Free to Play GamesThe Game is not enough       by Teut WeidemannOnline Specialist Ubisoft Blue Byte
The Settlers Online: f2pDie Siedler Online (DE), Castle Empire Online (USA), soon in FR, RU, PL, EN, CN, CZ etc.
But the game isn‟t the topic now
Everything else you need is our topic                                                    4                                ...
Landing Pages                      5“You never get a second chance to make a first                 impression.”
Landing Pages                                             6 Task: Pursue user to register Multiple LP‟s for     Various...
Landing Pages                                 7   Marketing      Registration                      Got you!               ...
Community Pages              8WE ARE LONG PAST A “ WEB” PAGE  WE NOW TALK C OMMUNITIES
Community Pages                                         9 Task: keep users within your    community – Retention   Locali...
Communication through CP                                         10 Honest                                       Use Fac...
Forum                                    11 Use industry standards   i.e. vBulletin etc. Establish a single sign in    ...
Support                             12 Ticket system International support Easy access for users This is their way to ...
Shop / Payment            13Image from www.grepolis.com
14                              This fits even 800x600!  $ Packages•2,5,10,20,50,99€ packages•Scaled hard currencyamount•...
15                                  The more the merrier!Payment Options•Depending on choice theyswitch•Depending on coun...
16                                The small stuffOther stuff•Country selection   •   People do travel!   •   Note the htt...
171. Integrate into    webpage!2. No pop up!3. Not inside flash!4. https!5. This is a service page!6. No advertising!7. Le...
Internal Departments                18NEVER   U ND E R E S T I M A T E T HE         WO R KL O A D
Life Team – Dev Team                                     19 Life operations draws time You won‟t have time for other    ...
Community Management                                 20 Is NOT support! Lead CM must sit in your    offices   Honest, d...
Support                                    21 Support Actions    Reimburse items    Check player game status    Check ...
Support                                22 Ticket System                       If VIP get special Categorized           ...
E-Marketing                                   23 Your key to acquire users Traditional marketing    won‟t work   Banner...
E-Marketing                                 24   Marketing      Registration                      Active User             ...
E-Marketing                                  25 Metrics from game:                    If CPL < LTV ROI is +   ARPU: Ave...
Business Development (BizDev)                                        26 Sells your game to media/affiliates But you oper...
Analytics                                27 Metrics need to be  considered from start of  project Metrics are complex T...
Payment Systems                               28 Each country has favourites Each country has specific ones Adding paym...
Payment Systems                                      29 Support as many as possible Research what big (European)    comp...
IT: Maintenance & Monitoring                                  30 Prevent downtime     Every hour DT costs € Alert syste...
Hacks & Exploitation                                      31• Players will find potential exploits,  all the time• They ex...
Recap            32LETS   COUNT THE MANPOWER
Recap: That was our start                                                    33                                           ...
Resources                                                    34                                                           ...
Q&A                            35Contact me:on Facebookor Twitter (Teut)or ... simply teut.weidemann@ubisoft.com      Ubis...
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GDC 2011: Out of Client services

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My GDC 2011 talk about services you need additionally to the game you publish. Everything covered.

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GDC 2011: Out of Client services

