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Game monetization - roadmap and ressources

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  • 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. 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. MANTRA All we have is this very momentATTENTION!! HERE AND NOW!
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Ad networksKiip Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  • 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. Mobile app marketplaces Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Distribution ” Market places”Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
  • 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. 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. 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. 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. 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. 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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