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Survive in iPhone App Store                                     --A Chinese Indie Story                                   ...
BackgroundTuesday, December 13, 11                2
BackgroundTuesday, December 13, 11                2
Background                            Independent   game studioTuesday, December 13, 11                                 2
Background                            Independent  game studio                            Founded in July of 2009Tuesday...
Background                            Independent  game studio                            Founded in July of 2009       ...
Tuesday, December 13, 11   3
Tuesday, December 13, 11   3
FactsTuesday, December 13, 11           4
Facts                            Shipped   on: 2009-7-13Tuesday, December 13, 11                               4
Facts                            Shipped  on: 2009-7-13                            Total downloads: 10 millionTuesday, D...
Facts                            Shipped  on: 2009-7-13                            Total downloads: 10 million          ...
Facts                            Shipped  on: 2009-7-13                            Total downloads: 10 million          ...
Tuesday, December 13, 11   5
Tuesday, December 13, 11   5
FactsTuesday, December 13, 11           6
Facts                            Rankedtop 10 in US, UK and DE                            Paid version                  ...
Facts                            Rankedtop 10 in US, UK and DE                            Paid version                  ...
Facts                            Rankedtop 10 in US, UK and DE                            Paid version                  ...
Facts                            Ranked top 10 in US, UK and DE                             Paid version                ...
AgendaTuesday, December 13, 11            7
Agenda                            DevelopmentTuesday, December 13, 11                  7
Agenda                            Development   MarketingTuesday, December 13, 11                              7
Agenda                            Development               Marketing                                    The hit formulaTu...
Development                            InnovationTuesday, December 13, 11                  8
Tuesday, December 13, 11   9
Tuesday, December 13, 11   9
Tuesday, December 13, 11   9
Band Band Jump                            Shipped  on: 2009-12-05                            Featured on “Hot New Games”...
Copy doesn’t workTuesday, December 13, 11                       10
Copy doesn’t work                            Simply   copied Doodle JumpTuesday, December 13, 11                         ...
Copy doesn’t work                            Simply                                  copied Doodle Jump                  ...
Copy doesn’t work                            Simply                                  copied Doodle Jump                  ...
Copy doesn’t work                            Simply                                  copied Doodle Jump                  ...
Innovation To The RescueTuesday, December 13, 11                              11
Innovation To The RescueTuesday, December 13, 11                              12
Innovation To The Rescue                            On   App Store “Featured”Tuesday, December 13, 11                    ...
Innovation To The Rescue                            On                              App Store “Featured”                 ...
Innovation To The Rescue                            On                              App Store “Featured”                 ...
Innovation To The Rescue                            On App Store “Featured”                             Original gamepla...
Innovation To The Rescue                            On App Store “Featured”                             Original gamepla...
The Importance of InnovationTuesday, December 13, 11                                  13
The Importance of Innovation                            Apple   wants innovationTuesday, December 13, 11                 ...
The Importance of Innovation                            Apple   wants innovation                            Users   want...
Development                            Innovation                            PolishingTuesday, December 13, 11          ...
PolishingTuesday, December 13, 11               15
Polishing                           Demo   versionTuesday, December 13, 11                     15
Polishing                           Demo   version                            Programmer   artsTuesday, December 13, 11 ...
PolishingTuesday, December 13, 11               16
Polishing                            First   version, metal styleTuesday, December 13, 11                                ...
Polishing                            First   version, metal styleTuesday, December 13, 11                                ...
Polishing                            Firstversion, metal style                            Disposed completelyTuesday, De...
PolishingTuesday, December 13, 11               18
Polishing                           Preview   version for pressTuesday, December 13, 11                                  18
Polishing                           Preview   version for pressTuesday, December 13, 11                                  18
Polishing                           Preview   version for pressTuesday, December 13, 11                                  19
Polishing                           Preview  version for press                           Retro styleTuesday, December 13...
Polishing                           Preview  version for press                           Retro style                    ...
PolishingTuesday, December 13, 11               20
Polishing                           1.0   Release on 2010-08-05Tuesday, December 13, 11                                  20
Polishing                           1.0 Release on 2010-08-05                           30 LevelsTuesday, December 13, 1...
ResultTuesday, December 13, 11            21
Result                           Sales   - 3 days after releaseTuesday, December 13, 11                                  ...
Inflection PointTuesday, December 13, 11                      22
Inflection Point                           Sales   - 14 days after releaseTuesday, December 13, 11                       ...
Inflection Point                           Sales - 14 days after release                           The reasonTuesday, De...
Development                            Innovation                            Polishing                            Feedb...
Voices From CustomersTuesday, December 13, 11                           24
Voices From Customers                           Average   rating = 2.5Tuesday, December 13, 11                           ...
Voices From Customers                           Average rating = 2.5                           Take care of 1 star ratin...
Voices From Customers                           Average rating = 2.5                           Take care of 1 star ratin...
Voices From Customers                           Average rating = 2.5                           Take care of 1 star ratin...
Voices From Customers                           Average  rating = 2.5                           Take care of 1 star rati...
