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Lessons from tap4 fun

  1. 1. Lessons from Charlie Moseley
  2. 2. Who Am I?
  3. 3. Who Am I? • I’m a 30 year old American from Washington DC, living in China for 7 years. Background in Graphic design
  4. 4. Who Am I? • I’m a 30 year old American from Washington DC, living in China for 7 years. Background in Graphic design • Working in iOS development for 2 years
  5. 5. Who Am I? • I’m a 30 year old American from Washington DC, living in China for 7 years. Background in Graphic design • Working in iOS development for 2 years • Passionate about mobile app development and supporting the Apple ecosystem
  6. 6. Me Shaving Yesterday
  7. 7. Who is Tap4Fun?
  8. 8. Who is Tap4Fun? • iOS Game developer based in Chengdu
  9. 9. Who is Tap4Fun? • iOS Game developer based in Chengdu • “Three Empires” series
  10. 10. Who is Tap4Fun? • iOS Game developer based in Chengdu • “Three Empires” series • Tap4Fun founded last year
  11. 11. Who is Tap4Fun? • iOS Game developer based in Chengdu • “Three Empires” series • Tap4Fun founded last year • Nibirutech legacy
  12. 12. Some Tap4Fun Games
  13. 13. Some Tap4Fun Games
  14. 14. Some Tap4Fun Games
  15. 15. Some Tap4Fun Games
  16. 16. Some Tap4Fun Games
  17. 17. Let’s Talk About
  18. 18. Let’s Talk About • How a Tap4Fun Game Works
  19. 19. Let’s Talk About • How a Tap4Fun Game Works • Tap4Fun’s business model
  20. 20. Let’s Talk About • How a Tap4Fun Game Works • Tap4Fun’s business model • Android vs iOS
  21. 21. Let’s Talk About • How a Tap4Fun Game Works • Tap4Fun’s business model • Android vs iOS • Unique Aspects of China & Creating China’s Hit iOS Game
  22. 22. Let’s Talk About • How a Tap4Fun Game Works • Tap4Fun’s business model • Android vs iOS • Unique Aspects of China & Creating China’s Hit iOS Game • Marketing and Promotion
  23. 23. Let’s Talk About • How a Tap4Fun Game Works • Tap4Fun’s business model • Android vs iOS • Unique Aspects of China & Creating China’s Hit iOS Game • Marketing and Promotion • Tap4Fun’s Corporate Culture
  24. 24. How a Tap4Fun Game Works
  25. 25. Five Tap4Fun Principles
  26. 26. Five Tap4Fun Principles • Online only
  27. 27. Five Tap4Fun Principles • Online only • Free download with IAP
  28. 28. Five Tap4Fun Principles • Online only • Free download with IAP • Cooperation rewarded
  29. 29. Five Tap4Fun Principles • Online only • Free download with IAP • Cooperation rewarded • Very competitive
  30. 30. Five Tap4Fun Principles • Online only • Free download with IAP • Cooperation rewarded • Very competitive • Iterative development process
  31. 31. Gameplay Description
  32. 32. Gameplay Description
  33. 33. Gameplay Description
  34. 34. Gameplay Description
  35. 35. Gameplay Description
  36. 36. Tap4Fun’s Business Model
  37. 37. What Led Us to Games
  38. 38. What Led Us to Games • Our move from utility apps to game development. Why?
  39. 39. What Led Us to Games • Our move from utility apps to game development. Why?
  40. 40. Freemium vs Paid iOS Apps
  41. 41. Freemium vs Paid iOS Apps • Within the last 18 months, a trend has emerged in the highest grossing apps
  42. 42. Freemium vs Paid iOS Apps • Within the last 18 months, a trend has emerged in the highest grossing apps • Multiple purchases vs a single purchase
  43. 43. Freemium vs Paid iOS Apps • Within the last 18 months, a trend has emerged in the highest grossing apps • Multiple purchases vs a single purchase • Lifespan of Freemium vs Paid: Huge but Short Term Successes in Paid iOS Apps
  44. 44. Freemium vs Paid iOS Apps • Within the last 18 months, a trend has emerged in the highest grossing apps • Multiple purchases vs a single purchase • Lifespan of Freemium vs Paid: Huge but Short Term Successes in Paid iOS Apps • Paid apps revenue per user is flat. Freemium revenue is dynamic. How does this benefit us?
