Making Money Off Casual Games   The Pain Free Way Ada Chen July 23, 2008 July 23-25 2008 CGA Seattle 2008
<ul><li>Indie web game developers </li></ul><ul><li>Small teams </li></ul><ul><li>Fast development cycles </li></ul><ul><l...
Then Vs. Now <ul><li>Accessibility </li></ul><ul><li>Resources </li></ul><ul><li>Audience </li></ul><ul><li>Monetization <...
Developer Opportunities <ul><li>Monetization </li></ul><ul><li>Distribution & Marketing </li></ul>
Making Money Around Game Ads <ul><li>Around Game Ads </li></ul><ul><li>Game Portal Sponsorships </li></ul><ul><li>Revenue ...
Making Money Around Game Ads <ul><li>Around Game Ads </li></ul><ul><li>Game Portal Sponsorships </li></ul><ul><li>Revenue ...
Making Money Estimates Monetization Method Payout Around Game Ads $0.50 CPMs for dynamic “pre-game” $0.25 - $3 CPMs for we...
Making Money Game Portal Sponsorships <ul><li>Around Game Ads </li></ul><ul><li>Game Portal Sponsorships </li></ul><ul><li...
Making Money Estimates Monetization Method Payout Around Game Ads $0.50 CPMs for dynamic “pre-game” $0.25 - $3 CPMs for we...
Revenue Share <ul><li>Providers: </li></ul><ul><li>Kongregate </li></ul><ul><li>Microsoft </li></ul><ul><li>King.com /MyGa...
Making Money Estimates Monetization Method Payout Around Game Ads $0.50 CPMs for dynamic “pre-game” $0.25 - $3 CPMs for we...
Licensing / Advergames <ul><li>Around Game Ads </li></ul><ul><li>Game Portal Sponsorships </li></ul><ul><li>Revenue Share ...
Making Money Estimates Monetization Method Payout Around Game Ads $0.50 CPMs for dynamic “pre-game” $0.25 - $3 CPMs for we...
In Game Ads <ul><li>Around Game Ads </li></ul><ul><li>Game Portal Sponsorships </li></ul><ul><li>Revenue Share </li></ul><...
Making Money Estimates Monetization Method Payout Around Game Ads $0.50 CPMs for dynamic “pre-game” $0.25 - $3 CPMs for we...
Micro-Transactions <ul><li>Around-Game Ads </li></ul><ul><li>Game Portal Sponsorships </li></ul><ul><li>Revenue Share </li...
Making Money Estimates Monetization Method Payout Around Game Ads $0.50 CPMs for dynamic “pre-game” $0.25 - $3 CPMs for we...
Getting Your Game to the Masses Distribution & Marketing <ul><li>Viral distribution </li></ul><ul><li>Top Game Portals - M...
Case Study How do these opportunities stack up?
Desktop Tower Defense
Handdrawn Games/Desktop Tower Defense Developer Case Study: Distribution <ul><li>HandDrawnGames.com </li></ul>1 site, 1.6 ...
PixelJam Games  Developer Case Study: Branding 1  site, 500,000  monthly PVs 4 games, 1.1 million monthly plays in distrib...
Dan Hoelck Developer Case Study: Micro-Transactions 1 site,  25k monthly   PVs 2 games, 2 million monthly plays in distrib...
Ninja Kiwi Developer Case Study: Strong Branding 3 sites, 20 million monthly PVs 20+ games, 30 million monthly plays in di...
Pulling it all together <ul><li>Use multiple monetization methods </li></ul><ul><ul><li>Around game ads are often a tippin...
Contact Info <ul><li>Ada Chen [email_address] com </li></ul><ul><li>+1 415 683 6682  </li></ul>Thank You Brian Robbins  Mi...
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Casual Connect: Making Money the Pain Free Way

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  • Casual Connect: Making Money the Pain Free Way

    1. Making Money Off Casual Games The Pain Free Way Ada Chen July 23, 2008 July 23-25 2008 CGA Seattle 2008
    2. <ul><li>Indie web game developers </li></ul><ul><li>Small teams </li></ul><ul><li>Fast development cycles </li></ul><ul><li>Dominated by Flash, Shockwave, InstantAction, etc </li></ul><ul><ul><li>Not downloadable, or installed games </li></ul></ul>Who is this session for?
