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Master Digital Entertainment - 20/2/2010

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Estratto terza lezione tenuta dal docente Fabio Viola al Master in Digital Entertainment - Università IULM

Published in: Entertainment & Humor
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  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Master Digital Entertainment - 20/2/2010

  1. 1. MASTER IN DIGITAL ENTERTAINMENT UNIVERSITA’ IULM DOCENTE: FABIO VIOLA MODULO: MOBILE & SOCIAL
  2. 2. 2 27 Giugno 2008 – APPECONOMY Nasce una vera e propria “app store mania” sia presso gli sviluppatori che l’opinione pubblica grazie ad iPhone ed al suo App Store
  3. 3. Cronologia Mobile App Store 27 Giugno 2008 : App Store di Apple 22 Ottobre 2008 : Android Market di Google 1 Aprile 2009: BlackBerry App Worlddi Rim 26 Maggio 2009 : OVI di Nokia 6 Giugno 2009 : Palm App Catalogue di Palm 10 Agosto 2009 : PlayNow di Sony Ericsson Autunno 2009 : Windows Marketplace di Microsoft
  4. 4. 2 ECOSISTEMI APERTI MOBILE
  5. 5. Il fatturato Mob App Store $2.5 miliardi nel 2009 $600/700 milioni nel 2009 Totale App Stores +$3.3 miliardi nel 2009
  6. 6. STUDIAMO APP STORE
  7. 7. Lanciare un iPhone Game <ul><li>LICENZA STANDARD: 99 dollari consentono a tutti l’acquisto di una licenza per sviluppare applicazioni. </li></ul><ul><li>Attrezzatura Tecnica : Un computer MAC su cui gira l’SDK fornito gratuitamente da Apple ed ovviamente un iPhone/iPod Touch per test reali. </li></ul><ul><li>Concept : Preparare l’idea di gioco sfruttando le caratteristiche dell’hardware </li></ul><ul><li>Sviluppo : Programmare in X-Code ed OpenGL. I giochi “indie” spesso sono basati su un team tecnico di 2 persone, a cui sarebbe bene affiancare un product/marketing manager </li></ul><ul><li>Submission : Finita l’applicazione, si uploaderà in un’area riservata affinchè possa avere l’approval Apple </li></ul><ul><li>Rilascio : Dopo circa 10 giorni, il prodotto diventa immediatamente accessibile su scala mondiale </li></ul>
  8. 8. L’UTENTE APP STORE <ul><li>Gli utenti iphone scaricano circa 10 nuove app ogni mese </li></ul><ul><li>Gli utenti iPod Touch ne scaricano 18 </li></ul><ul><li>ARPPU è di circa 9 dollari al mese, dislocati su 5 download a pagamento </li></ul><ul><li>90% della navigazione e ricerca apps avviene via device. </li></ul><ul><li>Fonte: Admob </li></ul>
  9. 9. L’UTENTE APP STORE
  10. 10. TOP 10 GIOCHI 2Febbraio 2009
  11. 11. iPhone: Accelerometro Come già dimostrato dal Wii, l’accelerometro porta nuova linfa vitale a generi ormai considerati “obsoleti”. Labyrinth http://www.youtube.com/watch?v=KymENgK15ms http://www.youtube.com/watch?v=W6YipB8k_1s
  12. 12. iPhone: Touch Screen La mancanza di tasti ha spinto gli sviluppatori a creare giochi intuitivi basati sulla pressione del display con le dita. http://www.youtube.com/watch?v=17mJmMn2-1E
  13. 13. iPhone: Microfono La mancanza di tasti ha spinto gli sviluppatori a creare giochi intuitivi basati sulla pressione del display con le dita. http://www.youtube.com/watch?v=RhCJq7EAJJA
  14. 14. iPhone: Casual Concept Migliaia di nuovi sviluppatori han permesso una proliferazione di nuove idee che spesso han trovato un forte responso dal pubblico. http://www.youtube.com/watch?v=5ly2gbUHxnA&feature=related http://www.youtube.com/watch?v=cziH_04cPKE
  15. 15. iPhone: Music Game La musica è una killer application nel mondo ipod/iphone, sono nati giochi che sfruttano il connubio tra musica e gaming. http://www.youtube.com/watch?v=4a4EBGPdnyQ&feature=channel Tre capitoli di Tap Tap Revenge di Tapolous e numerosi spin off brandizzati dai Metallica ai Coldplay.
