이 강연 파일은 인터넷 매체 BUZZ가 주최한 콘퍼런스 '태블릿코드 2010'에 소개된 자료입니다. 컴투스 심수광 이사가 진행한 모바일 게임 개발 전략을 다루고 있습니다.

1. 모바일 게임 개발 전략, 더 넓은 세상을 향해서
Targeting iOS and Andriod Open Market
심수광 이사
컴투스

2. 패러다임의 변화: 모바일 게임은 핸드폰 게임이 아니다.

3. 2006년 모바일 게임 시장 전망과
킬러 콘텐츠 개발 전략
모바일 게임 = 핸드폰 게임

5. OK만 누르세요.

6. 2000.9 ~ 2008
12버튼, 방향키, OK버튼
반응 요소를 12버튼에 매핑 원버튼
OK버튼을 통한 타격감
타이쿤
방향키를 통한 탐험의 재미

7. 2008 ~ 현재 : 무선 전화가 되는
컴퓨터(= programmable)의 대중화

8. 킬러 게임의 키워드는?

9. 정밀하고 여유 있는 컨트롤
엄지족! 빠른 컨트롤, 타이밍 중요

10. iOS와 Android, 플랫폼이 통합되고 시장이 팽창한다.

11. Open Market started to Bud
App Store, Launch on July 2008
„Com2uS goes into App Store on Dec 2008‟
Android Market, Launch on Aug 2008
„„Com2uS goes into App Store on Dec 2009‟
“Minimum Cost, Maximum Revenue”

12. Achievements @ Global Open Market
* Excluded Domestic Android Market like T store
17+1
Apple App Store (13+1)
Android Market (4)
Listed Game
893,000
Paid Downloads
3,712,000
57억원
Total Downloads (Incl. Light version)
Total Revenue
As of Aug 25, 2010.

13. We need to
prepare for
Smart Phone
Games.
Why?

14. Mobile Game & User population Keeps Growing
The size of the Global Mobile Game Market
150
100 millions
100
85.8 98.0
50 73.9
61.9
50.4
Source : PWC, Screendigest
0
2007 2008 2009 2010(e) 2011(e)
US Mobile Gamers, 2008-2014
Millions and % of the population
2008 2009 2010 2011 2012 2013 2014
Mobile Gamers 45.6 57.4 64.0 72.8 79.0 88.0 94.9
% of mobile phone users 20.0% 24.0% 26.0% 29.0% 31.0% 34.0% 36.0%
% of population 15.0% 18.7% 20.6% 23.2% 25.0% 27.5% 29.4%
Note : CAGR (2009-2014) = 10.6%
Source : eMarketer, July 2010

15. Games are on the move to Smart Phones
Mobile Subscribers Who Have Played Games at Least Once During the Month
58,603
50,932
45,236
Feb-09 Feb-10
29,538
-13%
21,395 Total U.S.., Age 13+
13,368 Source : comScore MobilLens
-35% +60%
Total Non-Smart Phone Smart Phone
Mobile Game Play Frequency
3 Months Ending February 2010
Once to three times 8.2% Total U.S.., Age 13+
throughout the month 17.4%
Source : comScore MobilLens
At least once each week 5.0%
16.4%
Almost every day 2.4% Non-Smartphone
13.3%
Smartphone
Ever in month 15.7%
47.1%

16. U.S. Portable Game SW by Revenue
Power of Smartphone Games
iPhone,
5%
iPhone,
19%
PSP, 20%
PSP, 11%
Nintendo
SMART Nintendo
DS, 75% DS, 70%
2008 2009
Source : Flurry Analytics

17. U.S. Mobile Gaming Revenues, by Segment, 2009-2014
$1,514.0
(millions and CAGR) $1,376.7
$185.9
$1,173.4 $147.5
$1,028.6
$106.7
$849.0 $76.2
$627.7 $55.5
$1,328.0
$35.5 $1,229.2
$1,066.8
$952.4
$793.4
$592.2
2009 2010 2011 2012 2013 2014
Paid Ad-supported
Ad-support will nearly double in importance, accounting for 6.5% of revenues in 2010
and 12.3% of the total in 2014
Note: paid revenues CAGR(2009-2014)=17.5%;ad-supported revenues CAGR(2009-2014)=39.2%; total revenues
CAGR(2009-2014)=19.3% Source: eMarketer, July 2010

18. Proportion of Free vs. Paid @ Open Market
As of May 2010, US
Apple App Store - iPad 26% 76%
Apple App Store - iPhone 29% 71%
BlackBerry App World 26% 75%
Google Android Market 60% 41%
Nokia Ovi Store 28% 74%
Palm App Catalog 31% 69%
Windows Marketplace 22% 79%
0% 20% 40% 60% 80% 100% 120%
Percentage Of Free Applications Percentage Of Paid Applications
DISTIMO REPORT, June 2010

19. 2010년 4월 3일

20. iPad

21. iPad, as a Game Machine?
9.7” iPhone
Multi Touch
Screen iPad OS

22. “Size Does Matter?”