  45. 45. Cooperation & Competition
  46. 46. Cooperation & Competition • Quickly we discovered: social interactions are the cornerstone of online games
  47. 47. Cooperation & Competition • Quickly we discovered: social interactions are the cornerstone of online games • Playing online with friends vs playing alone
  48. 48. Cooperation & Competition • Quickly we discovered: social interactions are the cornerstone of online games • Playing online with friends vs playing alone • World Chat
  49. 49. Cooperation & Competition • Quickly we discovered: social interactions are the cornerstone of online games • Playing online with friends vs playing alone • World Chat • PvP versus PvE
  50. 50. Cooperation & Competition • Quickly we discovered: social interactions are the cornerstone of online games • Playing online with friends vs playing alone • World Chat • PvP versus PvE • “Limbic system” programming. Emotional attachment and commitment
  51. 51. Iterative Development
  52. 52. Iterative Development • Updates are critical to long term iOS success
  53. 53. Iterative Development • Updates are critical to long term iOS success • Online games are built as the community plays them
  54. 54. Iterative Development • Updates are critical to long term iOS success • Online games are built as the community plays them • Get to 1.0 quickly, then iterate for years
  55. 55. Android vs. iOS
  56. 56. iOS
  57. 57. iOS • The largest mobile app marketplace in terms of apps and influence
  58. 58. iOS • The largest mobile app marketplace in terms of apps and influence • Closed ecosystem: mostly beneficial to us. Developing for 3+ year old devices
  59. 59. iOS • The largest mobile app marketplace in terms of apps and influence • Closed ecosystem: mostly beneficial to us. Developing for 3+ year old devices • Universal apps: iPhone and iPad
  60. 60. iOS • The largest mobile app marketplace in terms of apps and influence • Closed ecosystem: mostly beneficial to us. Developing for 3+ year old devices • Universal apps: iPhone and iPad • Monetization: iOS users spend more
  61. 61. Android
  62. 62. Android • The largest mobile app marketplace in terms of users
  63. 63. Android • The largest mobile app marketplace in terms of users • Growing very quickly. Google Nexus 7” tablet announced 2 weeks ago. Price and market implications.
  64. 64. Android • The largest mobile app marketplace in terms of users • Growing very quickly. Google Nexus 7” tablet announced 2 weeks ago. Price and market implications. • Heavily fragmented. Versions, devices. The challenges of developing on multiple platforms
  65. 65. Android • The largest mobile app marketplace in terms of users • Growing very quickly. Google Nexus 7” tablet announced 2 weeks ago. Price and market implications. • Heavily fragmented. Versions, devices. The challenges of developing on multiple platforms • Notoriously difficult to monetize. Angry Birds monetization on Android
  66. 66. Other Platforms: Windows Mobile, Blackberry
  67. 67. Other Platforms: Windows Mobile, Blackberry • Not much competition
  68. 68. Other Platforms: Windows Mobile, Blackberry • Not much competition • Small user base
  69. 69. Other Platforms: Windows Mobile, Blackberry • Not much competition • Small user base • Generalization: Blackberry users don’t play games, Windows Mobile caters to Xbox developers. No room left
  70. 70. Other Platforms: Windows Mobile, Blackberry • Not much competition • Small user base • Generalization: Blackberry users don’t play games, Windows Mobile caters to Xbox developers. No room left • Not as attractive as iOS or Android
  71. 71. Our Development Resources iOS Android 8% 92%
  72. 72. Summary: iOS is currently our entire business, but Android too lucrative to ignore.
  73. 73. China’s Unique Features and Creating the China’s First Hit
  74. 74. Why Developing in China is Great
  75. 75. Why Developing in China is Great • Access to high quality, low cost development resources
  76. 76. Why Developing in China is Great • Access to high quality, low cost development resources • Government creates a fertile environment for Chinese developers
  77. 77. Why Developing in China is Great • Access to high quality, low cost development resources • Government creates a fertile environment for Chinese developers • The Chinese mobile app market is exploding. Developer around the world want access to this growing market
  78. 78. Why Developing in China is Great • Access to high quality, low cost development resources • Government creates a fertile environment for Chinese developers • The Chinese mobile app market is exploding. Developer around the world want access to this growing market • Apple’s focus on China (Mountain Lion, Siri in Chinese)
  79. 79. Challenges of Developing in China
  80. 80. Challenges of Developing in China • Hit IP in China rarely translates to developed Western countries (三国)
  81. 81. Challenges of Developing in China • Hit IP in China rarely translates to developed Western countries (三国) • Hurdles to innovation: China “plays it safe”
  82. 82. Challenges of Developing in China • Hit IP in China rarely translates to developed Western countries (三国) • Hurdles to innovation: China “plays it safe” • Jailbroken devices are widespread. Freemium developers are mostly safe
  83. 83. Challenges of Developing in China • Hit IP in China rarely translates to developed Western countries (三国) • Hurdles to innovation: China “plays it safe” • Jailbroken devices are widespread. Freemium developers are mostly safe • Online fraud always around the corner: 黑 卡. The bigger you get, the more they come
  84. 84. Summary: China is one of the most dynamic and interesting mobile apps markets on earth
  85. 85. However: It’s been lacking an international hit to establish it’s position as a big player.
