Tiny independent game studios can create successful free-to-play mobile games with small teams through rapid iteration, use of open-source tools, and data-driven design. These "microstudios" configure games through server-side updates rather than app store releases. While challenging, the free-to-play model extends games' lives and engages large audiences through innovative monetization like virtual goods.

1. Tiny Teams, Big PotentialCreating Free-to-Play games for the mobile InternetSF IGDA - April 21st, 2010Matthew Roberts - ProducerJames Marr - Engineer

2. Founded Summer 2008“Next generation mobile”Developer and Publisher First games: mix of small, medium and large puzzle, adventure, action titles$0.99 -> $9.99Today: mix of small, medium and large puzzle, adventure and action titlesFree-to-Play

3. Why Mobile Games?Forget about what used to be unpleasant about mobile gamesSmall ScreensArcane technical architecturesClosed platforms, difficult carrier relationshipsLo-fi audience expectationsCostly network data plansRestrictions in general

4. Source: Morgan Stanley / Mary Meekerhttp://gigaom.com/2010/04/12/mary-meeker-mobile-internet-will-soon-overtake-fixed-internet/

5. New Mobile is not about phones, but rather Mobile Internet DevicesInnovative hardware meets unprecedented connectivityAudience is growing quicklyEstimate: 80 million total iPhone OS devices Mobile Safari: 64% of mobile browser trafficiPhone users - 5x data usage of Blackberry users27% of apps on App Store are Games or EntertainmentViable, exciting audience for making fun, connected games!http://news.cnet.com/8301-13506_3-10362544-17.htmlhttp://148apps.biz/app-store-metrics/?mpage=catcounthttp://techcrunch.com/2010/04/20/apple-by-the-numbers-iphone-sales-more-than-double-mac-holds-up/http://www.webdevelopersnotes.com/articles/mobile-web-browser-usage-statistics.php

6. Behold, the rise of the Microstudio!HandCircus (Rolando + Rolando2)Stumptown Game Machine (Touch Pets Dogs)Miraphonic (Epic Pet Wars)Wonderland (Godfinger)Newtoy (We Rule)Ngmoco internal (Eliminate)

7. What is an ngmoco project team?Internal Teams or Partner studio teamsInternal ngmoco resources attach to external studio teams for key competenciesProduction, engineering, designShared groups across projectsQA, IT / operations, Plus+Challenge is sharing resources and timeSmall – 4 to 5 people in core team, max

8. The Art of the Small TeamCross functional rolesQuick iterationWork in softwareSimple pipelinesFOSSOutsourcingDirect relationship with playersNo egos, Minimal bullshit

9. Use the Correct ToolSchedules are too short to reinvent wheelBuild only what is necessaryFOSS, licensed technologyNeed exceptional generalists to quickly evaluate options and select best techOur engines and tools use:Cocos2D, Box2D, Quake3, Flash, Lua, Python, WebKit, PHP, etc

10. Game EnginesNo unified, company wide game engineEvery game engine is “one off”Shared, isolated libraries like Fonts and SoundsExternal teams…Often bring their own techWould have long spinup on unified engineWant to do things we haven’t thought of yetDisparate game types, developed in parallel, would require a large shared tech team

11. Star Defense vs. Rolando 2

12. Touch Pets vs. Eliminate

13. We Rule vs. Godfinger

14. Fun PrototypesMore focus on “Feel” than on other platformsSprint to first prototype to validate conceptIterate around the funStart over if it sucksSchedule is short, so will ship prototypePile on the hacks to make deadlineCleanup in patches to facilitate new features

15. Why Free, why Online?Why Free to play?Cast a wide netReduce marketing expensesCombat Piracy“Premium” priced titles difficult to sustain popularity

16. Average paid app prices in Top 100

17. Free to play essentialsRetaining an audienceNeed a durable core design with broad appealMaking money...Virtual goodsVirtual “currency” or regulating statisticTry, then buyAdvertisingUser to user referralsReduce friction for users to tell others

18. Building the ServersServers are as hard, if not harder, than clientEngineers evenly dividedBuilding a infrastructure to scale is hard, expensive and will break your heartLoad testing tools are essentialWell known FOOS platforms are a winApache, Nginx, Munin, RoR, PHP, XMPP, etc.The cloud is your friendAbout 4X difference between peak and valley

19. Hardware Ownership vs. Cloud

20. Hardware Ownership vs. CloudYou Paid for 4.2 Machines

21. Hardware Ownership vs. CloudYou Paid for 2.6 Machinesvs. 4.2 Machines if you owned it

22. Data Driven PlatformsSmall gameplay tweak = big usage changePrice of items, recharge timers, etc.Long latency to update application binariesEverything configurable by the serversBuild tools to manage the configuration

23. What we’ve learned about Free, Service-based GamesFree to play games can be GOOD gamesGood monetization design requires exceptional creative thinkingCutting edge design thought is valuable, evolving specialtyLive, free games change designer responsibilities, required skillsCan extend the life of your productAudience demands itAudience will pay with right designAudience is (often) forgiving

24. Thanks!Matt Robertsmatt@ngmoco.com@matthewjrobertsJames Marrjmarr@ngmoco.com