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Surviving Free-to-Playfor Small & Early-StageStart-UpsMargaret WallaceCEO, Playmatics
Margaret Wallace●   Entrepreneur●   Advisor●   Connector
Production   Business
IFP will partner with other…technologycompanies, including …Playmatics….Opening July 2013
Start-Up Advisors….
Today’s Topics●   (Informal) Survey of Industry Insiders
Today’s Topics●   (Informal) Survey of Industry Insiders●   Advice on Best Practices
Today’s Topics●   (Informal) Survey of Industry Insiders●   Advice on Best Practices●   Biggest Mistakes
Today’s Topics●   (Informal) Survey of Industry Insiders●   Advice on Best Practices●   Biggest Mistakes●   “Pivoting” vs....
Survey Insights
Development             Marketing and promotion                User acquisition                      GAAS                M...
Special Thank You:Derrick Morton       Seth SivakCEO                  CEO
Advice
* Omar AbdelwahedSenior Online Producer at2K Sports
Winning Formula?Advice in pseudo code:
Winning Formula?Advice in pseudo code:If
Winning Formula?Advice in pseudo code:If (cost_per_user
Winning Formula?Advice in pseudo code:If (cost_per_user >
Winning Formula?Advice in pseudo code:If (cost_per_user >avg_revenue_per_user)
Winning Formula?Advice in pseudo code:If (cost_per_user >avg_revenue_per_user)sell_or_quit();                         * If...
Winning Formula?Advice in pseudo code:If (cost_per_user >avg_revenue_per_user)sell_or_quit();                         * If...
What Does ItTake These Daysto Be Successfulin the Free-To-Play GamingSpace?
What Does it Taketo Be Successful?“You need to constantly iterate onthat service even after it launches ……constantly tryin...
What Does it Taketo Be Successful?“Good games. Socially connected.Endless playability.…Flexible price-points from $1 to$1,...
What Does it Taketo Be Successful?Adequately Measuring Success
What Does it Take              Monthly Traffic                               New Trafficto Be Successful?              Str...
BiggestMistakes?
Oink!
Biggest Mistakes?“Thinking Players willpay to play your gamebefore they becomeinvested in the gameitself….”
Biggest Mistakes?“You must be able to acquire customersvirally and/or through rev share deals.”“CPI customer acquisition h...
Biggest Mistakes?Not Designing for theTarget Device
Biggest Mistakes?
Biggest Mistakes?
“Pivoting” vs. Adaptation
Questions?Margaret Wallace    margaret@playmatics.com          @playmaticsMy Rants and Raves on the Industry:    www.marga...
Surviving Free-to-Play for Small & Early-Stage Start-Ups -- Game Developers Conference (GDC) 2013
Surviving Free-to-Play for Small & Early-Stage Start-Ups -- Game Developers Conference (GDC) 2013
Surviving Free-to-Play for Small & Early-Stage Start-Ups -- Game Developers Conference (GDC) 2013
Surviving Free-to-Play for Small & Early-Stage Start-Ups -- Game Developers Conference (GDC) 2013
Surviving Free-to-Play for Small & Early-Stage Start-Ups -- Game Developers Conference (GDC) 2013
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Surviving Free-to-Play for Small & Early-Stage Start-Ups -- Game Developers Conference (GDC) 2013

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The free-to-play gaming landscape is more competitive than ever. What does it take for a small company to not only survive - but thrive? Hear first-hand from Margaret Wallace, entrepreneur and CEO of Playmatics. She has had over ten years of experience running her own gaming start-ups and has also spent a lot of time working on the "other side of the table" at traditional publishers and with large media companies. Offering some crucial advice to small companies and indie development houses on the opportunities in the free-to-play space, she will provide data and first-hand experiences around negotiating this ever-changing space.

