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Casual Games on the iPhone Lessons for Success Stuart Dredge
Who Am I? <ul><li>UK journalist covering mobile, games and digital entertainment </li></ul><ul><li>Mobile Entertainment / ...
What am I talking about? <ul><li>iPhone market stats </li></ul><ul><li>Success stories </li></ul><ul><li>Trends worth know...
IPHONE MARKET STATS
Topline Stats <ul><li>50 million devices </li></ul><ul><ul><li>30m iPhones </li></ul></ul><ul><ul><li>20m iPod touches </l...
Big Analyst Numbers <ul><li>iPhone games worth $2.8bn by 2014 – 24% of portable games market - DFC </li></ul><ul><li>344m ...
User behaviour (1) <ul><li>Average iPhone user has spent $80 on 65 applications </li></ul><ul><li>65% of those were free, ...
User behaviour (2) Source: Flurry (Sep 09)
User behaviour (3) <ul><li>iPhone users download approximately 10 new apps every month </li></ul><ul><li>But iPod touch us...
iPhone OS takeup <ul><li>In Sep 09, 23% of users on 3.1 software </li></ul><ul><li>51% using 3.0 </li></ul><ul><li>26% on ...
Source: Mobclix (Oct 09)
Paid v Top Grossing <ul><li>PAID TOP GROSSING </li></ul><ul><li>Fling (59p) Champ Man 2010 (£2.99) 3 </li></ul><ul><li>Sti...
SUCCESS STORIES
iShoot <ul><li>One-man developer – Ethan Nicholas </li></ul><ul><li>Huge spike in sales from releasing a free Lite version...
Sally’s Spa <ul><li>Standard time management game but with female focus </li></ul><ul><li>Initially popular through v.low ...
Peggle <ul><li>Super popular casual game building on reputation from other platforms </li></ul><ul><li>Pioneered the act o...
Pocket God <ul><li>Cutesy God game with characters you care about (at $0.99 price) </li></ul><ul><li>Episodic content help...
Flight Control <ul><li>Runaway success with 1.5m downloads and legions of clones </li></ul><ul><li>Low price plus regular ...
Doodle Jump <ul><li>Hand-drawn graphical style complete with graph-paper look </li></ul><ul><li>Regular updates and connec...
Canabalt <ul><li>One-finger game – brutally simple yet compellingly addictive </li></ul><ul><li>Simple tweet-your-score fe...
QuizQuizQuiz <ul><li>Does what it says on the tin: ruthlessly addictive trivia game </li></ul><ul><li>Localised content + ...
Stick-Fu <ul><li>Kung-fu stickman fighting </li></ul><ul><li>Shows that online Flash games can become big iPhone hits </li...
Backbreaker Football <ul><li>Console graphics meets casual gameplay (at a 59p price) </li></ul><ul><li>Makes use of existi...
3D Rollercoaster Rush <ul><li>Casual mobile game rejuvenated for iPhone with simple controls </li></ul><ul><li>Themed vers...
HomeRun Battle 3D <ul><li>One-tap baseball game – they pitch, you swing </li></ul><ul><li>Online and local rankings, backe...
Enviro-Bear 2010 “ Who is driving that car? Oh my God, a Bear is Driving! How can that Be?!”
IPHONE GAMING TRENDS
The little details... <ul><li>Icons </li></ul><ul><li>Screenshots </li></ul><ul><li>Description text </li></ul><ul><li>Sne...
Getting in with Apple <ul><li>Apple’s featured apps are entirely editorially driven – can’t buy them </li></ul><ul><li>BUT...
Importance of social media <ul><li>Marketing iPhone games is a world away from trad mobile games marketing </li></ul><ul><...
Social games so-so <ul><li>Millions of Facebook players hasn’t yet equalled millions of iPhone gamers </li></ul><ul><li>La...
Recommendation networks <ul><li>AdMob / OpenFeint / SGN </li></ul><ul><li>New ways to promote your game to a community of ...
Move to freemium model <ul><li>Apple now allows free apps to use in-app payments for content / items </li></ul><ul><li>Mor...
