Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략

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Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략

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  • http://www.youtube.com/watch?v=Z0RhXEIkJG8
  • http://www.youtube.com/watch?v=fZuqi8IzTYY&feature=related
  • Above the line (ATL), below the line (BTL), and through the Line (TTL),http://en.wikipedia.org/wiki/Above_the_line_(advertising)
  • Kinect 와 Xbox Live를 통해 알아 본 Windows Phone 7.5 게임 전략

    1. 1. Kinect와 Xbox Live를 통해 알아 본 윈도우폰 7.5 게임 전략<br />서진호 부장 / 윈도우폰 개발자 에반젤리스트<br />Jinho.Seo@microsoft.com<br />http://blogs.msdn.com/jinhoseo<br />
    2. 2. 지금까지 우리는?<br />#1<br />Large & growing<br />#1 selling game console<br />지난 6개월 동안<br />10M<br />1천만Kinects 컨슈머 제품 중에 역사상 가장 빠른 판매<br />35M<br />3천 5백만35 개국에서의 LIVE 구독자 수<br />2<br />
    3. 3. 다시 말하자면, 게임은 넘버원!<br />Xbox 360 is the #1 selling gaming device in the U.S. (32M) and has 55M consoles sold WW<br />Xbox LIVE Subscribers vs. Top 10 Cable Companies*<br />35M Xbox Live members WW; 18.7M US<br />Kinect launch: World record 8 million sold in the first 60 days (It took iPad nearly 6 months to sell 7.5 million)! Currently over 10 million Kinects sold<br />40% of time on Xbox is spent outside of gaming (video, chat, social, etc.) for Gold members<br />Avg. user has 40” HDTV / 5.1 surround or higher – Big screen venue for your video content!<br />
    4. 4. Kinect Demo<br />4<br />
    5. 5. Bring your start screen to life with glance and go updates from your favorite apps and contacts. <br />5<br />Windows Phone 7.5 무엇이 달라졌는가? w<br />Live Tiles<br />Bring your start screen to life with glance and go updates from your favorite apps and contacts<br />Live Tiles<br />Bring your start screen to life with glance and go updates from your favorite apps and contacts<br />Black swan<br />Offers up relevant apps for your consideration based on what you are doing on your phone<br />App Connect<br />Offers up relevant apps for your consideration based on what you are doing on your phone<br />App Connect<br />Offers up relevant apps for your consideration based on what you are doing on your phone.<br />Flowing App Panoramic Display<br />Easily swipe across the screen to quickly get the information you need<br />Flowing App Panoramic Display<br />Easily swipe across the screen to quickly get the information you need.<br />Easily swipe across the screen to quickly get the information you need<br />Black Swan<br />AMC Pacific Place 11 2:10 pm<br />AMC Loews 2:40 pm<br />Regal 4:10 pm<br />Black Swan- Wikipedia, the free Wikipedia<br />Makes it easy to play music in the background and quickly switch between apps, picking up where you left off<br />Multitasking<br />Makes it easy to play music in the background and quickly switch between apps, picking up where you left off<br />Multitasking<br />Makes it easy to play music in the background and quickly switch between apps, picking up where you left off.<br />apps<br />Marketplace<br />An engaging showplace for apps and games, making it easier and faster to find what you’re looking for or to discover something you didn’t expect<br />Marketplace<br />An engaging showplace for apps and games, making it easier and faster to find what you’re looking for or to discover something you didn’t expect<br />An engaging showplace for apps and games, making it easier and faster to find what you’re looking for or to discover something you didn’t expect<br />
    6. 6. 더욱 더 차별화된 Live Tiles<br />6<br />Pin to Start<br />Live Tiles<br />Bring your start screen to life with glance and go updates from your favorite apps and contacts<br />Pin to Start<br />Live Tile Notification<br />Live Tile Notification<br />Deep Linking<br />Deep Linking<br />
