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IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale
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IT'S A JUNGLE OUT THERE! How a simple 10 point plan can help you launch your indie mobile game and live to tell the tale

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A keynote I held at the 2013 Shared Gems Game Design Seminar in Helsinki, Finland, on May 7 (http://sharedgems.fi/info-in-english/). …

A keynote I held at the 2013 Shared Gems Game Design Seminar in Helsinki, Finland, on May 7 (http://sharedgems.fi/info-in-english/).
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Indie startups often focus all their efforts into making their first game an awesome one, and that is good.

However, often they also don't plan the basics first: channel, platform, genre choice based on target group, business model, and so on. The things that should steer game development from the very beginning.

This simple checklist, gleaned from the experiences of our Finnish indie Cute Attack and our first game Captain Clumsy, might help other indie startups plan their effort and focus better, thus increasing there chances of success in the overcrowded App markets.

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  • 1. Its a Jungle Out There!How a simple 10 point plan canhelp you launch your indie mobilegame and live to tell the tale
  • 2. Bio
  • 3. I am...● Giuliano Cremaschi● Italian● Born 1970● Major in English Literature● In Finland from 2003● In gaming and online business from 2003,previously in pen&paper RPGs, comic bookpublishing● In a relationship; has a 3 year old Finnish-Italian child
  • 4. 10 years in the gaming business1.5 y - Eco-rangers, deceasedMMOG startup (Creative Director)6 years - Habbo, 5 jobs, latestCreative Director1.5 y, Crytek, Gface F2P platform(Creative Director)1 y Cute Attack, F2P mobileaction/arcade (CEO/Lead Designer)
  • 5. February 2012 to now
  • 6. Captain Clumsy● F2P piratical falling arcade game for iOS and Android● iOS launched April 10● 75k installs, Apple featuring, updated 2 times
  • 7. Going indie mobile?
  • 8. ● The App market is still growing strong● Finland is a hub of mobile gaming● Easier to develop and still good quality● Tablet market still untapped● Mid-core target group still partly untapped● More target demographics will open up● There already are awesome games toinspire us to do even better!Do it!
  • 9. Wow, that feels great!
  • 10. 99% of the time, though...
  • 11. Financially, the result is often...
  • 12. ...or this
  • 13. Welcome to theMobile Gaming Market
  • 14. Why so deadly● Overcrowding● Poor discoverability● App Stores are old fashioned (poor Search)● Lack of personalized recommendations● Lack of an Amazon-style curating community● Editorial choices (Featuring) make or break games● Way too many games!● Cloners! Cloners! Cloners!Platform specific threats● Rigid rules, slow updating (iOS)● Harder to monetize, device fragmentation (Android)
  • 15. Am I doomed?
  • 16. Dont despair, comrade!Theres a solution!
  • 17. Instead of starting yourgame development withan awesome feature list...
  • 18. ...make a plan first,mes amis.
  • 19. 10 questions that canhelp you plan your gameand achieve success...
  • 20. ...if you tackle themas EARLY aspossible, clearly.
  • 21. 1. What Channel?iOSAndroidBoth?Others?TIPS: Forget the "Others", they dontmatter (yet).Android = can be harder to monetizeDiscard iOS at your peril
  • 22. 2. What Platform?SmartphoneTabletBothTIPS: If possible, plan for both! Tablets, especially iPads,monetize well. Ask Supercell!
  • 23. 3. What Genre?StrategyAction/AdvArcadeSocialPuzzle/Match 3Etc etcTIPS: Choose a genre the Team CAN do. Choose a genre youreHAPPY with. Also, some genres make less money than others,and theres nothing you can do about it.
  • 24. 4. What Target Group?ChildrenPre-teensTeensMiddle-ageMale/FemaleGeoAdultsOlderTIPS: choose target demographics that suit your genre andartists. Other, more sophisticated segmentation can beperformed (habits, objectives, etc)
  • 25. 5. What Business Model?PaidPremiumPaid + IAPsAdvertisingF2P (IAPs)F2P + AdsTIPS: F2P can make tons of money. Or near to nothing. PurePaid is hard without a Publisher or without being Featured.THE BUSINESS MODEL IS PART OF THE GAMEDEVELOPMENT PROCESS, ESPECIALLY WITH F2P!
  • 26. 6. What Tech?Commercial game engineCustom game engineTIPS: consider Custom if its almost ready, performant andeasy to use. If not, go commercial.
  • 27. 7. Publisher?YesNoTIPS? Focus on the concretethings offered on the contract.NEVER sign right away, alwaysnegotiate.NEVER, ever give your IP away.(And they will ask.)
  • 28. 8. The 2-3 key analytics?InstallsRetentionConversionSalesLCVTIPS: Some games rely on analytics more than others. Waymore. (Social, strategy, F2P in general.)Loyalty
  • 29. 9. Quality Ads?Personalized interstitial framesIncentivized videoGame session recordingTIPS: Quality ads do not damage the user experience. Youjust have to implement them well. Check out Chartboost,Applifier and Flurry, for example.
  • 30. 10. Marketing and PR?Studio brand & SiteGame TrailerSocial MediaReview SitesContacts (Apple,Google, etc)Direct Deals andCross PromosBought installsFree App Apps,price drops, etcTIPS: 0-budget Marketing and PR can be awesome. We gotFeatured by Apple by (probably) working hard on our contacts.And by having a good game, of course!
  • 31. Did YOU tackle these with CaptainClumsy?1. Channel? Android first, then iOS2. Platform? Phone first, then tablet3. Genre? 3D Arcade with physics4. Target? Children to adults5. Business? F2P with IAPs and Advertising6. Tech? Proprietary game engine7. Publisher? Android global, iOS in Turkey8. Analytics? Retention and Conversion9. Ads? Custom frames and incentivized video10. Mktg & PR? Every angle is coveredBlimey, youmorons!
  • 32. The price of our mistakes● *Takes a deep breath*A game that was designed as F2P a bit too late andwith not enough research, that doesnt yet monetizewell enough with IAPs, with Android rights givenaway for 2 years (which prevent also new iOSpublishing deals), children-friendly but too hard forchildren, with a two-weeks delay with the iPadversion after the Apple Featuring started, and withretention in need of improvement● Update after update, were handling these, but having astrategy would have helped enormously.
  • 33. So, get ready to tacklethe 10 questions andsurvive the jungle!
  • 34. THANK YOU, MATEYS, AND GOOD LUCK WITH YOUR GAMES!
  • 35. About usGiulianogiuliano@cuteattack.com@gcremaschiCute Attack*cuteattack.com@cuteattackgameswww.facebook.com/cuteattackgames* N.B.: The link to this and Benjamin Blocks presentation,plus other materials, from tomorrow onwards on our FBpage and Twitter feed

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