MG Game Publishing Collaboration FAQUpdated：2024-04-29

To address some of the more frequently asked questions from developers about MG game publishing collaboration, we provide partial answers below. For any inquiries, feel free to contact business collaboration consultation at BD@mguwp.com.

First and foremost, we appreciate developers' interest in the Microsoft application marketplace and MG. We are eager to share with you the latest status of the Microsoft Windows 10 market, looking forward to our long-term collaboration.

235 million monthly active devices for game, how to reach high-quality users in the Microsoft Store ecosystem, [Learn more]

 

1.Q: What are the advantages of publishing and promoting through MG collaboration compared to developers self-publishing on the Microsoft Store?

A: MIRACLE GAMES INC is the only service provider in China that focuses on the global promotion and operation of apps and games for the Microsoft Store, incubated by Microsoft and also a partner. Since 2014, we have been committed to promoting the popularity of the Microsoft ecosystem in the Chinese market.

MG continues to push top Chinese developers to rapidly integrate into the Microsoft ecosystem, contributing to the prosperity of native Microsoft applications.

Based on the Microsoft ecosystem, we engage in comprehensive cooperation with developers in industry innovation, technological application, and business development, fully supporting the development of Microsoft applications. As of December 2023, the MG open platform has registered over 4,095 developers. Around the developer journey, we have provided global developers with free technical guidance, tackled technical challenges, helped developers learn and adapt to the development environment and technical standards, and provided a reserve of technical capabilities for business development, supporting our developer partners. We are cultivating a substantial number of talents for the development of native Microsoft Store applications, bringing a smoother, smarter, and safer native Microsoft Store application experience to players worldwide.We believe that the inclusion of top developers fully demonstrates the comprehensive strength of the Microsoft ecosystem and is expected to accelerate the prosperity of the native application ecosystem of the Microsoft Store.

Top Chinese game developers, considering our expertise in promoting and operating within the Microsoft Store, are increasingly inclined to collaborate with us. We continue to deepen our growth system in a practical manner, helping developers achieve value enhancement.

With Microsoft's unwavering support, we have harnessed the potential for game globalization, achieving significant outcomes:

● In July 2021, we obtained an independent brand zone in the Microsoft Store, becoming the only Chinese game publisher to do so, attracting more and more Chinese developers to join.

● By the end of 2023, the MG brand zone had collaborated with 47 developers on a total of 78 products, receiving multiple recommendations from Microsoft. The popularity of games like "The Qin Empire", "Cooking City" "Evony: The King's Return", and "Game of Thrones Winter is Coming" among global players of the Microsoft Store showcases the wide appeal of top Chinese game developers' works.

● The MG brand zone's total revenue increased by 386.56% in 2022 compared to 2021, and by 80.79% in 2023 compared to 2022. We believe this is just the beginning.

● In October 2023, we launched the first application product in the MG brand zone, which received Microsoft's recommendation and support. Collaborating with non-game app manufacturers marks a new phase; we will focus on the global promotion and operation of pan-entertainment apps in the Microsoft Store, with a primary direction towards social and online literature applications, fostering a positive cycle and synergy. Leveraging Chinese app developers' outstanding achievements in localized content, value-added functions, seamless user experience, and revenue generation will also be a driving force in achieving our goals.

As a co-creator and builder of the Microsoft ecosystem, MG continues to ascend, highlighting its resilience in growth.

We actively layout three major platform products around the Microsoft ecosystem: MG SDK, MG Ads, and the MG community, collaborating with strategic partners to co-research and co-create key scene industry solutions for innovation.

We now possess a complete range of basic functional services within the Microsoft application ecosystem, deeply participating in the promotion and empowerment of the Microsoft ecosystem, and providing our ecosystem partners with integrated full-stack technology and marketing solutions.
From enabling developers to quickly integrate into the Microsoft ecosystem, to jointly developing innovative products with developers, to deepening promotional and collaborative scenarios, and finally to the ecological operation of player community services, we offer comprehensive solutions. Together with industry partners, we aim to build and achieve a win-win Microsoft ecosystem.

Windows 12 Launches the AI PC Era; MG is Poised to Benefit from Microsoft's Disruptive Opportunities for Rapid Growth

With the announcement of Windows 12 set to officially release in 2024, along with its AI-related features, a disruptive revolution in PCs initiated by Microsoft is on the horizon, bringing the concept of the AI PC era alongside Windows 12. To better serve users and developers, we will actively embrace the AI revolution and, in 2024, integrate Microsoft's AI products for functional development. This integration will allow users to experience Microsoft products while obtaining more convenient and efficient services. Additionally, MG's use of efficient AI analysis and training models will better assist developers in understanding user pain points and shaping their development directions.


