Social Games: Making Publishers Obsolete

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Slides from the keynote of Jens Begemann at the Virtual Goods Summit in Berlin (May 25th 2001).

Social Games: Why Brands and Publishers are Obsolete

Throughout game industry history, “Publishers” played an important role. Data gathering, market analysis, portfolio planning, IP aggregation, marketing, manufacturing, distribution, sales, and customer service were the Publisher’s value-add. Developers created the games, but publishers provided the scale to build big business.

With the rise of online game distribution the Publisher’s role diminished in importance. The social games ecosystem pushes it into obsolescence. There is no media to press, no boxes to ship. There are no “gold masters” to handoff. Game services require direct and immediate feedback & iteration loops between consumers and creatives. Facebook provides near-instant access to a captive global audience of hundreds of millions, and built-in contextual, targeted marketing mechanisms to effectively reach almost any audience within that huge constituency.

Other companies provide fully-featured tools for monetization, scalable ops, analytics, and customer acquisition. In short – the social game ecosystem enables and requires direct access to huge audiences and major-league tools. Who needs a Publisher anymore?

Speaker:
Jens Begemann, Founder & CEO, wooga

Published in: Business
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Social Games: Making Publishers Obsolete

  1. 1. + Social Games – Making Publisher obsolete Jens Begemann Founder & CEO wooga
  2. 2. wooga  –  world  of  gaming   About  wooga   Jens  Begemann   Founded  January  2009   Founder  &  CEO   Funding:  Founders,  Balderton  Capital,   Holtzbrinck  Ventures  (total  of  €5m+)   Interna9onal  team  of  85   from  20  countries  in  Berlin   Key  stats   5  games  on  Facebook;  30  million  ac9ve  users   Biggest  European  social  game  developer   Only  5%  of  users  from  adver9sing   70%  of  users  are  female  (age  20-­‐60)   2  
  3. 3. n  A)  Game  Publisher  or  Developer?  n  B)  Blogger  or  Journalist?  n  C)  Investor,  Banker,  Analyst?  n  D)  Provider  for  the  industry:   Ad-­‐Pla[orm/Network,  Tool  provider,   Supplier  (e.g.  Sound/Graphics),   Agency,  Cross-­‐linking  network  etc.?  n  E)  Other     3  
  4. 4. #1   §  Launched  July  2009   §  Biggest  brain  training   game  on  Facebook  
  5. 5. #2   §  Launched  February  2010   §  Top  20  Facebook  game   §  Pop  colourful  bubbles  and   explore  the  secrets  of  a   mysterious  island.  
  6. 6. #3  §  Launched  May  2010  §  Top  20  Facebook  game  §  Grow  crazy  plants  and  build  your   own  unique  Monster  Garden.  
  7. 7. #4   §  Launched:  December  2010   §  Cure  cute  pets  of  funny  diseases   while  building  your  own  pet  hospital.  
  8. 8. #5   §  Launched:  March  15   §  Click  as  many  gems  as  possible  in  60s   §  Already  a  top  20  Facebook  game   §  Fastest  growing  Facebook  app  today  
  9. 9. Techcrunch:    “wooga  is  figh9ng  the  good  fight  for  Europe”  
  10. 10. 10  Our  office  in  Berlin  
  11. 11. Social  Games:  Making   Publishers  Obsolete  
  12. 12. Social  Games    –  Making  Publisher  obsolete   I.  The  role  of  the  publisher   II.  Evolu9on  of  computer  games   III.  Key  trends  in  social  gaming   13  
  13. 13. Established  roles  in  the  games  industry   Publisher  =     Manufacturing  &  Marke9ng     Developer  =   Design  &  Produc9on   14  
  14. 14. Old  world   The  world  of  products   15  
  15. 15. New  world   The    world  of  services   16  
