Going Social − One Company’s Perspective<br />PopCap Games, Inc.<br />
Topics<br /><ul><li>Context  –  Who is PopCap?
PopCap & Social  –  Current Status
Going Social  –  Our Perspectives & Learning
Closing Thoughts – Is This Relevant for You?</li></ul>PopCap Confidential<br />
PopCap Games, Inc.− Corporate biography<br /><ul><li>Founded in 2000 in Seattle, WA
 Consistent, organic, profitable growth worldwide
Multiple enduring franchises
Bejeweled, Zuma, Bookworm, Peggle,Plants vs. Zombies, Chuzzle, Mystery P.I. Hidden Object Series
Across multiple platforms
PC/Mac, web, mobile, social, console, iPod, iPhone, iPad, handhelds, in-flight, casino
Reach the masses</li></ul>PopCap Confidential<br />
PopCap Games, Inc.− Worldwide<br />Vancouver, Canada<br />Game Studio<br />Tokyo, Japan<br />Local Office<br />Dublin, Ire...
Enduring Franchises<br />
Across All Platforms<br />80% Digital vs. 20% Retail<br />
Reach the Masses<br />Games installedsince 2000<br />	1 Billion+<br />Unique Players Since 2000 <br />500M+<br />Current A...
Striving for Leadership− Across all digital platforms<br />Per CasualCharts.com, download games1Q-3Q 2010<br />#1 PC/Mac<b...
Game Industry Transition−  The most disruptive shift in the digital era<br />2007 Asia Online Game IPOs<br />2009 Asia Onl...
Strive for Leadership−  Across all key platforms<br />Top Retail Game Publishers <br />(NPD Family Entertainment, 07-09)<b...
PopCap & Social<br />Current Status<br />
PopCap & Social− Bejeweled Blitz on Facebook<br />*Statistics per AppData, 6-Nov-2010<br />
PopCap & Social− Upcoming initiatives<br /><ul><li>Additional PopCap Franchises
Zuma Blitz for Facebook rolled-out during Nov-2010
Additional Social Platforms
Beyond Facebook, adapt to others if massive reach
Localization and Local Market Offering
Europe:	Gradual roll-out of localized Facebook services
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Dennis Ryan Presentation

  1. 1. Going Social − One Company’s Perspective<br />PopCap Games, Inc.<br />
  2. 2. Topics<br /><ul><li>Context – Who is PopCap?
  3. 3. PopCap & Social – Current Status
  4. 4. Going Social – Our Perspectives & Learning
  5. 5. Closing Thoughts – Is This Relevant for You?</li></ul>PopCap Confidential<br />
  6. 6. PopCap Games, Inc.− Corporate biography<br /><ul><li>Founded in 2000 in Seattle, WA
  7. 7. Consistent, organic, profitable growth worldwide
  8. 8. Multiple enduring franchises
  9. 9. Bejeweled, Zuma, Bookworm, Peggle,Plants vs. Zombies, Chuzzle, Mystery P.I. Hidden Object Series
  10. 10. Across multiple platforms
  11. 11. PC/Mac, web, mobile, social, console, iPod, iPhone, iPad, handhelds, in-flight, casino
  12. 12. Reach the masses</li></ul>PopCap Confidential<br />
  13. 13. PopCap Games, Inc.− Worldwide<br />Vancouver, Canada<br />Game Studio<br />Tokyo, Japan<br />Local Office<br />Dublin, Ireland<br />EMEA Operations<br />Game Studio<br />Seattle, USA<br />WW Headquarters<br />Seoul, S. Korea<br />Local Office<br />London, England<br />Local Office<br />Chicago, IL, USA<br />Game Studio<br />Shanghai, China<br />APAC Operations<br />Game Studio<br />San Carlos, CA USA<br />Game Studio<br />PopCap Confidential<br />
  14. 14. Enduring Franchises<br />
  15. 15. Across All Platforms<br />80% Digital vs. 20% Retail<br />
  16. 16. Reach the Masses<br />Games installedsince 2000<br /> 1 Billion+<br />Unique Players Since 2000 <br />500M+<br />Current Active Players<br />50M+<br />