What is the marketplace outlook in 2013 and beyond for free-to-play gaming, especially for small or early-stage start-ups? What winning strategies can be adopted? In addition to establishing a baseline on the market as it stands, other opportunities and best practices in the space are discussed - including the role of "fun" in the whole equation. Questions covered include the how private investment vs. traditional publishing deal impact product choices and realities, adopting a platform strategy, whether it makes sense to work with brands - and what are some contractual and product pitfalls to avoid in order to mitigate risk.

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Surviving Free-to-Play for Small & Early-Stage Start-Ups -- Game Developers Conference (GDC) 2013

  1. 1. Surviving Free-to-Playfor Small & Early-StageStart-UpsMargaret WallaceCEO, Playmatics
  2. 2. Margaret Wallace● Entrepreneur● Advisor● Connector
  3. 3. Production Business
  4. 4. IFP will partner with other…technologycompanies, including …Playmatics….Opening July 2013
  5. 5. Start-Up Advisors….
  6. 6. Today’s Topics● (Informal) Survey of Industry Insiders
  7. 7. Today’s Topics● (Informal) Survey of Industry Insiders● Advice on Best Practices
  8. 8. Today’s Topics● (Informal) Survey of Industry Insiders● Advice on Best Practices● Biggest Mistakes
  9. 9. Today’s Topics● (Informal) Survey of Industry Insiders● Advice on Best Practices● Biggest Mistakes● “Pivoting” vs. Adaptation
  10. 10. Survey Insights
  11. 11. Development Marketing and promotion User acquisition GAAS Multiplatform…and a Hosting / server fees caveat
  12. 12. Special Thank You:Derrick Morton Seth SivakCEO CEO
  13. 13. Advice
  14. 14. * Omar AbdelwahedSenior Online Producer at2K Sports
  15. 15. Winning Formula?Advice in pseudo code:
  16. 16. Winning Formula?Advice in pseudo code:If
  17. 17. Winning Formula?Advice in pseudo code:If (cost_per_user
  18. 18. Winning Formula?Advice in pseudo code:If (cost_per_user >
  19. 19. Winning Formula?Advice in pseudo code:If (cost_per_user >avg_revenue_per_user)
  20. 20. Winning Formula?Advice in pseudo code:If (cost_per_user >avg_revenue_per_user)sell_or_quit(); * If you can.
  21. 21. Winning Formula?Advice in pseudo code:If (cost_per_user >avg_revenue_per_user)sell_or_quit(); * If you can.
  22. 22. What Does ItTake These Daysto Be Successfulin the Free-To-Play GamingSpace?
  23. 23. What Does it Taketo Be Successful?“You need to constantly iterate onthat service even after it launches ……constantly trying to acquire usersfor a cost that is below their lifetimevalue.”
  24. 24. What Does it Taketo Be Successful?“Good games. Socially connected.Endless playability.…Flexible price-points from $1 to$1,000 per player.”
  25. 25. What Does it Taketo Be Successful?Adequately Measuring Success
  26. 26. What Does it Take Monthly Traffic New Trafficto Be Successful? Strategic Partnerships Affiliate PartnershipsAdequately Measuring Success Search Engine Marketing Viral/Word of Mouth Search Engines Registrations Usage and Behavior
  27. 27. BiggestMistakes?
  28. 28. Oink!
  29. 29. Biggest Mistakes?“Thinking Players willpay to play your gamebefore they becomeinvested in the gameitself….”
  30. 30. Biggest Mistakes?“You must be able to acquire customersvirally and/or through rev share deals.”“CPI customer acquisition has gotten to the point that nobody makesmoney but the ad provider.”
  31. 31. Biggest Mistakes?Not Designing for theTarget Device
  32. 32. Biggest Mistakes?
  33. 33. Biggest Mistakes?
  34. 34. “Pivoting” vs. Adaptation
  35. 35. Questions?Margaret Wallace margaret@playmatics.com @playmaticsMy Rants and Raves on the Industry: www.margaretwallace.com

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