    7. 7. 다양한 앱 추천 -App Connect<br />7<br />App Connect<br />Offers up relevant apps for your consideration based on what you are doing on your phone<br />Pictures<br />Pictures<br />Black swan<br />Music+Video<br />Music+Video<br />Black Swan<br />AMC Pacific Place 11 2:10 pm<br />AMC Loews 2:40 pm<br />Regal 4:10 pm<br />Black Swan- Wikipedia, the free Wikipedia<br />Bing<br />Product Search<br />Bing<br />Product Search<br />apps<br />Bing<br />Movie Card<br />Bing<br />Movie Card<br />
    8. 8. 더욱 더 쉽게 앱 전환<br />8<br />Multitasking<br />Makes it easy to play music in the background and quickly switch between apps, picking up where you left off<br />
    9. 9. Must Have 앱 장터 –Marketplace<br />9<br />Major brands have joined the platform: Amazon, Facebook, American Airlines, NBA, ESPN, Netflix, Groupon and thousands more<br />Marketplace momentum<br />2M+ Windows Phone 7 SDKs downloaded<br />50K+ registered developers in marketplace<br />30K+ applications published and growing<br />
    10. 10. Windows Phone 7.5 Demo<br />10<br />
    11. 11. Xbox LIVE 사용자 분석<br /><ul><li>61% Male
    12. 12. 70% 18-34
    13. 13. 51% HHI > $75,000</li></ul>Xbox LIVE members “agree a lot” to the following statements:<br /><ul><li>93% of Male 18-34 LIVE users play M rated games
    14. 14. 81% of Male 18-34 LIVE users download content from Xbox LIVE
    15. 15. 42% of Male 18-34 LIVE users say, “I spend more time playing video games than watching TV </li></ul>Xbox LIVE members “agree a lot” to the following statements:<br /><ul><li>I’m the first of my friends to have new technology equipment: Xbox LIVE 5.56%, General Internet Population 3.12%
    16. 16. Friends ask my advice about technology equipment: Xbox LIVE 12%, General Internet Population 6.4% </li></ul>11<br />Demo*<br />Love Video Games!*<br />Tech Trend Setters!*<br />*Simmons Summer 2010<br />
    17. 17. 9 out of 10 of the top grossing applications in the Marketplace<br />Xbox LIVE Extras is the 6th most downloaded application <br />Around half of all Windows Phone 7 owners have downloaded an Xbox LIVE game<br />Nearly 50% of Windows Phone 7 customers downloading XBL games are new to Xbox LIVE<br />Xbox LIVE Games on Windows Phone<br />12<br />
    18. 18. Games and Music – some of the top apps<br /><ul><li>Gartner estimates 70 – 80% of all mobile consumer applications downloaded are mobile games¹
    19. 19. Games are 9 out of 10 of the top grossing applications in Windows Phone Marketplace
    20. 20. Games receive Average User rating 4/5 stars
    21. 21. Listening to music is the most popular daily activity across all mobile phones²
    22. 22. Downloading music to mobile phones is predicted to grow from 483.8M in 2009 to over 1B in 2014³
    23. 23. Greatest growth coming from subscriptions</li></ul>Sources: 1Gartner Research Report: Mobile Gaming Expectations Boosted on Application Store and Smartphone Popularity March 2 TNS Research (2010); 3IE Market Research 2010<br />13<br />
    24. 24. Must Have Games<br />Hydro Thunder Go!<br />Genre: Racing<br />Cost: $4.99 <br />Blast through 12 ferocious courses with the powerboat of your choice and compete against 15 devious opponents with strategic use of your Hydro Boost power, Mighty Hull and Hydro Jump abilities. In addition to visually stunning environments and insane track layouts, the ever-changing water conditions keep the races varied and interesting. <br />Doodle Jump <br />Genre: Platform<br />Cost: $2.99 <br />Jump, jump, jump to the top, top, top with “Doodle Jump,” the runaway hit! Guide the Doodler on a springy journey up the never-ending sheet of graph paper to see how far you can climb. Leap from platform to platform, finding your way higher and higher using brilliant contraptions such as springs, propeller hats and jet packs. Avoid broken platforms, menacing black holes, UFOs and baddies. Blast them with your nose balls!