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Gdc 2010: Convergence of Flash Portals and Social Gaming

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Web game portals reach 100 million gamers, a population that is comparable to almost any other game market. This audience is looking for great games and is willing to pay money for the right experience. How do social games tap into this vast emerging market?

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Gdc 2010: Convergence of Flash Portals and Social Gaming

  1. 1. Convergence of Flash Portals and Social Games<br />GDC 2010<br />
  2. 2.
  3. 3.
  4. 4. What is your platform?<br />
  5. 5. Wrong question. <br />
  6. 6. GAME<br />$<br />Facebook<br />Portals<br />Mobile<br />SOURCES of CUSTOMERS<br />
  7. 7. What are the best sources of customers?<br />
  8. 8. What are the best sources?<br />
  9. 9. Why is Flash Interesting?<br />
  10. 10.
  11. 11.
  12. 12.
  13. 13.
  14. 14.
  15. 15.
  16. 16. Who is playing?<br />1.1 billion plays a month<br />CAGR of 22%<br />
  17. 17. Competition<br />Top 2%<br />>10 million plays<br />>$10,000 a month<br />Bottom 66%<br /><2 years of experience<br />The thousands of games is a mirage.<br />Very easy to stand out<br />
  18. 18. Middlemen<br />Ad Network<br />Payment<br />Developers<br />Flash Game License<br />Big Portals<br />Small Portal<br />Customers<br />
  19. 19. Middlemen<br />Ad Network<br />Payment<br />Developers<br />Flash Game License<br />Big Portals<br />Small Portal<br />Customers<br />
  20. 20. Middlemen<br />Ad Network<br />Payment<br />Developers<br />Flash Game License<br />Big Portals<br />Small Portal<br />Customers<br />
  21. 21. Middlemen<br />Ad Network<br />Payment<br />Developers<br />Flash Game License<br />Big Portals<br />Small Portal<br />Customers<br />
  22. 22. Middlemen<br />Ad Network<br />Payment<br />Developers<br />Flash Game License<br />Big Portals<br />Small Portal<br />Customers<br />
  23. 23. Middlemen<br />Ad Network<br />Payment<br />Developers<br />Flash Game License<br />Big Portals<br />Small Portal<br />Customers<br />
  24. 24.
  25. 25. Fun rating<br />4 out of 5<br />Test with real users<br />
  26. 26. First 30 seconds<br />Tutorial<br />Be a Popcap game<br />Deferred login<br />
  27. 27. Deferred login<br />
  28. 28. Surprises<br />Willing to play long games<br />Fine with complexity <br />Open to paying<br />
  29. 29.
  30. 30. 3 Distribution scenarios<br />
  31. 31. What happens after 8 weeks?<br />Portal + Viral<br />3,650,000 <br />Portal<br />950,000 <br />Viral<br />11,000 <br />
  32. 32. Multiple Portal Releases (40 weeks)<br />Portal + Viral<br />14,920,000 <br />Portal<br />3,200,000 <br />Viral<br />420,000 <br />
  33. 33. Facebook Connect<br />
  34. 34. Incentivized URL sharing<br />
  35. 35. Address Book Mining<br />
  36. 36.
  37. 37.
  38. 38. Email Directly<br />
  39. 39. Competitive Invites<br />
  40. 40. Flash Friendly Payment Services<br />
  41. 41. Leaky Portals<br />Developer <br />Website<br />Portal<br />Community<br />Free<br />Game<br />Paid<br />Game<br />
  42. 42. Philosophy of Fairness<br />Arcade portal<br />Portal owns outside the game<br />Game<br />Developers owns inside the game<br />(Developer chooses 3rd party services)<br />
  43. 43.
  44. 44. Game markets evolve<br />$<br />$<br />$<br />$<br />$<br />$<br />Consolidation<br />Maturity<br />Growth<br />
  45. 45. Developer roles also evolve<br />Consolidation<br />Maturity<br />Growth<br />Contractor<br />Manservant<br />Entrepreneur<br />
  46. 46. Where opportunities exist<br />Flash<br />Portals<br />iPhone<br />Retail<br />Social<br />Networks<br />Console<br />Download<br />Consolidation<br />Maturity<br />Growth<br />Contractor<br />Manservant<br />Entrepreneur<br />
  47. 47.
  48. 48. To remain independentDevelopers must own…<br />The means of production<br />The means of acquisition<br />The means of retention<br />The means of monetization<br />
  49. 49. Be an Octopus<br />
  50. 50. Questions<br />Contact: danc@lostgarden.com <br />Slides: www.lostgarden.com<br />
  51. 51. We build socio-mechanical systems<br />Mechanics<br />Desired Value<br />People<br />
  52. 52. These systems are our core competency<br />$<br />Retain<br />Monetize<br />Acquire<br />

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