Listen up, your game’s got problems

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DevGAMM Conference

Ilya Smirnov, Head of Game Design, Pixonic

ПОЙМИТЕ, У ВАШЕЙ  
ИГРЫ ПРОБЛЕМЫ!
Илья Смирнов,  
Pixonic Head of Game Design

WAR ROBOTS: 
ЦИФРЫ ЗА СЕНТЯБРЬ 2016
• Installs: 20 000 000
• Average DAU: 580k (iOS 240k, Android 340k)
• Rating: ★★★★★
• Revenue: $2kk (iOS 1070k, Android 930k)
• Revenue growth each quarter: > 55%

ВЫБИРАЕМ ЦЕЛЕВУЮ АУДИТОРИЮ
Плохо  Хорошо
Жанр Стиль
Сеттинг
Жанр Стиль
Сеттинг

Архитектура 
игры
Визуалка  
(Жанр, сеттинг и стиль)
Центральный геймплей
Прогресс
Соревновательные и  
социальные механики 
Жизненный цикл  
пользователя
Привлечение
Первоначальное вовлечение
Среднесрочное вовлечение
Долгосрочное вовлечение
Монетизация
ВОРОНКА ПРОДАЖ
% пользователей
Время

ВЫЯВЛЯЕМ ТОЧКИ РОСТА
• Внутриигровая аналитика
• Анализ рынка и конкурентов
• Фидбек от игроков, опросы и масс-тесты
• Фокус-тесты

ЭФФЕКТИВНО ИНВЕСТИРУЕМ РЕСУРСЫ
% пользователей
Время
Увеличение  
среднего чека
Увеличение  
первоначального  
вовлечения
Увеличение пяти  
разных показателей

ОПИРАЕМСЯ НА ДАННЫЕ И  
ЭФФЕКТИВНО ИНВЕСТИРУЕМ РЕСУРСЫ
• Запрещаем любую дизайнерскую деятельность
• Выявляем точки роста
• Анализируем точки роста
• Концептим фичи, по каждой точке роста
• Выбираем наиболее выгодные  
и наименее затратные из них
• Делаем необходимый минимум по фичам

РАБОТАЕМ НА УДОВЛЕТВОРЕНИЕ
ПОТРЕБНОСТЕЙ ИГРОКА
• Понимаем ожидания игрока  
и не мешаем их осуществлению
• Не боремся со стереотипами
• Используем стереотипы
• Пытаемся угодить, но не всем сразу
• Не плодим сущности, но создаём выборы
• Предоставляем возможность  
найти в игре что-то своё

ТИПИЧНЫЕ ОШИБКИ  
ВОВЛЕЧЕНИЯ
• Вы мешаете игрокам или отвлекаете их
• Неинтуитивные интерфейсы
• Контра на уровне матчмейкинга
• Негибкая длина игровой сессии
• Неожиданные скачки сложности

ТИПИЧНЫЕ ОШИБКИ  
ВОВЛЕЧЕНИЯ
• Неверно выбрана сложность принятия  
решений и сложность осуществления решений
• Прогресс слишком прост или слишком труден
• Высокие или низкие требования при  
социализации или в соревнованиях
• Высокий порог вхождения  
в социализацию или соревнование

ТИПИЧНЫЕ ОШИБКИ  
МОНЕТИЗАЦИИ
• У вас не за что платить
• Вы избегаете монетизационных акций
• Вы не разделяете эмоциональные 
и рациональные покупки
• Игрокам не ясна ценность  
премиум-валют и премиум-товаров

Почему реклама может не работать? Как достучаться до своего игрока с помощью крошечной картинки и нескольких слов? Как научиться отбирать нужного клиента и не платить за ненужного? Что выбрать – показы или клики? Как увеличить скорость открутки и CTR? Как заставить работать “неработающий” бонусный пакет рекламы от Mail.ru? Что такое сплит-тестирование и какие эффективные методы можно и нужно применять? 10 полезных советов, которые помогут сделать вашу рекламу эффективнее. Доклад ориентирован на разработчиков онлайн игр, желающих научиться самостоятельно продвигать свои игры через соцсети.

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В данном докладе будут рассмотрены такие вопросы, как: Социальный трафик: виды и источники. Как зарабатывать, если трафик не конвертируется внутри игры? Сколько можно заработать на рекламе? Различия между форматами рекламы. Обзор основных игроков на рынке трафико-обменных систем в социальных сетях. Creara Media как инструмент для работы с трафиком. Доклад расчитан на разработчиков социальных игр.

The slide introduces no casino people to the world of casino gaming in brief covering major casino-reosrts in the world and how a casino organisation functions. Of interest would be the explanation of casino mathematics, in basic form. This presentation was prepared for the academic staff of Nanyang Polytecnic Singapore and presneted by Ramachandar Siva in May 2008. A brif about Ramachandar's former casino school in Singapore is included.

Статистика предпочтений игроков / Константин Сахнов (Vengeance Games)

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Мы проанализировали топ-200 наиболее зарабатывающих игр для того, чтобы собрать статистику по объёмам сегментов аудитории, жанров, сеттингов и визуальных стилей. Были построены тренды и проведён краткий анализ популярности сегментов, основанный на выручке и размере аудитории.

Казуальные игры: e-FMCG

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