    3. Then Vs. Now <ul><li>Accessibility </li></ul><ul><li>Resources </li></ul><ul><li>Audience </li></ul><ul><li>Monetization </li></ul>
    4. Developer Opportunities <ul><li>Monetization </li></ul><ul><li>Distribution & Marketing </li></ul>
    5. Making Money Around Game Ads <ul><li>Around Game Ads </li></ul><ul><li>Game Portal Sponsorships </li></ul><ul><li>Revenue Share </li></ul><ul><li>Licensing / Advergames </li></ul><ul><li>In Game Ads </li></ul><ul><li>Micro-Transactions </li></ul>Ads displayed in conjunction with or alongside a game <ul><li>Providers: </li></ul><ul><li>MochiAds </li></ul><ul><li>Google </li></ul>
    6. Making Money Around Game Ads <ul><li>Around Game Ads </li></ul><ul><li>Game Portal Sponsorships </li></ul><ul><li>Revenue Share </li></ul><ul><li>Licensing / Advergames </li></ul><ul><li>In Game Ads </li></ul><ul><li>Micro-Transactions </li></ul>
    7. Making Money Estimates Monetization Method Payout Around Game Ads $0.50 CPMs for dynamic “pre-game” $0.25 - $3 CPMs for website ads
    8. Making Money Game Portal Sponsorships <ul><li>Around Game Ads </li></ul><ul><li>Game Portal Sponsorships </li></ul><ul><li>Revenue Share </li></ul><ul><li>Licensing / Advergames </li></ul><ul><li>In Game Ads </li></ul><ul><li>Micro-Transactions </li></ul>Purchase of branding or link to drive traffic to portal’s site <ul><li>Providers: </li></ul><ul><li>Armor Games </li></ul><ul><li>Crazy Monkey Games </li></ul><ul><li>Hallpass </li></ul><ul><li>AddictingGames </li></ul><ul><li>Kongregate </li></ul><ul><li>FlashGameLicense </li></ul>
    9. Making Money Estimates Monetization Method Payout Around Game Ads $0.50 CPMs for dynamic “pre-game” $0.25 - $3 CPMs for website ads Game Portal Sponsorships $100s upwards of $30,000+ Averages currently $2000
    10. Revenue Share <ul><li>Providers: </li></ul><ul><li>Kongregate </li></ul><ul><li>Microsoft </li></ul><ul><li>King.com /MyGame.com </li></ul><ul><li>Shockwave </li></ul><ul><li>Meez </li></ul><ul><li>Around Game Ads </li></ul><ul><li>Game Portal Sponsorships </li></ul><ul><li>Revenue Share </li></ul><ul><li>Licensing / Advergames </li></ul><ul><li>In Game Ads </li></ul><ul><li>Micro-Transactions </li></ul>Performance-based revenue share to game developer
    11. Making Money Estimates Monetization Method Payout Around Game Ads $0.50 CPMs for dynamic “pre-game” $0.25 - $3 CPMs for website ads Game Portal Sponsorships $100s upwards of $30,000+ Averages currently $2000 Revenue Share $100s per month
    12. Licensing / Advergames <ul><li>Around Game Ads </li></ul><ul><li>Game Portal Sponsorships </li></ul><ul><li>Revenue Share </li></ul><ul><li>Licensing / Advergames </li></ul><ul><li>In Game Ads </li></ul><ul><li>Micro-Transactions </li></ul>Advergames: custom-built games for products or services Licensing is more broad, e.g. ad-free, re-skinning, distribution rights, etc. <ul><li>Providers: </li></ul><ul><li>Wrigley’s Candystand </li></ul><ul><li>MTV </li></ul><ul><li>Smaller game portals </li></ul>
    13. Making Money Estimates Monetization Method Payout Around Game Ads $0.50 CPMs for dynamic “pre-game” $0.25 - $3 CPMs for website ads Game Portal Sponsorships $100s upwards of $30,000+ Averages currently $2000 Revenue Share $100s per month Licensing / Advergames $100s to $1,000s for low-end Prices increase with level of customization ($40-150k+)
    14. In Game Ads <ul><li>Around Game Ads </li></ul><ul><li>Game Portal Sponsorships </li></ul><ul><li>Revenue Share </li></ul><ul><li>Licensing / Advergames </li></ul><ul><li>In Game Ads </li></ul><ul><li>Micro-Transactions </li></ul>Ads displayed as elements of the game itself <ul><li>Providers: </li></ul><ul><li>IGA </li></ul><ul><li>Double Fusion </li></ul><ul><li>WildTangent </li></ul>
