WINNING THE WAR:HOW TO BUILD A GREATSOCIAL GAMECOMPANYLloyd Melnick
AgendaBackgroundSuccess in social gamingHow to succeedThe Melnick ConundrumSummary and QA
BACKGROUND
Lloyd Melnick
fiveonenine games
More stars than the Miami Heat★ Ex-Studio Head of       ★   Gardens of Time  EA’s North Carolina     ★   Asheron’s Call 1 ...
Publishing and Developing Launching publishing program this week Campaign Story launches next month
SUCCESS IN SOCIAL GAMES
The odds       25 % of games          succeed                       9
Success is                 Exit             Profitability              Survival                             10
Investors see success as           Exit            ROI                                 11
Investors criteria                        How      Scalable       quickly you                      can grow               ...
If institutional investors pass                       Organic                                    Friends         IP holder...
HOW TO SUCCEED                 14
LTV  Monetization  Retention  Engagement  Virality                 15
Monetization                      Free-to-                        play          Support                                 Pa...
Retention and engagement                           17
Virality           Hooks        Reasons              Collaborative                 or PvP                                 ...
THE MELNICK CONUNDRUM                        19
Diversification versus Focus          Focus          Diversification                                           20
Portfolio theory  Asset                                       Regular             Diversification   RebalancingAllocation ...
Platform diversification                      Facebook                           iOS                       Android        ...
Focus                       Competitive                       landscape        Free-to-play                               ...
Odds against youImprove oddsMake great productsFocus and diversifySUMMARY                      24
Feel free to contact anytime  Lloyd.melnick@fiveoneninegames.com  http://lloydmelnick.com/  @LloydMelnick                 ...
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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.

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

  1. 1. WINNING THE WAR:HOW TO BUILD A GREATSOCIAL GAMECOMPANYLloyd Melnick
  2. 2. AgendaBackgroundSuccess in social gamingHow to succeedThe Melnick ConundrumSummary and QA
  3. 3. BACKGROUND
  4. 4. Lloyd Melnick
  5. 5. fiveonenine games
  6. 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. 7. Publishing and Developing Launching publishing program this week Campaign Story launches next month
  8. 8. SUCCESS IN SOCIAL GAMES
  9. 9. The odds 25 % of games succeed 9
  10. 10. Success is Exit Profitability Survival 10
  11. 11. Investors see success as Exit ROI 11
  12. 12. Investors criteria How Scalable quickly you can grow What is Unique Why you different Potential Valuation return 12
  13. 13. If institutional investors pass Organic Friends IP holders and family Strategics 13
  14. 14. HOW TO SUCCEED 14
  15. 15. LTV Monetization Retention Engagement Virality 15
  16. 16. Monetization Free-to- play Support Part of the high-value design customers 16
  17. 17. Retention and engagement 17
  18. 18. Virality Hooks Reasons Collaborative or PvP 18
  19. 19. THE MELNICK CONUNDRUM 19
  20. 20. Diversification versus Focus Focus Diversification 20
  21. 21. Portfolio theory Asset Regular Diversification RebalancingAllocation Investing Multiple titles Reducing beta 21
  22. 22. Platform diversification Facebook iOS Android Win 8 22
  23. 23. Focus Competitive landscape Free-to-play 23
  24. 24. Odds against youImprove oddsMake great productsFocus and diversifySUMMARY 24
  25. 25. Feel free to contact anytime Lloyd.melnick@fiveoneninegames.com http://lloydmelnick.com/ @LloydMelnick 25
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