Anna Nikulina

Senior Business Development Manager, Publishing @ FRVR

About

I work in business development and partnerships in game publishing, with 6+ years of experience building growth in early-stage and evolving environments. I’m strongest when building structure from scratch, turning trust and human relationships into repeatable, commercial outcomes. I sit between studios, platforms, data, and internal teams, align incentives, and turn ambiguity into partnerships that scale. I’ve applied this approach in different forms throughout my career. At AppMagic, I led international go-to-market and full-cycle technical sales across studios, publishers, ad networks, and investors, contributing to 2.5x YoY growth over multiple years while also shaping product direction as the voice of the customer. At MFC, I built trust-based relationships with senior finance leaders in mobile gaming and apps, helping grow a paid B2B community 2x+ through focused BD, events, and curated initiatives. Today at FRVR I apply the same skill set to publishing, helping set up the publishing and platform partnerships side from scratch. I signed 70+ games, scaled to 10+ launches per month, and drove ~3x revenue growth from newly launched titles across 15+ distribution channels. Outside of work I’m a weightlifter, the human assistant to an orange cat, and very comfortable in international environments. I am a 4 times immigrant, having lived and worked across China, Hong Kong, Portugal, and Malta.

Country

Malta

City

Sliema

Industry

Information Technology & Services

Skill

Business Development, Game Publishing, HTML5 games, Go-to-Market Strategy, SaaS, Platform relations, Mobile Games, Strategic Partnerships, Partner Relationship Management, Negotiation, English, Critical Thinking, B2B Sales, Mobile Applications, New Market Development, Market Research, Mobile App Analytics, Customer Success, Leadership, Sales

Experience

Senior Business Development Manager, Publishing

FRVR

2025-5 - Present · 1 yr 5 mos

I own publishing and strategic partnerships at FRVR, managing the full lifecycle of relationships with both game studios and distribution platforms. On the content side, I source, evaluate, sign, and onboard gaming titles, working closely with studios to prepare games for large-scale distribution across 15+ HTML5 and web partner channels, including Facebook Instant Games, Microsoft/MSN, Samsung, Xiaomi, telecom operators, and direct-to-web platforms. On the platform side, I own end-to-end platform relationships, covering QA and technical compliance, content approvals, promotions and featuring, performance optimization, and new channel integrations. I act as the single point of ownership across content strategy, partner negotiations, platform operations, and cross-functional execution (product, tech, UA, and monetization). Key achievements & impact: - Signed and onboarded 70+ games in the first 6 months, building FRVR’s publishing pipeline from zero and scaling to 10+ game launches per month - Evaluated and greenlit hundreds of game submissions, driving ~3× growth in revenue from newly launched titles through performance-based portfolio management - Secured $200k+ in platform promotions and featuring value by owning platform relationships and aligning content strategy with partner priorities

Ambassador

Women in Games

2025-1 - Present · 1 yr 9 mos

Chief Quester

Random Coffee Quest

2024-11 - Present · 1 yr 11 mos

Leading Random Coffee Quest, a virtual coffee community connecting professionals in the mobile gaming and app industry through creative networking and engaging conversations. Join our Telegram group for casual coffee chats: https://t.me/+U4D9NzptSZowYjNi or @randomcoffeequest

Head of Business Development & Community

Mobile Finance Collective

2024-7 - 2025-5 · 11 mos

- Lead business development for a B2B community of CFOs in mobile gaming and apps, growing paid membership 2x+ through strategic pitching, warm outreach, and event engagement. - Own go-to-market execution across conferences and digital channels - Build engaging community initiatives for C-level execs, including matchmaking, curated panels, and private events with leaders from companies like Google, Miniclip, Supercell etc. - Act as a trusted connector and advisor to senior finance leaders, blending education, strategy, and industry insights.

Senior Manager Business Development and Partnerships

AppMagic

2022-6 - 2024-3 · 1 yr 10 mos

Porto, Portugal

- Developed and executed go-to-market strategies for new territories, expanding our market presence; - Led full-cycle technical sales efforts, achieving a 2.5x YoY growth for three consecutive years by pitching to a diverse range of mobile businesses, including developers, publishers, ad networks, and VCs; - Signed on and supported key AppMagic's clients including Nexters (GDEV), Lion Studios, Azur Games, Highcore Labs, Playrix, Moon Active, Candivore and many others; - Acted as the voice of the customer internally, resulting in AppMagic launching unique analytics tools with no market alternatives; - Provided education and consultation to AppMagic's partners on the best approaches and strategies for mobile app market analytics; - Represented AppMagic at key industry events, building and enhancing the company's brand awareness.