Many developers have inquired about our relationship with Microsoft. Here is a brief summary, If you would like to learn more about the story of MG and Microsoft, please click on our link with Microsoft.

1.We are one of Microsoft's official global ISV top partners. [Click to learn more about Microsoft's global case studies and partner MIRACLE GAMES introduction.]

2.We were successfully selected for the Microsoft BizSpark startup growth program.

3.We were successfully selected as a member of the Microsoft ID@Xbox developer program.

4.We became one of the first certified Microsoft HoloLens application developers in China.

5.We are the only Chinese operator with an independent brand area in the Microsoft global app store. [Click to learn more about MG brand area content MG Game Collection.]

6. We were successfully selected for the Microsoft for Startups Founders Hub platform.

2.Q: What type of products does MG publishing collaboration need?

A: For game products, we are open to all gameplay types, including card and turn-based games.

2.1 Domestically: We prefer 2D, generally not accepting low-quality Xianxia or Wuxia products.

2.2 Internationally: We are looking for SLG, military, interstellar, zombie themes, and other heavy in-app purchase products, simulation management and nurturing, shooting, air combat, and sports mid-casual independent games.

For application products:

2.3 Microsoft Store's application categories include Entertainment (Spotify, Prime Video, Netflix, Disney+, Tubi, Pluto), Productivity (Zoom), Creativity (Adobe, Canva, Shapr3D), Security (Norton, Avast, Surfshark), and Social (Snapchat, Discord, Meta, LinkedIn).

2.4 We will focus on social, online literature, and other pan-entertainment application tracks. The performance of Chinese non-gaming applications abroad has been outstanding, especially in Social Apps. With the surge in demand for shopping, e-books, short dramas (Short Drama), AIGC Apps, etc., the Microsoft global app store will offer Chinese application developers more opportunities in foreign markets.

3.Q: What are the quality requirements?

A：For game products,the requirements include:

3.1 Preferably landscape orientation; portrait orientation may offer a poor user experience on PC. The Microsoft Store version needs simple mouse adaptation.

3.2 Avoid developing MMORPG products domestically, as Microsoft Store has a large number of Xbox games, and domestic MMO quality can't compete with Xbox blockbusters.

3.3 Products that are clearly differentiated or currently not available in the Microsoft Store.

3.4 Products with IP have a clear advantage in attracting users.

3.5 Products verified on Android and iOS, having achieved certain rankings, are more likely to be recommended by the Microsoft Store.

3.6 Strategy and shooting games, considered as PC versions in the Microsoft Store, have obvious advantages over mobile versions.

3.7 Mid-casual products are very popular with Microsoft Store players.

3.8 MG prohibits the integration of Slot-type products.

Player Preferences:

3.9 The Microsoft Store user base is primarily in Europe and America, with a stable increase in overseas users, making multi-language support advantageous.

3.10 Microsoft Store players are discerning and prefer high-quality, hardcore, realistic products.

3.11 The user base is mainly male, relatively older, above 25 years old.

Operational Strategy:

3.12 Quick-play games are not suited for the Microsoft Store, which favors long-term operations.

3.13 The Microsoft Store version supports cross-play with Android and iOS versions, enhancing the game's ecosystem.

3.14 MG SDK supports the Android system; it's essential to release both Windows 10 and Android versions, with account interoperability between them.

3.15 The installation package for the Windows 10 version is about 500MB; for packages over 1GB, try to keep the first package under 500MB and perform segmented loading after entering the game.

3.16 Games must integrate Microsoft reviews, SLG products must integrate push notifications, just call MGSDK for comments and push API interfaces.

3.17 Mid-casual products, besides in-app purchases, can call MG advertising aggregation SDK to incorporate embedded Google, Amazon, etc., ads to realize advertising revenue.


For application products, the product types include:

3.18 Must be landscape-oriented, as portrait orientation provides a poor user experience on PC. Application products, in particular, place great emphasis on UI user experience. Products that already have a PC version are preferred, which can refer to the UI of their store versions.

3.19 We prefer to prioritize the integration of pan-entertainment applications. We tend to avoid productivity applications because Microsoft itself is the world's largest software application developer. Microsoft's offerings, including the Office suite, Outlook, Edge, Skype, and Microsoft Manager, dominate the global market and are all available for download through the Microsoft Store. In contrast, Chinese application developers lead globally with new monetization approaches pioneered by social applications and the creator economy, driven by value-added functions and payment mechanisms that contribute to continuous revenue growth.

