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5 Steps to Ignite 
Your F2P Revenue 
without Advertising 
MIGS 2014 
Paul Winterhalder 
@winterhalder
What is brainCloud? 
brainCloud is a ready-made, 
cloud-based backend 
for game development. 
Using brainCloud, developers...
Background 
Only one in ten 
mobile games succeed. 
3
Background 
Harsh Reality: Free-to-Play games 
make more money. 
Free-to-Play Games have been 
outpacing Premium Games sin...
Background 
Mathematically, the concept is simple… 
X 
$ Success % Conversion 
$ Spend 
X 
# Players 
=
Background 
In practice, success requires a lot of 
design and meta-systems to achieve. 
Multiplatform 
Free-to-play 
Soci...
Background 
Which in turn require tons of 
back-end technology and tools. 
Clan-style 
Turn-based Matchmaking 
Multiplatfo...
Background 
The “Big Guys” have spent years and 
millions of dollars building these systems. 
49* of the 50 Top Grossing g...
Background 
Most of us are not the “Big Guys” 
Rise of the Indie: 
75% of development studios 
are less than 25 persons. 
...
Background 
5 Steps to leverage the cloud 
to ignite your F2P Revenue 
(without advertising) 
10
Solution 
Step 1: Go Cross-Platform 
Add 
Consider and (↑ARPDAU) 
Consider (↓ARPDAU, ↑Players) 
Consider and 
Mobile OS NA...
Step 1: Go Cross-Platform 
12 
Still plenty to do! 
Platform-specific porting still 
required for leaderboards, 
achieveme...
Solution 
Step 2: Enable Cross-Play 
Takes Cross-Platform further 
Single Experience across devices 
Single Community 
pla...
Step 2: Enable Cross-Play 
Cross-Play Effective? 
14 
To be effective, must: 
Share game state across 
platforms (cloud sa...
Solution 
Step 3: Add Social Competition 
Social Competition is an excellent way to 
give players additional objectives in...
Step 3: Make it Social 
Social Competition Effective? 
16 
Cloud features for social 
competition: 
Social Identity 
Brags...
Solution 
Step 4: Reduce Cheating + Theft 
Client-side IAP validation isn’t secure 
Client hacks can ruin a competitive ga...
Step 4: Reduce Cheating + Theft 
Reduce Cheating Effective? 
18 
Cloud features for social 
competition: 
Server-side rece...
Solution 
Step 5: Grow + Keep your MVPs 
All players are not created equal 
Track and categorize your MVPs 
Figure out wha...
Step 5: Grow + Keep your MVPs 
Dividing your player base into segments 
allows you to better target your promotions. 
Non-...
Step 5: Grow + Keep your MVPs 
Define promotions to monetize players and 
move them upstream. 
Non-repeats Repeats Regs Co...
Step 5: Grow + Keep your MVPs 
Promotion Example: Committed 
Committed 
Play 50+ 
times 
Goal 
Keep them 
from leaving 
Se...
Enter brainCloud. 
brainCloud is a ready-made, 
cloud-based backend 
for game development. 
Using brainCloud, developers c...
brainCloud is… 
Rich gaming back-end - multiplayer, 
cloud data, leaderboards, in-app 
purchases and much more 
Extendable...
Any Engine, Any Platform… 
brainCloud supports Unity, 
Cocos2d-x and Unreal - with native libraries for 
iOS, Android, Win...
And Any Game Type 
26 
Sweet Spot!
Architecture 
We have built a secure, reliable and super-scalable 
architecture — so you don’t have to.
Key APIs 
And pre-built all the key APIs that you’ll need.
Tools 
brainCloud is more than an API. It’s a toolset to 
aid in all aspects of the product lifecycle! 
Design 
Developmen...
No-brainer Pricing 
30 
Tier 
API Calls / 
month 
DAU * Cost / month 
Early Adopter! 
(until 2016) 
Per M API + 
Tier 0 - ...
Sign up now! 
Register today to level the 
playing field! 
Thank you! 
Go to http://getbraincloud.com 
Remember - sign up ...
