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Biz models trends


Diane Lagrange - ICO Partners
About me
• Ubisoft
• Ncsoft
• ICO Partners
PAY UPFRONT
Pay to access

Service                   Product
Licensing/Merchandising/Transmedia
Physical
Experience
SUBSCRIPTIONS
Subscription games

Dungeon and Dragons Online    juin-09    World of Warcraft
Lord of the Rings Online     sept-10     Star Wars : Old Republic
Champions Online             janv-11
                                         EVE Online
Age of Conan                   juil-11
Aerrevan                     août-11     Rift
City of Heroes               sept-11     Final Fantasy XI
Fallen Earth                   oct-11    Final Fantasy XIV
Lineage 2                     nov-11     Dark Age of Camelot
DC Universe Online            nov-11     Mortal Online
Everquest 2                    déc-11
                                         Darkfall
Star Trek Online             janv-12
Gods & Heroes                janv-12     Perpetuum
Aion                         févr-12     WAR
Everquest                   mars-12      TERA
Earthrise                  TBA
Removing cap & ceiling
MICRO-TRANSACTIONS
State of microtrans
• Granularity, no ceiling, flexibility for the design
• Millions of sizes fits everybody > 1 size fits
  “all”
• Very different philosophies and revenue
  models
Variety of micropayments models
           Zynga
           Pay rate 5.3%
           ARPPU $31
           ARPU $1.64


           Nexon
           Pay rate 9.9%
           ARPPU $16.5
           ARPU $1.63



           Aeria Games
           ARPPU $90
           Est ARPU $15-20
Increasing conversion
Consumables/durables
From consumable to subscription
Increasing number of transactions
Types of items bought - Wooga
« Razor and blades »
Whale baits/anchors
Collectible/random items
Strategy: buy revenge
LoL : buy control, customization,
              time
RPG : advancement & time
Engagement vs monetization
ADVERTISING
Advertising : Mobile
•   Should grow, but slowly
•   Rovio Q1 2011 : 30% advertising
•   Evolution of formats
•   Loss of offerwall revenue
Social games advertising
PLATFORMS & BIZ MODELS
Mobile/tablet
• F2P = 65% + revenue iOS&
  Android
• Payment infrastructure took
  a while, not there yet on
  Android
• Subscription :
   – Order & Chaos
   – Big Fish Games, Onlive iOS?
• Advertising : minoritary,
  loss of offerwall revenue
Facebook
• Mostly micropayments
• Subscriptions:
  – Order & Chaos closed
  – Playdom games
  – Kabam working on hybrid
    model
• Advertising
  – Mostly very low monetization
    games
  – Product placement
Console


      2009 : $15M
      2010: $30M
      2012 : $39M first 3 months
Impact on development process
•   Analytics feedback loop
•   More frequent updates
•   Evolutionary design
•   Consumers are shaping the game
    • Vocal minority less important : Battlefield Heroes
Other models
• Paid to play (Poker)
   – Acquisition tool , can it become a business model?
   – Mechanical Turk game? (protein fold)
   – Twitch.tv, Youtube
• Cut on player transactions
   – Diablo 3
   – IMVU, Second Life, Everquest did it before
• More uncertain models
   – Non-profit microfinance game
   – Processing power
Conclusion
• Future = many hybrid business models
  aggregated
• Question = which are core, which are
  ancillary?
• Direct in-game monetization always first step
Q&A
Thank you!
diane@icopartners.com

www.slideshare.net/ICOPartners

www.icopartners.com/blog

@icodiane

www.facebook.com/icopartners

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Business models trends - Game Connection America 2012

Editor's Notes

  1. 40% of revenue of RovioMind Candy : $100 M revenue merchandising 2011Ankama : big publishing and animation activities
  2. Skylanders = 200 million sales last quarter, 20 million figures sold
  3. 1st time spender promotion or discountFree currency to train users using cash shop
  4. Koreanlegislation : probability must begiven.
  5. Dream world : learning points = 60% revenue
  6. Wild ones: focus on monetizingweapons, not maps, life, characters, clothingRevenue X4
  7. Flurry : US ad spending : 1% on mobile vs 23% time share (more than web 22%)Offerwall = 30% Glu revenue before
  8. Zoo World 40%Zynga 7%Alsoevolving