Masterclass in self-publishing <ul><li>Nicholas Lovell, GAMES brief </li></ul>
Session 1: Acquisition, Retention,  Monetisation Monetisation
ARM yourself: funnelling users into profits
The funnel Profits Users
ARM yourself  <ul><li>Hoping for the best is not good enough, you need to ARM yourself </li></ul><ul><ul><li>ACQUISITION: ...
Acquisition: feeding the funnel <ul><li>Harness users to create virality: </li></ul><ul><li>Referrals </li></ul><ul><li>Fa...
How to chase retention <ul><li>Retention is in your control: it is all about gameplay </li></ul><ul><li>Ask yourself: </li...
Daily reward
Three days in a row
Daily spin
Spin/reward combo
Maintenance
Commitment I
Commitment II
Come back tomorrow <ul><li>Rewards: </li></ul><ul><ul><li>Spins </li></ul></ul><ul><ul><li>Accumulators </li></ul></ul><ul...
Group work <ul><li>We’re going to turn a traditional game into a Facebook game: </li></ul><ul><ul><li>Tomb Raider / FIFA /...
End of session 1
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Masterclass in Self-Publishing by Nicholas Lovell (part 1)

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At Interactive Scotland's Digital 2011 conference in Glasgow, Nicholas Lovell from Games Brief presented a workshop about self-publishing computer games, which has relevance for all digital media content creators. This is part one of three.

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Masterclass in Self-Publishing by Nicholas Lovell (part 1)

  1. 1. Masterclass in self-publishing <ul><li>Nicholas Lovell, GAMES brief </li></ul>
  2. 2. Session 1: Acquisition, Retention, Monetisation Monetisation
  3. 3. ARM yourself: funnelling users into profits
  4. 4. The funnel Profits Users
  5. 5. ARM yourself <ul><li>Hoping for the best is not good enough, you need to ARM yourself </li></ul><ul><ul><li>ACQUISITION: How do I get people through the door cost-effectively? </li></ul></ul><ul><ul><li>RETENTION: How do I keep people coming back for more? </li></ul></ul><ul><ul><li>MONETISATION: How do I build money-making strategies into gameplay </li></ul></ul><ul><li>Most developers focus on one of these </li></ul><ul><li>All three are really important </li></ul>
  6. 6. Acquisition: feeding the funnel <ul><li>Harness users to create virality: </li></ul><ul><li>Referrals </li></ul><ul><li>Facebook Connect </li></ul><ul><li>Importing contacts </li></ul><ul><li>Twitter </li></ul>Marketing PR SEO SEM/PPC Cross-promote from other titles Unique users
  7. 7. How to chase retention <ul><li>Retention is in your control: it is all about gameplay </li></ul><ul><li>Ask yourself: </li></ul><ul><li>How can I make it fun and rewarding to </li></ul><ul><li>come back every day </li></ul><ul><li>Remember that different gamer-types find different things rewarding </li></ul>
  8. 8. Daily reward
  9. 9. Three days in a row
  10. 10. Daily spin
  11. 11. Spin/reward combo
  12. 12. Maintenance
  13. 13. Commitment I
  14. 14. Commitment II
  15. 15. Come back tomorrow <ul><li>Rewards: </li></ul><ul><ul><li>Spins </li></ul></ul><ul><ul><li>Accumulators </li></ul></ul><ul><ul><li>Combos </li></ul></ul><ul><li>Commitments </li></ul><ul><ul><li>Instructions from the game </li></ul></ul><ul><ul><li>Promises from you </li></ul></ul>
  16. 16. Group work <ul><li>We’re going to turn a traditional game into a Facebook game: </li></ul><ul><ul><li>Tomb Raider / FIFA / Civilisation / Doom </li></ul></ul><ul><li>How will you make people come back tomorrow? </li></ul><ul><ul><li>What retention mechanics you will build in? </li></ul></ul><ul><ul><ul><li>Gameplay </li></ul></ul></ul><ul><ul><ul><li>Rewards </li></ul></ul></ul><ul><ul><ul><li>Commitments </li></ul></ul></ul>
  17. 17. End of session 1

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