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A framework about mobile game business, the goal is to help you answer important questions around your business, like going Freemium or Premium. It is based on 5 years of successes and learnings in mobile gaming business. There are 4 parts to the talk: Defining the Game Finding the Team Decoding the Market Executing the Plan Please don't hesitate to send me some feedback: [email protected] or twitter @laurentm
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Sticking by your creative guns and/or making money?
2014-10-21NexGen / Business Track
Premium Vs Freemium
Laurent Mascherpa
@laurentm
.hello
.bio
Console GamesUbisoft, Design / Gameplay / ManagementIn feb. 2009, Massive Finger, iPhone2 Games: Premium/FreemiumXL, MTL, French Mafiafloop
.toc
Defining the Game
Finding the Team
Decoding the Market
Executing the Plan
“You’ve made just enough safe choices to stay alive,but not to matter.”
—JOE MACMILLAN
.quote
Making Mobile Games as a Business
How do potential players hear about my game?
What is the best way for players to start playing my game?
Do players find my game fun and keep playing?
How much do players pay for experiencing my game?
Do players talk to their friends about my game?
Reference: Pirate Metrics AARRR by Dave McClure
Freemium - Premium
Shades of grayIdentify the tacticsChoose your tactics, less is moreTactics’ efficiency changes with timeTest, measure and be ready to be wrongAlways go back to the player
Examples: Appendix, PetitHacks.com
Team
Your Team
Leverage the team skillsOne person leading businessKnown each other for a long timeBuilding a business vs. building a gameFind external help
Always Align Expectations
Market
Understanding the Audience
Study the marketBuild a personaBeyond Casual vs. Core GamersWhat are the market dynamics?
Reference: Crossing the Chasm by Geoffrey Moore
Identifying your playeris the single most difficult task in mobile gaming business today
If you play freemium games,but never pay for it,
you can’t target yourself.
How do you decide?
Next Step
Skills
Idea
Market
Tactics
Validate
De-risking your business
List your assumptionsPick a critical assumption you’re sure aboutValidate it using a simple test caseAdjust assumption / Pick the next oneRepeat
Reference: Running Lean by Ash Maurya
Execution is a learning process
FocusCritical PathCost / ImpactWatch your RunwayBeta / Soft LaunchMeasure
The Lean Startup
Exploration vs. OptimisationSet a TargetExperimentLearnRepeat through one or multiple titles
Reference: Lean Startup by Eric Ries, How to Start a Startup by Y Combinator
The Reset Button
Time to Success is 10 years
Luck + Timing + Opportunity + Leverage
Beware the survivor bias
What about a spin-off?
Reading
Pirate MetricsThe People CodeCrossing the ChasmHookedRunning LeanThe Lean Startup
BonusFreemium EconomicsHow to Start a StartupDeconstructorOfFun
Crowdfunding campaignPaid UAPress (Teaser, Preview)Community building (Forums, TA)Social mediaEventsPlatform leverage (Featuring)Social network leverageWord of mouthAd network
Acquisition
App Store OptimizationCross PromotionUA PartnersCelebrity / Youtuber
Activation
DownloadIncentivizedTutorial / FTUEStory / UniverseBuilding HabitsBeta / Pre-release
Retention
FunDifferentiation / WOWCompulsion Loop and Building HabitsEconomyLong gameReplayabilityEvents
Revenue
Upfront PriceCrowdfunding / Pre-ordersAd RevenueVirtual economyPaywalls Hard/SoftPromotions
Referral
Social Network integrationChallenges / LeaderboardMultiplayerUser Generated ContentViral Loop / Viral Oops
