1. Designing a 100 million
player racing game
Vladimir Funtikov
Co-founder, Creative Mobile

2. Decisions, decisions…
 Platform
 Game
 Business model
 Technology: client
 Technology: server
 Retention
 Marketing

3. Which platform?
 in 2011:
 New market, weak
competition
 Familiar technology
 Android ftw!
 in 2012:
 Lots of opportunities
everywhere!
 Android + iOS + WP +
Browser/FB + ?

4. What game?
 in 2011:
 Lightweight, simple tech
 Short sessions
 Catchy name
 Short time to market
 in 2012:
 High-end, sophisticated
 Long lifecycle
 Brand building
 “When it’s done”

5. What business model?
 in 2011:
 Premium not an option
 No IAP support until May
 Billing issues
 Limited advertising options:
banners, some interstitials
 Ad-supported game
 in 2012:
 Premium somewhat viable
 IAP revenue can be huge
 Carrier billing
 Tons of available ad formats:
banners of all sizes, videos,
incentivized, etc
 Freemium with non-intrusive
advertising

6. Technology: client
 in 2011:
 A handful of low-end devices
(<1GHz single-core, 480x320)
 Build size is an issue
 Few high-end games
struggling
 Single target platform
 Custom lightweight engine +
DIY physics model
 in 2012:
 Devices are awesome (2-4
cores + GPU + Full HD)
 <50 Mb (GP), <100 Mb (iTunes)
 Plenty of high-end games doing
well
 Cross-platform is a must
 Unity Pro + dedicated vehicle
physics engine

7. Technology: client

8. Technology: server
 in 2011:
 Expected players: <1M
 Simplest multiplayer
 Data on client
 A few PHP scripts +
MySQL database
 in 2012:
 100M players
 MMO gameplay
 Data on server

9. Retention
 in 2011:
 Let’s get some players, and
then we’ll see
 Gear ratio tuning
 Fan forum
 Facebook page
 in 2012:
 We need user-generated
content!
 Better upgrades, better tuning,
awesome customization,
teams in multiplayer, in-game
messaging, …
 Social media campaign months
before launch

10. Marketing
 in 2011:
 No money
 No brand
 No connections
 Guerrilla marketing
 Icon & keyword optimization
 Attention-grabbing name
 Free reviews
 in 2012:
 We need to build a brand
 Console-like approach
 Trademarkable name
 Review on top sites
 Featuring
 Social media
 Presentation at Gamescom

11. Marketing

12. The end!
are hiring!! www.creative-mobile.com/careers
hr@creative-mobile.com
Vladimir Funtikov
Co-founder
vladimir@creative-mobile.com
@creativemCEO