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"Brave New Virtual World: Making Free-to-Play Games Work for You"

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"Brave New Virtual World: Making Free-to-Play Games Work for You" -- a presentation first given at the Play for Free Seminar in Copenhagen on 19.November.2009 -- ...

"Brave New Virtual World: Making Free-to-Play Games Work for You" -- a presentation first given at the Play for Free Seminar in Copenhagen on 19.November.2009 -- http://www.dadiu.dk/seminar/playforfree/programme.htm

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  • Margaret Wallace – Full bio here: http://en.wikipedia.org/wiki/Margaret_Wallace
  • The Founders of Playmatics Have been involved in the creation of many original and innovative IP titles.
  • The Founders of Playmatics Have worked on some of the largest and most popular brands.
  • What’s the promise of free-to-play games?
  • Source: http://www.virtualworldsnews.com/2009/03/virtual-goods-make-up-85-of-habbo-revenue-ads-and-new-products-to-grow.html
  • Source http://sanfrancisco.bizjournals.com/sanfrancisco/stories/2009/08/10/story2.html?b=1249876800^1894931
  • What brought me here?
  • Rebel Monkey, Founded in 2007
  • Raised Money
  • CampFu had lots of features
  • CampFu had lots of press
  • Functions to allow my friend to work for me in the game and keep my restaurant running.
  • Gaining social status in Gaia Online by adorning your avatar to express your true self.
  • Decorating the exterior of your restaurant in Restaurant City to
  • Here, a virtual good is used to show the player that they need to achieve level 22 before being able to access a sandwich to give to friends.
  • Rewarded for doing a pro-social action inside of the game.
  • The owner of this restaurant ensures getting better ratings the more time and money they spend on decorating their restaurant.
  • Not a matter of ship it and forget it.
  • Must pay constant attention to customer acquisition funnel.
  • It’s a constant process.

"Brave New Virtual World: Making Free-to-Play Games Work for You" "Brave New Virtual World: Making Free-to-Play Games Work for You" Presentation Transcript

  • www.playmatics.com
    Margaret Wallace, CEO
    margaret@playmatics.com
    Twitter: @MargaretWallace
  • Involved in Games Since 1996
    1996
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Playmatics Founders: Lots of Experience in Creation of Original & Innovative IP
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Playmatics Founders: Experience Working with Large Media Companies & Licensed Brands
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • What a long, strange trip it’s been!
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Brave New Virtual World?
    Making Free-to-Play Games Work for You
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Market Overview
    Global Market: The global online games market is expected to reach $13 Billion in revenues by 2011 For 2009, $5.5 billion globally spent on virtual goods
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Market Overview
    North America: North American virtual goods activity could exceed $15 billion by 2014In 2009, an estimated $400 million to $600 million will be spent on virtual goods in the United States
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Market Overview
    Increasingly Competitive:The market is very crowded. For example, in January 2009, there were a reported 200 virtual worlds in development targeting younger people alone. A popular game on Facebook can be cloned in as little as 1 monthLots of money pouring into space
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Market Overview
    Rise of Social Networks:Facebook grows 600k+ month.Time spent on social networking sites tripled in August 09 Playfish network currently hosts around 9M active users at any one time – this number was ~3M less than a year ago. Playfish Installed 100M Games In 18 MonthsPackrat – estimated $15k -- $25k/month
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Types of Free-to-Play Games(There are pro’s and con’s for each.)
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Social
    Casual
    Core / Hard-Core
    Single-Player
  • Earth Eternal
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Puzzle Pirates
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Virtual Goods Make Up 85% Of Habbo Revenue -- $70M in 2008
    Habbo Hotel
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Zynga gets two-thirds of its projected $100 -- $200 million-plus annual revenue selling virtual goods ranging from digital farm buildings to poker chips.
    Farmville
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • City of Eternals
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Example: Gift-Giving as a Game
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • ?
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • $
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Powered by
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Focus on Real-Time Co-Op Games
    $1 Billion+ in North America
    Mario Party 8 6M+ Sold
    12+ Million Subscribers
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • CampFu Was Packed With Features
  • Lots of Great Press & Reviews for CampFu
  • Games, Virtual Goods & Virtual Economies Work Together to Create an Ecosystem
    Copyright 2009. Margaret Wallace. Please Attribute Credit if You Use These Slides
  • Successful Use of Virtual Goods Touches on Core Experiences
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Types of Virtual GoodsExamples
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • In-Game / Functional
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Social Status
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Integrating Virtual Goods Into Free-to-Play Game Experiences
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Gifting
    Playfish titles are typically released with just 20% of their final features developed and implemented.
    The rest is introduced over time in response to the demands of the community and based on the overall success of the title.
    Source: “Building Social Games At Scale” Panel
    Social Gaming Summit, June 23, 2009
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Decorative
    Playfish sells around 20M items in Restaurant City every day – through either spending money- or through time spent in game.
    Source: “Building Social Games At Scale” Panel
    Social Gaming Summit, June 23, 2009
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Collectibles & Rare Items
    Limited number, niche appeal, unique appeal drive popularity of free-to-play games.
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Setting Goals
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Trading / Exchange
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Contests & “Prizes”
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Rewarding Behavior
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Rewarding Consumption
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Important lessons
    learned along the way….
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Keep It Simple, Stupid.
  • Free-to-Play Games are a Lifestyle….
    Require full-time commitment….
    Must have good metrics….
    Launching the product is just the beginning…
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Constant Attention to User Acquisition
     What’s The Bounce Rate?
     How Much Churn?
     What Are Conversions? LVP?
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Customer Acquisition Funnel
    How many people who come to your website actually stay and register?
    Buying Your Users:
    The major players in social games are spending millions of dollars on user acquisition.
    Example Source: http://www.insidesocialgames.com/2009/11/17/zynga-raises-15-2-million-at-a-625-million-valuation-or-is-this-old-news/
    If 100,000 come to your site, you’ll be lucky if 5% to 15% take the step to register.
    Of that 2% to 15% -- anywhere from 1% to 15% will become purchasing players!
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Predictions
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Continued Consolidation
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • More “Stupid Money” Pouring In
    Is the Bubble Going to Burst?
  • Legal Issues Everywhere!
    Probably Just the Beginning…
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • In-App Purchases for iPhone
    Virtual Goods on New Platforms Showing Promise
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Resources
    Margaret Wallace on Twitter:
    www.twitter.com/MargaretWallace
    VentureBeat – www.venturebeat.com
    TechCrunch – www.techcrunch.com
    Inside Social Games – www.insidesocialgames.com
    Virtual Goods News -- http://www.virtualgoodsnews.com/
    Virtual Economy Research Network -- http://virtual-economy.org/
    Games & Innovation -- http://gamesandinnovation.com
    Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  • Questions?
    Contact: Margaret Wallace, CEO
    margaret@playmatics.com
    Twitter: @MargaretWallace
    Disclaimer: All images here, if not the explicit property of the author, are used for educational purposes only. They belong to their rightful owners and I wouldn’t want it any other way.