  16. 16. iPhone: Browser Games Venduti in larga parte con pacchetto dati, gli iPhone diventano un ottimo strumento di navigazione web aprendo porte ai broswer game client based http://www.youtube.com/watch?v=IrH-DxN-ioU L’italiano Ancient Legion fu uno dei primi MMMORPG mondiali su iPhone Scaricato il client dall’App Store il gioco necessitava di una connessione dati o wireless per poter essere eseguito Monetizzazione anche via Paypal per evitare il 30% di obolo Apple
  17. 17. iPhone: BEST PERFORMANCE Big Publishers come EA e Gameloft stanno spingendo al massimo l’hardware iPhone col rilascio di titoli performanti sul finire 2009 Need For Speed Shift
  18. 18. iPhone: PORTING CONSOLE Società come Activision e Ubisoft, fin’ora estranee al mercato mobile gaming, sono entrate nel mercato iPhone negli ultimi 2 mesi. Call of Duty: World at War Zombies Primo gioco brandizzato prezzato 9.99 dollari. Ogni nuova mappa rilasciata con in-app purchase ha un costo di 3.99 euro 1 Milione di download per la versione Lite in 7 giorni
  19. 19. iPhone: PORTING CONSOLE Società come Activision e Ubisoft, fin’ora estranee al mercato mobile gaming, sono entrate nel mercato iPhone negli ultimi 2 mesi. Assassin’s Creed 2 Primo gioco di Ubisoft dopo la “separazione” da Gameloft Inserito con un bug nello store a Dicembre, cancellato dopo poche ore. Ormai il gioco finisce sul circuito pirata danneggiando irrimediabilmente le vendite della versione ufficiale di Gennaio 2009
  20. 20. iPhone: LOCATION BASED MyTown di Booyah ha superato il milione di utenti grazie alla combinazione del location based e del gaming. Si è dato vita ad un Monopoly reale! Assassin’s Creed 2 E’ possibile selezionare locali reali comodamente dalla poltrona o viaggiare e, tramite connettività 3G, flaggare il posto in cui ci si trova. Vi è la possibilità di acquistare o affittare edifici reali attraverso un virtual currency. I fondatori di Booyah vengono da Blizzard e hanno ricevuto 5.4 milioni di dollari 10 mesi fa per la start up
  21. 21. iPhone: AUGMENTED REALITY Il firmware 3.0 ha introdotto le potenzialità della realtà aumentata su iPhone 3Gs. Elementi necessari per un dispositivo mobile sono la fotocamera, il magnetometro (bussola) ed una connessione internet. Tutto questo rende possibile la sovrapposizione di livelli reali e immaginari. Arf – Virtual Pet Augmented Enviroment Lab è l’ente americano dietro ai due progetti che visualizzeremo. -L’esperienza è limitata a pochi device (iphone 3gs, Android…) + Settore totalmente da sviluppare lato gaming
  22. 22. iPhone: AUGMENTED REALITY Il firmware 3.0 ha introdotto le potenzialità della realtà aumentata su iPhone 3Gs. Elementi necessari per un dispositivo mobile sono la fotocamera, il magnetometro (bussola) ed una connessione internet. Tutto questo rende possibile la sovrapposizione di livelli reali e immaginari. Arf – Virtual Shooter Augmented Enviroment Lab è l’ente americano dietro ai due progetti che visualizzeremo. -L’esperienza è limitata a pochi device (iphone 3gs, Android…) + Settore totalmente da sviluppare lato gaming
  23. 23. iPhone: MAGNETOMETRO Il firmware 3.0 abbinato all’iPhone 3Gs consente l’utilizzo del magnetrometro (bussola) all’interno di applicazioni. SurrounDED La bussola consente di muoversi col dispositivo in mano con corrispondenza reale nel gioco - In alcuni prodotti consente di muovere la telecamera oltre al personaggio.
  24. 24. Social Platforms <ul><li>OpenFeint, Scoreloop, Plus+ offrono servizi “social” al tuo gioco </li></ul><ul><li>SDK gratuito o a pagamento da implementare nel proprio gioco </li></ul>
  25. 25. FORME DI MONETIZZAZIONE: Pay per Download <ul><li>3 miliardi di applicazioni scaricate su App Store </li></ul><ul><li>Flight Control di Firemint ha superato 2 milioni di dw a 0.99 dollari </li></ul><ul><li>Namco: 23 milioni di downloads </li></ul><ul><li>Doodle Jump di Lima Sky 80k dw a Natale </li></ul><ul><li>Gameloft 10 milioni di dw a pagamento </li></ul><ul><li>Digital Chocolate 8 milioni dw a Marzo 2009 </li></ul>
  26. 26. Pay per download + in-app purchase <ul><li>Trivial Pursuit viene venduto nella sua versione base a 3.99 EURO </li></ul><ul><li>Chi volesse ampliare il set di domande, può acquistare pacchetti tematizzati al prezzo di 0.79 euro cadauno </li></ul><ul><li>Prestare attenzione al bilanciamento pricing, T.P. ha ricevuto molti feedback negativi </li></ul><ul><li>Il meccanismo di billing e retribuzione è identico al pay per download </li></ul><ul><li>La funzione in-app purchase è disponibile dal Giugno 2009 quando Apple introdusse il firmware 3.0 </li></ul>Downlod a pagamento e opportunità di monetizzare con ulteriori acquisti all’interno del gioco.