<br />geoDefense<br />Genre: Tower Defense<br />Cost: $2.99 <br />Obliterate a horde of vibrant, vector-styled enemies in this fast-paced tower defense game. Devastate creeps with blasters, lasers and missiles and watch their energy debris swirl through the gravity wells of your vortex towers Demonstrate your pixel-blasting skill to all your friends on Xbox LIVE Leaderboards and earn Achievements as you hone advanced defense strategies. <br />Sonic 4<br />Genre: Platform Racing<br />Cost: $6.99 <br />Featuring enhanced gameplay elements, including the classic Sonic Spin Dash, and the versatile Homing Attack, Sonic 4 picks up right where Sonic and Knuckles left off. Dr. Eggman's back, and in an effort to finally rid himself of Sonic, he revisits and improves the very best of his creations. Get ready for the next chapter in an all new epic 2D saga built for old and new fans alike.<br />Angry Birds <br />Genre: Puzzle<br />Cost: $2.99 <br />Angry Birds is now on Windows Phone! The survival of the angry birds is at stake. Dish out revenge on the green pigs who stole the birds’ eggs. Use the unique destructive powers of the angry birds to lay waste to the pigs’ fortified castles. Each of the 195 levels requires logic, skill and brute force to crush the enemy.<br />Plants vs Zombies<br />Genre: Tower Defense<br />Cost: $4.99 <br />Get ready to soil your plants - Plants vs. Zombies™ is coming to Windows Phone! A mob of fun-loving zombies is about to invade your home, and the only defense is your arsenal of plants. Use peashooters, wall-nuts, cherry bombs and more to mulchify 26 types of zombies before they reach your front door. The fun never dies!<br />
    25. 25. 새로운 Xbox LIVE 및 게임 특징<br />Games marketplace<br />Enhanced Games Marketplace with metro look & soft key search for games<br />Games marketplace<br />Enhanced Games Marketplace with soft key search for games<br />Parental controls<br />Keep children safe from M rated games while allowing for an extended portfolio<br />Parental controls<br />Parental Controls on M rated games<br />Paid downloadable content (PDLC)<br />MSFT points based in-game add-ons and the ability to purchase avatar items on your phone *Not an E3 Message*<br />Paid downloadable content (PDLC)<br />MSFT points based in-game add-ons and the ability to purchase avatar items on your phone<br />Multiplayer gameplay<br />Invite XBL friends via gamertag to play both turn-by-turn and great asynchronous multiplayer games *Not an E3 Message*<br />Multiplayer gameplay<br />Invite XBL friends via gamertag to play multiplayer games<br />Games hub improvements<br />Integration of most of “Xbox LIVE Extras” into hub & improved Spotlight experience<br />Games hub improvements<br />Integration of most of “Xbox LIVE Extras” into hub & improved Spotlight experience<br />15<br />
    26. 26. Windows Phone owners listen to music and watch videos more than Blackberry and Android users1<br />Windows Phone owners are using music services more on the phone than Apple and Android1<br />Zune + Windows Phone 7 growth<br /><ul><li>65% increase in Zune Pass Subscribers since Windows Phone 7 launch
    27. 27. 40% of signed-in accounts are from Windows Phone 7</li></ul>Zune customer leans heavily towards male, 25-44 with incomes above $87K<br />Music on Windows Phone<br />1 – MSFT Compete Tracker<br />16<br />
