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1. STATE OF PUBLISHING
2. EVALUATE GAMES &
DEVELOPMENT PARTNERS
PUBLISHING SERVICES,
NOT PRODUCTS
A QUICK
MARKET RECAP
0
10000
20000
30000
40000
2008 2009 2010 2011 2012 2013 2014
Global mobile
spending (M$)
IN-APP
PURCHASES
ALLOWED
IPAD
REL...
0
10000
20000
30000
40000
2008 2009 2010 2011 2012 2013 2014
Global mobile
spending (M$)
1.0
2.0
3.0
MILESTONES IN PUBLISH...
1.0
I’LL THROW SOME
GAMES OUT THERE,
GET A BUNCH OF
FEATURING AND
EVENTUALLY MAKE…
“ONE. MILLION.
DOLLARS.”
DR. EVIL
Then the gold rush really kicked off…
“I’M A ONE MAN ARMY AND CAN TAKE
ON THE INDUSTRY
ALONE WITH SOME HEAVY UA
ARTILLERY.”
2.0 RAMBO
AND NOW?
IT’S A REALLY CROWDED PLACE.
< $ 10,000
AVG REVENUE
< $ 1,000
MEDIAN REVENUE
Source: Rovio Estimate 2015
1000
IOS...
“..I COULD USE SOME HELP IN
VISIBILITY, DISTRIBUTION AND
OPTIMIZING MY FTUE.”
3.0 THE DYNAMIC DUO
“BROTHER, UNITED WE HAVE...
THE MOBILE
GAMES
PUBLISHER OF
2016 IS NO
LONGER JUST A
PUBLISHER.
THE
PUBLISHER
HAS BECOME A
PARTNER.
WHAT DOES
THIS MEAN
...
OLD WORLD
NEW WORLD
RETAIN MONETIZE APPEAL REACH
F2P
DEVELOPER PUBLISHER
“GAME AS A SERVICE” = PARTNERSHIP
WHAT’S THE POINT?
LAUNCH
LAUNCH
X
X OLD MODEL
NEW MODEL
PUBLISHER
PARTNER
HOW DOES THIS AFFECT WHAT
YOU’RE GETTING OUT OF THIS
PARTNERSHIP?
ROVIO PUBLISHING
OFFERING FOR
PARTNERS
MARKETING
USER ACQUISITION AND CROSS PROMOTION
CHANNEL MARKETING
MATERIAL & CAMPAIG...
SO HOW DOES ROVIO DECIDE WHICH
GAMES TO PUBLISH?
ROVIO PULL NUMEROUS DATA SOURCES & WE
KNOW:
- EVERY GAME IN SOFT LAUNCH
- A REV/DL ESTIMATE FOR EVERY GAME
- THE CPI COST ...
ONCE WE FIND GAMES WE THINK COULD RESONATE
WITH OUR USERBASE WE MAKE CONTACT WITH THE
DEVELOPER TO SEE IF THEY ARE INTERES...
IF YOU GUYS ARE SO
SMART, WHY HAVEN’T YOU
PUBLISHED A ROVIO STARS
TITLE SINCE EARLY 2015?
THE ONES THAT GOT AWAY, ALTHOUGH THE DEVELOPERS
COULD WELL HAVE NOT BEEN INTERESTED IN A PARTNER
REGARDLESS......
HOW ROVIO CHOOSES ITS EXTERNAL
DEVELOPMENT PARTNERS
FIND ME A KICK ASS
PUZZLE GAME DEVELOPER,
WHO WILL MAKE US BANK
ON AN AB PUZZLE TITLE
FINAL THOUGHT:
THE MOST IMPORTANT TERM IN A PUBLISHING
CONTRACT
“Net Revenue” shall mean gross revenue actually received
by “the Publisher” from the game less paid user acquisition
expen...
Example: 50/50 publishing deal that the publisher can’t
deduct UA costs:
LTV of the game = $3 dollars, the CPI for that ge...
Publishing Services not Products. - Jere Mäkiniemi @ Rovio
Matthew Wilson, Director of Business Development, Rovio Entertainment
Matthew Wilson, Director of Business Development, Rovio Entertainment
Matthew Wilson, Director of Business Development, Rovio Entertainment
Matthew Wilson, Director of Business Development, Rovio Entertainment
Matthew Wilson, Director of Business Development, Rovio Entertainment
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Matthew Wilson, Director of Business Development, Rovio Entertainment

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The State of Mobile Publishing in 2016 (White Nights St. Petersburg 2016)

Published in: Business
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Matthew Wilson, Director of Business Development, Rovio Entertainment

