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Top Trends in Online Games

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Discusses top trends within online games as of April 2009: increasing importance of social structures (more "tribal"), increasing diversity of the player population, and emergent business models.

Discusses top trends within online games as of April 2009: increasing importance of social structures (more "tribal"), increasing diversity of the player population, and emergent business models.

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  • 1.  
  • 2. Top Trends in Online Games Jon Radoff Las Vegas, IMGDC 3.0 – April 19, 2009
  • 3. Agenda What is changing about players? What is an online game? How are Business models Evolving? What do Harleys and good games have in common?
  • 4. history quizzes stories
  • 5. Gamer Stereotypes of the past…
  • 6. Games are not a media category. Games are played by everyone!
  • 7.  
  • 8.  
  • 9.  
  • 10. OF TEENAGERS PLAY GAMES 9 7 %
  • 11. Couples play games
  • 12. Families play games
  • 13. People of all ages play games
  • 14.  
  • 15.  
  • 16. What is an online game?
  • 17. World of Warcraft
  • 18. Madden NFL 09 World of Warcraft
  • 19. Guitar Hero III Madden NFL 09
  • 20. Web-based, easy-to-play, collectible Duels, Warstorm, Planet Storm Browser based Strategy Game In April 2009, the Travian website is more popular than the World of Warcraft website (342 vs. 819 on Alexa) Web-based and iPhone 9 million daily active players in 2009
  • 21.
    • XBLA, iPhone, Web
    • = Capital Efficiency
    • Low cost of development
    • Low cost of customer acquisition
    • Better business models
    New Online Game Platforms Fertile ground for independent developers
  • 22. Word-of-mouth as the vehicle for growth Braid as a marketing case-study
  • 23. What do Harley-Davidson cycles and a good online game have in common?
  • 24. Hint: it’s also what drives people toward sports franchises.
  • 25. Good online games are tribal Swagdog guild shirt for World of Warcraft
  • 26.  
  • 27. But it isn’t just guilds – games with any social components are more successful
  • 28.  
  • 29. Rock Band vs. Guitary Hero 3 Daily Players of Rock Band vs. GH3 Why did Rock Band command high daily attention levels? Q:
  • 30. Grand Theft Auto IV Daily attention from launch day
  • 31. Call of Duty IV Daily attention from launch day
  • 32. High attention = word-of-mouth = more customers High attention = sustainable revenue It’s all about attention Attention drives biz model + distribution
  • 33. Business Models that leverage attention Virtual goods / collectible items Franchise sequels Content patches Online competitions / skill-gaming Subscriptions Advertising
  • 34. Conclusions Larger, more diverse audience than ever Capital-efficient platforms exist to connect you with this diverse audience People are looking for “tribes” to be a part of Capturing and sustaining attention is the essence of good online game models
  • 35. Thanks! Jon Radoff, CEO, GamerDNA [email_address] GamerDNA: tarinth Twitter: jradoff