1. GAME APPS
Development and monetization
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
2. TODAY
The rules, there are rules:
-We are building our roadmap document from game to monetization (together)
-Don't need to sit and watch, walk, relax and stand (in the back) but don't leave
and don't be distracted
- Bring your best to the table
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
3. MANTRA
All we have is this very
moment
ATTENTION!! HERE AND
NOW!
4. Let’s start
Individual : name and job/project
Who or what do you want to be?
What do you want to take away from today (then you need to work harder
there)?
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
5. Today: The road to monetization
The first line of code
Distribution Launch
virality and revenue
Monetizing strategy
Where and how to
Game design for
and positioning
Post download
make money?
retention
Game flow Freemium Development tools Mobile app User
Examples:
Virality Ad networks And frameworks marketplaces acquisition
-Temple run
Advancement / In App Purchase (Corona, iOS SDK, Loyal user
-Mega Jump
Progression Crowdsourcing Flash, Java, Unity…) metrics
-Draw something
Strategy Ranking
Conversion Optimization
scenarios
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
6. Game design
” Retention, virality and conversion (revenue)”
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
7. Game design:
What is the main goal?
“..get as many people as possible to fall in love
with the product so that at least a few would be
willing to pay.”
Natalia Luckyanova, creator of Temple Run
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
9. Game design:
Retention, from first time flow
- Hook the player and teach them the core loop of the game
How to:
By Michail Katkoff Monetization Manager @ Rovio
From: http://deconstructoroffun.blogspot.com/
Start off with a story… instead of a mindless activity.
Crowd input:
Better go straight to the game
Have a skip intro
Yes, but as a part of the game integrated
Depends on the tyoe of game (e.g. Backgammon)
Tell the idea mission (Save the princess)
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
10. Game design:
Retention, from first time flow
- Hook the player and teach them the core loop of the game
How to:
By Michail Katkoff Monetization Manager @ Rovio
From: http://deconstructoroffun.blogspot.com/
Easy start… show players how to play the game
instead of telling it to them
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
11. Game design:
Great first time flow and retention games:
- These games hook the player, teach them the core loop of the
game and keep them coming:
Crowd input:
Prince of Persia (grinding is cool)
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
12. Game design:
Virality: Sharing as an integral part of the game
Find the right places to prompt users for:
-Updates and notifications
-Likes (e.g. exchange for vc)
-Invites
-Shares
-In game messaging
-Subscriptions
-E-mail notifications
(only of value for the player).
-- Engage them , connect to brand
(ikeness to spend)
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
13. Game design:
Virality: Enable player to do favors for their friends (Social games)
From: http://deconstructoroffun.blogspot.com/
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
14. Game design:
Virality: Make the game ready to cross promote
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
15. Game design:
Conversion
“From players to payers”
1. Let the player enjoy and learn
“not all players are talented, reward them inline for the time
they spend
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
16. Game design:
Conversion
“From players to payers”
Competition
“Give the player someone or something to keep up
(friends score, leaderboard, “the machine”…)
Crowd input:
Competition need to be “timed” (at the right spot)
Kind of knowledge (e.g. Knowledge about your country
Vs. killing zombies)
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
17. Game design:
Conversion
“From players to payers”
Let the player “show off”
Not only leaderboards, social networks,
game stream…even wallpapers or swag
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
18. Game design:
Conversion
“From players to payers”
Balance the game economy
This image from : http://deconstructoroffun.blogspot.com/
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
19. Game design:
Conversion
“From players to payers”
Conversion scenarios
“need wings..”
“need shield…”
“need super power”
Crowd input
Make it clear that the gamer “can do it”
herself but “better” with aid
Balance this with the value of the
Competition at the leaderboard
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
20. Where and how
to make money
”Advertisement networks, In App Purchase
and…”
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
21. Where and how
to make money
Let’s start with advertising networks…what do
they have to offer?
