Game as a service - do you know what it means?

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LOGIN 2010

Published in: Business, Technology

Game as a service - do you know what it means?

  1. Game as a Service Do you really know what it means? LOGIN 2010 - Seattle
  2. Who is speaking? <ul><li>Thomas Bidaux </li></ul><ul><li>France Telecom (goa.com) </li></ul><ul><li>NCsoft </li></ul><ul><li>ICO Partners </li></ul><ul><li>Online games since 1999 </li></ul>
  3. <ul><li>Thomas Bidaux </li></ul>
  4. <ul><li>France Telecom (goa.com) </li></ul>
  5. <ul><li>NCsoft Europe </li></ul>
  6. <ul><li>ICO Partners </li></ul>
  7. <ul><li>Online games since 1999 </li></ul>
  8. <ul><li>La Quatrième Prophétie </li></ul>
  9. <ul><li>(screenshots) </li></ul>
  10. <ul><li>Success through service </li></ul>
  11. <ul><li>(no choice right?) </li></ul>
  12. <ul><li>(screenshots character page) </li></ul>
  13. <ul><li>Dark Age of Camelot </li></ul>
  14. <ul><li>(Screenshot) </li></ul>
  15. <ul><li>(camelot herald sshot) </li></ul>
  16.  
  17.  
  18. <ul><li>La Quatrième Prophétie </li></ul>
  19. Definition of service?
  20. <ul><li>Wikipedia </li></ul>
  21. <ul><li>Intangible </li></ul><ul><li>Perishable </li></ul><ul><li>Inseperatable </li></ul><ul><li>Simultaneous </li></ul><ul><li>Variable </li></ul>
  22. <ul><li>Service VS Product </li></ul>
  23. <ul><li>Intangible  ? </li></ul>
  24. <ul><li>Perishable  ? </li></ul>
  25. <ul><li>Inseparable  ? </li></ul>
  26. <ul><li>Simultaneous  ? </li></ul>
  27. <ul><li>Variable  ? </li></ul>
  28. Benefits from a service offer
  29. <ul><li>Brand power </li></ul>
  30. <ul><li>Long Tail </li></ul>
  31. <ul><li>ROI </li></ul>
  32. <ul><li>Risk mitigation </li></ul>
  33. Service applied to Games
  34. <ul><li>MMOs </li></ul>
  35. <ul><li>Online Games </li></ul>
  36. <ul><li>(rock band network logo) </li></ul>
  37. <ul><li>(team fortress sshot) </li></ul>
  38. <ul><li>Social games </li></ul>
  39. <ul><li>iTunes/android Market </li></ul>
  40. <ul><li>Xbox Live / PSN / Wii channels </li></ul>
  41. Are all games services?
  42. <ul><li>Interactive media </li></ul>
  43. <ul><li>Digital </li></ul>
  44. <ul><li>Evolutive experience </li></ul>
  45. <ul><li>Sold as products </li></ul>
  46. <ul><li>Consumed as services </li></ul>
  47. <ul><li>Service is about the experience </li></ul>
  48. <ul><li>Game experiences are not only about gameplay </li></ul>
  49. <ul><li>Archlord </li></ul><ul><li>Codemasters </li></ul>
  50.  
  51.  
  52.  
  53.  
  54.  
  55.  
  56.  
  57. Disclaimer time
  58. <ul><li>Your definition of service may vary </li></ul>
  59. Account Management
  60. <ul><li>Easy account creation </li></ul>
  61. <ul><li>Username Vs Email </li></ul>
  62. <ul><li>Ubiquitous </li></ul>
  63. <ul><li>Necessary information </li></ul>
  64. <ul><li>Example: Age vs Birthday </li></ul>
  65.  
  66. <ul><li>Tier the information </li></ul>
  67. <ul><li>Ask them at different stage </li></ul>
  68. <ul><li>Reward the users </li></ul>
  69. <ul><li>Account system ownership </li></ul>
  70. <ul><li>Facebook API </li></ul>
  71. <ul><li>Managing your account </li></ul>
  72. <ul><li>More important than you imagine </li></ul>
  73. <ul><li>Security </li></ul>
  74. <ul><li>Easy to find </li></ul>
  75. <ul><li>A matter of image </li></ul>
  76. <ul><li>Account types </li></ul>
  77. <ul><li>Normal </li></ul>
  78. <ul><li>Internal </li></ul>
  79. <ul><li>Comp’ed </li></ul>
  80. <ul><li>Trial </li></ul>
  81. QA
  82. <ul><li>Bug reporting </li></ul>
  83. <ul><li>Integrated in the game </li></ul>
  84. <ul><li>Pull user data </li></ul>
  85. <ul><li>Limit user brain power usage </li></ul>
  86. <ul><li>Testing </li></ul>
  87. <ul><li>A/B testing </li></ul>
  88. <ul><li>Look at your metrics </li></ul>
  89. <ul><li>Test server </li></ul>
  90. <ul><li>Easy to access </li></ul>
  91. <ul><li>Easy to test </li></ul>
  92. <ul><li>Easy to revert to Live </li></ul>
  93. <ul><li>Invest development time </li></ul>
  94. Localisation
  95. <ul><li>Importance of it? </li></ul>
  96.  
  97. <ul><li>(BTW – it is spelled crème brûlée ) </li></ul>
  98. <ul><li>Good localisation isn’t much more expensive than the bad one </li></ul>
  99.  
  100. <ul><li>Localisation sometimes mandatory </li></ul>
  101. <ul><li>Always appreciated </li></ul>
  102. <ul><li>Important service component </li></ul>
  103. <ul><li>Defines your service offer </li></ul>
  104. <ul><li>Expands beyond the game to other components of the service </li></ul>
