Apella Games CEO: Inspired to create products that entertain millions

Aleksandra Rudis, CEO of Apella Games explains why she is extremely optimistic about the video gaming sector and its potential for growth while also suggesting how Cyprus can do more to boost the growth of the Cypriot tech industry.

Can you tell us more about your company, how the idea to create it came about, when you were established in Cyprus, and how many offices/ members of staff you currently have? Is it easy to find the right people, either from Cyprus or abroad?

When we started Apella Games in 2020, we were inspired by the same force that drives us today: our shared passion for creating games that entertain millions of players around the world. Through a mixture of adventurism and an amazing game idea, we set up a core team of international video game industry and business professionals. Today we feel honoured that many talented industry experts and veterans have joined us from renowned companies like Ubisoft, Electronic Arts, Re-spawn Entertainment, Amazon and Wargaming. Having such incredible talent in our team, with extensive experience in developing and operating AAA titles such as Apex Legends, Call of Duty WW2, World of Warcraft, World of Tanks and Warships, Minion Paradise, Rocket Arena, Total War Arena, Champions Online, and Star Trek Online, validates and refuels our confidence that our first AAA free-to-play game will be a success.

At present, our team includes just over 50 software engineers, story writers, artists, producers, and designers. From day one, we focused on personality, skill, and talent and we are proud to have attracted a truly diverse international team. Though headquartered in Cyprus, we hire from anywhere in the world and our team is spread across the Czech Republic, Germany, Lithuania, Spain, the United States, as well as here. In an effort to ensure the safety of our teams, last year we relocated most of our members from Belarus, Russia, and Ukraine, to Cyprus, thus increasing our footprint on the island. However, we are still growing and actively seeking talented individuals to join our team; all job openings can be found on our website.

What do you believe sets Apella Games apart from its competition?

From a gameplay and marketing standpoint, there are two highly popular genres in the gaming market: arcade sports (such as Rocket League) and heroic shooters (such as Overwatch). Interestingly, there is a significant overlap between the audiences of these genres. This presents a unique opportunity to create a new game that caters to players who enjoy both genres and are seeking a single game that satisfies all their needs. Such a game has the potential to attract a large and diverse audience from both genres and become a major hit in the gaming market. The problem was that such a game did not exist. That’s where we come in with our game, Rite of Titans! We have a grand vision for our game to be that title, and the time is right for us to pursue this. Apella has proven to be agile and able to operate F2P AAA titles free from the constraints, burdens, and rigidity of big companies. High-caliber developers and designers with their unique approach to design and passion, strive to incorporate bleeding-edge technologies and proven market solutions into the development process for the benefit of the project and all new upcoming titles.

How has your experience of doing business in Cyprus been and would you recommend it to other foreign interest companies, particularly those in the gaming and technology sector like yourself, looking to relocate?

Cyprus has already made great strides in creating the conditions for the development of a thriving and sustainable tech sector. Globally, the video game industry is larger today than the film and music industries combined. To give you a better picture, it is estimated that there are more than 2.5 billion gamers worldwide, while the global gaming market is set to reach US$257 billion by 2025. With new technologies such as VR gaming, the further proliferation of e-sports, new ways to monetise games, and subscription-based streaming services, the industry is expected to grow even more. Cyprus can be at the forefront of this development and reap significant benefits for its economy by building on the progress it has already made. One important step would be to speed up visa procedures for professionals looking to relocate here. We experienced a lot of delays at the migration department when trying to secure temporary and permanent resident permits for members of our team and for some this could be discouraging.

Apart from that, by adopting financial incentives to facilitate new investments, the government can boost the growth of the Cypriot tech industry further. Moreover, investing time and money in developing talent is of paramount importance. Secondary and tertiary education institutions can partner with the private sector to offer courses on skills such as software, UI/UX and animation. This can prepare entire generations of young Cypriots for the modern job market and make them employable in a variety of roles in the tech sector, locally and abroad, in areas including programming, design, communications and marketing.

What is your view of your sector (locally and on a global level) both as it is today and its potential for growth?

I am extremely optimistic about the video gaming sector and its potential for growth both locally and globally. With the advent of new technologies like virtual reality and augmented reality, the industry is becoming more immersive and engaging for players. Additionally, the increasing popularity of e-sports is opening up new revenue streams for the industry. The global video gaming market is projected to reach $256 billion by 2025, which speaks to the sector’s growth potential. Locally, the industry has in recent years attracted great talent and is experiencing significant growth as more highly innovative developers are relocating to Cyprus and are turning to console and mobile gaming. Overall, I believe the video gaming sector is an exciting and very promising industry with significant potential for continued growth.

You recently stated that one of the company’s aims is to become a top-tier free-to-play gaming studio and operator and also be established as one of the leading video game developers in Cyprus. How are those plans proceeding?

Yes, absolutely correct.

• Great expertise within the team with the F2P model, based on Leadership, Development, and Publication experience
• Fast iteration, we want to go from first prototype to a fully functional game in less than a year
• We have been working directly with players while in pre-alpha to keep a finger on the pulse of our player base
• Now the next step is launching in Early Access to keep building together with the audience.

Further to the above, where do you see your company in five years? Are there any immediate plans you can reveal to us, for example new products, services, plans for expansion?

Apella Games wants to establish itself as one of the leading video game developers in Cyprus. By achieving this goal, we will at the same time be supporting Cyprus' efforts to enhance its role as a tech centre, while creating value for the local economy and society. In the near future - without revealing too many details - you can expect some exciting announcements about Apella Games. Long term - our plans include to dynamically enter the North American & Asian markets.

Finally, how much focus do you put on CSR and being part of the local community?

We place a great deal of focus on CSR and being a part of the local community. Despite having limited resources as a startup, we make every effort to be socially responsible. We believe that businesses have a responsibility to make a positive impact on society. By engaging with the local society, a business can build relationships, show appreciation, and give back in meaningful ways. This, in turn, can increase brand loyalty, create a positive image, and contribute to the long-term success of the business.