3. Game history
1970 >> games industry has been growing exponentially .
1982 >> games industry has been growing to 8 billion USD .
1995 >> to 22 billion USD .
Current Size around 36 Billion USD .
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4. Why going into mobile gaming business ?
Low entry barrier
Very large market
High purchasing power buyer
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6. Types of game company
Game as ServiceGame as Product
Ongoing game
Key success measure is not units sold
but from active users and conversion
rates.
Marketing: Focus on acquiring users
and converting them to paying
customers
Finance: Can generate revenue on
an unfinished game but require
substantial marketing cost
“Fire and forget” games that are
complete when they launch
No ongoing relationship with gamer
Marketing: Big launch; Majority of
sales
in first month (as one time purchase)
Finance: Require sufficient resources
to develop 100% of the game and
market it before seeing any revenue
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7. Rules for Free-to-Play Games
Rule 1: Make it Fun Rule 9: Make it possible to spend $100
Rule 2: The Starbucks test Rule 10: Have pizzazz, not polish
Rule 3: Come for a minute, stay for an hour Rule 11: Kill the tutorial
Rule 4: Complexity in layers Rule 12: I must not fail (No Game over)
Rule 5: The importance of never ending Rule 13: Sell emotion, not content
Rule 6: Be generous Rule 14: Experiment and learn
Rule 7: Be Free-to-Play forever Rule 15: Game development never ends
Rule 8: The no-brainer first dollar
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8. Revenue channel
Game content revenue
Automated advertisement
Other revenue source
1. Real, physical product advertisement within the game (e.g. Coca-Cola drinks in game)
2. Selling original sound track (OST) in the games on iTunes
3. Selling merchandise (dolls, t-shirts) of characters in hit titles
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9. Business Plan
Marketing Plan ::
Product
Price
Place
Promotion
Operation Plan ::
Cumulative phase
Startup phase
RISK AND ASSUMPTIONS
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10. Stolen Ideas
Game’s idea stolen when using crowd funding services ::
Some entrepreneur worry that posting unfinished ideas on crowd
funding website could exposed a great idea to a potential thief.
In order to have the project successfully crowd funded.
the important thing is not the idea, but the execution of the project
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11. MOBILE GAME INDUSTRY ANALYSIS
Five forces analysis of mobile gaming industry
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15. Game Design and Mechanics
Games tell a story :
What is the setting?
Who is the hero?
What are the hero's desires?
Cues :
Visual
Audio
Dynamic
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16. Addicting Game Components
Make the game easy and fun
Lots of short levels
More content they can unlock
Depth- building up from a simple to difficult game play
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22. Why Pay ?
Expanded features and capabilities
(77 percent)
Remove ads (44 percent)
Trial expired (35 percent)
To support the developer (22 percent)
Curiosity (16 percent)
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23. Mobile Ad Frameworks
Google AdSense
Millennial Media
iAd
AdMob
Brightroll
Greystripe
InMobi
Jumptap
MdotMSAY
Media
ZestADZ
24. “Freemium”
Free To Play. Costs to unlock additional content
Apple, Android and Amazon all Keep 30%
Barnes and Noble most likely will do the same
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27. Production phase Goal
the goal is to get the game up and running as quickly
as possible in one form or another; this is a key
component to solving unseen design issues. In an ideal
situation .
the goal is to have a working build of the game
functions every week or two; this means that the
product as a whole is constantly being prototyped .
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29. Distribution
iOS Apps Must go into the App store .
Amazon and Kindle Apps must go into
their respective stores .
Google Apps can be distributed a number of
different ways including Email, posting on
website and several distribution
channels.
Distribution Channels include:
Amazon, GetJar, AppBrain, Appsfire
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31. Acquisition Options ::
Viral/Social effects
All about game design and product
App Store optimization
Optimize for search results, name, icon, screenshots
Mobile advertising
Buy from everywhere and measure
PR
Give a story rather than press release
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35. How to measure ?
Usage pattern: session behavior
Retention: short-term, lifetime retention
Feature engagement: % of users interacting with a feature
Change from plain volume to Regularity;
not just “fire and forget” but ongoing
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37. The Rise of Freemium
Worldwide distribution platform – unprecedented
There is always a FREE alternative
Easiest way to get scale
Once you have users, multiple ways to monetize instead of a single, up-front transaction
Micro-transactions
Advertising
Usage Behavior
Paid apps model only for true IP innovation
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