Sequels in the Appstore

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Presentation for the Causal Connect Singapore May 2013

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Sequels in the Appstore

  1. 1. Sequels in theApp StoreThe trends & strategies for building a successful sequel to your game.Casual Connect SingaporeMay 2013
  2. 2. I am a co-founder at ReignDesign.
  3. 3. We are a mobile game dev company based in Shanghai.
  4. 4. We are a mobile game dev company based in Shanghai.
  5. 5. Pig Rush is a infinite runner game first launched in 2009.
  6. 6. PigRush has been steadily pretty successful.255000 active users monthly.
  7. 7. PigRush has been steadily pretty successful.255000 active users monthly.Over 4 million downloads.
  8. 8. PigRush has been steadily pretty successful.255000 active users monthly.Over 4 million downloads.Featured on the App Store in many countries.
  9. 9. 255000 active users monthly.Over 4 million downloads.Featured on the App Store in many countries.And still in the top 500 without much marketing.We’re in the midst of making a sequel to our game PigRush.
  10. 10. What I’ll Cover:1. Sequel distribution & Trends2. Types of Sequels & which is right for your game?3. What we’ll do.
  11. 11. Types of sequelsSequels in the top 100 Games: Paid
  12. 12. Types of sequelsTypes of Sequels in the top 100 Games: Paid
  13. 13. Sequels in the top 100 Games: Free
  14. 14. Types of Sequels in the top 100 Games: Free.
  15. 15. Types of Sequels in the top 100 Games: Free (minus Freemiums)
  16. 16. Sequel distribution & TrendsFree - Top 100 GamesPaid - Top 100 Games#2 Sequels#2 New games#2 originals#2 New games#2 originals#2 Sequels
  17. 17. What I’ll Cover:1. Sequel distribution & Trends2. Types of Sequels & which is right for your game?3. What we’ll do.
  18. 18. Types of sequels.Don’t sequel,Update.1.To release incremental changesonly as updates to the original game.
  19. 19. Types of sequels.Don’t sequel,Update.1. SequelizedMechanics.2.To brand the game mechanics &re-release them as different games.
  20. 20. Don’t sequel,Update.1. SequelizedMechanics.2. ActualSequel.3.Types of sequels.Types of sequels.To create a actualsequel to the existing game.
  21. 21. Types of sequels.Don’t sequel,Update.SequelizedMechanics.ActualSequel.ThemedSequel.1. 2. 3. 4.To release themed versions of your game,or collaborative versions with brands.
  22. 22. Types of sequels.Don’t sequel,Update.SequelizedMechanics.ActualSequel.ThemedSequel.1. 2. 3. 4.
  23. 23. Don’t sequel, Update.1.SubwayFree Paid
  24. 24. Don’t sequel, Update.1.SubwayFree Paid
  25. 25. 1. Don’t sequel, Update.Free 2 play modelGames that are not consumable.Community: Games that are viral.A sequel would split up the user-base, which is bad for when playersbenefit from a community.Focus lies on user-retention:Retain users by creating updates in the original game.
  26. 26. 1. Don’t sequel, Update.Free 2 play model“Never release a sequel forFree 2 Play games. “- Simon Moller, creator of Subway surfersSubway
  27. 27. Don’t sequel, Update.1.SubwayFree Paid
  28. 28. Don’t sequel, Update.1.SubwayFree Paid2009 dec 2010aug 2010Jan 20102009 2009 20092009
  29. 29. 1. Don’t sequel, Update.Games that have a accumulated big user-baseKeep this user-base happy with updates to the game.Episodical Word-of-mouth marketing:Instead of releasing all at once, do many incremental updates overtime.With this strategy it is possibleto sustain a steady rank over a longer time.Appstore ranking algorithms: Might favor old-time hits.Early launched Premium Casual Games
  30. 30. 1. Don’t sequel, Update.“What you see now is pretty muchDoodle Jump 3 already, but itsbeen fit into the single product. “- Igor Pusenjak, creator of Doodle JumpPremium Casual Games
  31. 31. Sequelized Mechanics.2.Free Paid
  32. 32. 2. Sequelized Mechanics.Free 2 play modelCreating a brand out of your game mechanics: Using samenames, visual style, and branded icons.User retention on a brand level.Cross-promotion before the user exits your game.Games that don’t have in-build viral features.Games with strong game mechanics - less strongcharacter,story.
  33. 33. Actual Sequels.3.Free Paid
  34. 34. Game that want to change their monetization strategy andupdate their game mechanics, or their visual style.Games that have been acquired by a new company.To create buzz: New releases are more likely to be covered inthe media, or featured on the App Store.This strategy works if you want to createa new momentum for a game.3. Actual Sequels.Premium Casual Games
  35. 35. Themed Sequels4.Free Paid
  36. 36. 4.Free PaidThemed Sequels
  37. 37. 4. Sequelized Mechanics.Games that are popular enough to be approached by possiblepartners.This approach can benefit both parties &can give you access to a new user base.Games whose mechanics lend themselves for branding.Seek a brand that you want to associate your game with - youwill get pull from the brand’s own fans.Premium Casual Games
  38. 38. Themed Sequels & Mods.4.Free Paid
  39. 39. 4. Sequelized Mechanics.Mostly games are less complex than original.Premium Casual GamesThey are often released around times of the year that whereapp sales spike.New chance to be featured.There is a critical launch window for themed sequels.They have the same character in a new world.Themed sequels create momentum& strengthen the IP.
  40. 40. What I’ll Cover:1. Sequel distribution & Trends2. Types of Sequels & which is right for your game?3. What we’ll do.
  41. 41. We want to update the game mechanics & visual style.Pig Rush has a accumulated user-base.We plan to create a #3 Actual sequel, with #1 don’t sequel conditions:To release it under the same app id, keeping the original userbase.What we’ll do: Pig RushPig Rush is a premium casual game.
  42. 42. What Else?PlatForms!
  43. 43. What Else?Platforms!
  44. 44. What Else?Platforms! Merchandise!
  45. 45. What Else?
  46. 46. What Else?
  47. 47. What Else?
  48. 48. What Else?
  49. 49. What Else?
  50. 50. What Else?
  51. 51. What Else?
  52. 52. Thanks a lot!
  53. 53. Get in touch:www.reigndesign.comwww.reigngames.comagrueter@reigndesign.com

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