Transcript of "GMIC 2012 - Halfbrick, presentation by Mr Phil Larsen, 水果忍者开发商"
GMIC Keynote 2012
Phil Larsen• CMO at Halfbrick• In charge of marketing, PR, advertising• Brand expansion and strategy• Works across all projects with different development teams
Cool guys• Shainiel Deo, CEO• Rinal Deo, CFO• Daniel John, Distribution Manager
History• Founded in 2001• Worked on contract projects, DS, PSP, GBA• Began transitioning to take advantage of digital distribution platforms• Established as leader in casual, independent platform markets• Created original App Store content
Inside the studio• Big family – 60 members of the team• 5 internal teams working on individual projects• Flat, creative structure with unique management team – MOA• Enjoy quality work/life balance• Brisbane, Sydney and Valencia studio
Success• #2 Paid app of all time on iOS• 200 MILLION downloads• Top 10 game in over 80 countries
Strengths• Theme resonates with China market• Fruit culture• Simple gameplay• Easily ported• Multiple modes• No language barriers
Future plans• Fruit for every phone• Widespread platform and device reach• Multimedia and web content• Partner with market leading consumer brands• Build premium licensing deals in China• Biggest update in May – Global Announcement next week
Overview• Halfbrick’s newest hit IP• Action arcade – fly experimental jetpacks!• Luke Muscat, Adam Wood, Sierra Asher• Barry Steakfries – rising franchise• Free with IAP• Available iOS, Android launch June 2012
Success• Over 25million downloads• 500 billion coins purchased• Our players have taken a joyride to the Sun and back – TWICE
Goals• Bring Jetpack Joyride to success in China• Increase distribution• Build the story of Barry• Make game accessible for whole family• Full gameplay and licensing support• Showcase at GMIC!
Thanks from Halfbrick! Moving Forward• New IP for 2012 – games are the future!• Expanding Fruit Ninja and Barry Steakfries franchises• Partner with key groups all over the world to maximize distribution and revenue• Establish as #1 mobile developer in the world with multi-channel approach and focus on our fans