  27. 27. FREE + Advertising <ul><li>Paper Toss (pallina di carta tirata nel cestino dell’ufficio) di Backflip Studios ha ottenuto +10milioni dw FREE, monetizzati promuovendo Ragdoll Blaster e direttamente via adv </li></ul><ul><li>+100k dollari mensili in adv, il 50% dell’intero fatturato </li></ul><ul><li>Admob (acquistato da Google per 750milioni di dollari) come partner adv sembra essere il più performante rispetto a </li></ul>
  28. 28. iPhone: Advergames Barclaycard Waterslide Extreme, sviluppato da Fishlabs, ha superato i 10 milioni di dw gratuiti in 6 mesi. Niente male per una agenzia finanziaria. http://www.youtube.com/watch?v=0wDx6JJpLH0 http://www.youtube.com/watch?v=en6jPQd2fQ4 Wolkswagen Polo Challenge ha superato 2.2 milioni di copie totalizzando 440k ore di interazione col brand
  29. 29. iPhone: Freemium Model Eliminate di ngmoco è stato il primo esempio di successo col suo lancio nel Novembre 2009. L’energia è fondamentale per giocare. Una volta esaurita si possono aspettare 4 ore o ac
  30. 30. iPad
  31. 31. iPad Il 27 Gennaio Apple svela iPad, il suo tablet votato alla multimedialità Schermo 9.5 pollici a risoluzione 1024x768 Memoria da 16-32-64 GB a seconda del modello Batteria in utilizzo 10 ore, standby 1 mese Keys: Accelerometro, compasso digitale, sensore di luce Connettività Wifi e 3G Compatibilità con tutti i titoli iPhone Area specifica per app iPad native
  32. 32. ANDROID <ul><li>Android è una piattaforma open source basata sul sistema operativo Linux e sviluppata da Google. </li></ul><ul><li>Circa 65 devices sono equipaggiati con l’ OS </li></ul><ul><li>Supportano il sistema operativo aziende come Motorola, LG, HTC, Sony Ericsson… </li></ul><ul><li>Circa 60k cellulari al giorno vengono venduti </li></ul><ul><li>Il primo terminale Android in Italia è stato venduto da TIM, HTC MAGIC. In seguito anche Vodafone e Wind hanno inserito in listino almeno un terminale. </li></ul><ul><li>Dal 4 Settembre 2009 il Market Android è diventato 100% operativo anche in Italia </li></ul><ul><li>http://www.youtube.com/watch?v=wcfd1kATus0 </li></ul>Nexus One T-Mobile G1
  33. 33. ANDROID MARKET Per fronteggiare Apple, Google ha predisposto un analogo digital store chiamato ANDROID MARKET. Dal 4 Settembre 2009 il Market Android è diventato 100% operativo anche in Italia permettendo il download di giochi free e paid. Le app si pagano tramite Google Checkout, infrastruttura proprietaria che si appoggia a carta di credito. Il fatturato stimato per il 2009 è di 200/250 milioni di dollari, con una forte crescita nell’ultimo trimestre Il top gioco in un mese può generare intorno ai 15/20k euro. (Robo Defense ad esempio) http://www.youtube.com/watch?v=wcfd1kATus0
  34. 34. TOTALE APPLICAZIONI ANDROID Si contano circa 30k app contro le 130k dell’App Store.
  35. 35. TOTALE APPLICAZIONI ANDROID Crescita costante mese dopo mese man mano che nuovi device vengono rilasciati
  36. 36. TOTALE APPLICAZIONI ANDROID Il grafico monitora esclusivamente l’Android Market italiano con una crescita anche qui continua e caratterizzata da picchi.
  37. 37. ANDROID USA CHART – DICEMBRE 2009 Il grafico monitora esclusivamente l’Android Market italiano con una crescita anche qui continua e caratterizzata da picchi.
  38. 38. ROBO DEFENSE di Lupis Labs Il primo prodotto in grado di diventare bestseller su Android Classica meccanica “Difendi la torre” traslata in ambiente robotizzato Rilasciata una versione pad a 2.49 dollari ed una Free
  39. 39. CONFRONTO PREZZI BlackBerry e Windows phone vengono visti come terminali per altospendenti
  40. 40. CRESCITA APPLICAZIONI ANDROID
  41. 41. CRESCITA APPLICAZIONI IPHONE
  42. 42. CRESCITA APPLICAZIONI IPHONE/ANDROID
  43. 43. IPHONE VS ANDROID: Minuti spesi
  44. 44. IPHONE VS ANDROID: Retention
  45. 45. IPHONE VS ANDROID: SESSIONI
  46. 46. WINDOWS PHONE 7 I nuovi terminali disponibili entro fine anno porteranno parte dell’esperienza ludica di Xbox LIVE all’interno di un cellulare. Analizziamo cosa troveremo nella sezione GAMES dei futuri terminali: - Spotlight Section:  visualizzazione del proprio avatar e notizie degli achievements dei propri amici - Friends: Gestione lista amici e aggiunta nuovi utenti - Premium Titles: sarà possibile giocare con titoli appositamente creati per sfruttare le potenzialità dei terminali (tecnicamente superiore ad un iphone) e con titoli Xbox Live, ovvero porting dei titoli già disponibili sullo store della console. L’idea è quella di acquistare il gioco e usufruirlo sia da casa che in mobilità.
  47. 47. FOLLOW ME ON www.linkedin.com/in/fabioviola www.slideshare.net/akiraa WWW.MOBCONTENT.IT

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