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Game horizon 28.07.2011, renate nyborg edelman

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  • Marketing mobile gamesWhat lies ahead – look at opportunitieshttp://www.flickr.com/photos/graft/1600789262/sizes/z/in/photostream/
  • Please style – perhaps add client brands??3,700 people in 53 offices400 people in London office across consumer, tech, healthcare and digitalJust bought 12 person mobile development agencyDigital, social media and mobile for Xbox, EA Mobile, Samsung, RIM, Starbucks, Pepsico, Diageo, etc.
  • Head up mobile across the group & manage digital/social media for mobile & gaming clients
  • http://www.flickr.com/photos/nchill4x4/5560435682/sizes/l/in/photostream/
  • Switch brains to mobile channel2 minutes on what’s happened in the past year
  • Significant audiences across variety fo major mobile platforms(add NOKIA and JAVA)OS proliferation > More ‘real’ players in app space. Need to consider which platforms to build for and long term development strategy.Means more competitionBut also opportunity: bigger market.Main platforms: iOS, Android, RIM, Symbian, Bada, WP7
  • Android has come out on top
  • - Tablets are a completely new mobile gaming platform / format- Paved way for new genres of gaming, from 2 payer board games (chess) to advanced strategy games- 84% of tablet owners play games on their deviceiPad led the way, Samsung Galaxy Tab, Motorola Zoom, Blackberry Playbook following suit
  • Shift away from premium to freemium / ad funded models
  • Rise of power publishers (EA, Gameloft, Zynga): top developers acquired by major publishers 36% rise in global funding and acquisition deals in 2010.Zyngaalone has acquired 14 mobile companies – development and tools – in 2012Mean more competition for indie developers + more important to think about exit strategyFor consumers it provides curationhttp://www.flickr.com/photos/rlews/2111616358/sizes/l/in/photostream/
  • Think more about girls!31% increase in 25-34 year old womenhttp://www.flickr.com/photos/missfawn/2195100845/sizes/z/in/photostream/
  • Majority female compared to console -53% vs 40% are femalehttp://www.flickr.com/photos/missfawn/2195100845/sizes/z/in/photostream/
  • http://www.flickr.com/photos/photo-graphic-leigh/3913136449/sizes/o/in/photostream/
  • Mobile game development means – you’re in marketingLike music or fashion– standing out, branding and consumer engagement is more important than qualityhttp://www.flickr.com/photos/dcdead/5624359943/sizes/l/in/photostream/
  • Don’t think about writing a game – you’re in marketinghttp://www.flickr.com/photos/dcdead/5624359943/sizes/l/in/photostream/
  • Dedicated & experienced: 24/7 attention to opportunities, eye on Facebook.mobile adsResources: designers, budget for print adsCuration (best of breed) so media pay attentionMajor opportunities for cross promotionBrand selss
  • No right/wrong answerDedicated & experienced: 24/7 attention to opportunities, eye on Facebook.mobile adsResources: designers, budget for print adsCuration (best of breed) so media pay attentionMajor opportunities for cross promotionBrand selss
  • http://www.flickr.com/photos/24298207@N03/5255348854/sizes/l/in/photostream/Build a relationship with distributorsSend a weekly report with updates on figures and planned marketing to Apple, with screen assets and copy available via an FTP.Nokia featured one of our apps in their TV marketing campaign, and also paid for several apps to be ported to their platform. Sometimes just getting on someone’s radar can both save and make you money.Perfect one ‘killer feature’Interest press and bloggers.Helps word-of-mouth marketing.Make your app social & shareableAllow people to share via Facebook, Twitter or email.
