Digital 2013, Ed Rumley, Chillingo

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Games Strategy: Publishing Indie Mobile Games in Today’s Competitive Marketplace

Games Strategy: Publishing Indie Mobile Games in Today’s Competitive Marketplace

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  • Chillingo is 10 years old and has always been focused on the indie developerWe were acquired by EA 2.5 years ago but our business remains the same: publishing your games. VERY SPECIAL BEING HERE BECAUSE OF THE TALENT IN THIS ROOM
  • Proud to be in Scotland. A lot of talent and previous games have come from the UK and Scotland.
  • Challenges in Today’s Mobile Marketplace- MobilePublishing always had unique challengesOnly 5 years ago: PLATFORMS / DEVICES / COMPLEX DISTRIBUTIONIs this in the past?
  • Challenges in Today’s Mobile MarketplaceNowadays, increased competition, fragmentation and discoverability remain a challenge and successfully distributing them across iOS, Android and Windows Phone can be a daunting process for indie developers.
  • Challenges in Today’s Mobile MarketplaceUNPRECEDENTED DEVICE GROWTHLOW BARRIERS TO ENTRYNot just these companies: Microsoft, Amazon, RIMCALIFORNIA GOLD RUSH
  • Challenges in Today’s Mobile MarketplaceFragmentation is challenging because today’s market has more than 1 billion smartphonesTABLETS / PHONES / PHABLETS!!! although the consumer base is large it’s also more fragmented than ever before. STRATEGY FOR ALL THESE PLATFORMS
  • Challenges in Today’s Mobile MarketplaceThis all leads to making discoverability difficult in a competitive fragmented market – HOW DO YOU MAXIMISE REACH?800k APPS!
  • Challenges in Today’s Mobile MarketplaceIndie developers have always been around and always will be.Whether it’s music, books or games, TON OF CONTENT OUT THERESome of it is good, and some of it isn’t.YO NEED TO MAKE GREAT CONTENT
  • Why Partner With a Publisher?Developers will always weigh the benefits of self-publishing versus working with publishers. It is extremely tempting to launch your own app. The reality is games like Angry Birds, Clash of Clans and Cut the Rope aren’t the norm.
  • It’s important to note that it’s easy to confuse self-publishing with self-distribution. I like to think of it as this - anyone can write a book, but getting it widely distributed and read by audiences is very different. I don’t consider myself an author but I could upload a book to amazon. The same goes for creating mobile games. That’s where a publisher’s expertise becomes very valuable.
  • Why Partner With a Publisher?As competition increases & more platforms to publish on – it’s easy for developers to feel OVERWHELMED with the challenge of how to get their title discovered. It’s important to partner with a publisher who has a strong and TRUSTED INDUSTRY REPUTATION
  • Why Partner With a Publisher?- The right publisher can identify promising material, polish, distribute and market it. THIS CYCLE CONTINUESIn the gaming industry, an experienced publisher is that link between artist and consumer. -It’s also about unlocking the full potential of a developer. the developer keeps that expertise
  • Why Partner With a Publisher?
  • Why Partner With a Publisher?Even more of a plus is if they have established relationships with platform providers, carriers and OEMs, to get indie games the broadest distribution possible to reach the widest audience.
  • When do Publishers Get InvolvedIn the Development Process?All Indie developers are different and so are their games. Games come to us at all stages of development. In many respected there isn’t a right and wrong time
  • When do Publishers Get InvolvedIn the Development Process?- THIS IS A 2 way things- CHILLINGO ALWAYS LOOKS FOR A GREAT GAME AND GREAT DEVELOPER- WE NEED ALIGNMENT - Publishers should understand developers’ needs whether it’s:polishing the gameplay to perfection- helping them identify the most balanced monetization models aiding its discoverability through PR and Marketing with consumers.
  • When do Publishers Get InvolvedIn the Development Process?
  • Monetization- Developers understand that top grossing charts are dominated by freemium, but not all understand how to best monetize their games. Whist publishers are learning, they have more data points to learn from
  • Monetization:- There are so many choices when it comes to making money but it’s difficult choosing the correct model. It’s not about forcing your game to be free. CONSUMER IS KINGAll models have a place. SELECTION AND IMPLEMENTATION ARE KEY- 26 GAMES IN TOP 100 WERE PAID IN DECEMBER-- Wherever consumers are in terms of monetisation, publishers will always be learning and making sure they are there for the latest trends
  • Monetization:- There are so many choices when it comes to making money but it’s difficult choosing the correct model. It’s not about forcing your game to be free. CONSUMER IS KINGAll models have a place. SELECTION AND IMPLEMENTATION ARE KEY- 26 GAMES IN TOP 100 WERE PAID IN DECEMBER-- Wherever consumers are in terms of monetisation, publishers will always be learning and making sure they are there for the latest trends
  • Promoting Indie Mobile GamesHoping that Apple or Google features you is not a strategy. YOU ARE ONLY AS GOOD AS YOUR WEAKEST LINK SO DON’T LET THIS BE THE LAUNCHWith hundreds of games launching per week, the odds are never in your favor to be promoted
  • Promoting Indie Mobile GamesSuccessful publishers offer a virtual marketing and PR that drives discoverability for games. This might include cross sell mechanics, advertising real estate within games, powerful PR, online adverts etc.
  • Promoting Indie Mobile GamesIt’s valuable to partner with publishers who understand how to support games throughout their entire lifecycle – not just at launch.This might include managing the game to maximise chart position and revenue through updates, on going marketingIt might be managing the brand. For example, Feed Me Oil is a game we have taken from iOS to Win 7 to Android to Win 8.
  • Promoting Indie Mobile GamesDon’t forget, a publisher can ensure you remain focused on making games! Many people use publishers because they not only recognize the skillset they bring, but they just like making games
  • Chillingo is 10 years old and has always been focused on the indie developerWe were acquired by EA 2.5 years ago but our business remains the same: publishing your games. VERY SPECIAL BEING HERE BECAUSE OF THE TALENT IN THIS ROOM

