Product Management in Games - Mary Casey

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Mary Casey from Mediatonic discusses Product Management in Games

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Product Management in Games - Mary Casey

  1. 1. Mediatonic @ PRODUCT TANK MEDIATONIC TM
  2. 2. Strategic pillars GaaS Delivery X-Platform Product Strategy Cloud Distribution Creative Production Meaningful worlds Distinctive IPs Production values Live Ops® MEDIATONIC TM
  3. 3. Building a GaaS Stack User Acquisition, Distribution, Community Big Data, Business Intelligence, Product Strategy/Monetization Live Ops  Content build, Monitoring, Deployment, Cloud Mngmt GaaS Technology  Scalability, Security, Efficiency, Content Management, Localisation • • • • • Creative led-design team Art and production pipelines Client-side Engineering Production management Quality Assurance MEDIATONIC TM
  4. 4. Product Development Process Strategy > Creative > Build > Launch > Grow MEDIATONIC TM
  5. 5. Stage 1: Concept “I don't know the key to success, but the key to failure is trying to please everyone.”―Bill Cosby MEDIATONIC TM
  6. 6. Stage 1: Concept Constraints are empowering Context is key • Business Objectives • Creative Objectives Market Analysis on opportunities MEDIATONIC TM
  7. 7. Stage 1: Concept Different genres suit different audiences Low ARPU +Arcade /Casual This informs their theme. High ARPU +Hardcore / Niche MEDIATONIC TM
  8. 8. Stage 2: Creation Focus on Quality Product – Fun is the priority Maximise User Value against Development Investment Iterate Rapidly (2 week sprints) Expect change MEDIATONIC TM
  9. 9. Stage 2: Creation Product Management Input • • • • Platform Best Practice Competitive Landscape Marketing Economy & Pricing Creative Producer Input • • • • Thematics & Story Game play design Art direction UX / UI experience MEDIATONIC TM
  10. 10. Data Driven Design Combine game data with real user data in the Cloud Allows analytical design process for difficulty, progression, etc Session Time (user data) Session time balancing VS power – statistical design and optimisation TM MEDIATONIC TM MEDIATONIC Game Tuning & Variable Balancing (game data) TM
  11. 11. Stage 3: Launch Start with a soft launch Focus on Retention, Monetization then Virality (in that order) Product Management prioritization based on ROI Weekly updates & iteration MEDIATONIC TM
  12. 12. Stage 3: Launch Team involved at all stages, see metrics & user tests Solve problems together PM highlights problem, creative team can tackle it Transparency is key MEDIATONIC TM
  13. 13. Takeaways Be Entrepreneurial Transparency through the company is crucial Pairing Creativity with great Product Management is key when building a creative product MEDIATONIC TM

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