    28. 28. New Zune music and video features<br />Smart DJ<br />Creates personalized mixes of music from your collection and/or marketplace<br />Smart DJ<br />Creates personalized playlists based on the music you love<br />Zune Music Pass<br />Sign-up and carry millions of songs with you on your phone<br />Zune Music Pass<br />Sign-up and carry millions of songs with you on your phone<br />Pin to Start<br />Quickly access your personal and marketplace music by pinning it to the Start screen<br />Pin to Start<br />Quickly access your favorite albums and playlists by pinning them to the Start screen<br />Save Now Playing<br />Turn your Now Playing queue into a personal playlist you can access later <br />Save Now Playing<br />Turn your Now Playing queue into a personal playlist you can access later <br />Podcast Marketplace (U.S. only)<br />Search and subscribe to podcasts directly from the phone<br />Podcast Marketplace (U.S. only)<br />Search for, subscribe to, and play podcasts directly from your phone<br />17<br />
    29. 29. 개발자 지원 및 홍보<br />18<br />
    30. 30. 19<br />어떻게 Promotion 해 줄 것인가?<br />Xbox LIVE<br />Marketplace<br />Digital<br />Retail Channel<br />Social Media<br /><ul><li>Premium feature placements and merchandising
    31. 31. Web - Xbox, Windows Phone & Microsoft
    32. 32. Xbox.mobi, mobile.microsoft
    33. 33. CRM – Xbox and Windows Phone
    34. 34. Facebook & Twitter
    35. 35. Blogs
    36. 36. POS Piece
    37. 37. Retail Sales Professionals
    38. 38. Offers and promotions
    39. 39. Targeting Millions of Xbox Live Users</li></ul> (35MWW, 18.7M <br /> US)<br /><ul><li>Branded Destination Site</li></li></ul><li>App Marketing 기회<br />20<br />Partner 제공<br />Publisher제공<br />Microsoft제공<br />Partner marketing 와 앱 통합(ATL, BTL, retail, CRM) <br />Publishers 의 Brand 와 함께 다양한 공동 마케팅 제공<br />MS-led apps campaign 통합 (Microsoft “owned” properties and BTL)<br />
    40. 40. Partner 들에게 어떻게 제공하는가?<br />21<br />App “Bundle” 제공<br />App “Content” 제공<br />App “Subscription” 제공<br />Holiday Survival App Pack<br />Orange UK Free<br />App-a-Day<br />Offer<br />Amazon Kindle app <br />+<br />Kindle books<br />Buy a Windows Phone, Get a Themed App Pack (e.g. Holiday Survival, Biz Traveler)<br />Buy a Windows Phone, Get Free Content (e.g. Amazon Kindle book each month)<br />Buy a Windows Phone, Get Free Apps for a Period of Time (e.g. movie app/week in July)<br />
    41. 41. Publisher 들에게 어떻게 제공하는가?<br />Device 제공<br />Publisher 제공<br />Gift/Content 제공<br />Buy WP, Get Amazon Shopping App + $X Amazon Gift Card<br />NYT Readers Only: New WP for $X + App<br />Buy WP, Get BA App + Miles, Points or Free Upgrade<br />Leverage or create device offers with Partner; promote w/app to Publisher user base<br />Partner with Publisher to create win-win offer and campaign, targeting user base<br />Partner with Partner and Publisher to create offering (WP + app + gift or content)<br />22<br />
    42. 42. 사례: British Airways<br />23<br />Launch app<br />Promote app<br />Promote app + WP<br />Promote app + WP + offer<br />Buy WP, Get BA App + Miles, Points or Free Upgrade<br />PR and Web Site<br />Inclusion in BA’s Mobile Marketing<br />Direct Marketing to BA’s Customers<br />Offer with Campaign<br />
    43. 43. Gaming – Xbox LIVE 광고<br /><ul><li>55M WW/ 32M US Subscribers
    44. 44. 61% Male
    45. 45. 70% 18-34
    46. 46. 51% HHI > $75,000
    47. 47. Tech Trend Setters
    48. 48. Highly Engaged Audience
    49. 49. Big Screen Venue for Advertising</li></ul>24<br />
    50. 50. 결론 – 국내는 어떻게 지원하는가?<br />25<br />10월 5일 –WP7 ISV Day 초청<br />(App Camp, App Clinic, Device Support)<br />http://msdn.microsoft.com/ko-kr/gg415576<br />

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