Presentation on the opportunity of building apps for Windows for Explay Network

1. Lee Stott
Microsoft
@lee_stott
LeeStott@microsoft.com
http://www.microsoft.com/uk/faculty

3. Source: http://blogs.msdn.com/b/windowsstore/archive/2011/12/06/announcing-the-new-windows-store.aspx
1bn

4. Source: IDC, March 2012
690m

5. Source: IDC, March 2012
60m

6. 100m

9. The Global Picture
Per Market Segment
Casual Websites
PC/Mac Download $4.2bn
$7.6bn -1% CAGR
+2% CAGR Social Networks
$3.9bn
+5% CAGR
PC/Mac Boxed Total
$8.0bn Mobile
$68bn Devices
-11% CAGR +7% CAGR 9.0bn
+32% CAGR
Consoles
$21.2 MMOs
-2% CAGR $13.6bn
Source: Newzoo 2012 Games Market Revenue Report
+21% CAGR
© 2013 Newzoo •Compound Annual Growth Rate (CAGR)

10. The Global Picture
Per region
2012
298m Asia-Pacific
gamers North America 169m
$22.2bn $21.8bn gamers
+13% CAGR +1% CAGR
Total
47m Middle-East
$68bn
+7% CAGR
gamers
& Africa 880m
$1.0bn gamers
+21% CAGR Latin America 89m
$3.8bn gamers
274m Europe +14% CAGR
gamers $18.8bn
+3% CAGR Source: Newzoo 2012 Games Market Revenue Report
GAMES REPRESENT 25% OF THE GLOBAL SOFTWARE MARKET.
THE GLOBAL GAMES INDUSTRY BOASTS HIGHER REVENUES THAN THE
TOTAL MUSIC INDUSTRY AND 2X THAT OF THE MOVIES BOX OFFICE.
© 2013 Newzoo •Compound Annual Growth Rate (CAGR)

11. Mobile Games Market
tablet and smartphone games (global, 2012)
$9bn +32% >500M >175M
CONSUMER SPEND ANNUAL GROWTH MOBILE PLAYERS PAYING PLAYERS
33% OF ALL*
66% OF ALL*
DOWNLOADS MONEY
$
TO SMARTPHONES SPENT ON SMARTPHONES
AND TABLETS WERE AND TABLETS WAS SPENT ON
GAMES *BASED ON iOS APP STORE DATA IN 44 COUNTRIES & GAMES
PLAYSTORE DATA OF 17 COUNTRIES
© 2013 Distimo/Newzoo

13. Why Games.... Demand
 Most titles in the Windows
Phone apps store are
entertainment and utility apps
 Customers are downloading
more games than any other type
of app
 Customers are willing to spend
money for the privilege
 There is an opportunity here to
give customers what they
want

14. Sensors including New, top-level OS
light, gyroscope, functionality makes games
accelerometer, more social and lets them
and location. make use of nearby devices.
Support for user The Windows Store makes it
interaction, easy to offer games under
including touch, flexible business models
pen, keyboard, and
mouse.

16. http://dev.windows.com

17. Shared Windows Core
Windows 8 and Windows Phone 8 Share Many Components At
The Operating System Level
OS Modules
Windows NT Kernel
Windows Kernel
Windows Kernel

19. Full WinRT (around Phone-specific additions to Windows
11,000 members)
Phone Runtime include
• Speech synthesis and recognition
New for
Subset adopted for Windows • Windows.Phone.PersonalInformation
Windows Phone Phone
Runtime (around Runtime • LockScreen and LockScreenManager
2,800 members) (around 600
members)
• More…

21. Some Key Differences
It’s important to design for the platform differences as well as similarities
Screen Size Controls Lifecycle
Windows Phone Windows Phone Windows Phone
800x480, 1280x720, 1280x768 Panorama, Pivot, ListPicker Launched from start/apps list.
Portrait, Landscape LongListSelector Tombstones apps
Windows Windows Windows
1024x768  GridView, ListView, Semantic Resumes existing apps
Portrait, Landscape, Snapped Zoom, FlipView No tombstoning

22. Design a UX that is native for each platform!
• One-handed touch most common • One or two-handed touch, mouse
• Guaranteed hardware, such as camera • No guarantee of any specific hardware,
and accelerometer must check at runtime
• Avoid multiple columns of content • Rows and columns of content can
• Scroll vertically for more content work well
• Very limited room on the app bar • Scroll horizontally for more content
• Hardware back button • Significant room on the app bar
• No semantic zoom • On-screen back button
• Semantic zoom

24. Ad Supported
• Use our ad system
• Bring your own
• 100% Revenue
Use Your Existing Commerce
• Existing relationship
• Subscriptions
Flexible business models
• Free, paid, in-app, trials
• 3rd party in-app and
advertising support

25. The Windows Store
A new opportunity for Windows developers
1 2 3 4 5
App is available in Customer
the Store Catalog purchases app Enjoy!
App is associated
to Microsoft
Account & Device