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5 Steps to Ignite your Free-to-Play Revenue (without Advertising)

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brainCloud presentation that I gave at MIGS '14 in November 2014.

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5 Steps to Ignite your Free-to-Play Revenue (without Advertising)

  1. 1. 5 Steps to Ignite Your F2P Revenue without Advertising MIGS 2014 Paul Winterhalder @winterhalder
  2. 2. What is brainCloud? brainCloud is a ready-made, cloud-based backend for game development. Using brainCloud, developers can access pre-built features to jumpstart building the most popular free-to-play game types, without having to reinvent the wheel. 2 by bitHeads
  3. 3. Background Only one in ten mobile games succeed. 3
  4. 4. Background Harsh Reality: Free-to-Play games make more money. Free-to-Play Games have been outpacing Premium Games since 2011.* If you check the Top Grossing list on iOS, you’ll be hard-pressed to find a premium game in the top 50 — other than Minecraft. * Source - Flurry http://www.flurry.com/bid/65656/Free-to-play-Revenue-Overtakes-Premium-Revenue-in-the-App-Store#.VF2WF4elMe0
  5. 5. Background Mathematically, the concept is simple… X $ Success % Conversion $ Spend X # Players =
  6. 6. Background In practice, success requires a lot of design and meta-systems to achieve. Multiplatform Free-to-play Social Cross-play Multiplayer Game-as-a-service In-app Promotions Competition Players Conversion Spend
  7. 7. Background Which in turn require tons of back-end technology and tools. Clan-style Turn-based Matchmaking Multiplatform Multiplayer Free-to-play Social In-app Promotions Cross-play Game-as-a-service Competition Leaderboards Cloud Data iOS Android Windows Achievements Quests Virtual Currencies Design tools Analytics Store Integration Notifications Pricing Controls
  8. 8. Background The “Big Guys” have spent years and millions of dollars building these systems. 49* of the 50 Top Grossing games in the iOS App Store incorporate cloud-tech to enhance gameplay and monetization. * based on data from August 29th, 2014
  9. 9. Background Most of us are not the “Big Guys” Rise of the Indie: 75% of development studios are less than 25 persons. Break-down of game developers: Individual Small (2-24) Mid (25-100) Large (100+) Owned by Publisher Publisher M2 Research Developer Survey, presented at Casual Connect, July 24th, 2014
  10. 10. Background 5 Steps to leverage the cloud to ignite your F2P Revenue (without advertising) 10
  11. 11. Solution Step 1: Go Cross-Platform Add Consider and (↑ARPDAU) Consider (↓ARPDAU, ↑Players) Consider and Mobile OS NA Market Share* September 2014 blackberry 2% ios 42% windows 4% android 52% Source - http://www.comscore.com/Insights/Market-Rankings/comScore-Reports-September-2014-US-Smartphone-Subscriber-Market-Share
  12. 12. Step 1: Go Cross-Platform 12 Still plenty to do! Platform-specific porting still required for leaderboards, achievements, notifications, purchasing, etc. Strategic use of cloud tech can greatly reduce these costs. (Integrate once with the cloud tech, and take advantage of it on each platform.) Yay Engines! These days the heavy lifting is done by the game engines — Unity, Unreal, Cocos2d-x save you tons of time in moving to new platforms.
  13. 13. Solution Step 2: Enable Cross-Play Takes Cross-Platform further Single Experience across devices Single Community player experience
  14. 14. Step 2: Enable Cross-Play Cross-Play Effective? 14 To be effective, must: Share game state across platforms (cloud saves) Include purchases King.com (Candy Crush Saga) has attributed their cloud save feature as a critical factor in the title’s success — GDC 2013
  15. 15. Solution Step 3: Add Social Competition Social Competition is an excellent way to give players additional objectives in your game. Attract additional players Competition increases engagement
  16. 16. Step 3: Make it Social Social Competition Effective? 16 Cloud features for social competition: Social Identity Brags / Posts Social Leaderboards Visits Challenges Multiplayer !!! Clans 20 of the Top 50 Grossing iOS Games are Multiplayer.* Another 11 are Social Builders (visits).* * based on data from August 29th, 2014
  17. 17. Solution Step 4: Reduce Cheating + Theft Client-side IAP validation isn’t secure Client hacks can ruin a competitive game
  18. 18. Step 4: Reduce Cheating + Theft Reduce Cheating Effective? 18 Cloud features for social competition: Server-side receipt validation Server-side game config + tuning files Server-side game logic and win determination Server-side matchmaking Server-side player data protection Some developers claim to experience 3X revenue gains by implementing server-side receipt validation — would definitely vary by platform though. We’ve all experienced or heard stories of cheating ruining games.