‘ iPhone Moms’ <ul><li>Greystripe claims they make up 29.5% of all iPhone owners </li></ul><ul><li>59% let kids use their ...
March of the clones <ul><li>Flight Control imitators, retro remakes and console copies </li></ul><ul><li>Refining a formul...
Piracy <ul><li>Fishlabs: 95% piracy on first day </li></ul><ul><li>Ngmoco: 50-90% piracy in first week </li></ul><ul><li>S...
Social location networking game... things <ul><li>Foursquare – check in to your local haunts for points, win achievement b...
There are  other  App Stores... <ul><li>Lots of developers have fled Java to iPhone – and now unwilling to look beyond </l...
Cheers! <ul><li>www.mobile-ent.biz </li></ul><ul><li>www.iphonegamesbulletin.com </li></ul>
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Stuart Dredge - iPhone Casual Games: Lessons for Success

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This is a presentation I gave at the Casual Games Forum in London on 29th October 2009, talking about lessons for success for casual games on the iPhone.

Stuart Dredge - iPhone Casual Games: Lessons for Success

  1. 2. Casual Games on the iPhone Lessons for Success Stuart Dredge
  2. 3. Who Am I? <ul><li>UK journalist covering mobile, games and digital entertainment </li></ul><ul><li>Mobile Entertainment / Music Ally </li></ul><ul><li>Pocket Gamer / Recombu / What Mobile </li></ul><ul><li>iPhone Games Bulletin </li></ul>
  3. 4. What am I talking about? <ul><li>iPhone market stats </li></ul><ul><li>Success stories </li></ul><ul><li>Trends worth knowing about </li></ul>
  4. 5. IPHONE MARKET STATS
  5. 6. Topline Stats <ul><li>50 million devices </li></ul><ul><ul><li>30m iPhones </li></ul></ul><ul><ul><li>20m iPod touches </li></ul></ul><ul><li>Officially 85,000 apps available </li></ul><ul><ul><li>Unofficial stats suggest 100,000+ </li></ul></ul><ul><li>More than 2 billion app downloads (Sep 28) </li></ul>
  6. 7. Big Analyst Numbers <ul><li>iPhone games worth $2.8bn by 2014 – 24% of portable games market - DFC </li></ul><ul><li>344m iPhone app downloads in 2009 – 70% of global market growing to 3.74bn by 2014 (20%) – Ovum </li></ul><ul><li>50 million iPhone sales in 2011 (Bernstein) </li></ul>
  7. 8. User behaviour (1) <ul><li>Average iPhone user has spent $80 on 65 applications </li></ul><ul><li>65% of those were free, and avg price paid for premium apps was $1.56 (sums?) </li></ul><ul><li>1,200 users surveyed bought 15,000 unique apps </li></ul><ul><li>Source: AppsFire (Sep 09) </li></ul>
  8. 9. User behaviour (2) Source: Flurry (Sep 09)
  9. 10. User behaviour (3) <ul><li>iPhone users download approximately 10 new apps every month </li></ul><ul><li>But iPod touch users download 18... </li></ul><ul><li>Users who pay spend $9 a month on five paid downloads </li></ul><ul><li>90% browse and search for apps on their device (so 10MB file limit is important) </li></ul><ul><li>Source: AdMob (Aug 09) </li></ul>
  10. 11. iPhone OS takeup <ul><li>In Sep 09, 23% of users on 3.1 software </li></ul><ul><li>51% using 3.0 </li></ul><ul><li>26% on 2.x or below </li></ul><ul><li>BUT: 91% of iPhone users on 3.0 or above, while only 35% of iPod touch users </li></ul><ul><li>Source: AdMob (Sep 09) </li></ul>
  11. 12. Source: Mobclix (Oct 09)