  17. 17. Striving for Leadership− Across all digital platforms<br />Per CasualCharts.com, download games1Q-3Q 2010<br />#1 PC/Mac<br />Per AppleAppStore, cumulative weeks in iPhone top sellers 2Q 2010<br />Top 5 Smart Phone<br />Per AppData.com, leading DAU Facebook games on 6-Nov-2010<br />Top 5 Social<br />Per NPD, for Nintendo DS in Family Entertainment at Retail USA 1H 2010<br />Top 3 on Handheld/Retail<br />
  18. 18. Game Industry Transition− The most disruptive shift in the digital era<br />2007 Asia Online Game IPOs<br />2009 Asia Online Online “Carves”<br />2007 – 2008 W. Console M&A <br /> from Dec. 04<br /> % Mkt. Cap <br /> + 322% + $66<br /> Asia Online Games <br /> Western Console <br /> –37% –$5<br /> NASDAQ + 9% <br /> US Media –20% –$60<br />___________________________<br />Index composition: US Media: Disney, Time Warner/Time Warner Cable/AOL, News Corp. and CBS/Viacom; Western Console: EA, Activision, Ubisoft, Take-2, THQ, Midway and Atari; Asia Online: Korea – NHN, NCsoft, Neowiz/Neowiz Games, CJ Internet, Webzen and Gungho; China – Tencent, NetEase, Shanda/Shanda Games, The9, Sohu/ChangYou, Perfect World, Giant, Kingsoft, NetDragon, GigaMedia and CDC; Japan – Gree, DeNA, mixi and CyberAgent.<br />
  19. 19. Strive for Leadership− Across all key platforms<br />Top Retail Game Publishers <br />(NPD Family Entertainment, 07-09)<br />Top Facebook Games (Sept ’10)<br />
  20. 20. PopCap & Social<br />Current Status<br />
  21. 21.
  22. 22. PopCap & Social− Bejeweled Blitz on Facebook<br />*Statistics per AppData, 6-Nov-2010<br />
  23. 23. PopCap & Social− Upcoming initiatives<br /><ul><li>Additional PopCap Franchises
  24. 24. Zuma Blitz for Facebook rolled-out during Nov-2010
  25. 25. Additional Social Platforms
  26. 26. Beyond Facebook, adapt to others if massive reach
  27. 27. Localization and Local Market Offering
  28. 28. Europe: Gradual roll-out of localized Facebook services
  29. 29. Korea: NCsoft and PopCap strategic partnership
  30. 30. Japan: Taito and PopCap strategic partnership</li></ul>PopCap Confidential<br />
  31. 31. Going Social<br />Some Of Our Perspectives & Learning<br />
  32. 32. Going Social− Our perspectives on…<br /><ul><li>Great Games Matter
  33. 33. Multi-platform Franchises
  34. 34. Benefits & Challenges with this strategy
  35. 35. Operating Games as a Service
  36. 36. Earning Money</li></ul>PopCap Confidential<br />
  37. 37. Going Social− Great Games Matter<br /><ul><li>Bejeweled 2 “as is” wouldn’t be a great FB game
  38. 38. Reinvent for the platform (play with friends)
  39. 39. Reinvent for player mindset (short time bursts)
  40. 40. Create with a small passionate team
  41. 41. Apply our roots in free-to-play
  42. 42. Focus on fun and reach</li></ul>PopCap Confidential<br />
  43. 43. Going Social− Great Games Matter<br />Bejeweled Blitz Games Played Per Month<br /> 3 Billion+<br />Share of PopCap Currency Orders that are Re-orders<br />> 80%<br />3Q10 DAU ∆ for Bejeweled Blitz vs. Others in Top 10<br />+39% vs. -4%<br />
  44. 44. Going Social− Benefits of a multi-platform franchise<br /><ul><li>Players want to play everywhere
  45. 45. Bejeweled 2 PC/Mac units increased > 100% 1Q10 vs. 1Q09
  46. 46. Bejeweled 2 iPhone increased > 50% month after Blitz
  47. 47. Bejeweled Twist DS a Top 3 USA retail performer 1H10
  48. 48. Smart phones are social devices
  49. 49. Approx 15% of Bejeweled Blitz play is from an iPhone
  50. 50. Demographic consistency across platform
  51. 51. Approx 60% of Bejeweled Blitz fans are female</li></ul>PopCap Confidential<br />