26. Tools for Development
Everything you’ll need for Windows Store apps in one package

28. 70%
for new apps
80%
once your app
makes $25,000

29. In-App Purchase
Build apps with higher and recurring revenue opportunity
Extend reach Upsell Customize
Upsell users to purchase
paid digital goods and
Attract a larger user base services that enhance or Add and modify different
with free baseline extend the app experience paid options for different
experience in the app itself user segments

30. In-App Purchase: sell items in your app

31. In-App Purchase used for digital content

32. Options to store and deliver the content
The in-app content that the consumer purchases has to be
delivered. There are two ways of storing and delivering this
content:
Embedded in the App Remotely stored
Simple to deliver: add it to your Requires accessing remote storage (e.g.
up, keep content hidden/locked Azure, web hosting, or developer server)
and unlock after item is purchased.
More flexible: can modify the content on
the fly, add or update very rapidly.
Requires internet connection to provision.

33. Visual Studio 2012

34. Building Windows Store Applications

35. Blend Works with HTML

36. HTML5 App Development
• Windows 8-style HTML5/JavaScript app development is not supported
on Windows Phone 8
• Windows Phone Runtime projections to C#/VB.NET and C++ only
• However, Windows Phone 8 includes Internet Explorer 10
• Another shared codebase with Windows 8
• Great support for HTML5 (2 x feature support compared to
Windows Phone 7.5)
• New JavaScript processing engine (4 x faster than
Windows Phone 7.5)
• This same browser is at the heart of the WebBrowser control
• You can build HTML5-based apps rendered in the WebBrowser
against local or web-based content

37. WP8 Emulator & Win8 Simulator
Performance
• The emulator is not a reliable way of predicting how a program will perform
on a real device
• The processor in a Windows PC may be more powerful than the one
in the phone
• The emulator is for functional testing only
• If you have any concerns about performance you should ensure you run your program on
a real device
• There are profiling tools that you can use to inspect the activity of your programs, both in
the device and in the emulator

38. Build for Cloud

39. Create Windows Azure Solutions

40. • Windows Azure Mobile
Services makes it
incredibly easy to connect
a scalable cloud backend
to your client and mobile
applications.
• It allows you to easily store
structured data in the
cloud that can span both
devices and users,
integrate it with user
authentication, as well as
send out updates to clients
via push notifications

42. Games hub
More Xbox LIVE games expected every week –
all with achievements and “Try Before You Buy” in the Store
Your closet “out of the box”
Built-in Xbox SmartGlass so you can control your Xbox 360 right from
the phone

43. Gaming Experience
The only device and phone with Xbox built-in, ready to play anywhere.
Windows Phone is the only phone with Xbox built-in, giving you easy access to your
entertainment however and wherever you want. Select from a wide range of top titles
and rest easy with the knowledge that you can try any Xbox LIVE game before you
buy it.
Enjoy exciting new ways to play such as multiplayer games from phone to PC to
console.
With Xbox SmartGlass, use your device to discover new content and use it as a
remote control for your Xbox 360 and of course, customize your personal avatar, track
your gamer scores and earn achievements.

44. Kid’s Corner
A worry-free way for kids to play.
Children love playing with your phone. And they have just as
much fun with the games as they do changing your phone
settings or sending emails to your boss on your behalf. That’s
why Windows Phone has a Kid’s Corner. This delightful
innovation makes it possible for kids to access only the apps and
features you choose for them. So you can be sure they’re only
playing games and not emailing your boss.

45. World Class Games
100+ titles available in the marketplace as of today
All Xbox games include Try Before You Buy
Native code support means stronger 3rd party support

46. In app purchase + wallet PIN
Opens up new types of gameplay, such as free-to-play
games with downloadable content for purchase Icon
Publisher
App
Product

49. Xbox SmartGlass enriches your entertainment experience, makes gaming more
competitive and fun, and makes it all easier to discover and share.
Xbox experiences available on the device you already own
Immersive Discovery & Gaming Gets
Entertainment Control Better

50. What is SmartGlass?
3RD PARTY ENHANCEMENTS
PLATFORM
BUILT IN
ENHANCEMENTS
MEDIA CONTROL &
DISCOVERY
v
CORE
SERVICES
XBOX SMARTGLASS

51. 2 nd Screen Experience
Entertainment Gaming
• Character Bios, Relationships • Secret Screen – Cards, Sports
• Backstory, Trivia • Interactive Level Guide
• Fantasy Sports, Stats • Real-Time Map
• Shopping, Sweepstakes • New Input Methods

53. SmartGlass Experience
• Gesture Navigation: Simple swipe and tap on your Windows Phone to navigate
your Xbox 360
• Browser Control: Easily and elegantly control your Internet Explorer on Xbox 360
(available on console this holiday)—swipe, scroll, pinch and zoom. All from your
Windows Phone
• Text-input: Use the virtual keyboard you’re already familiar with on your phone to
set up an account, redeem a code, type a website into the browser url bar
• Video Guide: The Xbox Video catalog comes ready with an Xbox SmartGlass
experience called: Video Guide. Get information on the scene you’re watching,
cast and crew, and other related films.
• Music Guide: The Xbox Music catalog comes ready with an Xbox SmartGlass
experience called: Music Guide. Get information on the track you’re listening to,
move it seamlessly from your phone to your Xbox 360, and control the playback.

