Game monetization - roadmap and ressources

GAME APPS
Development and monetization

Fabio C ujino- Founder - Partygun A pS T el. +45 22 22 25 59 e-mail: cujino@partygun.com

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


MANTRA

All we have is this very
moment
ATTENTION!! HERE AND
NOW!

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)?


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


Game design
” Retention, virality and conversion (revenue)”


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


Game design:
Build for:

-Retention
-Virality
-Revenue
(conversion (freemium))


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)


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

Easy start… show players how to play the game
instead of telling it to them


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)


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)

Game design:
Virality: Enable player to do favors for their friends (Social games)



Game design:
Virality: Make the game ready to cross promote


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


Game design:
Conversion

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)


Game design:
Conversion


Let the player “show off”
Not only leaderboards, social networks,
game stream…even wallpapers or swag


Game design:
Conversion


Balance the game economy

This image from : http://deconstructoroffun.blogspot.com/


Game design:
Conversion

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


Where and how
to make money
”Advertisement networks, In App Purchase
and…”


Where and how
to make money
Let’s start with advertising networks…what do
they have to offer?


Flurry
Slides at blog.flurry.com


Monetization
AdColony

C redits: Image from adcolony.com


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


Adcolony
Slides adcolony.com
(Developer account)


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


iAds
Slides developer.apple.com
(Developer account)


AdMob
Slides admob.com
(Developer account)


Ad networks
Kiip


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


Mobile app marketplaces


Monetizing strategy
”Examples, how they do it…”


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


Freemium
Freemium models and IAP in games: Temple run


Freemium
Freemium models and IAP in games: Mega Jump


Freemium
Freemium models, interstitials, banners and IAP in games: Draw something


The first line
of code
”Development framework, tools…”


Development tools / framework
There is a lot…

…


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


Corona

You get:

-Easy programming language
-Quick development
-Distribution on more app markets


iOS SDK

You need to:

-Learn to code in Objective C
-Mac code, get xCode
-Graphics are “tough” OpenGL…


iOS SDK

You get:

-First row seats to the Apple Store and iOS features


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)


Flash platform

You get:

-A place to develop if you are a flasher
-Big community and ressources


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


Distribution
” Market places”


iTunes connect
Google Play
Blackberry App World
Removed slides
(more at: Developer account)


Mobile market places
More…App Hub and Chrome web store


Post download events
”User acquisition and more important:
retention”


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


End of the road…

I can afford
my own team
of bodyguards


Your line…


Game monetization - roadmap and ressources

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