Designing a 100 million
player racing game
Vladimir Funtikov
Co-founder, Creative Mobile
Decisions, decisions…
 Platform
 Game
 Business model
 Technology: client
 Technology: server
 Retention
 Marketing
Which platform?
 in 2011:
 New market, weak
competition
 Familiar technology
 Android ftw!
 in 2012:
 Lots of opport...
What game?
 in 2011:
 Lightweight, simple tech
 Short sessions
 Catchy name
 Short time to market
 in 2012:
 High-e...
What business model?
 in 2011:
 Premium not an option
 No IAP support until May
 Billing issues
 Limited advertising ...
Technology: client
 in 2011:
 A handful of low-end devices
(<1GHz single-core, 480x320)
 Build size is an issue
 Few h...
Technology: client
Technology: server
 in 2011:
 Expected players: <1M
 Simplest multiplayer
 Data on client
 A few PHP scripts +
MySQL ...
Retention
 in 2011:
 Let’s get some players, and
then we’ll see
 Gear ratio tuning
 Fan forum
 Facebook page
 in 201...
Marketing
 in 2011:
 No money
 No brand
 No connections
 Guerrilla marketing
 Icon & keyword optimization
 Attentio...
Marketing
The end!
are hiring!! www.creative-mobile.com/careers
hr@creative-mobile.com
Vladimir Funtikov
Co-founder
vladimir@creativ...
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Designing a 100 million player racing game by Vladimir Funtikov (Creative Mobile)

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Designing a 100 million player racing game by Vladimir Funtikov (Creative Mobile)

  1. 1. Designing a 100 million player racing game Vladimir Funtikov Co-founder, Creative Mobile
  2. 2. Decisions, decisions…  Platform  Game  Business model  Technology: client  Technology: server  Retention  Marketing
  3. 3. Which platform?  in 2011:  New market, weak competition  Familiar technology  Android ftw!  in 2012:  Lots of opportunities everywhere!  Android + iOS + WP + Browser/FB + ?
  4. 4. What game?  in 2011:  Lightweight, simple tech  Short sessions  Catchy name  Short time to market  in 2012:  High-end, sophisticated  Long lifecycle  Brand building  “When it’s done”
  5. 5. What business model?  in 2011:  Premium not an option  No IAP support until May  Billing issues  Limited advertising options: banners, some interstitials  Ad-supported game  in 2012:  Premium somewhat viable  IAP revenue can be huge  Carrier billing  Tons of available ad formats: banners of all sizes, videos, incentivized, etc  Freemium with non-intrusive advertising
  6. 6. Technology: client  in 2011:  A handful of low-end devices (<1GHz single-core, 480x320)  Build size is an issue  Few high-end games struggling  Single target platform  Custom lightweight engine + DIY physics model  in 2012:  Devices are awesome (2-4 cores + GPU + Full HD)  <50 Mb (GP), <100 Mb (iTunes)  Plenty of high-end games doing well  Cross-platform is a must  Unity Pro + dedicated vehicle physics engine
  7. 7. Technology: client
  8. 8. Technology: server  in 2011:  Expected players: <1M  Simplest multiplayer  Data on client  A few PHP scripts + MySQL database  in 2012:  100M players  MMO gameplay  Data on server
  9. 9. Retention  in 2011:  Let’s get some players, and then we’ll see  Gear ratio tuning  Fan forum  Facebook page  in 2012:  We need user-generated content!  Better upgrades, better tuning, awesome customization, teams in multiplayer, in-game messaging, …  Social media campaign months before launch
  10. 10. Marketing  in 2011:  No money  No brand  No connections  Guerrilla marketing  Icon & keyword optimization  Attention-grabbing name  Free reviews  in 2012:  We need to build a brand  Console-like approach  Trademarkable name  Review on top sites  Featuring  Social media  Presentation at Gamescom
  11. 11. Marketing
  12. 12. The end! are hiring!! www.creative-mobile.com/careers hr@creative-mobile.com Vladimir Funtikov Co-founder vladimir@creative-mobile.com @creativemCEO

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