Launching Your Brand's Game with OpenFeint - BDI 9/21/11 Mobile Social Communications: Case Studies and Roundtables

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Case Study: Launching Your Brand's Game with OpenFeint
Presented by: David Chu, Senior Product Marketing Manager, OpenFeintOpenFeint is the largest mobile social gaming network with over 115 million players and 6,900 games. Keith will showcase how different brands—movies, TV shows, sports teams, musicians, and more—use OpenFeint’s platform and marketing promotions to distribute games and grow brand presence. He’ll share tips for how you can leverage games and partnerships to increase distribution and visibility for your company in the rapidly growing gaming world.



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Launching Your Brand's Game with OpenFeint - BDI 9/21/11 Mobile Social Communications: Case Studies and Roundtables

  1. 1. Launching Your Brand’s Game David Chu Platform Marketing Manager9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 1
  2. 2. OpenFeint Overview The Leading Mobile Social Gaming Network The mobile social gaming standard 120 Million Users in 7,000 Games Cross platform ecosystem iOS + Android Open source & customizable Free to use & customizable Backed by GREE Leading Japanese platform A Quick History Founded April 2009 Headquarters Burlingame, California Employees 70 (September 2011)9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 2
  3. 3. Who are today’s mobile gamers? Smartphones (iPhone, Android) have significantly expanded the gaming demographic … by Age Group Mobile Gaming, by Gender 35% All: 39.3 Avid: 38.0 31% 30% 28% Mobile Phone Gamers Avid Mobile Phone Gamers 25% 21% 20% … by Household Income Female 20% 19% 18% 17% 16% 15% 7% Mobile Phone Gamers < $15K 7% 12% 3% Avid Mobile Phone Gamers AT&T 2009 10% 11% 10% $15K - $24K 11% 45% 5% 11% 55% 5% 0% 4% 3% $25K - $34K $35K - $49K 12% 18% 20% 23% - AT&T $25K - $49K 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+Male $50K - $74K 22% 23% 24% 11% $75K - $99K 11% 15% 9% $100K - $149K 9% 16% 4% $150K + 5% 13% 0% 5% 10% 15% 20% 25% 30% Source: PopCap /Information Solutions Group Mobile Phone Gaming Research 2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 3
  4. 4. Why market with mobile games? Gamers will spend extended periods of time with your brand50% 80% 47% Mobile Phone Gamers Mobile Phone Gamers45% 71% 42% Avid Mobile Phone Gamers Avid Mobile Phone Gamers 41% 70% AT&T 2009 AT&T 200940% 36% 35% 60%35%30% 50%25% 39%39% 40%20% 18% 29% 30%15% 13% 13% 11% 22% 21% 10%10% 9% 19% 8% 8% 20% 17%5% 12% 3% 9% 2% 2% 10% 1% 1% 7% 5% 6% 5%0% Daily 2 - 3 times a Once a week 2 - 3 times a Once a month Lessthan once 0% week month a month < 30 minutes 30-60 minutes 1-2 hours 3-4 hours > 4 hours Frequency of Play per Week Total Time of Play per Week Source: PopCap /Information Solutions Group Mobile Phone Gaming Research 2011 9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 4
  5. 5. Branded Games w/ OpenFeint Sports Movies Consumer Brands TV Shows Musicians9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 5
  6. 6. How does OpenFeint help?The iTunes App Store is a JungleWith over 75,000 games, itsdifficult for new apps to getnoticedDevelopers need to runadvertising / promotionalprogramsOpenFeint providespromotional tools to boostdownloads Source: 148Apps.biz http://148apps.biz/app-store-metrics/?mpage=catcount9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 6
  7. 7. Family Guy Time WarpedJumped to #8 paid app after OpenFeint Fire Sale promotion• Fire Sale marketing promotion on December 31, 2010.• Price dropped from $4.99 to $0.99 after 3,000 player votes.• #70 to #8 in paid app rankings.• Developer kept price at $0.99 for an entire month.9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 7
  8. 8. Breitling Reno Air RacesPromotes Breitling watches and sponsored Reno Air Races.• Free Game of the Day promotion on July 23, 2011 (it was already free)• Breitling Reno Air Races were on September 14-16, 2011.• #320 to #26 in Action & #154 to #19 in Adventure rankings.• Promotes Breitling watches, worn by pilots, and the Breitling Reno Air Races.9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 8
  9. 9. So you want to make a game…Step-by-step process to get an app built 1. Set 2. Find a 3. Get it 4. Launch 5. Monitor Marketing Developer Built It / Tweak Goals1. Identify what you want consumers to know about your brand • Marketing goals will influence game mechanics Ski trail app • Ski-run leaderboards • Interactive trail / services guide Sing along app • Music and lyrics + scoring9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 9
  10. 10. So you want to make a game…Step-by-step process to get an app built 1. Set 2. Find a 3. Get it 4. Launch 5. Monitor Marketing Developer Built It / Tweak Goals2. Find a developer • Many development studios do work for hire • Find a game you like, give those developers a call3. Get it built • Brand involvement can be hands on or hands off • Will alter costs and times required • Make sure you get an analytics package installed (ex. Flurry, Apsalar)9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 10
  11. 11. So you want to make a game…Step-by-step process to get an app built 1. Set 2. Find a 3. Get it 4. Launch 5. Monitor Marketing Developer Built It / Tweak Goals4. Launch it • Use a promotion service to get maximum distribution for your app5. Monitor / Tweak • Use analytical data to review performance of game • Tweak game performance, issue updates to keep content fresh & relevant9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 11
  12. 12. Thanks! Questions? Email: david.chu@openfeint.com9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 12

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