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Product Management in Games - Mary Casey
 

Product Management in Games - Mary Casey

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Mary Casey from Mediatonic discusses Product Management in Games

Mary Casey from Mediatonic discusses Product Management in Games

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    Product Management in Games - Mary Casey Product Management in Games - Mary Casey Presentation Transcript

    • Mediatonic @ PRODUCT TANK MEDIATONIC TM
    • Strategic pillars GaaS Delivery X-Platform Product Strategy Cloud Distribution Creative Production Meaningful worlds Distinctive IPs Production values Live Ops® MEDIATONIC TM
    • Building a GaaS Stack User Acquisition, Distribution, Community Big Data, Business Intelligence, Product Strategy/Monetization Live Ops  Content build, Monitoring, Deployment, Cloud Mngmt GaaS Technology  Scalability, Security, Efficiency, Content Management, Localisation • • • • • Creative led-design team Art and production pipelines Client-side Engineering Production management Quality Assurance MEDIATONIC TM
    • Product Development Process Strategy > Creative > Build > Launch > Grow MEDIATONIC TM
    • Stage 1: Concept “I don't know the key to success, but the key to failure is trying to please everyone.”―Bill Cosby MEDIATONIC TM
    • Stage 1: Concept Constraints are empowering Context is key • Business Objectives • Creative Objectives Market Analysis on opportunities MEDIATONIC TM
    • Stage 1: Concept Different genres suit different audiences Low ARPU +Arcade /Casual This informs their theme. High ARPU +Hardcore / Niche MEDIATONIC TM
    • Stage 2: Creation Focus on Quality Product – Fun is the priority Maximise User Value against Development Investment Iterate Rapidly (2 week sprints) Expect change MEDIATONIC TM
    • Stage 2: Creation Product Management Input • • • • Platform Best Practice Competitive Landscape Marketing Economy & Pricing Creative Producer Input • • • • Thematics & Story Game play design Art direction UX / UI experience MEDIATONIC TM
    • Data Driven Design Combine game data with real user data in the Cloud Allows analytical design process for difficulty, progression, etc Session Time (user data) Session time balancing VS power – statistical design and optimisation TM MEDIATONIC TM MEDIATONIC Game Tuning & Variable Balancing (game data) TM
    • Stage 3: Launch Start with a soft launch Focus on Retention, Monetization then Virality (in that order) Product Management prioritization based on ROI Weekly updates & iteration MEDIATONIC TM
    • Stage 3: Launch Team involved at all stages, see metrics & user tests Solve problems together PM highlights problem, creative team can tackle it Transparency is key MEDIATONIC TM
    • Takeaways Be Entrepreneurial Transparency through the company is crucial Pairing Creativity with great Product Management is key when building a creative product MEDIATONIC TM