Game monetization - roadmap and ressources

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Game monetization - roadmap and ressources

  1. 1. GAME APPS Development and monetizationFabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  2. 2. TODAYThe rules, there are rules:-We are building our roadmap document from game to monetization (together)-Dont need to sit and watch, walk, relax and stand (in the back) but dont leaveand dont be distracted- Bring your best to the table Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  3. 3. MANTRA All we have is this very momentATTENTION!! HERE AND NOW!
  4. 4. Let’s startIndividual : name and job/project Who or what do you want to be?What do you want to take away from today (then you need to work harderthere)? Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  5. 5. Today: The road to monetization The first line of code Distribution Launchvirality and revenue Monetizing strategy Where and how toGame design for and positioning Post download make money?retention Game flow Freemium Development tools Mobile app User Examples: Virality Ad networks And frameworks marketplaces acquisition -Temple run Advancement / In App Purchase (Corona, iOS SDK, Loyal user -Mega Jump Progression Crowdsourcing Flash, Java, Unity…) metrics -Draw something Strategy Ranking Conversion Optimization scenarios Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  6. 6. Game design” Retention, virality and conversion (revenue)” Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  7. 7. Game design:What is the main goal? “..get as many people as possible to fall in love with the product so that at least a few would be willing to pay.” Natalia Luckyanova, creator of Temple Run Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  8. 8. Game design:Build for:-Retention-Virality-Revenue(conversion (freemium)) Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  9. 9. Game design:Retention, from first time flow - Hook the player and teach them the core loop of the game How to: By Michail Katkoff Monetization Manager @ Rovio From: http://deconstructoroffun.blogspot.com/Start off with a story… instead of a mindless activity. Crowd input: Better go straight to the game Have a skip intro Yes, but as a part of the game integrated Depends on the tyoe of game (e.g. Backgammon) Tell the idea mission (Save the princess) Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  10. 10. Game design:Retention, from first time flow - Hook the player and teach them the core loop of the game How to: By Michail Katkoff Monetization Manager @ Rovio From: http://deconstructoroffun.blogspot.com/ Easy start… show players how to play the game instead of telling it to them Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  11. 11. Game design:Great first time flow and retention games: - These games hook the player, teach them the core loop of the game and keep them coming: Crowd input: Prince of Persia (grinding is cool) Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  12. 12. Game design:Virality: Sharing as an integral part of the game Find the right places to prompt users for: -Updates and notifications -Likes (e.g. exchange for vc) -Invites -Shares -In game messaging -Subscriptions -E-mail notifications (only of value for the player). -- Engage them , connect to brand (ikeness to spend) Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  13. 13. Game design:Virality: Enable player to do favors for their friends (Social games) From: http://deconstructoroffun.blogspot.com/ Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  14. 14. Game design:Virality: Make the game ready to cross promote Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  15. 15. Game design:Conversion“From players to payers”1. Let the player enjoy and learn“not all players are talented, reward them inline for the timethey spend Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  16. 16. Game design:Conversion“From players to payers”Competition“Give the player someone or something to keep up(friends score, leaderboard, “the machine”…)Crowd input:Competition need to be “timed” (at the right spot)Kind of knowledge (e.g. Knowledge about your countryVs. killing zombies) Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  17. 17. Game design:Conversion“From players to payers”Let the player “show off”Not only leaderboards, social networks, game stream…even wallpapers or swag Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  18. 18. Game design:Conversion“From players to payers”Balance the game economyThis image from : http://deconstructoroffun.blogspot.com/ Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  19. 19. Game design:Conversion“From players to payers” Conversion scenarios “need wings..” “need shield…” “need super power” Crowd input Make it clear that the gamer “can do it” herself but “better” with aid Balance this with the value of the Competition at the leaderboard Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  20. 20. Where and how to make money”Advertisement networks, In App Purchase and…” Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  21. 21. Where and how to make moneyLet’s start with advertising networks…what do they have to offer? Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  22. 22. Flurry Slides at blog.flurry.comFabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  23. 23. MonetizationAdColony C redits: Image from adcolony.com Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  24. 24. Ad networksAdColony: Publisher V4VC C redits: Screenshot from Bullet time by Kiloo C redits: Screenshot from 2D Party by Partygun iT unes download here: iT unes download here: http://itunes.apple.com/us/app/2d-party/id511615654?mt=8 http://itunes.apple.com/us/app/bullet-time-hd/id475307808?m Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  25. 