    15. Making Money Estimates Monetization Method Payout Around Game Ads $0.50 CPMs for dynamic “pre-game” $0.25 - $3 CPMs for website ads Game Portal Sponsorships $100s upwards of $30,000+ Averages currently $2000 Revenue Share $100s per month Licensing / Advergames $100s to $1,000s for low-end Prices increase with level of customization ($40-150k+) In Game Ads $20 - 50 CPMs, depending on 2D/3D Upwards of $150 CPM
    16. Micro-Transactions <ul><li>Around-Game Ads </li></ul><ul><li>Game Portal Sponsorships </li></ul><ul><li>Revenue Share </li></ul><ul><li>Licensing / Advergames </li></ul><ul><li>In-Game Ads </li></ul><ul><li>Micro-Transactions </li></ul>Small payments from users to unlock features
    17. Making Money Estimates Monetization Method Payout Around Game Ads $0.50 CPMs for dynamic “pre-game” $0.25 - $3 CPMs for website ads Game Portal Sponsorships $100s upwards of $30,000+ Averages currently $2000 Revenue Share $100s per month Licensing / Advergames $100s to $1,000s for low-end Prices increase with level of customization ($40-150k+) In Game Ads $20 - 50 CPMs, depending on 2D/3D Upwards of $150 CPM Micro-Transactions $100s per month
    18. Getting Your Game to the Masses Distribution & Marketing <ul><li>Viral distribution </li></ul><ul><li>Top Game Portals - Mindjolt, Addicting Games </li></ul><ul><li>Distribution programs – MochiAds </li></ul><ul><li>Mailing lists to publishers </li></ul>
    19. Case Study How do these opportunities stack up?
    20. Desktop Tower Defense
    21. Handdrawn Games/Desktop Tower Defense Developer Case Study: Distribution <ul><li>HandDrawnGames.com </li></ul>1 site, 1.6 MM monthly PVs (peak of 5 MM) 1 game, 2.5 million plays in distribution (peak of 8 MM) <ul><li>Around Game Ads </li></ul><ul><li>Game Portal Sponsorships </li></ul><ul><li>Donations </li></ul><ul><li>Revenue Share </li></ul><ul><li>Not in use: </li></ul><ul><li>Licensing / Advergames </li></ul><ul><li>In Game Ads </li></ul><ul><li>Micro-Transactions </li></ul>Desktop Tower Defense
    22. PixelJam Games Developer Case Study: Branding 1 site, 500,000 monthly PVs 4 games, 1.1 million monthly plays in distribution <ul><li>Licensing </li></ul><ul><li>* Donations </li></ul><ul><li>Around Game Ads </li></ul><ul><li>Not in use: </li></ul><ul><li>Revenue Share </li></ul><ul><li>Game Portal Sponsorships </li></ul><ul><li>In Game Ads </li></ul><ul><li>Micro-Transactions </li></ul>
    23. Dan Hoelck Developer Case Study: Micro-Transactions 1 site, 25k monthly PVs 2 games, 2 million monthly plays in distribution <ul><li>Around Game Ads </li></ul><ul><li>Game Portal Sponsorships </li></ul><ul><li>Micro-Transactions </li></ul><ul><li>Revenue Share </li></ul><ul><li>Not in use: </li></ul><ul><li>In Game Ads </li></ul><ul><li>Licensing / Advergames </li></ul>We Are Legend Drunken Masters
    24. Ninja Kiwi Developer Case Study: Strong Branding 3 sites, 20 million monthly PVs 20+ games, 30 million monthly plays in distribution <ul><li>Around Game Ads </li></ul><ul><li>Licensing </li></ul><ul><li>Revenue Share </li></ul><ul><li>Not in use: </li></ul><ul><li>Game Portal Sponsorships </li></ul><ul><li>In Game Ads </li></ul><ul><li>Micro-Transactions </li></ul>
    25. Pulling it all together <ul><li>Use multiple monetization methods </li></ul><ul><ul><li>Around game ads are often a tipping point </li></ul></ul><ul><li>Focus on un-capped, recurring revenues </li></ul><ul><li>Payouts are starting to go up, and developers / games are evolving to become more complex </li></ul><ul><li>Distribution and deal sourcing solutions are still emerging </li></ul><ul><li>It’s all about the hustle </li></ul>
    26. Contact Info <ul><li>Ada Chen [email_address] com </li></ul><ul><li>+1 415 683 6682 </li></ul>Thank You Brian Robbins Mike Vann Chris Harris Miles Tilman David Scott Paul Preece Dan Hoelck Stephen Harris

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