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Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
Stuart Dredge - iPhone Casual Games: Lessons for Success
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Stuart Dredge - iPhone Casual Games: Lessons for Success

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This is a presentation I gave at the Casual Games Forum in London on 29th October 2009, talking about lessons for success for casual games on the iPhone.

This is a presentation I gave at the Casual Games Forum in London on 29th October 2009, talking about lessons for success for casual games on the iPhone.

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  • “ The platforms from Apple are expected to be responsible for the bulk of market growth over the next few years” - DFC
  • “ The platforms from Apple are expected to be responsible for the bulk of market growth over the next few years” - DFC
  • “ The platforms from Apple are expected to be responsible for the bulk of market growth over the next few years” - DFC
  • “ The platforms from Apple are expected to be responsible for the bulk of market growth over the next few years” - DFC
  • “ The platforms from Apple are expected to be responsible for the bulk of market growth over the next few years” - DFC
  • “ The platforms from Apple are expected to be responsible for the bulk of market growth over the next few years” - DFC
  • Transcript

    • 1.  
    • 2. Casual Games on the iPhone Lessons for Success Stuart Dredge
    • 3. Who Am I?
      • UK journalist covering mobile, games and digital entertainment
      • Mobile Entertainment / Music Ally
      • Pocket Gamer / Recombu / What Mobile
      • iPhone Games Bulletin
    • 4. What am I talking about?
      • iPhone market stats
      • Success stories
      • Trends worth knowing about
    • 5. IPHONE MARKET STATS
    • 6. Topline Stats
      • 50 million devices
        • 30m iPhones
        • 20m iPod touches
      • Officially 85,000 apps available
        • Unofficial stats suggest 100,000+
      • More than 2 billion app downloads (Sep 28)
    • 7. Big Analyst Numbers
      • iPhone games worth $2.8bn by 2014 – 24% of portable games market - DFC
      • 344m iPhone app downloads in 2009 – 70% of global market growing to 3.74bn by 2014 (20%) – Ovum
      • 50 million iPhone sales in 2011 (Bernstein)
    • 8. User behaviour (1)
      • Average iPhone user has spent $80 on 65 applications
      • 65% of those were free, and avg price paid for premium apps was $1.56 (sums?)
      • 1,200 users surveyed bought 15,000 unique apps
      • Source: AppsFire (Sep 09)
    • 9. User behaviour (2) Source: Flurry (Sep 09)
    • 10. User behaviour (3)
      • iPhone users download approximately 10 new apps every month
      • But iPod touch users download 18...
      • Users who pay spend $9 a month on five paid downloads
      • 90% browse and search for apps on their device (so 10MB file limit is important)
      • Source: AdMob (Aug 09)
    • 11. iPhone OS takeup
      • In Sep 09, 23% of users on 3.1 software
      • 51% using 3.0
      • 26% on 2.x or below
      • BUT: 91% of iPhone users on 3.0 or above, while only 35% of iPod touch users
      • Source: AdMob (Sep 09)
    • 12. Source: Mobclix (Oct 09)
    • 13. Paid v Top Grossing
      • PAID TOP GROSSING
      • Fling (59p) Champ Man 2010 (£2.99) 3
      • Stick-Fu (59p) Rock Band (£5.99) 16
      • Champ Man 2010 (£2.99) Fling (59p) 1
      • Doodle Jump (59p) Scrabble (£2.99) 10
      • Tap Tap Revenge 3 (59p) Sonic The Hedgehog (£3.49) 12
      • QuizQuizQuiz (59p) Shrek Kart (£2.99) 11
      • Bejeweled 2 (£1.79) Bejweled 2 (£1.79) 7
      • Family Guy: Uncensored (£1.79) Real Racing (£3.99)
      • Moto X Mayhem (59p) FIFA 10 (£5.99)
      • Scrabble (£2.99) The Sims 3 (£3.99)
      • Shrek Kart (£2.99) Family Guy: Uncensored 8
      • Sonic The Hedgehog (£3.49) Stick-Fu (59p) 2
      • Backbreaker Football (59p) Earthworm Jim (£2.99) 20
      • Crash Bandicoot N Kart (£1.79) Tetris (£2.99) 14
      • Solitaire (59p) Monopoly Here & Now (£2.99)
      • Rock Band (£5.99) Crash Bandicoot N Kart (£1.79)
      • Flight Control (59p) QuizQuizQuiz (59p) 6
      • Parking Mania (59p) NFS Undercover (£2.99)
      • Max Injury (59p) Worms (£2.99)
      • Earthworm Jim (£2.99) Real Football 2010 (£2.99)
    • 14. SUCCESS STORIES
    • 15. iShoot
      • One-man developer – Ethan Nicholas
      • Huge spike in sales from releasing a free Lite version
      • Danger: everyone’s doing it, and the model may soon be outdated
    • 16. Sally’s Spa
      • Standard time management game but with female focus
      • Initially popular through v.low price of $0.99 / £0.59
      • Second spike when Megan Fox endorsed it on live TV
    • 17. Peggle
      • Super popular casual game building on reputation from other platforms
