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Best practices to survive the challenge of self-publishing by Vincent Vergonjeanne, CEO & Founder at EVERYDAYiPLAY

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Best practices to survive the challenge of self-publishing by Vincent Vergonjeanne, CEO & Founder at EVERYDAYiPLAY

  1. 1. Surviving The ChallengeOf Self-PublishingOnline GamesVincent Vergonjeanne - EVERYDAYiPLAY
  2. 2. Co-Founder & Former CEO of Kobojo5.3M€ Serie A in april 2011Founder & CEO of EVERYDAYiPLAYSelf-financed Game Studio
  3. 3. Self-Publishing?
  4. 4. The “Legacy” Physical Model
  5. 5. The Digital Distribution Revolution
  6. 6. The Free to Play Convergence
  7. 7. Digital Distribution+ Free to Play=Anyone can make &publish a game
  8. 8. Survival Guide ToSelf-Publishing#1 - Maximize retention#2 - Maximize monetization#3 - Maximize acquisition
  9. 9. Symptom #1“I reached 300K installs in 2 months.But my daily traffic is only 2K.”Paul C.
  10. 10. Ideal retention
  11. 11. Your actual retention
  12. 12. Retention Pro Tip 1Master your“First Time User Experience”
  13. 13. Fact: you will lose more players duringthe first session than any other sessionscombined!You need to understand where and why!
  14. 14. Monitor your First Time User Funnel
  15. 15. What is a Funnel?
  16. 16. At which tutorial step or missiondo players give up on us?
  17. 17. First Time User DataHave a critical look at completion rateof the first 20 missions of your game30 hours of mission data from PyramidVille
  18. 18. First try: indicate how the shop looks like
  19. 19. Second try: make the shop blink
  20. 20. Reason: Small resolutions just didn’thave it on their screen!Third try: put a big blue arrow 
  21. 21. Retention Pro Tip 2Plan why your players wouldcome back after they finish yourcontent
  22. 22. Interest Curve for Content Only0%10%20%30%40%50%60%70%80%90%100%Day 1 Day 7 Day 30 Day 60Pressure to produce contentis too high, expensive andstressful for the team
  23. 23. Salsa Class
  24. 24. Interest Curve ofContent + “Social Recognition”0%10%20%30%40%50%60%70%80%90%100%
  25. 25. Content is your ice breakerSocial Recognition is your long termretention
  26. 26. Symptom #2“I have a lot of daily players.But my DARPU is $0.01”James P.
  27. 27. Free to play is hard!Players have not paid up-frontAnd they really don’t have to!Unless you provide a good reason
  28. 28. Why do people buy virtual goods?They buy emotions
  29. 29. What virtual good actually sell?• Gate Emotion• Energy system (15 clicks per sessions)• Pure time-gating (20min cool-down before next big bonus)• Economy tensions linked to time (collect enough gold to buy)• Social recognition• Ranking (win as much as possible – be the best)• Complete (be the first to finish a goal recognized by others)• Differentiation (ONLY if the community exist)
  30. 30. In-game marketing is important!
  31. 31. Is this an healthy revenue chart?050010001500200025003000350040004500D1D2D3D4D5D6D7D8D9D10D11D12D13D14D15D16D17D18D19D20RevenuesRevenues
  32. 32. Healthy Revenue Chat01000200030004000500060007000D1D2D3D4D5D6D7D8D9D10D11D12D13D14D15D16D17D18D19D20RevenuesRevenues
  33. 33. Make that first sell
  34. 34. Discount your Hard Currency
  35. 35. Consideration on Pricing at launch• Always price as high as possible atlaunch.• It is always possible to lower the pricelater, but it is hard to increase it.
  36. 36. To Conclude#1 - Maximize retention#2 - Maximize monetization#3 - Maximize acquisition
  37. 37. Questions?Vincent Vergonjeannevincent@everydayiplay.com@vvergon

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