25. Adcolony Slides adcolony.com (Developer account)Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  26. 26. Ad networksChartboost.comInternal cross promotionPublisher to Publisherrequire that you have at least one app with over 20,000 boot-ups per dayPaid advertisement Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  27. 27. iAds Slides developer.apple.com (Developer account)Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  28. 28. AdMob Slides admob.com (Developer account)Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  29. 29. Ad networksKiip Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  30. 30. Ad networksCrowd about advertisement networksTargetted ads appeal more to the gamerStrategy on “spaming” people with ads? (e.g. Wordfeud)Ads placed in “sweet spots”, right place like when you have to wait or are done playing.Book:Get in the Game: Developing a Structured Approach to In-Game AdvertisingLink hos Amazon:http://www.amazon.com/Get-Game-Developing--Game-Advertising/dp/3844325875/ref=sr_1_1?s=books&ie=UTF8&qid=1338119593&sr=1-1 Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  31. 31. Mobile app marketplaces Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  32. 32. Monetizing strategy ”Examples, how they do it…”Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  33. 33. FreemiumFreemium models and IAP in games: “..get as many people as possible to fall in love with the product so that at least a few would be willing to pay.” Natalia Luckyanova, creator of Temple Run“...65 percent of all revenue generated in the A pp Store,roughly $2 billion, has come from free games that charge foextra goods.” Peter Farago, VP of markering at Flurry Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  34. 34. FreemiumFreemium models and IAP in games: Temple run Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  35. 35. FreemiumFreemium models and IAP in games: Temple run Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  36. 36. FreemiumFreemium models and IAP in games: Temple run Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  37. 37. FreemiumFreemium models and IAP in games: Mega Jump Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  38. 38. FreemiumFreemium models and IAP in games: Mega Jump Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  39. 39. FreemiumFreemium models and IAP in games: Mega Jump Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  40. 40. FreemiumFreemium models and IAP in games: Mega Jump Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  41. 41. FreemiumFreemium models and IAP in games: Mega Jump Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  42. 42. FreemiumFreemium models, interstitials, banners and IAP in games: Draw something Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  43. 43. FreemiumFreemium models, interstitials, banners and IAP in games: Draw something Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  44. 44. FreemiumFreemium models, interstitials, banners and IAP in games: Draw something Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  45. 45. The first line of code”Development framework, tools…”Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  46. 46. Development tools / frameworkThere is a lot… … Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  47. 47. Development tools examplesCoronaYou need to:-Learn to code in LUA-Get the Corona framework-Learn third party tools (graphics, animation)-Figure out IAP and ad networks implemmentation Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  48. 48. Development tools examplesCoronaYou get:-Easy programming language-Quick development-Distribution on more app markets Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  49. 49. Development tools examplesiOS SDKYou need to:-Learn to code in Objective C-Mac code, get xCode-Graphics are “tough” OpenGL… Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  50. 50. Development tools examplesiOS SDKYou get:-First row seats to the Apple Store and iOS features Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  51. 51. Development tools examplesFlash platform You need to: -Learn Action Script and own semi-designer skills -Pay the software -Add frameworks -Figure out IAP and ad networks implemmentation -(improving) Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  52. 52. Development tools examplesFlash platform You get: -A place to develop if you are a flasher -Big community and ressources Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  53. 53. Development tools examplesTools, crowd input Javascript (HTML 5 ) is relevant From the designer pov: -Toonboom studio or animate pro -(good export to Flash (layers etc.) -- Maya (Unity, downside lights (lights – texture)) --Photoshop, Flash and for vectors Adobe Illustrator Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  54. 54. Distribution ” Market places”Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  55. 55. iTunes connectGoogle PlayBlackberry App World Removed slides (more at: Developer account)Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  56. 56. Mobile market placesMore…App Hub and Chrome web store Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  57. 57. Post download events”User acquisition and more important: retention” Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  58. 58. Post download eventsNot download and clicks, loyalty Loyality metrics Registrations Ongoing app usage Happy users: feedback In app purchases tracking Flurry, Kontangent, Game analytics Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  59. 59. End of the road… I can afford my own team of bodyguards Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  60. 60. Your line… Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com

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