  86. 86. Regional Development Turned International Success
  87. 87. Regional Development Turned International Success • Finland: Angry Birds
  88. 88. Regional Development Turned International Success • Finland: Angry Birds • Australia: Fruit Ninja
  89. 89. Regional Development Turned International Success • Finland: Angry Birds • Australia: Fruit Ninja • United States: Temple Run
  90. 90. Regional Development Turned International Success • Finland: Angry Birds • Australia: Fruit Ninja • United States: Temple Run • Germany: Tiny Wings
  91. 91. Regional Development Turned International Success • Finland: Angry Birds • Australia: Fruit Ninja • United States: Temple Run • Germany: Tiny Wings • Russia: Cut the Rope
  92. 92. Regional Development Turned International Success • Finland: Angry Birds • Australia: Fruit Ninja • United States: Temple Run • Germany: Tiny Wings • Russia: Cut the Rope • China: To be determined
  93. 93. China’s hit is coming. Who will make it?
  94. 94. Marketing and Promoting iOS Apps
  95. 95. Marketing & Promotion
  96. 96. Marketing & Promotion • Then & now: our original approach to marketing and resource allocation
  97. 97. Marketing & Promotion • Then & now: our original approach to marketing and resource allocation • We want users around the world. One country or region is not good enough
  98. 98. Marketing & Promotion • Then & now: our original approach to marketing and resource allocation • We want users around the world. One country or region is not good enough • We want to connect people around the world
  99. 99. Marketing & Promotion • Then & now: our original approach to marketing and resource allocation • We want users around the world. One country or region is not good enough • We want to connect people around the world • Localization & broadening horizons
  100. 100. Marketing & Promotion • Then & now: our original approach to marketing and resource allocation • We want users around the world. One country or region is not good enough • We want to connect people around the world • Localization & broadening horizons • International marketing team
  101. 101. Marketing & Promotion • Then & now: our original approach to marketing and resource allocation • We want users around the world. One country or region is not good enough • We want to connect people around the world • Localization & broadening horizons • International marketing team • Data driven marketing
  102. 102. Data Driven Marketing
  103. 103. Data Driven Marketing • We speak in acronyms: DAU, MAU & ARPU
  104. 104. Data Driven Marketing • We speak in acronyms: DAU, MAU & ARPU • Why data analysis is crucial in marketing mobile applications
  105. 105. Data Driven Marketing • We speak in acronyms: DAU, MAU & ARPU • Why data analysis is crucial in marketing mobile applications • Cost per user
  106. 106. Where to Spend Advertising Revenue
  107. 107. Where to Spend Advertising Revenue • We’re still discovering how to do this better
  108. 108. Where to Spend Advertising Revenue • We’re still discovering how to do this better • Google Adwords vs Admod: On Device vs In Browser
  109. 109. Where to Spend Advertising Revenue • We’re still discovering how to do this better • Google Adwords vs Admod: On Device vs In Browser • Free App A Day & similar sites
  110. 110. Where to Spend Advertising Revenue • We’re still discovering how to do this better • Google Adwords vs Admod: On Device vs In Browser • Free App A Day & similar sites • Contests with Prizes
  111. 111. Where to Spend Advertising Revenue • We’re still discovering how to do this better • Google Adwords vs Admod: On Device vs In Browser • Free App A Day & similar sites • Contests with Prizes • Innovation & breaking the rules
  112. 112. Summary: Cost per acquired user can never exceed ARPU. Experiment.
  113. 113. Tap4Fun’s Corporate Culture
  114. 114. What Makes Working at Tap4Fun Different
  115. 115. What Makes Working at Tap4Fun Different • “Thinking Different.” Yeah, we’re Steve Jobs fans. Biography for everyone at Tap4Fun.
  116. 116. What Makes Working at Tap4Fun Different • “Thinking Different.” Yeah, we’re Steve Jobs fans. Biography for everyone at Tap4Fun. • We’re building a community, inside and outside of our office. Teamwork.
  117. 117. What Makes Working at Tap4Fun Different • “Thinking Different.” Yeah, we’re Steve Jobs fans. Biography for everyone at Tap4Fun. • We’re building a community, inside and outside of our office. Teamwork. • Weekly conversations about any topic
  118. 118. What Makes Working at Tap4Fun Different • “Thinking Different.” Yeah, we’re Steve Jobs fans. Biography for everyone at Tap4Fun. • We’re building a community, inside and outside of our office. Teamwork. • Weekly conversations about any topic • An office you don’t want to leave. Recreational activities.
  119. 119. What Tap4Fun Looks Like
  120. 120. What Tap4Fun Looks Like
  121. 121. What Tap4Fun Looks Like
  122. 122. What Tap4Fun Looks Like
  123. 123. Questions?
  124. 124. Thanks and enjoy the rest of the conference charlie@tap4fun.com

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