  • AMAZING QA and Testing is crucialIf your apps is released with bugs it will incur bad reviews and kill the app. Well worth spending money with an outside agencyMake sure you test on all relevant versions on software. Even individual releases (4.2.1) can cause bugs or crashesAim to keep iOS apps under 20MB so it can be distributed over-the-air – you will get lots more downloadsFiles can increase in size after you upload it, so make sure you check the file after you upload the source code. Aim for <17MB distribution buildThe Android Market imposes no size restrictions to over-the-air downloads, however there is a 50MB size limit for Android applicationsAnalyze and iterate!!Make sure you have great analytics in place to watch what people DO rather than SAY they want. AppFigures etc. are a great way to keep an eye on the go.Iterate and Update your app to improve it and keep people interested
  • Buzz, blog and press reviewsGet ahead by posting a teaser trailer on Youtube and screenshots on gaming blogs/forums like TouchArcadeSend demo codes to key bloggers and journalists, and try to secure launch coverage e.g. with an exclusive interviewGreat app store reviewsAVOID bad reviews by having bugsAsk friends to review itInclude ‘Rate This App’ codeGet into the Top 10Pile up ‘launch triggers’ to get as much momentum as possible in the week after launch: press, social media, mobile/digital advertisingGet featured by AppleApple decides who they feature by geography, but you can help yourself by getting buzz in press/social media and building a relationship with the Developer relations team
  • Advent of ad-funded and in-app purchases.Note: it is very hard to make money in arvertising, need 1m+ downloads and tech is hard to integrate.
  • Interesting when you break down free vs. paid by volumeTop free game make more than premium, less popular free games make significantly less
  • http://www.flickr.com/photos/camillewalala/2547217677/sizes/l/in/photostream/
  • Truly Cross PlatformMobile, PC and Console mixMobile browser & mobile apps convergeCross platform coding strategy - http://www.flickr.com/photos/pixelmama/5154277788/sizes/l/in/photostream/
  • Multi Player modeReplicate success of social game – Popcap / Bejeweled: play 2 mins solo, 10 mins socialSocial by design – building word of mouth into fabric of gameTurning players into advocateshttp://www.flickr.com/photos/alvaroparis/3303815321/sizes/l/in/photostream/http://www.flickr.com/photos/davedellacosta/83127087/sizes/l/in/photostream/
  • Location based – increased relevance,
  • GamificationMobile & Social convergence (Facebook’s “Project Spartan”; WoW mobile companion)Increased importance for marketing
  • ConvergenceIntegrated strategyhttp://www.flickr.com/photos/29487767@N02/2904087529/sizes/l/in/photostream/
  • http://www.flickr.com/photos/alphafoxtrot/5574834432/sizes/l/in/photostream/
  • Transcript

    • 1. Smart Phones, Smart Games
      Renate Nyborg
      Director, Edelman Digital
      GameHorizon Conference, 28th June 2011
      renate.nyborg@edelman.com| @renate
    • 2.
    • 3. Renate is a Director at Edelman Digital, with a focus on delivering digital, social media and mobile campaigns across a wide range of brand clients.
      Prior to this Renate was head of mobile business development at A&N Media, the owner of Metro, Daily Mail, FindaProperty.com, Motors.co.uk, Jobsite.co.uk and Teletext Holidays and uniquely reaching 75+ million people each month. In her time there the group published over 70 smartphone apps, and she was instrumental in setting up Metro Apps, an international publisher and marketer of smartphone games and apps. She also managed key relationships with Apple, Google, Nokia, RIM and Microsoft.Renate previously ran global marketing for social media hardware company Poken in San Francisco, founded music events company Madhouse Collective, and was a founding member of Twestival, a global charity project run by volunteers through Twitter. Their landmark events in 2009-11 simultaneously took place in 200+ cities and have collectively raised $1.9 million for charity.
      Renate Nyborg
      Director, Digital
    • 4. Agenda
      Trends in mobile
      Do I publish?
      Smart marketing
      Future gazing
    • 5. “The future is not what it used to be…”
      Trends in mobile gaming
    • 6. OS DIVERSIFICATION
    • 7. ANDROID
    • 8. TABLETS
      84% of tablet owners play games on their device
    • 9. REVENUE MODEL SHIFT
    • 10. 36% rise in global funding and acquisition deals for mobile/social gaming in 2010.
      POWER PUBLISHERS
    • 11. Women gamers aged 25-34 have grown 31% in the last 5 years
      - Roy Morgan Research, 2011
      GIRL GAMERS
    • 12.
    • 13. What happened last year?
    • 14. “When choosing between two evils, I always choose the one I’ve never tried before.” – Mae West
      Should I publish?
