SlideShare a Scribd company logo
Whatisthesecretbehind
thefinancialsuccess? Melt
Fromthevisual
strategybook
#meltCASE STUDY
WhatisClashofClans?
Clash of Clans is a social real-time
online strategy game designed for
mobile touch screen devices.
The game involves building a village,
gathering resources, attacking other
villages and teaming up with fellow
players to form clans.
BACKGROUND
Howdoesitmakemoney?
The revenue generation model is
based on the successful free-to-play
strategy that is widely used in
mobile games; actual playing is 

free, but in-app purchases can 

be made during the game.
BACKGROUND
This
ismy
village
Key factors
the success?
behind
1 2 3
It’s 1
It’saddictive!
It’sfun!
People
want to
play it!
agreat
game!
From Supercell’s
Clash of Clans Super Bowl Ad.
Those are qualities
of a great game,
but…
What
makesit
afinancial
From Supercell’s
Clash of Clans Super Bowl Ad.
success?
Let’s take
a closer
look using
the melt
frame.
Thisis
thematerial
world
e.g. 

objects
and actions
e.g. emotions,
competences 

and knowledge
Thisis
theimmaterial
world
Technology
hascreated
newwaysfor
themto
melt
Servitization
Sharing
economy
Social
media
meltInternet
This‘melt’has
manynames:
Data
networks
IndustrialInternet
Home
automation
AI Internet of
things
Collaborative
economy
Melt’sconceptof
time
is new and somewhat
unknown.
It has features from both the
immaterial and material world and it
varies according to the viewpoint.
Clash of Clans uses this
brilliantly!
Bendingtime
2
Clash of Clans makes use of the temporal
concept of three different worlds.
Players may feel advancing their villages
is important in order to correspond with
the players’ skills, to receive admiration
from others, or out of simple curiosity to
see what the future holds.
THE PLAYERS’ 

NEEDS EXIST IN
NONLINEAR TIME.
BA C
THE GAME IS PORTRAYED
AS IF HAPPENING IN
”REAL TIME”.
The material “real time” is embedded 

firmly into the gameplay. Constructing a
defense structure for a village may take
several days. Advancement takes longer as
the game progresses.
BA C
Players are offered ways to fulfill their
immaterial needs by “bending the time” – by
momentarily escaping the material time by
buying gems as in-app purchases.
THE GAME ACTUALLY TAKES
PLACE IN ”MELT TIME”. 

THIS APPEARS TO BE LINEAR,
BUT CAN BE ALTERED.
BA C
Layered
ecosystem
3
The financial profitability of Clash of Clans is
established on a three-layer ecosystem.
Ecosystemrolesserve
differentpurposes.
SCALE
LAYERA
Onetocreate
scale.
TOOL
LAYERCHOME
LAYERB
Onetocreate
commitment.
Onetocreate
profit.
REACHING AS
MANY PLAYERS 

AS POSSIBLE
Clash of Clans is a free-to-play game epiphyte
in Apple and Google ecosystems.
APPLE AND 

GOOGLE 

ECOSYSTEMS
SCALE
LAYERA TOOL
LAYERCHOME
LAYERB
Clash of
Clans is
here!
Inviting players to create their own “homes”
inside the game by letting players build
villages and clans as they wish.
HOME
LAYERB TOOL
LAYERCSCALE
LAYERA
HANDING OVER OWNERSHIP
TO THE PLAYERS
Players’
“homes”
Players can advance their villages by
collecting coins, elixir and gems.
OFFERING VARIOUS
TOOLS TO ADVANCE
IN THE GAME
TOOL
LAYERCSCALE
LAYERA HOME
LAYERB
Tactics 

and skills
PROFIT
SOME OF THESE
TOOLS CAN CAN 

HAVE PAID OPTIONS
SCALE
LAYERA HOME
LAYERB TOOL
LAYERC
Gems can be also be
purchased during the game.
PROFIT
SCALE
LAYERA HOME
LAYERB TOOL
LAYERC
The free-to-play model typically
involves only a few percent of players
actually spending money on the game,
while most play for free.
Whathave

welearned?
TAKE AWAY
TAKEAWAY
USE
IMMATERIAL
MOTIVATORS.
Fame,fear,
curiosity…
TAKEAWAY
MAKE IT
FEEL REAL!
Peoplearefarmorelikely
topayforsomethingthey
perceiveasmaterial.
TAKEAWAY USE
MULTIPLE
ECOSYSTEM
ROLES.
Onetocreatescale.
Onetocreatecommitment.
Onetocreateprofit.
Youarenowfamiliar
withfree-to-playandmelt.
Youmaycopy,modifyandusetheseideasasyouwish.
GetYour
SuperSpeed

ReadEditionNow!
Download on
iBooks

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