Feedback-driven developmentTuesday, December 13, 11                                 25
Feedback-driven development                           UpdateTuesday, December 13, 11                                 25
Feedback-driven development                           Update                            Casual   mode -- for light users...
Feedback-driven development                           Update                            Casual   mode -- for light users...
Feedback-driven development                           Update                            Casual   mode -- for light users...
Feedback-driven development                           Update                            Casualmode -- for light users   ...
Feedback-driven development                           Update                            Casualmode -- for light users   ...
Feedback-driven development                           Update                            Casualmode -- for light users   ...
Feedback-driven development                           Update                            Casual mode -- for light users  ...
ResultTuesday, December 13, 11            26
Result                           Average   rating from 2.5 to 4Tuesday, December 13, 11                                  ...
Development                            Innovation                            Polishing                            Feedb...
Tuesday, December 13, 11   28
Tuesday, December 13, 11   28
MarketingTuesday, December 13, 11               28
Marketing                            Free   versionTuesday, December 13, 11                      28
Free Version                            Promotion   for paid versionTuesday, December 13, 11                             ...
Free Version                            Promotion   for paid versionTuesday, December 13, 11                             ...
Free Version                            Promotion   for paid version                                     Before          ...
Free Version                            Promotion for paid version                            Incoming from ads         ...
Free Version                            Promotion for paid version                            Incoming from ads         ...
Free Version                            Promotion for paid version                            Incoming from ads         ...
Marketing                            Freeversion                            Ad CampaignTuesday, December 13, 11         ...
Ad CampaignTuesday, December 13, 11                 33
Ad Campaign                           Invest     mobile ad                            Don’t   invest website adTuesday, ...
Ad Campaign                           Invest     mobile ad                            Don’t   invest website ad         ...
Ad Campaign                           Invest     mobile ad                            Don’t   invest website ad         ...
Burst CampaignTuesday, December 13, 11                    34
Burst Campaign                           Buying   clicks or downloads                            In a large amount      ...
Burst Campaign                           Buying   clicks or downloads                            In a large amount      ...
Burst CampaignTuesday, December 13, 11                    35
Burst Campaign                           Ad   source                            House ads                            Ho...
Campaign for                           Finger Balance                           4 days                           300k cl...
Campaign for                           Finger Balance                           4 days                           300k cl...
ResultTuesday, December 13, 11            37
Result                            RankedNo.1 in UK, DE, HK                            Free versionTuesday, December 13, ...
Result                            RankedNo.1 in UK, DE, HK                            Free version                      ...
Key point                                       Wrong                                       RightTuesday, December 13, 11 ...
Marketing                            Free version                            Ad campaign                            Use...
User CommunityTuesday, December 13, 11                    40
User Community                            Social   methods                             Facebook                         ...
User Community                            Social   methods                             Facebook                         ...
User communityTuesday, December 13, 11                    41
User community                            Closer   to usersTuesday, December 13, 11                         41
User community                            Closer                                 to users                            Com...
User community                            Closer                                  to users                            Co...
Summary                           Development   MarketingTuesday, December 13, 11                             42
Summary                           Development           Marketing                              Innovation                ...
Summary                           Development           Marketing                              Innovation           Free...
The hit formula                                    =   ×                            Sales           MarketingTuesday, Dece...
The hit formula                                    =             ×                            Sales       Product       Ma...
The hit formula                                    =               ×                            Sales         Product     ...
TakeawayTuesday, December 13, 11              44
Takeaway                           Tips   for Chinese developersTuesday, December 13, 11                                 ...
Takeaway                           Tips   for Chinese developers                            Embrace   western cultureTue...
Takeaway                           Tips   for Chinese developers                            Embrace  western culture    ...
Takeaway                           Tips   for Chinese developers                            Embrace  western culture    ...
Takeaway                           Tips   for Chinese developers                            Embrace  western culture    ...
Thank You                            wesley.bao@CoconutIslandStudio.com                            twitter.com/Coconut_I...
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Survive in iPhone App Store@GDC China 2010

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A talk made at GDC China 2010 about successful experience on iOS games production and marketing.