Transcript

  • 1. The Art of Publishing Indie Mobile GamesEd Rumley, COO, Chillingoed@chillingo.com
  • 2. AGENDA• Challenges in Today’s Mobile Marketplace• Why Partner With a Publisher?• When do Publishers Get Involved in theDevelopment Process• Monetization – How Can Developers Really MakeMoney in Today’s Mobile Marketplace?• Promoting Indie Mobile Games
  • 3. Challenges in Today’s MobileMarketplace
  • 4. MOBILE PUBLISHING HAS NEVER BEEN EASY
  • 5. MOBILE GAMING IN 2013 IS AS COMPLEX ASEVERIncreasedCompetitionFragmentationDiscoverability
  • 6. COMPETITION IS FIERCE
  • 7. FRAGMENTATION: IT’S NOT JUST iOS!1 billion smartphones and growing
  • 8. DISCOVERABILITY IS CHALLENGING
  • 9. YOU NEED TO STAND OUT!Who do you want to be?
  • 10. Why Partner With a Publisher?
  • 11. DECISIONS, DECISIONS!Developers will always weigh the benefits of self-publishing versus working with publishers.
  • 12. I CAN DO THATIt’s easy to confuse self-distribution with self-publishing.
  • 13. YOU HAVE CHOICESDon’t feel overwhelmed
  • 14. The right publisher can identify promising material and:In the gaming industry, an experienced publisheris that link between artist and consumer.
  • 15. A PORTFOLIO OF RESOURCEA publisher can complement an indie studioregardless of size.
  • 16. PUBLISHERS HAVE CONTACT LISTSPlatforms Carriers OEM’s
  • 17. When do Publishers Get InvolvedIn the Development Process?
  • 18. ALL INDIE DEVELOPERS ARE DIFFERENTAND SO ARE THEIR GAMES?
  • 19. UNDERSTANDING THE DEVELOPERPublishers should understand developers’ needs, whetherthey need help with gameplay, monetization or PR andmarketing.
  • 20. ONE SIZE DOES NOT FIT ALL1) Contre Jour and Mad Coaster: Chillingoguided through development2) Horn (Zynga): Zynga provided limitedguidance so Phosphor could maintainmore creative control.Developers should evaluate what works bestfor their needs.Publishers often see games at various stages of development.
  • 21. Monetization:How can developers really makemoneyin today’s mobile marketplace?
  • 22. I WANT A SLICE OF THATPublisher’s bring knowledge that can only begained through experience
  • 23. What’s next???THE $ FRAGMENTATIONPayment models are fragmented now:Pay perdownload:Paymium:Free to Play: Freemium:
  • 24. PPD? Paymium? F2P? Freemium?$0M$20M$40M$60M$80M$100M$120M$140M$160M$180M$200M Jan-11Feb-11Mar-11Apr-11May-11Jun-11Jul-11Aug-11Sep-11Oct-11Nov-11Dec-11Jan-12Feb-12Mar-12Apr-12May-12Jun-12Jul-12Aug-12Sep-12Oct-12Nov-12Dec-12Jan-13RevenuePremiumFreemiumComplex Payment Models
  • 25. Promoting Indie Mobile Games
  • 26. YOU WANT TO BE DISCOVEREDHope is not a strategy
  • 27. YOU WANT TO BE DISCOVEREDSuccessful publishers offer a virtual marketing and PRthat drives discoverability for games.
  • 28. DON’T FIRE AND FORGET
  • 29. DO WHAT YOU LOVE!
  • 30. THANK YOUEd Rumley, COO, Chillingoed@chillingo.com