      • Pioneered the act of ‘doing a Peggle’ to rise up App Store chart
      • However, gameplay sustained it, not price cuts
    • 18. Pocket God
      • Cutesy God game with characters you care about (at $0.99 price)
      • Episodic content helped boost its popularity through word-of-mouth
      • Now in-app payments providing 27% of sales revenues
    • 19. Flight Control
      • Runaway success with 1.5m downloads and legions of clones
      • Low price plus regular updates with new levels and features
      • Also shows benefit of online and community features
    • 20. Doodle Jump
      • Hand-drawn graphical style complete with graph-paper look
      • Regular updates and connected features, plus social bragging
      • Easter Eggs with Pocket God and The Creeps
    • 21. Canabalt
      • One-finger game – brutally simple yet compellingly addictive
      • Simple tweet-your-score feature helping to spread it virally
      • Beautiful graphics and atmospheric sound – no skimping on this side
    • 22. QuizQuizQuiz
      • Does what it says on the tin: ruthlessly addictive trivia game
      • Localised content + Facebook + Twitter + location-based leaderboards
      • No brand in sight
    • 23. Stick-Fu
      • Kung-fu stickman fighting
      • Shows that online Flash games can become big iPhone hits
      • Online leaderboards...
    • 24. Backbreaker Football
      • Console graphics meets casual gameplay (at a 59p price)
      • Makes use of existing middleware – NaturalMotion Morpheme
      • Facebook integration
    • 25. 3D Rollercoaster Rush
      • Casual mobile game rejuvenated for iPhone with simple controls
      • Themed versions – Jurassic and Haunted
      • Followed up with Bundle Pack with all three for £4.99
    • 26. HomeRun Battle 3D
      • One-tap baseball game – they pitch, you swing
      • Online and local rankings, backed by finely-weighted scoring system
      • Earn balls to get new items – or pay to get others
    • 27. Enviro-Bear 2010 “ Who is driving that car? Oh my God, a Bear is Driving! How can that Be?!”
    • 28. IPHONE GAMING TRENDS
    • 29. The little details...
      • Icons
      • Screenshots
      • Description text
      • Sneaky SEO tricks
    • 30. Getting in with Apple
      • Apple’s featured apps are entirely editorially driven – can’t buy them
      • BUT you can study them to see what kinds of games and features are in favour
      • Also, casual games get lots of slots
    • 31. Importance of social media
      • Marketing iPhone games is a world away from trad mobile games marketing
      • YouTube, Twitter, Facebook, Blogs
      • Also: the return of the exclusive, and courting the press
    • 32. Social games so-so
      • Millions of Facebook players hasn’t yet equalled millions of iPhone gamers
      • Lack of viral discovery mechanisms is one cause
      • BUT move to freemium may help virtual item-based business models
    • 33. Recommendation networks
      • AdMob / OpenFeint / SGN
      • New ways to promote your game to a community of iPhone gamers
      • Discovery works outside App Store, but drives direct sales
    • 34. Move to freemium model
      • Apple now allows free apps to use in-app payments for content / items
      • More games shifting to free initial download then pay to unlock full game
      • Familiar model for casual games industry – RealArcade etc
    • 35. ‘ iPhone Moms’
      • Greystripe claims they make up 29.5% of all iPhone owners
      • 59% let kids use their device, and 41% download apps specifically for them
      • Pass-on offers potential for kids’ games – but plenty of competition already
    • 36. March of the clones
      • Flight Control imitators, retro remakes and console copies
      • Refining a formula has proved popular – don’t forget description keywords
      • Publishers kicking back – StoneLoops! Of Jurassica vs Luxor
    • 37. Piracy
      • Fishlabs: 95% piracy on first day
      • Ngmoco: 50-90% piracy in first week
      • Smells Like Donkey: 80% piracy in first week
      • The Little Tank That Could: 45 sales, 1,000 people posting high scores
    • 38. Social location networking game... things
      • Foursquare – check in to your local haunts for points, win achievement badges, compete with friends
      • Flook – upload e-postcards of interesting places and get scored
      • Social apps taking on game-like features – opportunity?
    • 39. There are other App Stores...
      • Lots of developers have fled Java to iPhone – and now unwilling to look beyond
      • BUT what about Android Market, BlackBerry App World, Ovi Store, Windows Marketplace, Vodafone 360...
      • Rival store owners keen for content – and there’s less competition
    • 40. Cheers!
      • www.mobile-ent.biz
      • www.iphonegamesbulletin.com

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