Winning the War: How to Build a Great Game Company presentation at Casual Connect Seattle 2012
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Winning the War: How to Build a Great Game Company presentation at Casual Connect Seattle 2012

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Presentation given at Casual Connect 2012 on how to build a great game company in the current environment. ...

Presentation given at Casual Connect 2012 on how to build a great game company in the current environment.

The good old days are over and building a great social game company is more difficult now than ever. Funding is not as easily available. Marketing is no longer just placing Facebook ads and counting the users. User acquisition overall is more costly. Game design is more complicated. Platform choice adds another risk factor. Exits are not easy to come by.

In this presentation, I discuss how to navigate the social gaming terrain to create a successful company (and also help define success). I start by looking at what is attractive to investors and alternatives to traditional investment. I then analyze how to create an engaging and monetizing social game and how to choose a target platform(s). Then I review how you can get users for your games. Finally, I discuss the key issues in sustaining and growing your company so you reach your goals.

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Transcript

  • 1. WINNING THE WAR:HOW TO BUILD A GREATSOCIAL GAMECOMPANYLloyd Melnick
  • 2. AgendaBackgroundSuccess in social gamingHow to succeedThe Melnick ConundrumSummary and QA
  • 3. BACKGROUND
  • 4. Lloyd Melnick
  • 5. fiveonenine games
  • 6. More stars than the Miami Heat★ Ex-Studio Head of ★ Gardens of Time EA’s North Carolina ★ Asheron’s Call 1 & 2 office★ Member founding ★ Shutter Island management team at ★ City of Wonder Motricity and Appia ★ Dungeons & Dragons★ Team lead at RIM’s NC Online studio ★ Madden 3DS★ 20 year veteran of ★ Nascar Kart Racing IBM/Microsoft/Citrix Wii★ GM Europe and ★ Woodland Heroes LATAM at Disney/Playdom ★ Lord of the Rings Online
  • 7. Publishing and Developing Launching publishing program this week Campaign Story launches next month
  • 8. SUCCESS IN SOCIAL GAMES
  • 9. The odds 25 % of games succeed 9
  • 10. Success is Exit Profitability Survival 10
  • 11. Investors see success as Exit ROI 11
  • 12. Investors criteria How Scalable quickly you can grow What is Unique Why you different Potential Valuation return 12
  • 13. If institutional investors pass Organic Friends IP holders and family Strategics 13
  • 14. HOW TO SUCCEED 14
  • 15. LTV Monetization Retention Engagement Virality 15
  • 16. Monetization Free-to- play Support Part of the high-value design customers 16
  • 17. Retention and engagement 17
  • 18. Virality Hooks Reasons Collaborative or PvP 18
  • 19. THE MELNICK CONUNDRUM 19
  • 20. Diversification versus Focus Focus Diversification 20
  • 21. Portfolio theory Asset Regular Diversification RebalancingAllocation Investing Multiple titles Reducing beta 21
  • 22. Platform diversification Facebook iOS Android Win 8 22
  • 23. Focus Competitive landscape Free-to-play 23
  • 24. Odds against youImprove oddsMake great productsFocus and diversifySUMMARY 24
  • 25. Feel free to contact anytime Lloyd.melnick@fiveoneninegames.com http://lloydmelnick.com/ @LloydMelnick 25