    • 15. MARKETING = EVERYTHING
    • 16.
    • 17. Self Publishing
      Yay!
      Creative freedom
      100% revenues
      ‘Indie Factor’
      M&A prospects
      Boo
      Time consuming
      All or nothing
      Short sales curve
      It’s very hard to make money!
    • 18. Working with a Publisher
      Yay!
      Dedicated & specialist marketing team
      Resource heavy
      Strong media relationships
      Cross promotion
      Branding sells
      Boo
      Give away 20-50% of revenues
      Distribution titles can take 2nd place
      “Invisible brand”
    • 19. So… What’s Right?
    • 20. Smart Marketing
      “Do, or do not. There is no ‘try’.” – Yoda, The Empire Strikes Back
    • 21. Develop to get Shared
      Build relationship with App stores
      • Send a weekly report with updates on figures and planned marketing to Apple, with screen assets and copy available via an FTP.
      • 22. Getting featured in marketing campaign.
      Perfect one ‘killer feature’
      • Interest press and bloggers.
      • 23. Helps word-of-mouth marketing.
      Make your app social & shareable
      • Allow people to share via Facebook, Twitter or email.
    • Test, Release and Respond
      1. QA and Testing are crucial
      • If your app is released with bugs it will get bad reviews and die. Well worth spending money with an outside agency.
      • 24. Make sure you test on all relevant versions of the software. Even individual releases (4.2.1) can cause bugs or crashes.
      2. Aim to keep iOS apps under 20MB so it can be distributed over-the-air – you will get lots more downloads
      • Files can increase in size after you upload it, so make sure you check the file after you upload the source code. Aim for <17MB distribution build.
      • 25. The Android Market imposes no size restrictions to over-the-air downloads, however there is a 50MB size limit for Android applications.
      3. Analyze and iterate!!
      • Make sure you have great analytics in place to watch what people DO rather than SAY they want. AppFigures etc. are a great way to keep an eye on the go.
      • 26. Iterate and Update your app to improve it and keep people interested.
    • Holy Grails of App Store Success
      Buzz, blog and press reviews
      • Get ahead by posting a teaser trailer on Youtube and screenshots on gaming blogs/forums like TouchArcade
      • 27. Send demo codes to key bloggers and journalists, and try to secure launch coverage e.g. with an exclusive interview
      Great app store reviews
      • AVOID bad reviews by having bugs
      • 28. Ask friends to review it
      • 29. Include ‘Rate This App’code
      Get into the Top 10
      • Pile up ‘launch triggers’ to get as much momentum as possible in the week after launch: press, social media, mobile/digital advertising
      Get featured by Apple
      • Apple decides who they feature by geography, but you can help yourself by getting buzz in press/social media and building a relationship with the Developer relations team
    • App Discovery
      ‘Mobile SEO’
      Searchable & unique name
      Keywords
      Digital presence: can Google find it?
      Platforms
      Channels: OpenFeint, FAaD
      App stores: GetJar, OpenMobile Market
      Chomp, AppsFire, Do@, Y! AppSpot
      Don’t forget the operators!
    • 30. Press & Media
    • 31. Monetization
    • 32. Premium to Free(mium)
      - GetJar, June 2011
    • 33. Where are you?
      May 2011
    • 34. Ad Funded model
      AdMeld, AdMob, iAds
      Stumbling block: unstable SDKs
      Need at least 1,000,000 downloads
    • 35. Summary
      Development
      be strategic with your choice of platforms / devices
      Product
      analyze & iterate
      Marketing
      smart marketing is key to application discovery
      Monetization
      Listen to the market and choose your battle
    • 36.
    • 37. Future gazing
      “I think there is a market for maybe five computers.”
      – Thomas Watson, Former Chairman of IBM, in 1943
    • 38. CROSS PLATFORM
    • 39. MULTIPLAYER
    • 40.
    • 41.
    • 42. The Future Is…
      Cross Platform
      Multi-Player
      Location Based
      Gamification
      Marketing
    • 43. Get in TOUCH
      Renate Nyborg
      Director, Edelman Digital
      Email: renate.nyborg@edelman.com
      Twitter: @renate

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