It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE

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David Scott and Paul Preece, co-founders of KIXEYE (formerly Casual Collective), talk about their approach to making games and how they make sure they get a return on their investment.

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It's A Long Way To The Top...If You Want To Be An Indie Flash Dev by David Scott & Paul Preece of KIXEYE

  1. 1. A  Long  Way  To  The    If  You  Want  To  Be  An  Indie  Flash  Dev  The  big  fella:  David  Scott    The  balding  guy:  Paul  Preece  
  2. 2.         We  made  the  first  ever  flash  Tower  Defense  game       We  made  Desktop  Tower  Defense!      
  3. 3.                  
  4. 4.   Last  year  we  grew  from  12  to  120  people   We  have  the  most  popular  RTS  game  on  FB   1.5mm+  people  play  our  games  each  day          
  5. 5.  
  6. 6.  
  7. 7.  
  8. 8.   Design             Increasing  your  chances  of  success   Execution     Iterating  on  what  works   Profit!             Mo  money,  mo  games  
  9. 9. Design    The  Correct  Theme   Matching  Theme  to  Game  Play            
  10. 10. Design    The  Correct  Theme  stuff  Crush  The  Castle  (April  28th,  2009)   Angry  Birds  (Dec  11th,  2009)  
  11. 11. Design    An  example  from  our  past  Going  from  Casual  to  Hardcore  
  12. 12. Design    An  example  from  our  past  War  Commander  
  13. 13. Design    Nailing  the  first  session  Minimizing  drop-­‐off   What  you  should  I  measure?   Tutorial  no-­‐load,  drop,  completion  rates   Retention    
  14. 14. Design    Nailing  the  first  session      The  sales  pitch  
  15. 15. Execution    Iterate,  Iterate,  Iterate  Crappy  prototype  >  amazing  design  document  Build  on  the  prototype  making  sure  each  layer  feels  right  Create  a  vertical  slice     How  changes  in  one  area  impact  another   See  the  bigger  picture   Accept  nothing  less  than  a  fun  experience  Release  early  
  16. 16. Execution    Keep  What  Works  Engage  eager  play  testers     (mind  demographic)    Seek  &  Listen  to  critical  feedback   aggregate  it,  ignore  outliers   be  objective,  do  not  take  it  personally  Removing  a  broken  feature  is  still  progress  
  17. 17. Execution    Focus  &  Priority  Once  the  game  is  solid  move  on  to  other  non-­‐code  areas  Think  about  force  multipliers   New  user  experience   Localization   Website  with  area  for  fans,  additional   content/levels   Marketing  
  18. 18. Revenue    Top  Tip  Do  not  cap  spend!          
  19. 19. Revenue    What  Works  (for  us)  Good   Speeding  up  time   Customization     Revenge!  Bad   Customization  
  20. 20. Revenue    Marketing  What  is  it?   It  is  the  buying  of  players    Crazy!  Why  would  you  buy  players?   As  soon  as  avg  LTV  >  avg  CPI  What  is  LTV  &  CPI?   LTV  is  Life  Time  Value   CPI  is  Cost  Per  Install  
  21. 21. Revenue    Marketing  Science  bit  (using  example  numbers)   $2.00  LTV   $1.00  CPI   10,000  paid  installs  =  $10,000  profit!    
  22. 22. Revenue    Marketing  With  no  virality,  primary  installs  costing  $1  (that  have  an  ARPU  of  $0.75)  equate  to  $0.25  net  loss  per  install       With  virality  however,   the  ARPU  of  $0.75  has  a   multiple  of  2,  essentially   doubling  revenue  with  a   net  gain  of  $0.50  per   primary  install  
  23. 23. Revenue    Marketing  Pay  attention  to   Buying  the  right  players     Margin  between  LTV  and  CPI   Diminishing  returns  as  you  scale  up        
  24. 24. TL;DR  Prepare  to  take  many  shots  on  goal  Synergize  theme,  mechanics,  player  expectations  Focus  on  your  first  session  Get  an  end-­‐to-­‐end  slice  working  Listen  to  feedback  and  be  ruthless!      Leverage  the  power  of  marketing  
  25. 25. Q&A   David  Scott  dave@kixeye.com     Paul  Preece  paul@kixeye.com  
  26. 26. www.KIXEYE.com/jobs  Creative:   Product:   UI  /  UX  DESIGNER   TECHNICAL  PROJECT  MANAGER   ART  DIRECTOR   ASSOCIATE  PRODUCT  MANAGER   GAME  DESIGNER   EXECUTIVE  PRODUCER     PRODUCT  MANAGER  Engineering:   SENIOR  DATA  ANALYST   2D/3D  GAME  ENGINEER   SENIOR  GAMES  ENGINEER   Full  health,  dental,  and  vision  insurance     SENIOR  PHP  ENGINEER   (100%  paid  by  the  company)   LEAD  FLASH  ENGINEER     Tax-­‐free  commuter  passes   GAMES   Relocation  packages   FLASH  ENGINEER   Employee  stock  program   ANALYTICS  ENGINEER   Gym  pass  to  Equinox   Located  within  4  blocks  of  both  BART  &  Muni   PHP  ENGINEER   Stocked  kitchen  &  catered  lunches  twice  a  week   SENIOR  SERVER  ENGINEER   Paid  vacation   SERVER  ENGINEER   Bright  new  office  space  and  gaming  lounge   SYSTEMS  ENGINEER   You  get  to  work  with  Paul  and  Dave  EVERY  DAY!  

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