  12. 13. Paid v Top Grossing <ul><li>PAID TOP GROSSING </li></ul><ul><li>Fling (59p) Champ Man 2010 (£2.99) 3 </li></ul><ul><li>Stick-Fu (59p) Rock Band (£5.99) 16 </li></ul><ul><li>Champ Man 2010 (£2.99) Fling (59p) 1 </li></ul><ul><li>Doodle Jump (59p) Scrabble (£2.99) 10 </li></ul><ul><li>Tap Tap Revenge 3 (59p) Sonic The Hedgehog (£3.49) 12 </li></ul><ul><li>QuizQuizQuiz (59p) Shrek Kart (£2.99) 11 </li></ul><ul><li>Bejeweled 2 (£1.79) Bejweled 2 (£1.79) 7 </li></ul><ul><li>Family Guy: Uncensored (£1.79) Real Racing (£3.99) </li></ul><ul><li>Moto X Mayhem (59p) FIFA 10 (£5.99) </li></ul><ul><li>Scrabble (£2.99) The Sims 3 (£3.99) </li></ul><ul><li>Shrek Kart (£2.99) Family Guy: Uncensored 8 </li></ul><ul><li>Sonic The Hedgehog (£3.49) Stick-Fu (59p) 2 </li></ul><ul><li>Backbreaker Football (59p) Earthworm Jim (£2.99) 20 </li></ul><ul><li>Crash Bandicoot N Kart (£1.79) Tetris (£2.99) 14 </li></ul><ul><li>Solitaire (59p) Monopoly Here & Now (£2.99) </li></ul><ul><li>Rock Band (£5.99) Crash Bandicoot N Kart (£1.79) </li></ul><ul><li>Flight Control (59p) QuizQuizQuiz (59p) 6 </li></ul><ul><li>Parking Mania (59p) NFS Undercover (£2.99) </li></ul><ul><li>Max Injury (59p) Worms (£2.99) </li></ul><ul><li>Earthworm Jim (£2.99) Real Football 2010 (£2.99) </li></ul>
  13. 14. SUCCESS STORIES
  14. 15. iShoot <ul><li>One-man developer – Ethan Nicholas </li></ul><ul><li>Huge spike in sales from releasing a free Lite version </li></ul><ul><li>Danger: everyone’s doing it, and the model may soon be outdated </li></ul>
  15. 16. Sally’s Spa <ul><li>Standard time management game but with female focus </li></ul><ul><li>Initially popular through v.low price of $0.99 / £0.59 </li></ul><ul><li>Second spike when Megan Fox endorsed it on live TV </li></ul>
  16. 17. Peggle <ul><li>Super popular casual game building on reputation from other platforms </li></ul><ul><li>Pioneered the act of ‘doing a Peggle’ to rise up App Store chart </li></ul><ul><li>However, gameplay sustained it, not price cuts </li></ul>
  17. 18. Pocket God <ul><li>Cutesy God game with characters you care about (at $0.99 price) </li></ul><ul><li>Episodic content helped boost its popularity through word-of-mouth </li></ul><ul><li>Now in-app payments providing 27% of sales revenues </li></ul>
  18. 19. Flight Control <ul><li>Runaway success with 1.5m downloads and legions of clones </li></ul><ul><li>Low price plus regular updates with new levels and features </li></ul><ul><li>Also shows benefit of online and community features </li></ul>
  19. 20. Doodle Jump <ul><li>Hand-drawn graphical style complete with graph-paper look </li></ul><ul><li>Regular updates and connected features, plus social bragging </li></ul><ul><li>Easter Eggs with Pocket God and The Creeps </li></ul>
  20. 21. Canabalt <ul><li>One-finger game – brutally simple yet compellingly addictive </li></ul><ul><li>Simple tweet-your-score feature helping to spread it virally </li></ul><ul><li>Beautiful graphics and atmospheric sound – no skimping on this side </li></ul>
  21. 22. QuizQuizQuiz <ul><li>Does what it says on the tin: ruthlessly addictive trivia game </li></ul><ul><li>Localised content + Facebook + Twitter + location-based leaderboards </li></ul><ul><li>No brand in sight </li></ul>
  22. 23. Stick-Fu <ul><li>Kung-fu stickman fighting </li></ul><ul><li>Shows that online Flash games can become big iPhone hits </li></ul><ul><li>Online leaderboards... </li></ul>
  23. 24. Backbreaker Football <ul><li>Console graphics meets casual gameplay (at a 59p price) </li></ul><ul><li>Makes use of existing middleware – NaturalMotion Morpheme </li></ul><ul><li>Facebook integration </li></ul>
  24. 25. 3D Rollercoaster Rush <ul><li>Casual mobile game rejuvenated for iPhone with simple controls </li></ul><ul><li>Themed versions – Jurassic and Haunted </li></ul><ul><li>Followed up with Bundle Pack with all three for £4.99 </li></ul>
  25. 26. HomeRun Battle 3D <ul><li>One-tap baseball game – they pitch, you swing </li></ul><ul><li>Online and local rankings, backed by finely-weighted scoring system </li></ul><ul><li>Earn balls to get new items – or pay to get others </li></ul>
  26. 27. Enviro-Bear 2010 “ Who is driving that car? Oh my God, a Bear is Driving! How can that Be?!”
