.

Following this approach consistently can help your studio evolve from indie to mid-sized, creating a solid base for sustainable growth.

---

next up: using AI to supercharge your strategy

Wondering how AI can add precision to your strategy? Stay tuned for our next article, where we’ll explore how AI can boost your run-grow-transform approach. From audience insights to KPI forecasting, we’ll look at how data-driven decisions can make a lasting impact.

---