  1. 1. 1. STATE OF PUBLISHING 2. EVALUATE GAMES & DEVELOPMENT PARTNERS
  2. 2. PUBLISHING SERVICES, NOT PRODUCTS
  3. 3. A QUICK MARKET RECAP
  4. 4. 0 10000 20000 30000 40000 2008 2009 2010 2011 2012 2013 2014 Global mobile spending (M$) IN-APP PURCHASES ALLOWED IPAD RELEASESAPP STORE & ANDROID MARKET MILESTONES IN MOBILE SPENDING
  5. 5. 0 10000 20000 30000 40000 2008 2009 2010 2011 2012 2013 2014 Global mobile spending (M$) 1.0 2.0 3.0 MILESTONES IN PUBLISHING
  6. 6. 1.0 I’LL THROW SOME GAMES OUT THERE, GET A BUNCH OF FEATURING AND EVENTUALLY MAKE… “ONE. MILLION. DOLLARS.” DR. EVIL
  7. 7. Then the gold rush really kicked off…
  8. 8. “I’M A ONE MAN ARMY AND CAN TAKE ON THE INDUSTRY ALONE WITH SOME HEAVY UA ARTILLERY.” 2.0 RAMBO
  9. 9. AND NOW? IT’S A REALLY CROWDED PLACE. < $ 10,000 AVG REVENUE < $ 1,000 MEDIAN REVENUE Source: Rovio Estimate 2015 1000 IOS GAMES PER DAY IN 2015
  10. 10. “..I COULD USE SOME HELP IN VISIBILITY, DISTRIBUTION AND OPTIMIZING MY FTUE.” 3.0 THE DYNAMIC DUO “BROTHER, UNITED WE HAVE A FAR BETTER CHANCE OF ACQUIRING, RETAINING AND MONETIZING.”
  11. 11. THE MOBILE GAMES PUBLISHER OF 2016 IS NO LONGER JUST A PUBLISHER. THE PUBLISHER HAS BECOME A PARTNER. WHAT DOES THIS MEAN IN PRACTISE?
  12. 12. OLD WORLD NEW WORLD RETAIN MONETIZE APPEAL REACH F2P DEVELOPER PUBLISHER “GAME AS A SERVICE” = PARTNERSHIP
  13. 13. WHAT’S THE POINT? LAUNCH LAUNCH X X OLD MODEL NEW MODEL PUBLISHER PARTNER
  14. 14. HOW DOES THIS AFFECT WHAT YOU’RE GETTING OUT OF THIS PARTNERSHIP?
  15. 15. ROVIO PUBLISHING OFFERING FOR PARTNERS MARKETING USER ACQUISITION AND CROSS PROMOTION CHANNEL MARKETING MATERIAL & CAMPAIGNS DESIGN & OPTIMIZATION DEDICATED PRODUCERS & ART DIRECTOR UX / MONETIZATION DESIGN ASSISTANCE NATIVE ADS & IN HOUSE AD SALES TEAM PUBLISHING SERVICES QA / LOCALIZATION DEV FUNDING CUSTOMER SUPPORT
  16. 16. SO HOW DOES ROVIO DECIDE WHICH GAMES TO PUBLISH?
  17. 17. ROVIO PULL NUMEROUS DATA SOURCES & WE KNOW: - EVERY GAME IN SOFT LAUNCH - A REV/DL ESTIMATE FOR EVERY GAME - THE CPI COST FOR THAT GENRE - HOW LONG THE GAME HAS BEEN IN SOFT LAUNCH.
  18. 18. ONCE WE FIND GAMES WE THINK COULD RESONATE WITH OUR USERBASE WE MAKE CONTACT WITH THE DEVELOPER TO SEE IF THEY ARE INTERESTED IN A PUBLISHING PARTNER AND VALIDATE THEIR DATA. EXAMPLE MINIMUM SPEC PUZZLE GAME METRICS: RETENTION: DAY1 = 40%, DAY7 = 20%, DAY30 = 10% MONETISATION: ARPDAU = €0.08
  19. 19. IF YOU GUYS ARE SO SMART, WHY HAVEN’T YOU PUBLISHED A ROVIO STARS TITLE SINCE EARLY 2015?
  20. 20. THE ONES THAT GOT AWAY, ALTHOUGH THE DEVELOPERS COULD WELL HAVE NOT BEEN INTERESTED IN A PARTNER REGARDLESS......
  21. 21. HOW ROVIO CHOOSES ITS EXTERNAL DEVELOPMENT PARTNERS
  22. 22. FIND ME A KICK ASS PUZZLE GAME DEVELOPER, WHO WILL MAKE US BANK ON AN AB PUZZLE TITLE
  23. 23. FINAL THOUGHT: THE MOST IMPORTANT TERM IN A PUBLISHING CONTRACT
  24. 24. “Net Revenue” shall mean gross revenue actually received by “the Publisher” from the game less paid user acquisition expense (done by “the Publisher”) and other approved media buy expenses. Example: Net Revenue = Gross Revenue - (Paid UA + Media Buy Expenses)
  25. 25. Example: 50/50 publishing deal that the publisher can’t deduct UA costs: LTV of the game = $3 dollars, the CPI for that genre is $2.50 The publisher will always refuse to buy under the above circumstances because the LTV they actually see is only $1.50 not $3.00 because the cannot deduct paid user acquisition i.e. They have no incentive to continue building your F2P title at an operation lost for them.
  26. 26. Publishing Services not Products. - Jere Mäkiniemi @ Rovio

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