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It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE
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It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE

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David Scott and Paul Preece, co-founders of KIXEYE (formerly Casual Collective), talk about their approach to making games and how they make sure they get a return on their investment.

David Scott and Paul Preece, co-founders of KIXEYE (formerly Casual Collective), talk about their approach to making games and how they make sure they get a return on their investment.

Published in: Entertainment & Humor, Design
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  • 1. A  Long  Way  To  The    If  You  Want  To  Be  An  Indie  Flash  Dev  The  big  fella:  David  Scott    The  balding  guy:  Paul  Preece  
  • 2.         We  made  the  first  ever  flash  Tower  Defense  game       We  made  Desktop  Tower  Defense!      
  • 3.                  
  • 4.   Last  year  we  grew  from  12  to  120  people   We  have  the  most  popular  RTS  game  on  FB   1.5mm+  people  play  our  games  each  day          
  • 5.  
  • 6.  
  • 7.  
  • 8.   Design             Increasing  your  chances  of  success   Execution     Iterating  on  what  works   Profit!             Mo  money,  mo  games  
  • 9. Design    The  Correct  Theme   Matching  Theme  to  Game  Play            
  • 10. Design    The  Correct  Theme  stuff  Crush  The  Castle  (April  28th,  2009)   Angry  Birds  (Dec  11th,  2009)  
  • 11. Design    An  example  from  our  past  Going  from  Casual  to  Hardcore  
  • 12. Design    An  example  from  our  past  War  Commander  
  • 13. Design    Nailing  the  first  session  Minimizing  drop-­‐off   What  you  should  I  measure?   Tutorial  no-­‐load,  drop,  completion  rates   Retention    
  • 14. Design    Nailing  the  first  session      The  sales  pitch  
  • 15. Execution    Iterate,  Iterate,  Iterate  Crappy  prototype  >  amazing  design  document  Build  on  the  prototype  making  sure  each  layer  feels  right  Create  a  vertical  slice     How  changes  in  one  area  impact  another   See  the  bigger  picture   Accept  nothing  less  than  a  fun  experience  Release  early  
  • 16. Execution    Keep  What  Works  Engage  eager  play  testers     (mind  demographic)    Seek  &  Listen  to  critical  feedback   aggregate  it,  ignore  outliers   be  objective,  do  not  take  it  personally  Removing  a  broken  feature  is  still  progress  
  • 17. Execution    Focus  &  Priority  Once  the  game  is  solid  move  on  to  other  non-­‐code  areas  Think  about  force  multipliers   New  user  experience   Localization   Website  with  area  for  fans,  additional   content/levels   Marketing  
  • 18. Revenue    Top  Tip  Do  not  cap  spend!          
  • 19. Revenue    What  Works  (for  us)  Good   Speeding  up  time   Customization     Revenge!  Bad   Customization  
  • 20. Revenue    Marketing  What  is  it?   It  is  the  buying  of  players    Crazy!  Why  would  you  buy  players?   As  soon  as  avg  LTV  >  avg  CPI  What  is  LTV  &  CPI?   LTV  is  Life  Time  Value   CPI  is  Cost  Per  Install  
  • 21. Revenue    Marketing  Science  bit  (using  example  numbers)   $2.00  LTV   $1.00  CPI   10,000  paid  installs  =  $10,000  profit!    
  • 22. Revenue    Marketing  With  no  virality,  primary  installs  costing  $1  (that  have  an  ARPU  of  $0.75)  equate  to  $0.25  net  loss  per  install       With  virality  however,   the  ARPU  of  $0.75  has  a   multiple  of  2,  essentially   doubling  revenue  with  a   net  gain  of  $0.50  per   primary  install  
  • 23. Revenue    Marketing  Pay  attention  to   Buying  the  right  players     Margin  between  LTV  and  CPI   Diminishing  returns  as  you  scale  up        
  • 24. TL;DR  Prepare  to  take  many  shots  on  goal  Synergize  theme,  mechanics,  player  expectations  Focus  on  your  first  session  Get  an  end-­‐to-­‐end  slice  working  Listen  to  feedback  and  be  ruthless!      Leverage  the  power  of  marketing  
  • 25. Q&A   David  Scott  dave@kixeye.com     Paul  Preece  paul@kixeye.com  
  • 26. www.KIXEYE.com/jobs  Creative:   Product:   UI  /  UX  DESIGNER   TECHNICAL  PROJECT  MANAGER   ART  DIRECTOR   ASSOCIATE  PRODUCT  MANAGER   GAME  DESIGNER   EXECUTIVE  PRODUCER     PRODUCT  MANAGER  Engineering:   SENIOR  DATA  ANALYST   2D/3D  GAME  ENGINEER   SENIOR  GAMES  ENGINEER   Full  health,  dental,  and  vision  insurance     SENIOR  PHP  ENGINEER   (100%  paid  by  the  company)   LEAD  FLASH  ENGINEER     Tax-­‐free  commuter  passes   GAMES   Relocation  packages   FLASH  ENGINEER   Employee  stock  program   ANALYTICS  ENGINEER   Gym  pass  to  Equinox   Located  within  4  blocks  of  both  BART  &  Muni   PHP  ENGINEER   Stocked  kitchen  &  catered  lunches  twice  a  week   SENIOR  SERVER  ENGINEER   Paid  vacation   SERVER  ENGINEER   Bright  new  office  space  and  gaming  lounge   SYSTEMS  ENGINEER   You  get  to  work  with  Paul  and  Dave  EVERY  DAY!  

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