  27. 28. IPHONE GAMING TRENDS
  28. 29. The little details... <ul><li>Icons </li></ul><ul><li>Screenshots </li></ul><ul><li>Description text </li></ul><ul><li>Sneaky SEO tricks </li></ul>
  29. 30. Getting in with Apple <ul><li>Apple’s featured apps are entirely editorially driven – can’t buy them </li></ul><ul><li>BUT you can study them to see what kinds of games and features are in favour </li></ul><ul><li>Also, casual games get lots of slots </li></ul>
  30. 31. Importance of social media <ul><li>Marketing iPhone games is a world away from trad mobile games marketing </li></ul><ul><li>YouTube, Twitter, Facebook, Blogs </li></ul><ul><li>Also: the return of the exclusive, and courting the press </li></ul>
  31. 32. Social games so-so <ul><li>Millions of Facebook players hasn’t yet equalled millions of iPhone gamers </li></ul><ul><li>Lack of viral discovery mechanisms is one cause </li></ul><ul><li>BUT move to freemium may help virtual item-based business models </li></ul>
  32. 33. Recommendation networks <ul><li>AdMob / OpenFeint / SGN </li></ul><ul><li>New ways to promote your game to a community of iPhone gamers </li></ul><ul><li>Discovery works outside App Store, but drives direct sales </li></ul>
  33. 34. Move to freemium model <ul><li>Apple now allows free apps to use in-app payments for content / items </li></ul><ul><li>More games shifting to free initial download then pay to unlock full game </li></ul><ul><li>Familiar model for casual games industry – RealArcade etc </li></ul>
  34. 35. ‘ iPhone Moms’ <ul><li>Greystripe claims they make up 29.5% of all iPhone owners </li></ul><ul><li>59% let kids use their device, and 41% download apps specifically for them </li></ul><ul><li>Pass-on offers potential for kids’ games – but plenty of competition already </li></ul>
  35. 36. March of the clones <ul><li>Flight Control imitators, retro remakes and console copies </li></ul><ul><li>Refining a formula has proved popular – don’t forget description keywords </li></ul><ul><li>Publishers kicking back – StoneLoops! Of Jurassica vs Luxor </li></ul>
  36. 37. Piracy <ul><li>Fishlabs: 95% piracy on first day </li></ul><ul><li>Ngmoco: 50-90% piracy in first week </li></ul><ul><li>Smells Like Donkey: 80% piracy in first week </li></ul><ul><li>The Little Tank That Could: 45 sales, 1,000 people posting high scores </li></ul>
  37. 38. Social location networking game... things <ul><li>Foursquare – check in to your local haunts for points, win achievement badges, compete with friends </li></ul><ul><li>Flook – upload e-postcards of interesting places and get scored </li></ul><ul><li>Social apps taking on game-like features – opportunity? </li></ul>
  38. 39. There are other App Stores... <ul><li>Lots of developers have fled Java to iPhone – and now unwilling to look beyond </li></ul><ul><li>BUT what about Android Market, BlackBerry App World, Ovi Store, Windows Marketplace, Vodafone 360... </li></ul><ul><li>Rival store owners keen for content – and there’s less competition </li></ul>
  39. 40. Cheers! <ul><li>www.mobile-ent.biz </li></ul><ul><li>www.iphonegamesbulletin.com </li></ul>

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