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  • \n
  • 以我自己的亲身经历为案例,独立开发者如何在 拥挤的市场之中生存,\n我们做对了哪些事情\n做错过哪些事情\n希望今天的演讲能给大家一些启发和帮助\n
  • 09年7月我们第一次以CI的名义发布产品到App Store\n在18个月的过程中我们没有任何的外部投资\n我们这群人之所以会聚在一起做游戏\n相对开放平台和良性的生态系统,给了我们这个机会\n看看,我们在这18个月中都做了一些什么事情吧\n
  • 09年7月我们第一次以CI的名义发布产品到App Store\n在18个月的过程中我们没有任何的外部投资\n我们这群人之所以会聚在一起做游戏\n相对开放平台和良性的生态系统,给了我们这个机会\n看看,我们在这18个月中都做了一些什么事情吧\n
  • 09年7月我们第一次以CI的名义发布产品到App Store\n在18个月的过程中我们没有任何的外部投资\n我们这群人之所以会聚在一起做游戏\n相对开放平台和良性的生态系统,给了我们这个机会\n看看,我们在这18个月中都做了一些什么事情吧\n
  • 09年7月我们第一次以CI的名义发布产品到App Store\n在18个月的过程中我们没有任何的外部投资\n我们这群人之所以会聚在一起做游戏\n相对开放平台和良性的生态系统,给了我们这个机会\n看看,我们在这18个月中都做了一些什么事情吧\n
  • 有免费的有收费的,\n有非常简单的无脑游戏,也有复杂一点的puzzle game,\n有iphone游戏也有ipad游戏。各种各样。\n其中最欢迎的还是iDragPaper\n\n
  • 他的玩法就是拉完屏幕中的一卷厕纸,比赛谁拉得快。\n第一个游戏 为了验证,中国开发者可以收到钱,期待10份下载\n2009年Holiday Season期间\n 让我们偿到了免费版的甜头,广告收入,影响了我们后来的思维方式\n
  • 他的玩法就是拉完屏幕中的一卷厕纸,比赛谁拉得快。\n第一个游戏 为了验证,中国开发者可以收到钱,期待10份下载\n2009年Holiday Season期间\n 让我们偿到了免费版的甜头,广告收入,影响了我们后来的思维方式\n
  • 他的玩法就是拉完屏幕中的一卷厕纸,比赛谁拉得快。\n第一个游戏 为了验证,中国开发者可以收到钱,期待10份下载\n2009年Holiday Season期间\n 让我们偿到了免费版的甜头,广告收入,影响了我们后来的思维方式\n
  • 他的玩法就是拉完屏幕中的一卷厕纸,比赛谁拉得快。\n第一个游戏 为了验证,中国开发者可以收到钱,期待10份下载\n2009年Holiday Season期间\n 让我们偿到了免费版的甜头,广告收入,影响了我们后来的思维方式\n
  • 另一个需要重点介绍的游戏就是fib\n之后,我会经常提到这个游戏,他给我们带来很多经验以及教训\n
  • 另一个需要重点介绍的游戏就是fib\n之后,我会经常提到这个游戏,他给我们带来很多经验以及教训\n
  • 另一个需要重点介绍的游戏就是fib\n之后,我会经常提到这个游戏,他给我们带来很多经验以及教训\n
  • 另一个需要重点介绍的游戏就是fib\n之后,我会经常提到这个游戏,他给我们带来很多经验以及教训\n
  • 我们的另一款比较受欢迎的游戏是Finger Balance\n这些成绩,在大发行商面前,可能根本不算什么,\n我们是如何做到这些的呢,我们是如何一年内两次对市场造成冲击的呢\n
  • 我们的另一款比较受欢迎的游戏是Finger Balance\n这些成绩,在大发行商面前,可能根本不算什么,\n我们是如何做到这些的呢,我们是如何一年内两次对市场造成冲击的呢\n
  • 我们的另一款比较受欢迎的游戏是Finger Balance\n这些成绩,在大发行商面前,可能根本不算什么,\n我们是如何做到这些的呢,我们是如何一年内两次对市场造成冲击的呢\n
  • 我们的另一款比较受欢迎的游戏是Finger Balance\n这些成绩,在大发行商面前,可能根本不算什么,\n我们是如何做到这些的呢,我们是如何一年内两次对市场造成冲击的呢\n
  • 我们的另一款比较受欢迎的游戏是Finger Balance\n这些成绩,在大发行商面前,可能根本不算什么,\n我们是如何做到这些的呢,我们是如何一年内两次对市场造成冲击的呢\n
  • 我们的另一款比较受欢迎的游戏是Finger Balance\n这些成绩,在大发行商面前,可能根本不算什么,\n我们是如何做到这些的呢,我们是如何一年内两次对市场造成冲击的呢\n
  • 我们的另一款比较受欢迎的游戏是Finger Balance\n这些成绩,在大发行商面前,可能根本不算什么,\n我们是如何做到这些的呢,我们是如何一年内两次对市场造成冲击的呢\n
  • 首先我会谈到一些开发的要点,然后会给大家展现我们是如何做市场推广的\n最后,我们总结了一个卖座方程式(做到哪些事情就几乎一定能赚钱)\n先来看一下开发\n
  • 首先我会谈到一些开发的要点,然后会给大家展现我们是如何做市场推广的\n最后,我们总结了一个卖座方程式(做到哪些事情就几乎一定能赚钱)\n先来看一下开发\n
  • 首先我会谈到一些开发的要点,然后会给大家展现我们是如何做市场推广的\n最后,我们总结了一个卖座方程式(做到哪些事情就几乎一定能赚钱)\n先来看一下开发\n
  • 首先我会谈到一些开发的要点,然后会给大家展现我们是如何做市场推广的\n最后,我们总结了一个卖座方程式(做到哪些事情就几乎一定能赚钱)\n先来看一下开发\n
  • 首先我会谈到一些开发的要点,然后会给大家展现我们是如何做市场推广的\n最后,我们总结了一个卖座方程式(做到哪些事情就几乎一定能赚钱)\n先来看一下开发\n
  • 首先我会谈到一些开发的要点,然后会给大家展现我们是如何做市场推广的\n最后,我们总结了一个卖座方程式(做到哪些事情就几乎一定能赚钱)\n先来看一下开发\n
  • 首先我会谈到一些开发的要点,然后会给大家展现我们是如何做市场推广的\n最后,我们总结了一个卖座方程式(做到哪些事情就几乎一定能赚钱)\n先来看一下开发\n
  • 首先我会谈到一些开发的要点,然后会给大家展现我们是如何做市场推广的\n最后,我们总结了一个卖座方程式(做到哪些事情就几乎一定能赚钱)\n先来看一下开发\n
  • 我觉得这对于中国开发者尤其重要\n中国的山寨文化过于盛行\n
  • 这个游戏我们做了4个月\n想复制doodle jump的成功。\n玩法是男人就下100层\n如果我们只靠他 我们就已经关门了\n为什么他会失败呢\n
  • 这个游戏我们做了4个月\n想复制doodle jump的成功。\n玩法是男人就下100层\n如果我们只靠他 我们就已经关门了\n为什么他会失败呢\n
  • 这个游戏我们做了4个月\n想复制doodle jump的成功。\n玩法是男人就下100层\n如果我们只靠他 我们就已经关门了\n为什么他会失败呢\n
  • 这个游戏我们做了4个月\n想复制doodle jump的成功。\n玩法是男人就下100层\n如果我们只靠他 我们就已经关门了\n为什么他会失败呢\n
  • 这个游戏我们做了4个月\n想复制doodle jump的成功。\n玩法是男人就下100层\n如果我们只靠他 我们就已经关门了\n为什么他会失败呢\n
  • 这个游戏我们做了4个月\n想复制doodle jump的成功。\n玩法是男人就下100层\n如果我们只靠他 我们就已经关门了\n为什么他会失败呢\n
  • 这个游戏我们做了4个月\n想复制doodle jump的成功。\n玩法是男人就下100层\n如果我们只靠他 我们就已经关门了\n为什么他会失败呢\n