  19. 19. Solution Step 5: Grow + Keep your MVPs All players are not created equal Track and categorize your MVPs Figure out what they like — why they leave Create promotions to keep them longer Create promotions to grow more of them
  20. 20. Step 5: Grow + Keep your MVPs Dividing your player base into segments allows you to better target your promotions. Non-repeats Repeats Play once, then bounce Play 2-9 times 37% 0% 40% 3% 12% 13% 11% 84% Percentage of Regs Play 10-49 times Committed Play 50+ times Percentage of Revenue Example classifications based on Emily Greer’s (Kongregate) talk at Casual Connect 2012.
  21. 21. Step 5: Grow + Keep your MVPs Define promotions to monetize players and move them upstream. Non-repeats Repeats Regs Committed Play once, then bounce Play 2-9 times Play 10-49 times Play 50+ times Ignore Push them into Regs Push them to Committed Don’t let them leave!
  22. 22. Step 5: Grow + Keep your MVPs Promotion Example: Committed Committed Play 50+ times Goal Keep them from leaving Segment Definition Played >50, spent >$20, hasn’t played in >5 days Most committed players play every day… if you start to see gaps in activity, it’s a sign they’re thinking of leaving Promotion Definition Veteran Sale! Super sale on an offer large enough to get them recommitted again.
  23. 23. Enter brainCloud. brainCloud is a ready-made, cloud-based backend for game development. Using brainCloud, developers can access pre-built features to jumpstart building the most popular free-to-play game types, without having to reinvent the wheel. 23
  24. 24. brainCloud is… Rich gaming back-end - multiplayer, cloud data, leaderboards, in-app purchases and much more Extendable via custom cloud code Native libraries for iOS, Android, Windows and more Unity, Cocos2d-x and Unreal engine integration Easy-to-use development portal Advanced promotional tools to maximize your monetization Affordable usage-based pricing 24
  25. 25. Any Engine, Any Platform… brainCloud supports Unity, Cocos2d-x and Unreal - with native libraries for iOS, Android, Windows, Blackberry and more! 25
  26. 26. And Any Game Type 26 Sweet Spot!
  27. 27. Architecture We have built a secure, reliable and super-scalable architecture — so you don’t have to.
  28. 28. Key APIs And pre-built all the key APIs that you’ll need.
  29. 29. Tools brainCloud is more than an API. It’s a toolset to aid in all aspects of the product lifecycle! Design Development Test + Support Product Management
  30. 30. No-brainer Pricing 30 Tier API Calls / month DAU * Cost / month Early Adopter! (until 2016) Per M API + Tier 0 - 100** $0 $0 $0 Tier 1 2M 2K $49 $25 $35.00 Tier 2 5M 5K $149 $125 $35.00 Tier 3 10M 10K $299 $250 $34.00 Tier 4 25M 25K $799 $700 $33.00 Tier 5 50M 50K $1,599 $1,450 $32.00 Tier 6 100M 100K $2,999 $2,700 $31.00 Tier 7 250M 250K $7,399 $6,900 $30.00 Tier 8 500M 500K $13,999 $13,000 $28.00 Tier 9 1B 1M $24,999 $23,000 $26.00 * Based on 33.33333 API calls per DAU. ** Limited to 100DAU during development (Free!) Sign up in 2014 -‐ get Early Adopter Pricing until 2016!
  31. 31. Sign up now! Register today to level the playing field! Thank you! Go to http://getbraincloud.com Remember - sign up before Dec 31st, 2014 to get Early Adopter Pricing until 2016! Contact me at paulw@bitheads.com

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