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G3 GDC 2015 - Bringing Western Mobile Games to China
- 1. G3 - Golden Gate Games GDC 2015 Challenges of Bringing Western Mobile Games to China
- 2. G3 - Golden Gate Games, Inc. - GDC 2015 G3 Introduction Keith McCurdy 20 years game industry executive; console, online, web, mobile. 12 years Electronic Arts; VP Product, VP Online, VP Technology. Launched EA’s Online Gaming business. First MMO. Multiple time VC backed CEO (KPCB, MDV, VPVP). David Zhu Chinese born serial entrepreneur, founder of 4 startups. PhD Stanford grad lives ½ time in China and ½ in Silicon Valley. Sold first China based game development business to Disney. Built a 2nd successful China based game business which worked with leading western game companies EA, Disney, Zynga, etc. 2
- 3. G3 - Golden Gate Games, Inc. - GDC 2015 What G3 Does… 3 G3 enables western (US/EU) mobile game developers to access the huge and fast growing mobile gaming market in China. Identify mobile games that will monetize well in China. License the game for Android and iOS in China. Extensive Culturalization of the game for the unique game play and monetization needs of Chinese gamers. Publish the game via dozens of Chinese app stores. Operate the game with ongoing content, community events, online marketing, and live operations activities.
- 4. G3 - Golden Gate Games, Inc. - GDC 2015 So, Why Care About China? The Obvious…IT IS REALLY BIG Chinese are Avid Gamers #1 PC and #1 Mobile Mobile Phone Growth 200m new Android phones per year. Largest iPhone market in world. China Mobile Gaming Growth While Growth in the West has Stalled… China Is The Largest Mobile Gaming Market In World, And It Will Continue To Widen That Gap In The Coming Years. 4
- 5. G3 - Golden Gate Games, Inc. - GDC 2015 So, Why Care About China? And the Not So Obvious…. Pushing the Envelope in F2P Game Design - China is on the cutting edge of F2P monetization techniques. There is a lot to learn that can fold back into your game designs for world wide players. Proving Your Games “Work” in China – Showing that your IP works in China and you understand the largest market in the world will increase the valuation of your company. Incremental Revenue to Compete - If you exploit your game wisely in China (low costs) you can generate cash flow to invest back into creating more IP. 5
- 6. G3 - Golden Gate Games, Inc. - GDC 2015 So What Can I Do ? Why Can’t I Just Localize My Game & Release In China? What About Distribution & Marketing? How Many App Stores Are There? Which Ones Matter? How Do I Work With Them? What Do They Want? How Do I Market? Can I Actually Do Business in China? International Banking, Legal Issues, IP Protection, etc. Do Games in China Need Live Operations? Can I Just Launch and Forget? Will My US Servers Work? Do I Need to Manage the Community? What About Live Events? What Is This “Culturalization” Thing I Hear About? Even if Everything Above Was Solved…You Still Need… 6
- 7. G3 - Golden Gate Games, Inc. - GDC 2015 Culturalization Overview 7 Menus Tutorials Leveling Difficulty First User Exp. Pacing User Interface/Experience Consumables Depth / Whales Vanity Pay Wall Aggressiveness Gotcha Monetization Style Colors Objects Cultural Levels Characters Art & Content Social Leaderboards Friends Live Ops Multiplayer Events Network Features Local Servers Analytics APIs Ad Networks APIs Payment APIs File Size Versions Localization
- 8. G3 - Golden Gate Games, Inc. - GDC 2015 UI & Engagement Examples 8 Western China Bubble Blaze,
- 9. G3 - Golden Gate Games, Inc. - GDC 2015 UI & Engagement Examples 9 Player Avatar. Need For Friends And Social Features Health Score Move To Near The Avatar Change The Map To Be Linear And Vertical – Easier For Player To Find A Level And To Know Where They Are System Notice – For Announcements Rewards: From Events, Holidays, And Others Daily Check In Slots For Gotcha Mechanic Rolling Messages/News UI Functional Icons, Including Events, Pets, Shop, Friends, Bubble Blaze,
- 10. G3 - Golden Gate Games, Inc. - GDC 2015 Monetization Examples 10Bubble Blaze, Pets Power Ups Inventory
- 11. G3 - Golden Gate Games, Inc. - GDC 2015 Monetization Examples 11Bubble Blaze, Gotcha Daily Prize
- 12. G3 - Golden Gate Games, Inc. - GDC 2015 Style & Design Examples 12Bubble Blaze, App Store Icons Marketing Material
- 13. G3 - Golden Gate Games, Inc. - GDC 2015 Style & Design Examples 13Bubble Blaze, Splash Screen Pets
- 14. G3 - Golden Gate Games, Inc. - GDC 2015 Core Game Mechanic 14Bubble Blaze, Western China
- 15. G3 - Golden Gate Games, Inc. - GDC 2015 Wrap Up… 15 Take Away Points… China is the Largest Mobile Gaming Market in the World. Chinese Gamers Have Very Different Expectations. They Require Significant and Thoughtful Culturalization. Culturalization Requires Real Product Development Skills. Culturalization Should Include Social & Network Features. Live Operations and Services are Very Important.
- 16. G3 - Golden Gate Games Thank You Keith McCurdy keith@GoldenGateGames.com www.GoldenGateGames.com Follow us @G3MobileGames
Editor's Notes
- Those that mine China for revenue will be able to outspend you in creative investment in the future. So you HAVE to do it, even if you don’t want to. Maybe not at first launch. But anyone successful should be looking at China as a territory to exploit their game in… China is on the cutting edge of monetization techniques in F2P. There is a lot to learn. This is what monetization will look like in the west… When someone buys your development company and your 1 or 2 or 3 games, they want to know that they “work in China”. That will create a lot more value for you. So even if you just prove that out to a couple million$ a year, that could $10s of million to the sale price of your company.
- Many App Stores – Lots of points of contacts, lots of builds, lots of promotion, lots of meetings, lots of issues, lots of payments systems, reporting systems, travel, etc. Business Model – Payment is different, different channels are different, SMS billing, Market Profile – 4 different Chinas. Big Cities professionals, Tier Two Cities, Workers in Factories and Dormitories, Rural Culturalization – This is the BIG one…. Even if everything else could be solved, you would still be releasing the WRONG game, the wrong UI, the wrong monetization tuning, the wrong File size, running the wrong events, and so on…. Also, legal, govt regulation, advertising networks, etc. etc. etc.