  • 这个游戏我们做了4个月\n想复制doodle jump的成功。\n玩法是男人就下100层\n如果我们只靠他 我们就已经关门了\n为什么他会失败呢\n
  • \n
  • \n
  • \n
  • 在中国市场上,也许去copy欧美的一些游戏 会成功\n但是app store不行\n10个玩法接近的游戏 否则就不要\n
  • 在中国市场上,也许去copy欧美的一些游戏 会成功\n但是app store不行\n10个玩法接近的游戏 否则就不要\n
  • 在中国市场上,也许去copy欧美的一些游戏 会成功\n但是app store不行\n10个玩法接近的游戏 否则就不要\n
  • 在中国市场上,也许去copy欧美的一些游戏 会成功\n但是app store不行\n10个玩法接近的游戏 否则就不要\n
  • 我觉得我们做不到,更愿意去创新\nfib的玩法 设备\n实际上创新并没有那么难,只要把某些不相关的概念联系起来就好了。\n4分钟\n
  • 这种程度的创新\n得到的回报如何呢\n更快的马\n
  • 这种程度的创新\n得到的回报如何呢\n更快的马\n
  • 这种程度的创新\n得到的回报如何呢\n更快的马\n
  • 这种程度的创新\n得到的回报如何呢\n更快的马\n
  • 这种程度的创新\n得到的回报如何呢\n更快的马\n
  • 这种程度的创新\n得到的回报如何呢\n更快的马\n
  • app store是apple主宰一切,\n被apple feature 就意味着巨大利润\n而Apple 注重创新,所以他会feature 新意\n不是每个feature app都能进入top 10的,\n只有创新还不够\n
  • app store是apple主宰一切,\n被apple feature 就意味着巨大利润\n而Apple 注重创新,所以他会feature 新意\n不是每个feature app都能进入top 10的,\n只有创新还不够\n
  • app store是apple主宰一切,\n被apple feature 就意味着巨大利润\n而Apple 注重创新,所以他会feature 新意\n不是每个feature app都能进入top 10的,\n只有创新还不够\n
  • app store是apple主宰一切,\n被apple feature 就意味着巨大利润\n而Apple 注重创新,所以他会feature 新意\n不是每个feature app都能进入top 10的,\n只有创新还不够\n
  • 在这个行业里面每天都会冒出无数个好的idea,\n可是被真正做出好游戏的也就那么几个\n另外一件重要的事情就是打磨\n
  • 2月 一个朋友拿这个demo来\n没有人帮助\n我决定帮他做\n5分钟\n
  • 2月 一个朋友拿这个demo来\n没有人帮助\n我决定帮他做\n5分钟\n
  • 2月 一个朋友拿这个demo来\n没有人帮助\n我决定帮他做\n5分钟\n
  • 美术无法继续\n细节处理不好\n担心市场\n让美术自己决定自己想要画的东西\n
  • 美术无法继续\n细节处理不好\n担心市场\n让美术自己决定自己想要画的东西\n
  • 美术无法继续\n细节处理不好\n担心市场\n让美术自己决定自己想要画的东西\n
  • 放弃是否值得\n为了质量牺牲时间是值得的\n曾经自责\n
  • 放弃是否值得\n为了质量牺牲时间是值得的\n曾经自责\n
  • 经历过一些尝试之后\n忐忑 朋友说不好\n拿给媒体预览,拿去展会\n画面好 有新意 得到信心\n
  • 经历过一些尝试之后\n忐忑 朋友说不好\n拿给媒体预览,拿去展会\n画面好 有新意 得到信心\n
  • 经历过一些尝试之后\n忐忑 朋友说不好\n拿给媒体预览,拿去展会\n画面好 有新意 得到信心\n
  • 经历过一些尝试之后\n忐忑 朋友说不好\n拿给媒体预览,拿去展会\n画面好 有新意 得到信心\n
  • 经历过一些尝试之后\n忐忑 朋友说不好\n拿给媒体预览,拿去展会\n画面好 有新意 得到信心\n
  • \n
  • \n
  • \n
  • 很多细节无法谈到了\n\n
  • 很多细节无法谈到了\n\n
  • 很多细节无法谈到了\n\n
  • 看一下结果\n有新意的原型\n花时间的打磨\n
  • 看一下结果\n有新意的原型\n花时间的打磨\n
  • 极速下跌\n心情沮丧\n被用户抛弃\n
  • 极速下跌\n心情沮丧\n被用户抛弃\n
  • 极速下跌\n心情沮丧\n被用户抛弃\n
  • 根据用户的反馈来改变游戏的某些设计,达到满足大多数用户的目的。\n这是一个很有效很直接的和用户互动的方式。\n设想一下你是一个玩家,\n但是designer\n寻找一个最佳的解决方案\n
  • 我们忽略了学习曲线 对创新操作尤其重要\n用户自动学习的耐心很有限\n用户是为了得到成就感有趣而来\n5星评价,难度\n
  • 我们忽略了学习曲线 对创新操作尤其重要\n用户自动学习的耐心很有限\n用户是为了得到成就感有趣而来\n5星评价,难度\n
  • 我们忽略了学习曲线 对创新操作尤其重要\n用户自动学习的耐心很有限\n用户是为了得到成就感有趣而来\n5星评价,难度\n
  • 我们忽略了学习曲线 对创新操作尤其重要\n用户自动学习的耐心很有限\n用户是为了得到成就感有趣而来\n5星评价,难度\n
  • 我们忽略了学习曲线 对创新操作尤其重要\n用户自动学习的耐心很有限\n用户是为了得到成就感有趣而来\n5星评价,难度\n
  • 我们忽略了学习曲线 对创新操作尤其重要\n用户自动学习的耐心很有限\n用户是为了得到成就感有趣而来\n5星评价,难度\n
  • 不会坐以待毙 不知道结果\n吸取了教训的30个休闲关\nFollow: easy to play, hard to master\n
  • 不会坐以待毙 不知道结果\n吸取了教训的30个休闲关\nFollow: easy to play, hard to master\n
  • 不会坐以待毙 不知道结果\n吸取了教训的30个休闲关\nFollow: easy to play, hard to master\n
  • 不会坐以待毙 不知道结果\n吸取了教训的30个休闲关\nFollow: easy to play, hard to master\n
  • 不会坐以待毙 不知道结果\n吸取了教训的30个休闲关\nFollow: easy to play, hard to master\n
  • 不会坐以待毙 不知道结果\n吸取了教训的30个休闲关\nFollow: easy to play, hard to master\n
  • 不会坐以待毙 不知道结果\n吸取了教训的30个休闲关\nFollow: easy to play, hard to master\n
  • 不会坐以待毙 不知道结果\n吸取了教训的30个休闲关\nFollow: easy to play, hard to master\n
  • 如果我们能做好 不会有当中一段下跌\n希望我们下次不再犯错\n更早得到用户反馈\n
  • 如果我们能做好 不会有当中一段下跌\n希望我们下次不再犯错\n更早得到用户反馈\n
  • \n
  • 坦白讲不是每次更新都能有那样的上升\n而是因为集中marketing\n其他时间也有做\n
  • 坦白讲不是每次更新都能有那样的上升\n而是因为集中marketing\n其他时间也有做\n
  • 坦白讲不是每次更新都能有那样的上升\n而是因为集中marketing\n其他时间也有做\n
  • 坦白讲不是每次更新都能有那样的上升\n而是因为集中marketing\n其他时间也有做\n
