Developing a globally competitive gaming company from Serbia struck most as fiction back in the early 2010s. In spite of the scepticism, Brank Milutinovic and his esteemed co-founders established Nordeus from Belgrade. As of 2016, their flagship game, Top Eleven, recorded more than 300 million registered users, and as of June 2021, Take-Two Interactive took over the studio.
In a recent interview at the Unlockit conference, Milutinović unboxed the disciplines, decisions, and challenges that moved Nordeus from startup to scale up to prosperous exit, signifying the quality of life in Balkans.
How Did Nordeus Become a Global Gaming Corporation from Serbia: the Top Eleven Success Story
The Nordeus success story goes much beyond the mere success of a popular mobile game; it shows us that tech giants can grow and thrive anywhere. Founded in Belgrade, the Nordeus success story has made them reach heights with their flagship football management game, Top Eleven. Without moving to Silicon Valley, the firm built a gigantic international player base and gradually was successful in capturing the attention of Take-Two Interactive, which took over it in a landmark deal.
The Nordeus success story is a great example of what innovation, timing, and focus do for a startup. That is how the shift in the paradigm becomes evident when not only emerging markets in Europe, such as Serbia, become outsourcing centres, but also countries that have been able to develop products competing worldwide.
Who Founded Nordeus? The Story of Its Origin
Behind each great company lies the story of visionary choices made by its founders. Nordeus is no exception. Nordeus was founded by three former Microsoft engineers in 2010: Branko Milutinović, Ivan Stoiljković, and Milan Rosić. These folks were not inexperienced dreamers; they were extremely skilled professionals who chose to leave stable, well-paying jobs to chase something different.
Why would anyone take that risk?
Because they believed they could develop something global from Serbia.
Rather than pursuing opportunities abroad, they returned to Belgrade with a crystal clear mission: developing a gaming company that could compete on the world stage. These men chose a bootstrapping model of starting a company, meaning that they did everything with minimum resources and without any outside investments.
But their decision wasn’t just limited to business: it was personal. They perceived potential in Serbia’s engineering talent and decided to prove that success did not require a Silicon Valley address. That belief became the stepping stone of the Nordeus games philosophy: “build locally, scale globally!”
The Turning Point: How Top Eleven Changed Everything
Behind every success story is a defining moment. It involved such things as focusing on product development and innovative thinking. The latter started showing itself with the development of Top Eleven.
In fact, in those years, the gaming world experienced a huge revolution. With the rise of social networks, especially Facebook, social games could be distributed in large volumes through these networks.
Instead of developing a generic game, they emphasized a football management niche. This particular decision was deliberate. Football (soccer) is the world’s most famous sport, with billions of fans spread across continents. Still, there exists a gap concerning accessibility in online football management games.
Top Eleven filled the gap appropriately!
The game enabled players to sip a cup of tea of a football manager, building teams, managing tactics, and competing against each other worldwide. It was a perfect combination of simplicity with depth, making it quite appealing to both casual players and hardcore football fans.
Timing was a key player. By launching during the Facebook gaming boom, Nordeus gained quick visibility and user growth. They accomplished what startups dreamt of: product-market fit at the right time.
From there on, growth wasn’t merely quick; it was exponential.
Why Top Eleven Became a Global Hit
Top Eleven wasn’t an overnight success. And that’s where Nordeus took action. The success of the company came as a result of various factors:
1. Simple Yet Addictive Gameplay
That Was Easy to Learn but Hard to Master. It meant that the users would play it for a long time.
2. Football = Global Audience
By exploiting a universal passion, Nordeus ensured global relevance from day one.
3. Mobile Game Development First Strategy
With smartphones becoming mainstream entertainment devices, Nordeus jumped right into it.
4. Strengthening Community Ties
Social qualities helped make competitors out of friends, which led to a powerful network effect that ensured growth.
As a result, Top Eleven became not merely a video game; it was rather an opportunity to build a global community. And that was the key to the Nordeus Success Story becoming one of the most outstanding stories in the gaming industry.
Building a Global Company from Serbia (Without Silicon Valley)
One of the most inspiring and interesting features of the Nordeus story is how it managed to grow internationally without needing to relocate.
Rather than moving operations to the U.S., the company reinforced its presence in Belgrade. Benefits included:
1. Ability to Reach the Best Local Talent Pool
Serbia is famous for the high quality of engineering education.
