8. THe $ Dilemma (carrier model)
after overheads
after production
after porting & QA
after License
after distributor
after carrier
after VAT
total revenue
21. It’s about Engagement
- Gamers Interact by the nature of
the game.
- Gamers can be Fanatics!
- A game and the environment in
which it is set matters to its fans.
games are powerful social
objects
22. -Interact with players in
context, i.e. in the game
-Let players interact
between them (they have
a common object!)
26. Nine Inch Nails
- All Music free under CC license. CwF
- All videos by fans aggregated on
website.
- Free iPhone app: Fan Finder.
- Double Album for $10 RtB
- Deluxe Edition (Double Album + Photo
Book + BluRay + DVD) for $75
- 2,500 limited edition signed luxury sets
(with Vinyl + prints) for $300
Limited Edition sold out in 30 hours !!!
$750k revenue in 30 hours, $2.3m in week 1.
29. make sure that mobile
levers the Social Object
(that is: your game)
towards Your Users...
30. Mobile is the most
powerful digital medium
to date.
Why?
1. It’s Big (numbers)
2.It’s Personal (nature)
3.It’s really personal
(Identification of needs)
31. 475,000,000
circulation of newspapers
825,000,000
registered cars
1,700,000,000
Internet users (PC, Mobile, Web Cafe)
1,800,000,000
unique credit card holders
2,250,000,000
tooth brushes in use
4,000,000,000
FM Radios
4,600,000,000
mobile phone subscriptions
various sources
32. Mobile is a 1st!
• Personal mass media
• Always carried
• Always on
• Built-in billing system
• Always present at the point of
creative impulse
• Accurate audience identification
• Captures social context
• Enables Augmented Reality
Tomi Ahonen, Mobile as 7th of Mass Media, 2008;
Alan Moore & Jonathan MacDonald, The Glittering
Allure of the Mobile Society, 2008
33. It’s VERY personal...
• 91% of people have their mobile within arm’s reach
24/7. Morgan Stanley 2007
• 64% of Americans are not willing to share their
mobile with anyone. 60% of married people will
not share their mobile with their spouse!
Wired Magazine 2006
• It takes an average of 26 h for a user to report
a lost wallet but only 68 minutes to report a
lost mobile phone.
Unisys Survey
• 8 out of 10 German men would rather lose their
wife than their mobile phone.
Jonathan MacDonald; Survey of 10 German
men at 1am in a bar...
36. Value Levers: the 6 M’s.
Movement
Me
Moment
Multi-User Money
Machines
Source: Tomi Ahonen
37. Mobile is a 1st!
• Personal mass media
• Always carried
• Always on
• Built-in billing system
• Always present at the point of
creative impulse
• Accurate audience identification
• Captures social context
• Enables Augmented Reality
39. What
- Create Fanatics.
- Provide avenues for players’
passion.
- Incorporate players’ strongest
community: his friends!
- Allow Choice: if, when and where to
share. Just offer the path.
- Keep it in context, i.e. in the game.
40. Examples of how
- High-Scores (Reward) but make
them customizable (context).
- Connect to the community
(Avenues of Passion).
- Person-to-Person Challenges &
Tournaments (Playful contextual
interaction).
- Awards / Rewards (Fanatics).
- In-Game transactions & Virtual
Currencies (Contextual
Monetization).
41. 74% of all buying decisions are made
on a friend’s recommendation
Source: Bain Consulting
42. Real Cross-promotion
- General ads disregard the power
of context & relevance (“Spray-
Can”).
- Players = Fanatics = Ambassadors.
- Promotions by friends in context
are genuine cross-promotions.
49. Where it always was:
in your pocket...
Catchy phrase nicked from
Jonathan MacDonald
50. Summing up:
• Facilitate engagement.
• Offer avenues to activate the
player’s passion.
• Deliver, and in big numbers.
Got all that? You have a winner!
And if the user wins, the rest (incl. $ $$) comes almost on its own...