3.20 Products that have been validated on Android and iOS and have a certain ranking are more likely to be officially recommended by the Microsoft Store.

3.21 MG prohibits the integration of illegal or non-compliant applications.

User Attributes:

3.22 The Microsoft Store's user base primarily consists of users from Europe and America, who highly value intellectual property rights and are willing to pay for them.

3.23 Users place a high emphasis on security and privacy protection. The Microsoft Store's enhanced measures increase user trust and willingness to use.

3.24 High-quality user groups include office users, technical groups, and loyal Microsoft fans, among others.

Operational Strategy:

3.25 The Microsoft Store version supports cross-platform play with Android and iOS versions, resulting in a better app ecosystem.

3.26 By integrating MG SDK, call Microsoft's comment interface and push function.

3.27 By integrating MG SDK, the use of Microsoft's payment system is mandatory.

3.28 In addition to in-app purchase revenue, integrating MG's advertising aggregation SDK allows calling MG online game advertising, third-party advertising, etc., to realize traffic monetization.

4.Q: For game products, is a publication license or other qualifications required for domestic promotion as they are for conventional channels?

A: 4.1 Currently, game products published on the Microsoft Store do not need to submit a game license. Games without a license can opt not to be released in Mainland China.

4.2 MG does not collaborate with games suspected of infringing on copyrights. If game elements are suspected of copyright infringement and a complaint is received from the copyright holder, Microsoft will send a copyright infringement notification email, and the developer will need to provide relevant documentation for proof.

4.3 MGSDK (Chinese version) includes a system to prevent gaming addiction.

5.Regarding the Porting of Native Versions to the Microsoft Store

Q: For APK version web games, taking COCOS card games as an example, how long does the porting development cycle typically take?

A:5.1 For Unity, Cocos, H5, and Unreal Engine, porting to the Microsoft Store version has become straightforward, with no technical issues related to version porting. Under normal circumstances, including technical adaptation, the porting process, including integration with MGSDK, can be completed in 7 working days.

5.2 Additional information on version porting:

The Miracle Games Developer Documentation Center, as one of MG's core internal services, has accumulated many years of Microsoft UWP app development technology. It offers developers quick porting solutions for Android, iOS, H5, Web, Win32, including Unreal Engine applications to the corresponding UWP version, and provides technical support for free to reduce the porting costs for developers and help them quickly launch on the Microsoft Store.

Note: Miracle Games Developer Documentation Center website: doc.mguwp.net(Note: Some content is encrypted, username: mg, password: 123456)

    Q: How long does it typically take to port an APK version application?

5.3 The APK version application includes native Android framework and cross-platform frameworks like Flutter, Electron, and CEF. APK applications based on the native framework are ported to EXE using an emulator approach. For APK applications based on cross-platform frameworks, their frameworks can be easily compiled into EXE, H5, or Web formats. Subsequently, we can quickly package the Web into a Win10 version.

6.Q: What is the volume of products published on the Microsoft Store?

A: 6.1 For A-level game products based on MG's experience in the Microsoft Store, monthly revenue ranges from 3 to 5 million RMB, with a peak monthly revenue of 8 million RMB.

6.2 Daily new additions for game product promotions vary greatly depending on the product type, theme, gameplay, and promotional materials, making it difficult to generalize the absorption capacity. Daily new additions range from 500 to 3000.

6.3 MG's partnership with S-level blockbuster games: A single product released in the Microsoft global app store accumulated 9.29 million downloads over the year.

6.4 Official Microsoft Store recommendation spots (see recommended resource display chart, we recommend developers use Azure to apply for internal recommendation spots in the Microsoft Store):

6.4.1 Global homepage recommendation spot on the Microsoft Store Windows spotlight featuring Home Page, 1.7 billion impressions, 0.99% CTR (+110%), resulting in 1.683 million clicks.

Based on our previous game publications, after a player clicks to enter the game download page, the download and installation rate generally ranges from 5-8%, with the highest reaching 12%, equivalent to approximately 201,960 downloads.

6.4.2 Windows In-Product Start Menu Suggestions, Average Segment 28M, meaning the game is displayed in the Start Menu, covering 28 million computers. This can be understood as a silent recommendation in the Win10 computer Start Menu, which users can open.

6.5 For application products, based on actual online promotion results:

6.5.1 Due to a wider audience, application products have 3-5 times the number of new additions compared to game products.

6.5.2 The ratio of new users entering application categories to MG's existing users is 1:9, showing that the Microsoft Store has a vast general user base.

7.Q: Can you provide a detailed description of MG's methods for directing traffic, publishing, and strategies for cooperative promotional products?