  • 免费版的经验 idp\n我一上来就说 idp得到了很大的免费下载量\n
  • 免费版的经验 idp\n我一上来就说 idp得到了很大的免费下载量\n
  • 免费版的经验 idp\n我一上来就说 idp得到了很大的免费下载量\n
  • 免费版的经验 idp\n我一上来就说 idp得到了很大的免费下载量\n
  • 免费版的经验 idp\n我一上来就说 idp得到了很大的免费下载量\n
  • 免费版的经验 idp\n我一上来就说 idp得到了很大的免费下载量\n
  • 补同时期的收费版收入图\n流量就是钱\n
  • 用户是最重要的资源\n用户的流量 可以就是钱\n免费用户可以成为下一个游戏的基础\n
  • \n
  • \n
  • 90%的用户直接在手机上下载app\n5倍conv rate than收费\nindie方式 有钱的公司可以不这样\n
  • 90%的用户直接在手机上下载app\n5倍conv rate than收费\nindie方式 有钱的公司可以不这样\n
  • 90%的用户直接在手机上下载app\n5倍conv rate than收费\nindie方式 有钱的公司可以不这样\n
  • 为什么要有burst?\n排行榜游戏,最有效的曝光就是charts\n排行公式\n
  • 为什么要有burst?\n排行榜游戏,最有效的曝光就是charts\n排行公式\n
  • (A,T,F company)\n
  • \n
  • \n
  • 国内很少有人提起\n
  • 国内很少有人提起\n
  • 国内很少有人提起\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • 当我们在开发时,仍然能保持用户社区的活跃\n让大家不要遗忘我们\nevents 展开\n
  • 当我们在开发时,仍然能保持用户社区的活跃\n让大家不要遗忘我们\nevents 展开\n
  • 当我们在开发时,仍然能保持用户社区的活跃\n让大家不要遗忘我们\nevents 展开\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • 做自己想玩的游戏\n
  • 做自己想玩的游戏\n
  • 做自己想玩的游戏\n
  • 做自己想玩的游戏\n
  • 做自己想玩的游戏\n
  • 大家有空可以下去展台看一下\n我们的新的游戏demo\ncrossout\n
  • Transcript of "Survive in iPhone App Store@GDC China 2010"

    1. 1. Survive in iPhone App Store --A Chinese Indie Story Wesley Bao Coconut Island StudioTuesday, December 13, 11 1
    2. 2. BackgroundTuesday, December 13, 11 2
    3. 3. BackgroundTuesday, December 13, 11 2
    4. 4. Background  Independent game studioTuesday, December 13, 11 2
    5. 5. Background  Independent game studio  Founded in July of 2009Tuesday, December 13, 11 2
    6. 6. Background  Independent game studio  Founded in July of 2009  Gamer & dreamerTuesday, December 13, 11 2
    7. 7. Tuesday, December 13, 11 3
    8. 8. Tuesday, December 13, 11 3
    9. 9. FactsTuesday, December 13, 11 4
    10. 10. Facts  Shipped on: 2009-7-13Tuesday, December 13, 11 4
    11. 11. Facts  Shipped on: 2009-7-13  Total downloads: 10 millionTuesday, December 13, 11 4
    12. 12. Facts  Shipped on: 2009-7-13  Total downloads: 10 million  Peak downloads: 290,000/dayTuesday, December 13, 11 4
    13. 13. Facts  Shipped on: 2009-7-13  Total downloads: 10 million  Peak downloads: 290,000/day  Ranked No.1 on top overall free appsTuesday, December 13, 11 4
    14. 14. Tuesday, December 13, 11 5
    15. 15. Tuesday, December 13, 11 5
    16. 16. FactsTuesday, December 13, 11 6
    17. 17. Facts  Rankedtop 10 in US, UK and DE Paid version  Ranked No.1 in UK, DE, HKTuesday, December 13, 11 6
    18. 18. Facts  Rankedtop 10 in US, UK and DE Paid version  RankedNo.1 in UK, DE, HK Free versionTuesday, December 13, 11 6
    19. 19. Facts  Rankedtop 10 in US, UK and DE Paid version  RankedNo.1 in UK, DE, HK Free versionTuesday, December 13, 11 6
    20. 20. Facts  Ranked top 10 in US, UK and DE Paid version  Ranked No.1 in UK, DE, HK Free version  Total Downloads: 2.8 millionTuesday, December 13, 11 6
    21. 21. AgendaTuesday, December 13, 11 7
    22. 22. Agenda DevelopmentTuesday, December 13, 11 7
    23. 23. Agenda Development MarketingTuesday, December 13, 11 7
    24. 24. Agenda Development Marketing The hit formulaTuesday, December 13, 11 7
    25. 25. Development  InnovationTuesday, December 13, 11 8
    26. 26. Tuesday, December 13, 11 9
    27. 27. Tuesday, December 13, 11 9
    28. 28. Tuesday, December 13, 11 9