  52. 52. Going Social− Challenges of a multi-platform franchise<br /><ul><li>Client feature-parity across platforms
  53. 53. Practically impossible to keep in synch
  54. 54. Native implementations in Flash vs. iOS vs. PC
  55. 55. Service Operations for Multiple Clients
  56. 56. Differences in latency, data capacity, etc. by client platform
  57. 57. Service Operations for Multiple SNS Platforms
  58. 58. Currently, we’re only supporting Facebook
  59. 59. If that changes, another complexity / cost for this strategy</li></ul>PopCap Confidential<br />
  60. 60. Going Social− Challenges of a multi-platform franchise<br /><ul><li>Customer expectations across platforms
  61. 61. Play Bejeweled (including social) wherever they are
  62. 62. Not always possible
  63. 63. Business model conflicts across platforms
  64. 64. iPhone: Importance of being listed in Top 25
  65. 65. So… bundled Bejeweled Blitz with Bejeweled 2
  66. 66. PC Download/Retail: Customary $15 - $20 one-time sale
  67. 67. So… bundled Bejeweled virtual currency with PC Blitz</li></ul>PopCap Confidential<br />
  68. 68. Going Social− Games as a Service<br /><ul><li>It’s different and difficult
  69. 69. Players expect new features regularly
  70. 70. Not every player is the same; need segmented UX
  71. 71. Marketing Everyday vs. A Market Launch
  72. 72. Platform Engineers ≠ Game Engineers
  73. 73. Facebook changes, too
  74. 74. Unique opportunities afforded
  75. 75. Always connected to your players (& them to you)
  76. 76. Many customer-friendly ways to earn money</li></ul>PopCap Confidential<br />
  77. 77. Going Social− Games as a Service<br />Gems Exploded Per Day<br /> 12Billion+<br />Database queries per day <br />80M+<br />Total Users to Support<br />35M+<br />
  78. 78. Going Social− Earning money<br /><ul><li>If you can, wait
  79. 79. Focus on player reach and engagement
  80. 80. First revenue for Bejeweled Blitz: 15 months post launch
  81. 81. Price of admission to “fun” remains “free”
  82. 82. < 5% pay directly; indirect for others (e.g. ads, cross-sells)
  83. 83. Easy payment more important than margin
  84. 84. Facebook Credits works
  85. 85. Stats to focus on: DAU, DAU/MAU, $/DAU
  86. 86. Engagement rate over time correlates to lifetime ARPU</li></ul>PopCap Confidential<br />
  87. 87. Going Social− Earning Money<br />Bejeweled Blitz ARPU for 35+ year olds vs. all others<br />2X<br />ARPU for Females vs. Males<br />1X<br />ARPU for Australia vs. Canada<br />140%<br />ARPU for UK vs. USA<br />102%<br />
  88. 88. Closing Thoughts<br />Our Perspectives May or May Not Apply!<br />
  89. 89. Game Industry in Transition− The good and bad of disruptive shifts<br /><ul><li>Great opportunity for new developers
  90. 90. Flexibility to try new platforms / models
  91. 91. Risky time for incumbents
  92. 92. See “Innovator’s Dilemma”</li></ul>PopCap Confidential<br />
  93. 93. What Course is Right for You?− A focused- vs. broad-market strategy?<br /><ul><li>Social-only Game vs. Multi-platform Franchise
  94. 94. Thus far, more successes with social-specific
  95. 95. Though, in time, all big brands will incorporate social
  96. 96. A Short-term Hit vs. An Enduring Brand
  97. 97. Fun and money in both approaches
  98. 98. License to Aggregator vs. Operate Your Service
  99. 99. Smaller developers may choose to partner
  100. 100. Community aggregation accompanies market consolidation</li></ul>PopCap Confidential<br />
  101. 101. Thank You!<br />dennis@popcap.com<br />PopCap Confidential<br />

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