2. Lower Costs
Running costs for Nordeus were much cheaper than for companies in Silicon Valley.
3. Focused Development
The lack of distractions helped the company concentrate on product development.
Most importantly, Nordeus demonstrated a critical insight: location does not limit ambition; mindset does!
They created global infrastructure, served millions of users, and competed with international biggies; all from Serbia. This moved perceptions and inspired a new generation of entrepreneurs in the region.
Challenges Nordeus Faced in Scaling Globally
As usual, no success is attained without obstacles. And like any other rapidly growing company, Nordeus encountered a number of difficulties:
1. Tough Competitors
There are too many rivals in the gaming industry, and new contenders keep appearing.
2. Need to Scale Infrastructure
They needed reliable solutions for handling millions of users.
3. User Engagement
Maintaining users over a long period of time is among the toughest challenges in games.
Nordeus solved that issue by continuously updating Top Eleven, adding new functionalities, and listening to its users. Good support of its community was a significant element of success.
Nordeus didn’t follow every trend, focusing rather on perfecting existing solutions, making sure that they remain successful in the long run.
The Great Exit of Nordeus: Acquisition by Take-Two Interactive
Nordeus had a great year in 2021 when it was acquired by Take-Two Interactive in a deal estimated at hundreds of millions of dollars.
However, it was not only about business; it was also a brilliant strategic move.
Take-Two Interactive wanted to get into mobile gaming. And the acquisition of Nordeus was the best possible option. In the case of Nordeus, those difficulties included finding international resources and opportunities.
However, there were some benefits to the situation as well!
Among the key takeaways from this deal were the following:
Serbian Companies Can Compete and Be Valuable!
Not only did it showcase a local startup’s success, but it also attracted the attention of investors from around the world.
What makes Nordeus Different from Other Gaming Companies?
Nordeus overlooked the typical startup playbook, and that’s exactly where it has stood out among the crowd.
1. An Independent Mindset
Nordeus developed its business model without attracting outside investment.
2. Long-Term Focus
Instead, the company aimed for success rather than immediate profits.
3. Product-First Model
Every effort was made to produce a great product.
Though a lot of companies diversify swiftly, Nordeus emphasized a product deeply and implemented it very well. This particular discipline turned into a defining factor of the Nordeus games strategy.
Lessons Entrepreneurs Can Learn from Nordeus
The Nordeus voyage delivers valuable lessons for founders everywhere:
1. You Don’t Need Silicon Valley to Go Global
Talent and vision are a priority over location.
2. Focus on One Strong Product
The development of one great product is better than amateur development of multiple.
3. Perfect Timing
Launch at the right moment.
4. Building Products for International Markets Right from the Start
Think internationally from the very beginning of your development.
5. Listening to Your Customers
Strong Nordeus support allowed developing a good relationship with the community.
These business lessons make the Nordeus Success Story not just motivating but also actionable.
What Does Nordeus Mean for Serbia’s Tech Scene?
Besides creating an amazing product, the Nordeus success story has influenced the entire Serbian tech environment.
Today, Serbia is becoming more and more recognized as a developing tech hub. Startups across the Balkans are pursuing Nordeus’ footsteps, aiming to build global products from local roots.
Key trends encompass:
- Emerging investment in tech startups
- Augmented interest from international venture capital
- Sturdy focus on product innovation
With respect to aspiring founders, the message is pretty clear:
You don’t have to leave your country of origin to succeed globally!
The pathways Nordeus created are now open for others to pursue.
FAQs About Nordeus and Its Success
1. What is Nordeus known for?
Answer: In general, Nordeus is a well-known developer of video games, primarily football management games, such as Top Eleven.
2. Where is Nordeus based?
Answer: The headquarters of Nordeus is located in Belgrade, Serbia.
3. Who acquired Nordeus?
Answer: Nordeus was acquired by Take-Two Interactive in 2021.
4. Why is Nordeus important?
Answer: It’s a leading example of how a company from an evolving market can attain global success.
Concluding Thoughts by Insights Kolekr
The success story of Nordeus is about not only the establishment of a billion-dollar business but also about shifting perceptions and breaking through geographical boundaries.
From a tiny office in Belgrade to millions of satisfied customers all over the world, the story of Nordeus’ success tells us about one thing.
Wherever you are, ideas work!