  105. <ul><li>Customer Support; Community Management; Account Management; Websites; Payment process; Communication; etc. </li></ul>
  106. <ul><li>Studio responsabilities </li></ul>
  107. <ul><li>Design for localisation </li></ul>
  108. <ul><li>Integrated in the content creation process </li></ul>
  109. <ul><li>Centralised files </li></ul>
  110. <ul><li>Work with the vendor(s) early rather late </li></ul>
  111. <ul><li>Budget development time </li></ul>
  112. <ul><li>Localise everything </li></ul>
  113. <ul><li>User comfort </li></ul>
  114. <ul><li>One Client – Multiple Languages </li></ul>
  115. <ul><li>Different languages functional compatibility </li></ul>
  116. <ul><li>Always playable </li></ul>
  117. <ul><li>Taking Localisation further </li></ul>
  118. <ul><li>Culturisation </li></ul>
  119. <ul><li>A lot is happening already you might not know about </li></ul>
  120. <ul><li>Open localisation </li></ul>
  121. <ul><li>Allowing users to run their own localisation </li></ul>
  122. <ul><li>International service set-up </li></ul>
  123. <ul><li>Design your service offer </li></ul>
  124. <ul><li>Separate / Common services </li></ul>
  125. Payment
  126. <ul><li>More payments systems means more payers </li></ul>
  127. <ul><li>More systems means better UI </li></ul>
  128. <ul><li>Be clever </li></ul>
  129. <ul><li>Design can fight fraud </li></ul>
  130. <ul><li>Fraud management systems </li></ul>
  131. <ul><li>Recovery system </li></ul>
  132. <ul><li>Tracking tools </li></ul>
  133. <ul><li>Make paying easy </li></ul>
  134. <ul><li>Easy to find </li></ul>
  135. <ul><li>Ubiquitous </li></ul>
  136. <ul><li>(selfless promotion) </li></ul>
  137.  
  138. Community
  139. <ul><li>Many tools to provide </li></ul>
  140. <ul><li>Forums </li></ul>
  141. <ul><li>Unofficial forums too </li></ul>
  142. <ul><li>Guild mechanisms </li></ul>
  143. <ul><li>Open data stream </li></ul>
  144. <ul><li>Video tools </li></ul>
  145. <ul><li>Facebook integration </li></ul>
  146. <ul><li>Communities need places to hang out and build themselves </li></ul>
  147. Communication
  148. <ul><li>In Game mail system </li></ul>
  149. <ul><li>IM integration </li></ul>
  150. <ul><li>Clever chat channel </li></ul>
  151. <ul><li>(the R button incident) </li></ul>
  152. <ul><li>Chat/Name Filter </li></ul>
  153. Getting the game
  154. <ul><li>Painless download process </li></ul>
  155. <ul><li>Slim Client </li></ul>
  156. <ul><li>Transparent install </li></ul>
  157. <ul><li>(altitude screenshot) </li></ul>
  158. <ul><li>Easy patching </li></ul>
  159. Matchmaking
  160. <ul><li>Clever Matchmaking </li></ul>
  161. <ul><li>Losing sucks </li></ul>
  162. <ul><li>Sometimes, it sucks less though </li></ul>
  163. <ul><li>Transparency </li></ul>
  164. <ul><li>Make leaderboards that matters to the users </li></ul>
  165. <ul><li>(read Sanya’s take on this) http://bit.ly/ldbrds </li></ul>
  166. Website
  167. <ul><li>Your game data </li></ul>
  168. <ul><li>Game guide/database </li></ul>
  169. <ul><li>Wiki </li></ul>
  170. <ul><li>Manage stuff </li></ul>
  171. Customer Support
  172. <ul><li>Make it simple </li></ul>
  173. <ul><li>Auto diagnose </li></ul>
  174. <ul><li>Community help tools </li></ul>
  175. And more…
  176. <ul><li>Shards </li></ul>
  177. <ul><li>Achievements </li></ul>
  178.  
  179. <ul><li>CRM </li></ul>
  180. <ul><li>Etc… </li></ul>
  181. Combat Quests World design Character progression Art direction Localisation QA Process Billing Customer Support Account system Patcher Login system Communication Installation Matchmaking Achievements Community Web functionalities CRM
  182. Combat Quests World design Character progression Art direction Localisation QA Process Billing Customer Support Account system Patcher Login system Communication Installation Matchmaking Achievements Community Web functionalities CRM
  183. A conclusion of sort
  184. <ul><li>Every component of the service needs a conscious design effort </li></ul>
  185. <ul><li>Whose role? </li></ul>
  186. <ul><li>Game designers </li></ul>
  187. <ul><li>Creative director </li></ul>
  188. <ul><li>Producer </li></ul>
  189. <ul><li>Service designer? </li></ul>
  190.  
  191. <ul><li>The whole team has to be involved </li></ul>
  192. <ul><li>Q&A </li></ul>
  193. Thanks! <ul><li>[email_address] </li></ul>www.linkedin.com/in/tbidaux www.icopartners.com/blog @icotom www.slideshare.net/ICOPartners

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