    29. 29. Band Band Jump  Shipped on: 2009-12-05  Featured on “Hot New Games”  Total revenue: $3,000Tuesday, December 13, 11 9
    30. 30. Copy doesn’t workTuesday, December 13, 11 10
    31. 31. Copy doesn’t work  Simply copied Doodle JumpTuesday, December 13, 11 10
    32. 32. Copy doesn’t work  Simply copied Doodle Jump App Store is full of ideasTuesday, December 13, 11 10
    33. 33. Copy doesn’t work  Simply copied Doodle Jump App Store is full of ideas Clones have no futureTuesday, December 13, 11 10
    34. 34. Copy doesn’t work  Simply copied Doodle Jump App Store is full of ideas Clones have no future Fabulous artwork won’t save youTuesday, December 13, 11 10
    35. 35. Innovation To The RescueTuesday, December 13, 11 11
    36. 36. Innovation To The RescueTuesday, December 13, 11 12
    37. 37. Innovation To The Rescue  On App Store “Featured”Tuesday, December 13, 11 12
    38. 38. Innovation To The Rescue  On App Store “Featured” Original gameplayTuesday, December 13, 11 12
    39. 39. Innovation To The Rescue  On App Store “Featured” Original gameplay Unique art styleTuesday, December 13, 11 12
    40. 40. Innovation To The Rescue  On App Store “Featured” Original gameplay Unique art style  Top 10 on U.S. chartTuesday, December 13, 11 12
    41. 41. Innovation To The Rescue  On App Store “Featured” Original gameplay Unique art style  Top 10 on U.S. chart In less than 48 hrsTuesday, December 13, 11 12
    42. 42. The Importance of InnovationTuesday, December 13, 11 13
    43. 43. The Importance of Innovation  Apple wants innovationTuesday, December 13, 11 13
    44. 44. The Importance of Innovation  Apple wants innovation  Users want innovationTuesday, December 13, 11 13
    45. 45. Development  Innovation  PolishingTuesday, December 13, 11 14
    46. 46. PolishingTuesday, December 13, 11 15
    47. 47. Polishing Demo versionTuesday, December 13, 11 15
    48. 48. Polishing Demo version Programmer artsTuesday, December 13, 11 15
    49. 49. PolishingTuesday, December 13, 11 16
    50. 50. Polishing  First version, metal styleTuesday, December 13, 11 16
    51. 51. Polishing  First version, metal styleTuesday, December 13, 11 17
    52. 52. Polishing  Firstversion, metal style  Disposed completelyTuesday, December 13, 11 17
    53. 53. PolishingTuesday, December 13, 11 18
    54. 54. Polishing Preview version for pressTuesday, December 13, 11 18
    55. 55. Polishing Preview version for pressTuesday, December 13, 11 18
    56. 56. Polishing Preview version for pressTuesday, December 13, 11 19
    57. 57. Polishing Preview version for press Retro styleTuesday, December 13, 11 19
    58. 58. Polishing Preview version for press Retro style 18 levelsTuesday, December 13, 11 19
    59. 59. PolishingTuesday, December 13, 11 20
    60. 60. Polishing 1.0 Release on 2010-08-05Tuesday, December 13, 11 20
    61. 61. Polishing 1.0 Release on 2010-08-05 30 LevelsTuesday, December 13, 11 20
    62. 62. ResultTuesday, December 13, 11 21
    63. 63. Result Sales - 3 days after releaseTuesday, December 13, 11 21
    64. 64. Inflection PointTuesday, December 13, 11 22
    65. 65. Inflection Point Sales - 14 days after releaseTuesday, December 13, 11 22
    66. 66. Inflection Point Sales - 14 days after release The reasonTuesday, December 13, 11 22