A：7.1 We assist developers in ranking their products on the Microsoft Store's global game charts and in ASO optimization.

For cooperative games on the Microsoft Store, designing promotional materials that cater to the preferences of Microsoft Store players based on product differentiation, including but not limited to screenshots, game names, and game introduction texts, is crucial.

Factors affecting chart rankings include game downloads, activations, payments, and player reviews, which are also key standards Microsoft focuses on for continuous recommendations.

[Click link] for how to design Microsoft Store promotional materials

7.2 MG Advertising Platform helps developers' products quickly gain exposure and new users, and achieve cross-promotion.

MG Ads is a practical, simple, and comprehensive advertising platform in the Microsoft Store. Currently, hundreds of developers join the MG Advertising Platform monthly, maximizing revenue.

For cooperative game products, MG acts as an advertiser, placing ads within the developer's APP (advertising costs are borne by MG), enabling global exposure and thus generating substantial advertising revenue for developers.

Additionally, MG Ads' powerful cross-promotion feature helps developers with multiple products easily achieve user growth among their own products.

7.3 MG Push System for strong product exposure.

The MG Push System is an important promotional method based on a global user base of 84.25 million+, where users can receive MG product content notifications in the bottom right corner of their Win10/Win11 computer desktop and directly download safe and reliable games or applications.

7.4 MG Application Store recommends cooperative products to Win10 core fans.

The Miracle Games App Store is dedicated to building a globalized universal application sharing platform for Win10, representing a new generation of cutting-edge, effective, safe, and stable Win10 core products, providing Android version downloads of cooperative games to users.

7.5 MG Newsletter, an email marketing tool.

The MG Newsletter targets over 6.02 million+ registered users, emailing them about the latest game launches or event updates, precisely reaching target users, making it an indispensable tool for precise marketing by MG.

7.6 MG Mobile SMS Push System.

The MG Mobile SMS Push System, in conjunction with new game launches, allows users to receive the latest push messages in real time, providing Android version download links in MG mobile SMS as a way to access Android versions. It has fully covered global users and become one of the marketing promotion channels.

The above only lists some of MG's promotional resources. We emphasize that there are certain differences in user attributes across Microsoft Store channels, and it requires tailored optimization and adjustment of the product itself, promotional strategies, and operational methods on the platform to jointly achieve better returns.

8.Q: What is the MG publishing cooperation model?

A: For in-app purchase products, MG's global unified publishing cooperation model is:

The development company is responsible for porting and updating the version for the Microsoft Store, while MG provides free technical support for version porting and overall promotion operations, with revenue sharing from the Microsoft Store.

9.Q: What are the business terms for MG publishing cooperation? Is there a License Fee or upfront payment?

A: 9.1 Revenue Share: The MG publishing cooperation model operates on a channel CPS (Cost Per Sale) revenue share basis, with no License fee or upfront payment to MG.

9.2 Transparency: The cooperation model is globally and transparently disclosed on MG's official open platform website (in both Chinese and English versions), with the developer responsible for porting and promoting the Microsoft Store version, and both parties sharing CPS revenue.

9.3 Long-term Operation: MG focuses on promoting products in cooperation, based on a mutual strong willingness to delve deep into the Microsoft app market, following a long-term operation philosophy, with a cooperation period of three years.

9.4 Cross-platform Interoperability: MG's own users are primarily Win10/Win11 PC users. MG SDK supports Win10/Win11 and Android systems. Developers need to provide an MG channel Android package while offering a Windows version, allowing players to enjoy games on both Win10/Win11 computers and Android phones, achieving cross-platform account interoperability, which greatly aids in increasing the payment rate. For Microsoft Store players, multi-platform account interoperability is a common demand.

9.5 Contract Signing:

9.5.1 MG has a mainland China company entity and a wholly-owned subsidiary entity in Hong Kong, China. It can sign contracts with the cooperation party's domestic companies in China and Hong Kong according to the cooperation party's needs, supporting RMB and USD settlements.

9.5.2 MG supports cooperation with individual developers, subject to national regulations for withholding personal income tax and related fees.

9.5.3 Regarding servers, as the channel party, MG requires the developer to provide and be responsible for server operations. It's recommended that the Microsoft Store version integrates with Google Play, Apple App Store versions. If developers need to deploy servers overseas, MG recommends using Microsoft Azure services.

[Game Authorization and Promotion Cooperation Agreement - MiracleGames Standard Template, please [click to download]].

10.Q: For MG publishing cooperation, what are the standards for obtaining key promotional resources or for continuous promotion?