  16. 16. The  Role  of…  Publishers   &   Developers   1.  Medium   1.  Gameplay,  Ideas  &  Story   2.  Distribu9on   2.  Tes9ng     3.  Reach   3.  Visuals,  Graphics,  Sounds     4.  Market  research   4.  Programming     5.  Financing     in   vs.   Old  world   New  world   17  
  17. 17. 1)  Medium   Old  world:   New  world:   Making  physical  media   Online  access     18  
  18. 18. 2)  Distribu9on   Old  world:   New  world:   Retail,  gatekeepers   Direct  to  Consumer   19  
  19. 19. 3)  Reach   Old  world:   New  world:   Branding,  Ads,  PR   Viral  +  X-­‐linking   20  
  20. 20. 4)  Market  research   Old  world:   New  world:   Focus  groups  +  mystery   Analy9cs   21  
  21. 21. 5)  Financing   Old  world:   New  world:   Advances  /  Financing   Steady  cash-­‐flow  
  22. 22. Publishers’  tasks  change  drama9cally   Old  world   New  world   1. Medium:  Physical  media     à  Online  access   2. Distribu9on:  Retail  etc.   à   Direct  to  consumer   3. Reach:  Branding  &PR   à Viral  &  X-­‐Linking   4. Market  research:  Mystery   à   Analy9cs   5. Financing:  Advances   à  Steady  cash-­‐flow       Publishers   Developers   23  
  23. 23. Social  Games    –  Making  Publisher  obsolete   I.  The  role  of  the  publisher   II.  EvoluFon  of  computer  games   III.  Key  trends  in  social  gaming   24  
  24. 24. Old  world   The  world  of  products   25  
  25. 25. New  world   The    world  of  services   26  
  26. 26. Analy9cs:  We  provide  a  great  user  experience  by  obsessing  on  metrics   Step   New  users  (last  24h)   38.863   01  -­‐  Flash  begin  (0%)   93,0%   02  -­‐  Flash  complete  (100%)   86,5%   03  -­‐  Tutorial  -­‐  two  rooms  built   82,7%   Example:  1.4%   drop  is  deemed   04  -­‐  Tutorial  -­‐  four  rooms  built   82,5%   unacceptable   05  -­‐  Tutorial  -­‐  welcome  first  pet   81,1%   and  game  is   06  -­‐  Tutorial  -­‐  slot  machine  for  first  9me   79,8%   op9mized   07  -­‐  Tutorial  -­‐  first  baqery   79,6%   accordingly   08  -­‐  Tutorial  -­‐  first  pa9ent  treated   79,4%   09  -­‐  Tutorial  -­‐  treatment  complete   78,8%   10  -­‐  Tutorial  -­‐  clean  machine   77,5%   11  -­‐  Tutorial  -­‐  return  to  recep9on   77,2%   27  
  27. 27. A/B  test  different  invite  slots  *Invites  sent                          
  28. 28. A/B  test:  Growth  9me  of  lemonade  bushes     5  min  =>  3  min       7  day  ret               3  day  ret       1  day  ret    Reached  lvl  4   3 minReached  lvl  3   5 min 0%   10%   20%   30%   40%   50%   60%  
  29. 29. Analy9cs:  A/B  test  of  different  characters!   Welcome Bill! Welcome Bill! Welcome Bill! I’ll help you get I’ll help you get I’ll help you get started on your started on your started on your garden. garden. garden. 30  
  30. 30. Weekly  itera9ons  based  on  analy9cs   31  
  31. 31. DAU  August  2010  1.200.000  1.100.000  1.000.000   900.000   800.000   700.000   600.000   500.000   400.000   300.000   300.000   200.000   100.000   0   May-­‐10   Jun-­‐10   Jul-­‐10   Aug-­‐10   Sep-­‐10   Oct-­‐10   Nov-­‐10   Dec-­‐10   32  
  32. 32. DAU  end  of  2010  1.200.000  1.100.000  1.000.000   900.000   800.000   700.000   600.000   500.000   400.000   300.000   200.000   100.000   0   May-­‐10   Jun-­‐10   Jul-­‐10   Aug-­‐10   Sep-­‐10   Oct-­‐10   Nov-­‐10   Dec-­‐10   33  
  33. 33. =   +  wooga  strives  to  combine  the     emo9ons  of  Pixar  with  the   analy9cs  of  Google   34  
  34. 34. Social  Games    –  Making  Publisher  obsolete   I.  The  role  of  the  publisher   II.  Evolu9on  of  computer  games   III.  Key  trends  in  social  gaming   35  
  35. 35. Key  trends  in  social  gaming   Mobile   Core  games   Deeper  Casual  Social  Interac9on   In-­‐Game  Ads   36  
  36. 36. 37Thank  you  for  your  aqen9on   Jens  Begemann   @begemann   wooga.com/jobs    

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