    67. 67. Development  Innovation  Polishing  Feedback-driven developmentTuesday, December 13, 11 23
    68. 68. Voices From CustomersTuesday, December 13, 11 24
    69. 69. Voices From Customers Average rating = 2.5Tuesday, December 13, 11 24
    70. 70. Voices From Customers Average rating = 2.5 Take care of 1 star ratingTuesday, December 13, 11 24
    71. 71. Voices From Customers Average rating = 2.5 Take care of 1 star rating “I was enjoying this app for about 6 minutes, then it jumped to a ridiculous hard level...”Tuesday, December 13, 11 24
    72. 72. Voices From Customers Average rating = 2.5 Take care of 1 star ratingTuesday, December 13, 11 24
    73. 73. Voices From Customers Average rating = 2.5 Take care of 1 star rating Steep learning curveTuesday, December 13, 11 24
    74. 74. Feedback-driven developmentTuesday, December 13, 11 25
    75. 75. Feedback-driven development UpdateTuesday, December 13, 11 25
    76. 76. Feedback-driven development Update Casual mode -- for light usersTuesday, December 13, 11 25
    77. 77. Feedback-driven development Update Casual mode -- for light usersTuesday, December 13, 11 25
    78. 78. Feedback-driven development Update Casual mode -- for light usersTuesday, December 13, 11 25
    79. 79. Feedback-driven development Update Casualmode -- for light users Reverse mode -- for hardcoresTuesday, December 13, 11 25
    80. 80. Feedback-driven development Update Casualmode -- for light users Reverse mode -- for hardcoresTuesday, December 13, 11 25
    81. 81. Feedback-driven development Update Casualmode -- for light users Reverse mode -- for hardcoresTuesday, December 13, 11 25
    82. 82. Feedback-driven development Update Casual mode -- for light users Reverse mode -- for hardcores Levels ×3Tuesday, December 13, 11 25
    83. 83. ResultTuesday, December 13, 11 26
    84. 84. Result Average rating from 2.5 to 4Tuesday, December 13, 11 26
    85. 85. Development  Innovation  Polishing  Feedback-driven developmentTuesday, December 13, 11 27
    86. 86. Tuesday, December 13, 11 28
    87. 87. Tuesday, December 13, 11 28
    88. 88. MarketingTuesday, December 13, 11 28
    89. 89. Marketing  Free versionTuesday, December 13, 11 28
    90. 90. Free Version  Promotion for paid versionTuesday, December 13, 11 29
    91. 91. Free Version  Promotion for paid versionTuesday, December 13, 11 29
    92. 92. Free Version  Promotion for paid version Before AfterTuesday, December 13, 11 29
    93. 93. Free Version  Promotion for paid version  Incoming from ads Stable revenueTuesday, December 13, 11 30
    94. 94. Free Version  Promotion for paid version  Incoming from ads Stable revenueTuesday, December 13, 11 30
    95. 95. Free Version  Promotion for paid version  Incoming from ads  Large amount of usersTuesday, December 13, 11 31
    96. 96. Marketing  Freeversion  Ad CampaignTuesday, December 13, 11 32
    97. 97. Ad CampaignTuesday, December 13, 11 33
    98. 98. Ad Campaign Invest mobile ad Don’t invest website adTuesday, December 13, 11 33
    99. 99. Ad Campaign Invest mobile ad Don’t invest website ad Ad for free version Not for paid version.Tuesday, December 13, 11 33
    100. 100. Ad Campaign Invest mobile ad Don’t invest website ad Ad for free version Not for paid version. Burst campaign Don’t run the campaign periodicallyTuesday, December 13, 11 33