23. “Size Does Matter”
Godzillar (1998)

24. The bigger, The better
HOMERUN BATTLE 3D
2010. 4
2009. 6
DEMO 1‟ 05”

25. The Power of iPhone OS @ Game market
2008 U.S. Video Game SW by Revenue 2009
Portable, iPhone
20% OS, 1% Portable,
24%
iPhone
Console, OS, 5%
Console, 71%
79%
U.S. Portable Game SW by Revenue
PSP,
PSP, 20% iPhone 11%
iPhone
OS, 5% OS,
19%
NDS, NDS,
75% 70%
Source : Flurry Analytics

26. iPad Effect @ Mobile Game Industry
1 One Source Multi Use
2 Higher Average Selling Price
3 Stealing Sales of other Devices

27. One Source Multi Use
Heavy Gunner 3D
2010. 4
2010. 2
DEMO 45”

28. DISTIMO REPORT, August 2010
Highest ranked paid applications - Apple App Store for iPad (US, July 2010)
Rank Application Category Price
1 Pages Apple Inc. Productivity $9.99
2 Modern Conflict™ HD Clickgamer.com Games $2.99
3 Osmos for iPad Hemisphere Games Games $4.99
4 Angry Birds HD Chillingo Ltd Games $4.99
5 GoodReader for iPad Good.iWare Ltd. Productivity $0.99
6 Shrek Kart ® HD Gameloft Games $4.99
7 Numbers Apple Inc. Productivity $9.99
8 Keynote Apple Inc. Productivity $9.99
9 Brain Challenge® HD Gameloft Games $4.99
10 Emerald Observatory for iPad Emerald Sequoia LLC
Utilities $0.99
Highest ranked paid applications - Apple App Store for iPhone (US, July 2010)
Rank Application Category Price
1 Angry Birds Clickgamer.com Games $0.99
2 Doodle Jump - BE WARNED: Insanely Addictive! Games $0.99
3 Fruit Ninja Halfbrick Studios Games $0.99
4 Doodle God™ JoyBits Ltd. Games $0.99
5 FatBooth PiVi & Co Entertainment $0.99
6 Skee-Ball Freeverse, Inc. Games $0.99
7 The Oregon Trail Gameloft Games $4.99
8 Wheel of Fortune Platinum Sony Pictures Television Games $4.99
9 Cake Doodle Shoe The Goose Games $0.99
10 Best Alarm Clock + Weather and Temperature myNewApps.com Productivity $0.99

29. Average Price of Application @ Open Market
As of July 2010, US
6.29
Apple App Store - iPad
5.01
2.15
Apple App Store - iPhone
4.31
5.61
BlackBerry App World
6.68
4.57
Google Android Market
3.23
2.65
Nokia Ovi Store
2.68
3.07
Palm App Catalog
2.43
5.44
Windows Marketplace
5.72
0 1 2 3 4 5 6 7 8
Average Price Top 100 Paid Applications Average Price All Paid Applications
DISTIMO REPORT, August 2010

30. Average Price of Com2uS Apps
$2.79 $5.99
a little bit higher ASP than that of App Store

31. EXAMPLE : OCEAN BLUE
2010. 4 Launch with iPad
Category : Entertainment
Price : $9.99

32. VIDEO
/
OCEAN
BLUE
DEMO 1‟ 3”

33. Stealing Sales of e-Reader, Portable Game Consoles
Which of the following devices would you not buy after owning an iPad?
Smart Phone 22%
MID 24%
Gaming Console 27%
MP3 Player 29%
Netbook/Laptop 32%
Portable Gaming Device 38%
E-Reader 49%
0% 10% 20% 30% 40% 50% 60%
Resolve Market Research June 2010

34. Strategies for Developing Games for iPad

35. Strategies for Developing Games for iPad
1 Make the most of Bigger Screen
2 Improvement (iPhone 4 & iPad)
3 Adding New Value

36. Make the most of Bigger Screen
Finger piano for iPhone JamPad for iPad

37. Improvement : Focus on Graphic Resolution
960 x 640
320 x 240
1024 X 768

38. Add Something Valuable for iPad
TowerMadness HD
3D 디펜스, 아이폰용 인기 게임
Multi player for iPad

39. Read books and Play Games (for iPad)
Hybrid Function
 Reading
 Listening
 Gaming
 Painting
 Self-Recording
Toy Story Read-Along

40. 게임이 아닌 게임이 성공한다.

45. "슬라이스 잇"은 어떻게 Top Paid 2위가 되었나?

47. 내부 베타 데모 후 개선 사항

48. “Slice It” – Download it!!