  1. 1. Free to Play GamesThe Game is not enough by Teut WeidemannOnline Specialist Ubisoft Blue Byte
  2. 2. The Settlers Online: f2pDie Siedler Online (DE), Castle Empire Online (USA), soon in FR, RU, PL, EN, CN, CZ etc.
  3. 3. But the game isn‟t the topic now
  4. 4. Everything else you need is our topic 4 Dev Team Landing Landing PageLanding Page Life Ops Page Team Facebook Page Community Community Twitter Management Page Payment Support News Section Support VIP Support Forum Support E MarketingPayment Systems Localization Shop Biz Dev CMS System IT Analytics Tracking
  5. 5. Landing Pages 5“You never get a second chance to make a first impression.”
  6. 6. Landing Pages 6 Task: Pursue user to register Multiple LP‟s for  Various countries  Biz Dev partners (Affiliates)  Marketing campaigns Ultra fast Loading speed Pinpoints what your game is all aboutLP‟s are about efficiency, not “Marketing”
  7. 7. Landing Pages 7 Marketing Registration Got you! Community Landing Page Campaign 1 Page Landing Page Game Campaign 2 Landing Page Campaign 3 AffiliateBiz Dev This for each major territory Track, Correct, Optimize (LPO)
  8. 8. Community Pages 8WE ARE LONG PAST A “ WEB” PAGE WE NOW TALK C OMMUNITIES
  9. 9. Community Pages 9 Task: keep users within your community – Retention Localized CP‟s  Requires CMS (!!)  Imagine posting to 25 languages:  … simultaneously Service Portal! Here you communicate to active users No Flash! (loading times) No sound! (office browsers) No Advertising! (but your own)
  10. 10. Communication through CP 10 Honest  Use Facebook efficiently as CM  That‟s where marketing is out  Not as marketing voice Immediate  And Twitter  That‟s where you need dedicated CM Direct  Don‟t hide vital information Complete  Do not leave anything* out Frequent  Today we mean hours, not weeks Visit CM summit Wednesday to learn more
  11. 11. Forum 11 Use industry standards  i.e. vBulletin etc. Establish a single sign in (login) for game & forum Forum CM is not as easy as it sounds! CM is NOT moderation Create a home for your users You don‟t want them to be someplace else
  12. 12. Support 12 Ticket system International support Easy access for users This is their way to communicate 1 on 1 with you Copy&Paste Support is so 2005
  13. 13. Shop / Payment 13Image from www.grepolis.com
  14. 14. 14  This fits even 800x600! $ Packages•2,5,10,20,50,99€ packages•Scaled hard currencyamount•List advantages of largerpackages•Show older expensiveprices•Do not page/scroll•3 click buying process Image from www.grepolis.com
  15. 15. 15  The more the merrier!Payment Options•Depending on choice theyswitch•Depending on countrythey change•Not all options areavailable: • 1.99€ is SMS only • 4.99€ can be T-Pay only•Reason: Costs of paymentsystem influence yourpacket sizes•Adding payment systemsdoesn‟t cannibalize others! Image from www.grepolis.com
  16. 16. 16  The small stuffOther stuff•Country selection • People do travel! • Note the https symbol•Progress indicator•Other options • Friend invites • Link to Payshop • Explanations • Other services•Service & Faq•Users have to TRUST yourshop & service to pay! Image from www.grepolis.com
  17. 17. 171. Integrate into webpage!2. No pop up!3. Not inside flash!4. https!5. This is a service page!6. No advertising!7. Less clicks=win8. 3 clicks maximum9. Each additional click costs you 30% users!10. Metrics!11. Metrics!12. A/B TestsImage from www.ikariam.com
  18. 18. Internal Departments 18NEVER U ND E R E S T I M A T E T HE WO R KL O A D
  19. 19. Life Team – Dev Team 19 Life operations draws time You won‟t have time for other stuff i.e. further development So you need 2* teams Shared resources are ok Sizes vary over time as game matures Do not underestimate requirements & demands from  Marketing, BizDev, Support, Community Management, Users, IT
  20. 20. Community Management 20 Is NOT support! Lead CM must sit in your offices Honest, direct, immediate, complete, frequent communication is KEY Even if its bad news Train your CM he is worth thousands of marketing dollars!
  21. 21. Support 21 Support Actions  Reimburse items  Check player game status  Check player payment status  Check player support history Some actions need to be logged Knowledge base key for outsourcing, but some actions need to be escalated (process)
  22. 22. Support 22 Ticket System  If VIP get special Categorized treatment:  What do “whales” get? VIP track! Payment track! Full CMS system Full information resources:  Account data & history  In game data  Payment data  Ban & Support history
  23. 23. E-Marketing 23 Your key to acquire users Traditional marketing won‟t work Banners are so 2005 Forget magazines You can acquire users without leaving your offices – world wide SEM, SEO is key
  24. 24. E-Marketing 24 Marketing Registration Active User Community Landing Page Campaign 1 Page Landing Page Game Campaign 2 Landing Page Campaign 3 AffiliateBiz Dev This for each major territory Track, Correct, Optimize (LPO)
  25. 25. E-Marketing 25 Metrics from game:  If CPL < LTV ROI is +  ARPU: Average Revenue per  If CPL < ARPU ROI is ++ User  LTV: Live Time Value  In other words: This dictates marketing budget per user acquisition  Marketing can multiply its marketing budgets Efficiency can be measured to the cent ROI: Marketing works with  Prerequisites: return of investment  Metrics  Tracking That‟s where traditional marketing becomes scared  Per channel!
  26. 26. Business Development (BizDev) 26 Sells your game to media/affiliates But you operate it On your servers White labeling needed BizDev can generate millions of users Deals vary from CPA/CPL to lifetime share BizDev partners do not cost money initially! They are only payed on success
  27. 27. Analytics 27 Metrics need to be considered from start of project Metrics are complex Terrabytes of data  Out of game  In game Biggest problem:  Metrics tell you what but never why
  28. 28. Payment Systems 28 Each country has favourites Each country has specific ones Adding payment systems do not cannibalize others Support is key to success Thats why:  Your provider has to be in the same timezone  Has to be flexible with the UI (no ready made box)  Has to be international (Europe, Eastern Europe, SAE)  (in other words don„t use US only providers)
  29. 29. Payment Systems 29 Support as many as possible Research what big (European) companies support for each country Do not underestimate this point Secure transfers Rollbacks Accounting & legal Fraud P.s.: Bigpoint has 160+ payment systems online
  30. 30. IT: Maintenance & Monitoring 30 Prevent downtime  Every hour DT costs € Alert system to your IT staff 24/7 (pager, sms etc.) Do not think your provider can do this Most problems occur when you‟re out of office (Murphies law) Also do deployments & updates
  31. 31. Hacks & Exploitation 31• Players will find potential exploits, all the time• They exploit as its „just“ a game• Happens guaranteed at 70k active users• It will harm your business• So you need to protect yourself• Process needed• Alert System needed
  32. 32. Recap 32LETS COUNT THE MANPOWER
  33. 33. Recap: That was our start 33 Dev Team Landing Landing PageLanding Page Life Ops Page Team Facebook Page Community Community Twitter Management Page Payment Support News Section Support VIP Support Forum Support E MarketingPayment Systems Localization Shop Biz Dev CMS System IT Analytics Tracking
  34. 34. Resources 34 8-12+ Landing Landing About PageLanding Page 30+ 5+ people Page Facebook Page Community 1+ Twitter Page 1 News Section 3+ 1 Forum Support 1Payment Systems 1 Shop 1 CMS System 3+ Tracking 1
  35. 35. Q&A 35Contact me:on Facebookor Twitter (Teut)or ... simply teut.weidemann@ubisoft.com Ubisoft Blue Byte is looking for talents to work on the next online games! Contact jobs@bluebyte.de

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