57. http://bit.ly/UJZ6Ss

58. You have your great
ideas and exciting
game designs…

60. Tools for Development
Everything you’ll need for Windows Store apps in one package

61. Phases of an Application Development

62. Phases of Distribution

63. Submitting the App

64. Certification
Certification ensures that
apps in the Windows Store Microsoft’s approach to
are safe, both for the system certification compared to
and the users other platforms
Microsoft’s approach to certification compared to other
platforms

65. Published!

66. Analyzing Performance

68. • The hierarchical pattern
enables you to put all of
your content in front of
users, delighting them and
making their first
experience a complete
one.
• The flat navigation model
simplifies subcategories,
levels, or dynamically
populated fields
• Global navigation
elements such as the app
bar are consistent and
familiar for users

69. True multi-tasking for tablets is finally here!
Keep your app top of mind by snapping apps to
the sides of the screen. Your app responds to
the available screen real estate to show content
in the optimal way
Windows 8 allows full gameplay if applicable in
snap view

70. • Edge UI leaves the screen
clear of clutter, but keeps
needed functions close by
• Cool Scenarios
• Pausing
• Messaging
• Status Updates
• Accessing Game Menus

71. • Users approach tablets
and touchscreens in a
variety of ways
• Windows 8
accommodates a
multitude of interaction
variations

72. • Semantic Zoom allows a
user to get a different view
of your data, making it
easier to understand and
navigate.
• Allow a user to quickly navigate
between different levels
• Quickly show unlocked content,
recently released levels, or new
achievements

73. • Semantic Zoom allows a
user to get a different view
of your data, making it
easier to understand and
navigate.
• Allow a user to quickly navigate
between different levels
• Quickly show unlocked content,
recently released levels, or new
achievements

74. • Communicate to users
when the game is in a
paused state, either by
removing them from the
in-game experience and
putting them back in the
central hub or by
presenting a pause overlay
or pause screen

76. • Elements of your game’s
brand are introduced
without the clutter of
unnecessary UI
• Edge UI helps manage
multiple games while
keeping the canvas
available for important
startup functions

77. • Most people have more than one
Windows PC. Let your game provide a
consistent user experience across all their
Windows 8 PCs
• Give users the experience they expect.
Windows 8 makes it easy to roam
information
• Game settings and configuration
• App licenses and in-app purchases
from the Windows Store

78. Leaderboards are a crucial
component for game
enthusiasts.
The competition factor keeps
users engaged in your game
and encourages other users in
their network to return and
maintain their rankings.
Utilise location services to
access local standings.

79. Drive engagement beyond
standard gameplay with
achievements.
Utilize weight, color and size
to distinguish between items
that are close to being
completed.

80. Game gets 5s to handle Game is not notified
suspend before termination
User
Launches
Game
Game notified when resumed
Splash
screen

81. Deepen Engagement & increase repeat-use
• At-a-glance information delivery in a natural, attractive
format
• Draw the user back into the app with a single tap with fresh,
tailored content via Live Tiles
• Send tile updates even when your app isn’t running
• Secondary tiles provide an entry point into a specific
experience within your app
• Represent your content best with a variety of tile templates

82. •
•

84. • Sensors in the tablet can
feel more than touch
• The accelerometer
measures movement and
provides an additional
element to games
• It brings games off the
screen and into the
physical world

85. • A simple implementation
of the accelerometer
• Another way to keep
secondary functions out of
the way, but readily
available

86. • The Search Contract provides
users with a familiar and
natural way to search for items
across application on the
machine.
• Cool Scenario:
• Searching for in app
purchases or add on.

87. The settings charm provides a
familiar and consistent way to
modify an apps settings
More settings menus can be
added for account
management or game specific
menus.

88. Drive engagement with your game
by exposing content with App to
App picking. This allows your game
to share it’s content with other
apps seamlessly and consistently.
• The file picker makes it easy to
organize content
• You can also access content
from other apps

89. Extend your experience
beyond Windows 8 and push
your content to devices on
your local network.
The ‘PlayTo’ feature allows
relevant controls to be
accessed on the first device
without compromising the
display on the other.

92. http://www.ubelly.com/gaming
Building Windows 8 Games
http://www.windows-store.co.uk
Windows 8 UK Camps and Training Events
http://dev.windows.com
Windows 8 developer resources
http://dev.windowsphone.com
Windows Phone 8 developer resources