Reality Check on Mobile HTML5 Games - Will 2013 Bring The Breakthrough?

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Predicted to become a future of cross-platform entertainment and frowned upon by some global players, HTML5 delivered so far an unstable performance. With today’s capabilities and well known challenges of the technology, one wonders if HTML5 can compete with native development and how to monetize the technology in gaming sector. Alexander Krug will present SOFTGAMES's insights on the launch, promotion and monetization of HTML5 titles. A discussion on upcoming trends, major KPI´s and insights will round up the session.

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Reality Check on Mobile HTML5 Games - Will 2013 Bring The Breakthrough?

  1. 1. HTML5 Reality Check:Will 2013 Bring TheBig Breakthrough?Alexander Krug, Founder & CEOSOFTGAMES Mobile Entertainment Services GmbHwww.softgames.de
  2. 2. WHO?- Serial games entrepreneur- 10+ years in mobile gaming- Big supporter of HTML5
  3. 3. ABOUT USSOFTGAMES - Excellence in mobile gaming since 2006- Traffic sources are 100+ affiliates globally- Over 5M+ active users- We connect intelligent and high qualitytraffic with mobile games for free
  4. 4. OUR HITS
  5. 5. OUR CUSTOMERS- Slightly more female customers (57%)- Quite young: 18-34 years old- Located in over 80 countries- US & Russia dominant- Very loyal: 27% 30-day retention across all games
  6. 6. 6HTML5 – REALITY CHECK
  7. 7. 7
  8. 8. 8
  9. 9. 9
  10. 10. 10SO, WHY THE HELL AM I STILLTALKING ABOUT HTML5?!
  11. 11. 11We arehere!Platform Hype Cycle
  12. 12. WHY DO WE SUPPORT ?- Multiple Platform Support- Everybody can play – instantly- High virality- Real-time updates- Various business models
  13. 13. SUCCESSFUL GAMES
  14. 14. 14
  15. 15. 15- Mobile games space is overcrowded & highlycompetitive- 1.8M+ apps in the iOS & Play Store- High marketing needed to get your game foundMOBILE MARKET INSIGHTS
  16. 16. 16MULTI-CHANNEL DISTRIBUTIONIS KING!
  17. 17. 17… MAKES IT POSSIBLE ATMUCH LOWER COSTS COMPAREDTO NATIVE DEVELOPMENT!
  18. 18. - Mobile Web- App Stores (Hybrid App)- Carriers- Social NetworksDISTRIBUTION CHANNELS
  19. 19. 19
  20. 20. 20
  21. 21. 211. MOBILE IS KING- Focus on mobile – it‘s the future!- Be aware of different mobile OS, devices and theirresolutions (tablets, HD devices!)- Select a group of popular devices at first- Test it on as many real devices as possible
  22. 22. 1. MOBILE IS KING
  23. 23. 2. QUALITY IS KING- HTML5 games actively compete with native games!- Build high quality, “native-looking”, easy casual gamesbefore investing in complex games!!- BUT: You’re in the web! Be efficient with assets – thesmaller the game the better the performance!
  24. 24. Bounce RateSize-Optimization2. QUALITY IS KING
  25. 25. 3. ANALYTICS IS KING- Behavior & Re-targeting of the user within the game- Compare & Optimize wisely (A/B Test)- Smart cross-promotion
  26. 26. Play Store Cross-Promotion effect- 300% Daily Install Boost- 2 days of X-Promotion- Top Trending App @ GooglePlayX-PromoX-PromoActive InstallsDaily InstallsCASE STUDY: JEWELS ISLAND
  27. 27. 4. LOCALIZATION IS KING- Web is international- Make localization as easy as possible- Keep images and text separated
  28. 28. 4. LOCALIZATION IS KING
  29. 29. 5. MONETIZATION IS KING- Decide and design your game according to thebusiness model from scratch on!- Use multiple Ad-Networks to achieve highest CPM- Be aware of HTML5 monetization challenges!- Include Local Payment Methods & Offer-Walls
  30. 30. 5. MONETIZATION IS KING
  31. 31. 1. Start to develop games in HTML5 now!2. Focus on mobile!3. Deliver high quality but easy games!4. Make every user happy!5. Think global!SUMMARY
  32. 32. 32GOT AGAME?
  33. 33. 33SOFTGAMES Connect is your single point of integration forvast distribution, engaging social features, streamlined billingand access to a massive cross-promotion network!TRAFFIC FOR YOUR GAMES!
  34. 34. THANKS!Questions? www.softgames.dehtml5@softgames.de@softgamesLinkedIn.com/in/alexanderkrug

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