Harry holmwood presentation gamehorizon

GAMES FOR THEM AND

GAMES FOR USHarry Holmwood, Marvelous Inc

Marvelous Inc

who care about games

We are the people

Games is our hobby

What about the others?

• 2 billion smartphone users

• But <5% of them spend?

• 5% of 2 billion is 100m

• No bigger than console

audience?

Games is not their hobby

What is a hobby?

• An activity you might define yourself by?

• Social

• Creative

• Performance

• Physical

• Problem Solving

• Mastery

• Collection

• Nurturing

• Chance

Making Hobbies

•People engage in hobbies for months,

years, or lifetimes

• High retention

•The ‘best’ hobbies allow people to pay

as much, or as little, as they want

• Variable Pricing

•We are not all the same

• Appeal to different personalities

D&D Attributes

• Social

• Free to Play

• Creative

• Pretending / Performance

• Information

• Collection

• Problem Solving

• Mastery / Progression

• Background Study

• Game of Chance

D&D Attributes

• Social

• Free to Play

• Creative

• Pretending / Performance

• Information

• Collection

• Problem Solving

• Mastery / Progression

• Background Study

• Game of Chance

D&D Attributes

• Social

• Free to Play

• Creative

• Pretending / Performance

• Information

• Collection

• Problem Solving

• Mastery / Progression

• Background Study

• Game of Chance

D&D Attributes

• Social

• Free to Play

• Creative

• Pretending / Performance

• Information

• Collection

• Problem Solving

• Mastery / Progression

• Background Study

• Game of Chance

D&D Attributes

• Social

• Free to Play

• Creative

• Pretending / Performance

• Information

• Collection

• Problem Solving

• Mastery / Progression

• Background Study

• Game of Chance

D&D Attributes

• Social

• Free to Play

• Creative

• Pretending / Performance

• Information

• Collection

• Problem Solving

• Mastery / Progression

• Background Study

• Game of Chance

D&D Attributes

• Social

• Free to Play

• Creative

• Pretending / Performance

• Information

• Collection

• Problem Solving

• Mastery / Progression

• Background Study

• Game of Chance

D&D Attributes

• Social

• Free to Play

• Creative

• Pretending / Performance

• Information

• Collection

• Problem Solving

• Mastery / Progression

• Background Study

• Game of Chance

D&D Attributes

• Social

• Free to Play

• Creative

• Pretending / Performance

• Information

• Collection

• Problem Solving

• Mastery / Progression

• Background Study

• Game of Chance

D&D Attributes

• Social

• Free to Play

• Creative

• Pretending / Performance

• Information

• Collection

• Problem Solving

• Mastery / Progression

• Background Study

• Game of Chance

Japanese F2P Lessons

Japanese F2P - Events

•Events are the biggest

drivers of retention

•Reasons to play NOW

•Weekly appointments

•Real world tie-ins

Japanese F2P - Social

•Players much more

likely to retain and

spend in social

context

•Encourage guilds

•‘Fake’ social play

and helpers

Japanese F2P – Collection

•Desire to collect and complete is

compelling• Stamp collection

• Train spotting

• Football stickers

Japanese F2P – Gacha

•Adding element of

chance is crucial for

enjoyment

•Never a wasted

purchase

Before You Ask…

GAMES FOR THEM AND

GAMES FOR USHarry Holmwood, Marvelous Inc

@hholmwood

harry@maqleurope.com