A: 10.1 We hope the developer recognizes the Microsoft app market and is willing to deeply cultivate the Microsoft ecosystem.

10.2 The developer's R&D strength and product must be robust, especially for games that have already succeeded in other app markets. We also highly encourage first launches in the Microsoft Store.

10.3 The Microsoft Store version of the cooperative game must be stable, smooth, and show good revenue performance. The minimum data standards for continuous promotion resources are as follows, and developers should evaluate whether they can meet these standards.

10.4 For mid-casual games, real testing data shows:

                  Before optimization: Day-1 retention 24.48%, Day-3 retention 16.24%, Day-7 retention 8.2%, payment rate 2.24%, Paying ARPU ¥88.04.

            After optimizing the third version:

                  Day-1 retention 26.54%, Day-3 retention 18.58%, Day-7 retention 12.75%, payment rate 2.38%, Paying ARPU ¥209.91, with the potential for daily payment ARPU.

10.5 For application products, the Microsoft Store version requires a Day-1 retention rate of no less than 25% and a payment rate of no less than 3%. We seek products with high user stickiness and good payment performance.

11. Q: What is the MG publishing cooperation process like?

A: Additional Information:

11.1 For key product publishing cooperation, both parties can establish a QQ group, WeChat group, or Skype group for official coordination. MG can provide full guidance throughout the integration process.

11.2 The period for developers to port the Microsoft Store version and integrate MG's channel SDK: Both parties will clearly schedule the porting process and work closely together. Typically, it takes about 7 working days to complete the integration.

11.3 If it is the developer's first time integrating, it is recommended that the developer's lead technical person participates directly. MG will provide different technical supports based on the specific development engine of the product. For specific issues related to the development engine, please refer to [Common Technical Questions About UWP Porting].

11.4 MG SDK, as a standardized SDK widely used in the Microsoft Store applications, has been successfully and stably operated for over 6 years. It is promised to be permanently free for use as a third-party form.

11.5 For more details, please click on the developer integration process.

12. Q: Does MG SDK support third-party logins?

A:12.1 MG SDK supports third-party logins such as Facebook, Google, Amazon, WeChat, QQ, etc. It also supports direct login with users' Microsoft accounts and supports guest login. For more details about the MGSDK account system, [click here to view details].

13. Q: How do casual or application products cooperate with MG for ad monetization? What is the MG ad monetization cooperation model like?

A: For developers releasing casual or application products on the Microsoft Store for the first time, MG offers publishing and promotional cooperation. In-app purchase revenues are shared between the two parties according to the CPS model, as seen in (8.1).
Additionally, MG Ads aims to create the largest global advertising aggregation platform for Win10/Win11, helping a wide range of developers in the Microsoft Store to monetize their traffic and assisting advertisers in optimizing ad placements. Developers can integrate MG advertising SDK to call Google Ads, Amazon Affiliate ads, Facebook ads, and MG ads for traffic monetization.

13.1 Developers can monetize their products by integrating the MG advertising SDK, calling upon Google Ads, Amazon eCommerce alliance ads, Facebook ads, MG ads, etc.

13.2 MG Ads supports various ad formats, such as splash ads, banner ads, and duo ads, and supports multiple ad materials, such as JPG, video, and text.

13.3 Developers can view real-time ad earnings through the MG Ads management backend.

Developers can set up different ad placements within their products without affecting the user experience, calling different ad materials for monetization. The specific cooperation model for monetization is as follows:

13.4 When calling Google Ads, users are charged on a CPC (Cost Per Click) basis after clicking on Google ads. The Google ad revenue generated, after deducting Google's share, is shared between MG and the developer.

13.5 When calling Amazon eCommerce alliance ads, user clicks on Amazon eCommerce ads are calculated based on CPS (Cost Per Sale), and the Amazon ad revenue generated is shared between MG and the developer.

13.6 When calling MG ads, the content of MG ads consists of web game products distributed by MG. Revenue is calculated based on CPI (Cost Per Install) after users click on MG web game ads, and the advertising revenue is paid to developers by MG.

We believe that besides integrating various advertising platforms for basic resource integration, MG Ads places high importance on making real-time judgments on how to optimize traffic of different values. Assisting developers in achieving the best traffic monetization effects while ensuring advertisers receive higher return rates is the core value of MG Ads.

13.7 Note: The Microsoft Store closed its UWP app Ad Monetization platform on June 1, 2020. Developers with published UWP apps can collaborate with MG for ad monetization.

For a more detailed introduction to the MG Ads advertising platform, please refer to [MiracleGames Advertising Platform Introduction].