Business models trends - Game Connection America 2012
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ICO Partners talk at Game Connection America 2012 - current review and trends of video games business models
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Business models trends - Game Connection America 2012
- 1. Biz models trends Diane Lagrange - ICO Partners
- 2. About me • Ubisoft • Ncsoft • ICO Partners
- 3. PAY UPFRONT
- 4. Pay to access Service Product
- 6. Physical
- 7. Experience
- 9. Subscription games Dungeon and Dragons Online juin-09 World of Warcraft Lord of the Rings Online sept-10 Star Wars : Old Republic Champions Online janv-11 EVE Online Age of Conan juil-11 Aerrevan août-11 Rift City of Heroes sept-11 Final Fantasy XI Fallen Earth oct-11 Final Fantasy XIV Lineage 2 nov-11 Dark Age of Camelot DC Universe Online nov-11 Mortal Online Everquest 2 déc-11 Darkfall Star Trek Online janv-12 Gods & Heroes janv-12 Perpetuum Aion févr-12 WAR Everquest mars-12 TERA Earthrise TBA
- 10. Removing cap & ceiling
- 12. State of microtrans • Granularity, no ceiling, flexibility for the design • Millions of sizes fits everybody > 1 size fits “all” • Very different philosophies and revenue models
- 13. Variety of micropayments models Zynga Pay rate 5.3% ARPPU $31 ARPU $1.64 Nexon Pay rate 9.9% ARPPU $16.5 ARPU $1.63 Aeria Games ARPPU $90 Est ARPU $15-20
- 16. From consumable to subscription
- 17. Increasing number of transactions
- 18. Types of items bought - Wooga
- 19. « Razor and blades »
- 23. LoL : buy control, customization, time
- 24. RPG : advancement & time
- 26. ADVERTISING
- 27. Advertising : Mobile • Should grow, but slowly • Rovio Q1 2011 : 30% advertising • Evolution of formats • Loss of offerwall revenue
- 29. PLATFORMS & BIZ MODELS
- 30. Mobile/tablet • F2P = 65% + revenue iOS& Android • Payment infrastructure took a while, not there yet on Android • Subscription : – Order & Chaos – Big Fish Games, Onlive iOS? • Advertising : minoritary, loss of offerwall revenue
- 31. Facebook • Mostly micropayments • Subscriptions: – Order & Chaos closed – Playdom games – Kabam working on hybrid model • Advertising – Mostly very low monetization games – Product placement
- 32. Console 2009 : $15M 2010: $30M 2012 : $39M first 3 months
- 33. Impact on development process • Analytics feedback loop • More frequent updates • Evolutionary design • Consumers are shaping the game • Vocal minority less important : Battlefield Heroes
- 34. Other models • Paid to play (Poker) – Acquisition tool , can it become a business model? – Mechanical Turk game? (protein fold) – Twitch.tv, Youtube • Cut on player transactions – Diablo 3 – IMVU, Second Life, Everquest did it before • More uncertain models – Non-profit microfinance game – Processing power
- 35. Conclusion • Future = many hybrid business models aggregated • Question = which are core, which are ancillary? • Direct in-game monetization always first step
- 36. Q&A
Editor's Notes
- 40% of revenue of RovioMind Candy : $100 M revenue merchandising 2011Ankama : big publishing and animation activities
- Skylanders = 200 million sales last quarter, 20 million figures sold
- 1st time spender promotion or discountFree currency to train users using cash shop
- Koreanlegislation : probability must begiven.
- Dream world : learning points = 60% revenue
- Wild ones: focus on monetizingweapons, not maps, life, characters, clothingRevenue X4
- Flurry : US ad spending : 1% on mobile vs 23% time share (more than web 22%)Offerwall = 30% Glu revenue before
- Zoo World 40%Zynga 7%Alsoevolving