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Copyright 2013 Prodigy Design Limited. PikPok, Sidhe, Stencil, Into the Dead, and Flick Kick are registered trademarks of Prodigy Design Limited. All rights reserved.
Under the Hood of PikPok’s Publishing ProcessCasual Connect Asia 2013
Mario WynandsManaging Director, PikPok
presentation overview
company overview
intellectual property
development
distribution
promotion
monetization
questions
Leading digital videogames publisherfor mobile, tablet and desktop
company overview
Based in Wellington, New Zealand
High end development and publishing for mobile, tablet, and desktop
Publish/distribute 23+ mobile titles, 4 console/desktop titles
License and fund third party content
Tens of millions of unique installs
Headcount of 80
example game releases
example successes
iOS / Android (Paid/F2P)Over 20m Flick Kick franchise downloads
#1 app in 8 countries incl. UK and US
iOS / Android (F2P)“Advergaming” as a revenue generatorHit lifetime “success criteria” in 5 days
iOS / Android (F2P)Top rated innovative endless runner12m+ downloads in first 6 months
PSN / PC / Mac / Linux (Paid)Award winning game and soundtrack
1m+ unit sales
an evolving studio
changing experience, role, responsibility, liability, platforms, technology, complexity, scale, standards
Work For Hire Dev Self Publishing Third Party Publishing
a working definition
Publishing is managing the curation, production, marketing, distribution, and monetisation of content
end to end publishing solution
Intellectual Property Development Distribution Promotion Monetization
Portfolio cross promotion Sponsorships
Internal ideation Internal dev capability Mobile Inter network campaigns Dynamic Advertising
Brands / Licenses Third party developers Tablet Distributor features Premium pricing / IAP
Third party content Production support Desktop Event / seasonal content Merchandising
Community leverage Community capture
10s of millions of uniqueinstalls
100s of millionsof monthly
ad impressions
Integrated Social and
Cross PromotionPlatform
Localize into up to 15 languages
intellectual property
portfolio based approach complementary products supporting each otherindividual products “owned” by product managers
concept generationinternal ideation
ad hoc, lab day, game jam, pikpok developer conferenceexternal licenses and brandsthird party developed titles
www.pikpok.com/submissions
commercial filtermatch with portfolio? mass market potential? promotional hook? free to play capable? ability to extend to desktop platforms? capable of funding?
protectionUS based, game specific legal counseltrademarking, URL registration
www.uspto.govanti-piracy tech/process for casual and commercial piracypolicy / resources for privacy, fraud, refunds, customer safety, data security
development
small core development team supported by specialist teamsusability, QA, concept, animation, online services, tools
scrum agile methodologyhigh levels of communication and productivity
budget / release target established through preproductionrun ongoing preproduction until we “know what the game is”
communication and oversightkickoff meeting at the start of developmentdaily “scrum of scrums”weekly production, design, art and tech meetingsweekly Show and Tell~monthly senior management reviews
post release supportdedicated community/customer support resourcesprioritise crash and compatibility issuesfirst 3 months/updates already planned at launch, room to changeproduct managers and teams themselves drive updates
STENCIL™ is a reusable, cross platform template and toolset for platform compliant, usability tested user interface and standard
functionality
Reduced Cost and Development Timeframes
Decrease Submission Risk
Add Rich, Best Practice Functionality
distribution
multi-platform strategyenabling technologydevelop / design for portabilityimproves the density of viral pathways
simultaneous, global launches where possible
multi-store strategycompliance and best practicesongoing communication with store curatorsconscious of overhead relative to revenuestarget App Store and Google Play primarily, others if successful
localizationtarget US primarily, Europe secondly, then rest of worlddedicated localization manager english, french, italian, german, spanish, brazilian portuguese, japanese, korean, simplified chinese, russian are “tier 1” guidance from Appletranslate store descriptions, then main menus, then whole game
promotion
“built in” promotionname and iconingame virality via Gamecenter, Facebook,Twitter, Everyplay
store featuringquality and prior success attracts curator attentionfollow best practice guidance, support leading platform/OS features
proactive launch promotiondedicated marketing, community, and customer resource“internal” and “external” network cross promotionpush on social channels (Facebook, Twitter, Youtube, forums)press release, screenshots/trailers, previews/reviews, website takeoversno paid acquisitionengage with platform manufacturers and press ahead of timeat launch, everything, all at the same time
monetization
direct, multi layered approachbanner / interstitial ad networks (iAds, AdMob, Chartboost, Playhaven)incentivised rewards (Tapjoy)real rewards providers (Kiip)in-app purchases
consumables, fast unlocks, content unlocks, “no ads”
indirect, bonus revenueaffiliate revenuesmerchandise / music (Zazzle, Bandcamp)web traffic monetization (Google Adsense)
analytics, reporting, and live configuration data empowers good quality decision makingtune and iterate game, ads and pricing
capture usersthe best customer is the one you already have
new stuff
summary
“publishing” is a broad function that is embodied throughout the lifecycle
empowering staff is necessary for effective and responsive publishing activity
wide range of enabling technologies and partners available
focus resources on those things that will make a difference
questions?