    101. 101. Burst CampaignTuesday, December 13, 11 34
    102. 102. Burst Campaign Buying clicks or downloads In a large amount In a short periodTuesday, December 13, 11 34
    103. 103. Burst Campaign Buying clicks or downloads In a large amount In a short period Target No.1 top overall free app Boost paid version to top 25Tuesday, December 13, 11 34
    104. 104. Burst CampaignTuesday, December 13, 11 35
    105. 105. Burst Campaign Ad source House ads House ads exchange PurchaseTuesday, December 13, 11 35
    106. 106. Campaign for Finger Balance 4 days 300k clicksTuesday, December 13, 11 36
    107. 107. Campaign for Finger Balance 4 days 300k clicks 28% 48% 24% Self House Ads Exchange House Ads PurchaseTuesday, December 13, 11 36
    108. 108. ResultTuesday, December 13, 11 37
    109. 109. Result  RankedNo.1 in UK, DE, HK Free versionTuesday, December 13, 11 37
    110. 110. Result  RankedNo.1 in UK, DE, HK Free version  Rankedtop 10 in UK, DE,HK Paid versionTuesday, December 13, 11 37
    111. 111. Key point Wrong RightTuesday, December 13, 11 38
    112. 112. Marketing  Free version  Ad campaign  User communityTuesday, December 13, 11 39
    113. 113. User CommunityTuesday, December 13, 11 40
    114. 114. User Community  Social methods Facebook Twitter Youtube EmailTuesday, December 13, 11 40
    115. 115. User Community  Social methods Facebook Twitter Youtube Email  Export from gameTuesday, December 13, 11 40
    116. 116. User communityTuesday, December 13, 11 41
    117. 117. User community  Closer to usersTuesday, December 13, 11 41
    118. 118. User community  Closer to users  Community eventsTuesday, December 13, 11 41
    119. 119. User community  Closer to users  Community events  Accumulate users for new gamesTuesday, December 13, 11 41
    120. 120. Summary Development MarketingTuesday, December 13, 11 42
    121. 121. Summary Development Marketing  Innovation  Polishing  Feedback-drivenTuesday, December 13, 11 42
    122. 122. Summary Development Marketing  Innovation  Free version  Polishing  Ad campaign  Feedback-driven  User communityTuesday, December 13, 11 42
    123. 123. The hit formula = × Sales MarketingTuesday, December 13, 11 43
    124. 124. The hit formula = × Sales Product MarketingTuesday, December 13, 11 43
    125. 125. The hit formula = × Sales Product Marketing || (Innovation × Polishing - Average)Tuesday, December 13, 11 43
    126. 126. TakeawayTuesday, December 13, 11 44
    127. 127. Takeaway Tips for Chinese developersTuesday, December 13, 11 44
    128. 128. Takeaway Tips for Chinese developers Embrace western cultureTuesday, December 13, 11 44
    129. 129. Takeaway Tips for Chinese developers Embrace western culture Long term strategyTuesday, December 13, 11 44
    130. 130. Takeaway Tips for Chinese developers Embrace western culture Long term strategy “ ” ---杨 (Edward Yang, Movie Director)Tuesday, December 13, 11 44
    131. 131. Takeaway Tips for Chinese developers Embrace western culture Long term strategyTuesday, December 13, 11 44
    132. 132. Thank You  wesley.bao@CoconutIslandStudio.com  twitter.com/Coconut_Island  www.coconutislandstudio.com/blog @ 岛 风 (weibo.com/CoconutIsland)  Next game: One Tap HeroTuesday, December 13, 11 45
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