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Travis HowlandGroup ManagerMicrosoft Corporation
Leverage social networking in game mechanic - Viral
Cooperative games complemented by chat
Simple – don’t require focused concentration, can be played in “bites”
Broad, international appeal
Teens and twenties
Consider a bot – AI opponent or game guide
Use platform features – SDK, user tiles, skins, winks, etc.
Games that play well with music from an outside source
Ellen BeemanExecutive ProducerCarbonated Games
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
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Trivia
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rds
Messenger Games Monthly Visitors
Apr- 07
May-07
Jun-07
* = localized title
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
Ju
l-06
Aug-0
6
Sep-0
6
Oct-
06
Nov-0
6
Dec-0
6
Ja
n-0
7
Feb-0
7
Mar-
07
Apr-
07
Ma
y-0
7
Ju
n-0
7
Messenger Game Hours by Month
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Less than
1 min
1 - 3 min
3 - 5 min
5 -11
min
11 -21 min
21 -31 min
31 -41 min
41 -51 min
51 -60 min
More than 60 min
% of Messenger Sessions
Messenger
games
average 49
min/session
It’s huge300M users by EOFY07
If Messenger were a country…
Messenger is ~2.5X Xbox Live
It’s youngBulk of audience between 13-34
It’s worldwide95% overseas
Strong in Europe
It’s connectedBuilt-in Community
Messages are 5X the mail sent by USPS
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
13 to 17
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 and up
WW UUs by age range*
MSN Games
Messenger
Source: Nov 2006 Avenue A study, US-market focus
29%
71%
MSN Games web site
Male
Female
43%
57%
Messenger games
We’ve been in Casual Games for over 10 years1996 – Multiplayer card and board
Started with Bridge, Chess, Spades, Checkers, Go, Reversi, and Hearts
1999 – Advergames like Toyota Tundra
1999 – Subscription multiplayer gamesBridge Club
2000 – Single-player web gamesBlender, Double Trouble, and Blackjack
2002 – Download gamesBejeweled, Mah Jong Tiles, and Dynomite
2006 – Tethered download subscription
2007 – Advertising revenue share
New Site Redesign
Discoverability for GamesSearch Web for Games
Game Browser
New Game subscription service
Community EngagementMSN Games Forums
MSN Games Alerts
Member Benefits Program
Community programs such as 1000 Badges club
Video Ads
SupportService hiccup: 20 cancellations
“Thanks so much for all your help in putting that (prize box) together. Everyone that attends our event all met at MSN Games so it really means a lot to everyone when they receive something.”
Community Helping Community
Thank you, Thank you, Thank you so much. Followed your directions first time..... BLAM all went through was able 2 play first game in 2 days!!!! Thank you.
“Holy sweetness dude lol.....i used to work on RM (rocket mania) from let to right, and ur tip to do it from right to let, holy **** man!.......thanks for the tip dude....awesome.....now my scores are.....61,605 high score....92,615 total lifetime....Mastery level 6 badge”
1. Bejeweled 2
2. Text Twist
3. Zuma
4. Spades
5. Mah Jong
6. Bridge
7. Scrabble Blast
8. Luxor
9. Cubis 2
10. Solitaire
11. Texas Hold’em
12. Bespelled
13. Jewel Quest
14. Bejeweled (Original)
15. Cubis (Original)
16. Hearts
17. Hexic
18. Backgammon
19. Alchemy
20. Collapse
Total game hours over the past 12 months
Bold – also a top 20 download game
1. Bejeweled 2
2. MCF: Prime Suspects
3. MCF: Ravenhearst
4. Cake Mania
5. Virtual Villagers
6. Hidden Expedition Titanic
7. Luxor 2
8. Zuma Deluxe
9. Diner Dash 2
10. Bespelled
11. Diner Dash: Flo on the Go
12. Virtual Villagers: Lost Children
13. Cradle of Rome
14. Mah Jong Tiles
15. Dream Day Wedding
16. Cubis Gold 2
17. Luxor
18. SCRABBLE Blast Deluxe
19. MCF: Huntsville
20. Treasures of Montezuma
Purchases over the past 12 months
Bold – also a top 20 web game
Exclusivity program participation
MSN Home Page promotion
Online games; compelling upsells
GameSpring parity
Compelling visual graphics
Taglines: call to action, etc.
Promotions: contextual, discounts, themes, etc.
Bundles: themes, sequels
MSN Games works with a number of preferred partners in offering games
Download and Web games – Oberon Media
Subscription – Real Networks
Skill Gaming – WorldWinner
Exceptions that warrant direct relationshipsIP licensing/publishing
Sponsored or advergame titles
Cross-platform titles, new technologies and other platform-defining efforts
Top-tier developers can still participate in co-marketing and promotional opportunities, even if working through a partner
MSN Games: mcg[[at]]microsoft[[dot]]com
Oberon: developers[[at]]oberon-media[[dot]]com
Real: RA-BizDe[[at]]real[[dot]]com
WorldWinner: cmoo[[at]]worldwinner[[dot]]com
LIVE service features extended to Windows
Gamerscore
Achievements
And more…
Multiplayer: gamers can find and connect with other gamers on Windows or Xbox 360
A very focused release November 2007
Contact our Account Management Team: mcg[[at]]microsoft[[dot]]com
© 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market
conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