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
22. Flurry
Slides at blog.flurry.com
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
23. Monetization
AdColony
C redits: Image from adcolony.com
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
24. Ad networks
AdColony: Publisher
V4VC
C redits: Screenshot from Bullet time by Kiloo
C redits: Screenshot from 2D Party by Partygun
iT unes download here: iT unes download here:
http://itunes.apple.com/us/app/2d-party/id511615654?mt=8 http://itunes.apple.com/us/app/bullet-time-hd/id475307808?m
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
25. Adcolony
Slides adcolony.com
(Developer account)
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
26. Ad networks
Chartboost.com
Internal cross promotion
Publisher to Publisher
require that you have at least one app with over 20,000 boot-ups per day
Paid advertisement
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
27. iAds
Slides developer.apple.com
(Developer account)
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
28. AdMob
Slides admob.com
(Developer account)
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
29. Ad networks
Kiip
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
30. Ad networks
Crowd about advertisement networks
Targetted ads appeal more to the gamer
Strategy on “spaming” people with ads? (e.g. Wordfeud)
Ads placed in “sweet spots”, right place like when you have to wait or are done playing.
Book:
Get in the Game: Developing a Structured Approach to In-Game Advertising
Link hos Amazon:
http://www.amazon.com/Get-Game-Developing--Game-Advertising/dp/3844325875/ref=sr_1_1?
s=books&ie=UTF8&qid=1338119593&sr=1-1
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
31. Mobile app marketplaces
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
32. Monetizing strategy
”Examples, how they do it…”
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
33. Freemium
Freemium models and IAP in games:
“..get as many people as possible to fall in love
with the product so that at least a few would be
willing to pay.”
Natalia Luckyanova, creator of Temple Run
“...65 percent of all revenue generated in the A pp Store,
roughly $2 billion, has come from free games that charge fo
extra goods.”
Peter Farago, VP of markering at Flurry
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
34. Freemium
Freemium models and IAP in games: Temple run
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
35. Freemium
Freemium models and IAP in games: Temple run
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
36. Freemium
Freemium models and IAP in games: Temple run
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
37. Freemium
Freemium models and IAP in games: Mega Jump
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
38. Freemium
Freemium models and IAP in games: Mega Jump
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
39. Freemium
Freemium models and IAP in games: Mega Jump
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
40. Freemium
Freemium models and IAP in games: Mega Jump
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
41. Freemium
Freemium models and IAP in games: Mega Jump
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
42. Freemium
Freemium models, interstitials, banners and IAP in games: Draw something
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
43. Freemium
Freemium models, interstitials, banners and IAP in games: Draw something
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
44. Freemium
Freemium models, interstitials, banners and IAP in games: Draw something
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
45. The first line
of code
”Development framework, tools…”
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
46. Development tools / framework
There is a lot…
…
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
47. Development tools examples
Corona
You need to:
-Learn to code in LUA
-Get the Corona framework
-Learn third party tools (graphics, animation)
-Figure out IAP and ad networks implemmentation
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
48. Development tools examples
Corona
You get:
-Easy programming language
-Quick development
-Distribution on more app markets
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
49. Development tools examples
iOS SDK
You need to:
-Learn to code in Objective C
-Mac code, get xCode
-Graphics are “tough” OpenGL…
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
50. Development tools examples
iOS SDK
You get:
-First row seats to the Apple Store and iOS features
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
51. Development tools examples
Flash platform
You need to:
-Learn Action Script and own semi-designer skills
-Pay the software
-Add frameworks
-Figure out IAP and ad networks implemmentation
-(improving)
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
52. Development tools examples
Flash platform
You get:
-A place to develop if you are a flasher
-Big community and ressources
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
53. Development tools examples
Tools, crowd input
Javascript (HTML 5 ) is relevant
From the designer pov:
-Toonboom studio or animate pro
-(good export to Flash (layers etc.)
-- Maya (Unity, downside lights (lights – texture))
--Photoshop, Flash and for vectors Adobe Illustrator
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
54. Distribution
” Market places”
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
55. iTunes connect
Google Play
Blackberry App World
Removed slides
(more at: Developer account)
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
56. Mobile market places
More…App Hub and Chrome web store
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
57. Post download events
”User acquisition and more important:
retention”
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
58. Post download events
Not download and clicks, loyalty
Loyality metrics
Registrations
Ongoing app usage Happy users: feedback
In app purchases tracking
Flurry, Kontangent, Game analytics
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
59. End of the road…
I can afford
my own team
of bodyguards
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com
60. Your line…
Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com