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The secret behind Clash of Clans success

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What is the secret behind Clash Of Clans' financial success?

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The secret behind Clash of Clans success

  1. Whatisthesecretbehind thefinancialsuccess? Melt Fromthevisual strategybook #meltCASE STUDY
  2. WhatisClashofClans? Clash of Clans is a social real-time online strategy game designed for mobile touch screen devices. The game involves building a village, gathering resources, attacking other villages and teaming up with fellow players to form clans. BACKGROUND
  3. Howdoesitmakemoney? The revenue generation model is based on the successful free-to-play strategy that is widely used in mobile games; actual playing is 
 free, but in-app purchases can 
 be made during the game. BACKGROUND
  4. This ismy village
  5. Key factors the success? behind 1 2 3
  6. It’s 1 It’saddictive! It’sfun! People want to play it! agreat game! From Supercell’s Clash of Clans Super Bowl Ad.
  7. Those are qualities of a great game, but… What makesit afinancial From Supercell’s Clash of Clans Super Bowl Ad. success?
  8. Let’s take a closer look using the melt frame.
  9. Thisis thematerial world e.g. 
 objects and actions
  10. e.g. emotions, competences 
 and knowledge Thisis theimmaterial world
  11. Technology hascreated newwaysfor themto melt
  12. Servitization Sharing economy Social media meltInternet This‘melt’has manynames: Data networks IndustrialInternet Home automation AI Internet of things Collaborative economy
  13. Melt’sconceptof time is new and somewhat unknown. It has features from both the immaterial and material world and it varies according to the viewpoint. Clash of Clans uses this brilliantly!
  14. Bendingtime 2 Clash of Clans makes use of the temporal concept of three different worlds.
  15. Players may feel advancing their villages is important in order to correspond with the players’ skills, to receive admiration from others, or out of simple curiosity to see what the future holds. THE PLAYERS’ 
 NEEDS EXIST IN NONLINEAR TIME. BA C
  16. THE GAME IS PORTRAYED AS IF HAPPENING IN ”REAL TIME”. The material “real time” is embedded 
 firmly into the gameplay. Constructing a defense structure for a village may take several days. Advancement takes longer as the game progresses. BA C
  17. Players are offered ways to fulfill their immaterial needs by “bending the time” – by momentarily escaping the material time by buying gems as in-app purchases. THE GAME ACTUALLY TAKES PLACE IN ”MELT TIME”. 
 THIS APPEARS TO BE LINEAR, BUT CAN BE ALTERED. BA C
  18. Layered ecosystem 3 The financial profitability of Clash of Clans is established on a three-layer ecosystem.
  19. Ecosystemrolesserve differentpurposes. SCALE LAYERA Onetocreate scale. TOOL LAYERCHOME LAYERB Onetocreate commitment. Onetocreate profit.
  20. REACHING AS MANY PLAYERS 
 AS POSSIBLE Clash of Clans is a free-to-play game epiphyte in Apple and Google ecosystems. APPLE AND 
 GOOGLE 
 ECOSYSTEMS SCALE LAYERA TOOL LAYERCHOME LAYERB Clash of Clans is here!
  21. Inviting players to create their own “homes” inside the game by letting players build villages and clans as they wish. HOME LAYERB TOOL LAYERCSCALE LAYERA HANDING OVER OWNERSHIP TO THE PLAYERS Players’ “homes”
  22. Players can advance their villages by collecting coins, elixir and gems. OFFERING VARIOUS TOOLS TO ADVANCE IN THE GAME TOOL LAYERCSCALE LAYERA HOME LAYERB Tactics 
 and skills
  23. PROFIT SOME OF THESE TOOLS CAN CAN 
 HAVE PAID OPTIONS SCALE LAYERA HOME LAYERB TOOL LAYERC Gems can be also be purchased during the game.
  24. PROFIT SCALE LAYERA HOME LAYERB TOOL LAYERC The free-to-play model typically involves only a few percent of players actually spending money on the game, while most play for free.
  25. Whathave
 welearned? TAKE AWAY
  26. TAKEAWAY USE IMMATERIAL MOTIVATORS. Fame,fear, curiosity…
  27. TAKEAWAY MAKE IT FEEL REAL! Peoplearefarmorelikely topayforsomethingthey perceiveasmaterial.
  28. TAKEAWAY USE MULTIPLE ECOSYSTEM ROLES. Onetocreatescale. Onetocreatecommitment. Onetocreateprofit.
  29. Youarenowfamiliar withfree-to-playandmelt. Youmaycopy,modifyandusetheseideasasyouwish. GetYour SuperSpeed
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