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Scott AustinGroup ManagerMSN Games
Agenda
MSN Games Overview
Site Redesign
Advertising Revenue Share
Vista Enhanced Games
Getting Your Games on MSN Games
MSN Games Overview
History of MSN Games
A trip down memory lane.
2%
8%
18%
21%
25%
19%
8%
13 to 17 18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 and
better
Male
29%
Female
71%
52% of the respondents are 45 or
older
Majority of female players
Demographics
67%
49%
40%
31%
21%
20%
19%
9%
8%
3%
Entertainment
A break at home
To keep my mind sharp
A break from w ork
I like the competition
I like to collect badges/rew ards
Hobby
Social activity
Weekend activity
Other
Watch
Television
34%
Play Games
on MSN
Games 67%
67% of the respondents play for entertainment
80% play for a break, either from work or at home
67% of respondents prefer
playing games on MSN
Games to watching TV
Why do they play?
Top Web Games of 20061. Bejeweled 2
2. Mah Jong Tiles
3. Bejeweled
4. Cubis 2
5. Scrabble Blast
6. Zuma
7. Spades
8. Texas Hold ‘Em
9. Text Twist
10. Luxor
11. Backgammon
12. Solitaire
13. Collapse
14. Hearts
15. Jewel Quest
16. Hexic
17. Wheel of Fortune
18. Bridge
19. Bankshot Billiards
20. Chuzzle
Top – measured by game hours
Green – also a top 20 download game
Game Populations – Single Player Web GamesN
orm
alized G
am
e P
opula
tion
Months since launch of game
Game Populations – Multi-Player Web GamesN
orm
alized G
am
e P
opula
tion
Days
Do badges make a difference to web populations?
Yes !
0
2
4
6
8
10
12
14
16
Popula
tion
Top Downloads of 20061. Bejeweled 2
2. Cake Mania
3. MCF: Prime Suspects
4. Fish Tycoon
5. MCF: Huntsville
6. Magic Match
7. Zuma
8. Diner Dash 2, MSN Version
9. Virtual Villagers
10. Bespelled
11. Luxor Amun Rising
12. Cubis 2 Gold
13. Family Feud
14. Hidden Expedition Titanic
15. Luxor 2
16. Jewel Quest
17. Luxor
18. Mah Jong Quest
19. Diner Dash
20. Wheel of Fortune
Top – measured by purchases
Green – also a top 20 web game
DownloadsN
orm
alized G
am
e D
ow
nlo
ads
Months since launch of game
Effect of Web Game on DownloadsN
orm
alized G
am
e D
ow
nlo
ads
Months since launch of game
0
0.2
0.4
0.6
0.8
1
1.2
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Boost from
web game
Site Redesign
Site RedesignRedesigned the entire site in October 06
2 follow on releases since then to tweak the experience
Affected the whole site. There is now a consistent user experience across all parts of the site
MSN Games Site redesign accomplished the following: Increase customer satisfaction by 38%
Increase consumer engagement by 30% per session
Support a scalable advertising model that will increase revenue and user satisfaction
Provide a scalable games discovery experience that incorporates all the different play types
Redesign Walkthrough
Site Skins
Advertising Revenue Share Program
What Revenue is Shared?
Revenue will be shared from ads shown during game play:
Any ads after the player hits the play button
Ads that run during game start-up or game breaks
Ad placements in or around the game
Revenue share will be of cash grossCash gross is total dollars received (billed – bad debt)
Will not be netted to a small number
Developer’s revenue share the same to content owner regardless of whether their relationship with MSFT is direct or via a distribution partner
Non-standard Web Games are separate, one-off deals:
Custom Advergames
Skinned games
We will share the UUs and total game hours played
What this looks like on MSN Games
The Ad Placements being shared:
Static Ad Video Ad
Example
Level 1 Criteria (earns 10%)
Must meet all criteria
Build to the GDK 1.2 and related requirements
• Display and video advertising function calls (GameBreak API for pause, play, etc)
• Score reporting system
Use the badge system MS will provide several badge templates and guidelines for earning badges
Developers must choose a template style and provide threshold info for badges
Game must work correctly on XP and Vista
Provide game metadata (within XML template) for MSFT game portfolio database
Level 2 Criteria (earns 20%)Required
Meet Level 1 requirements
Create custom Veteran badges (number of times game played)
Provide use-rights (for as long as game is on site) & high quality artwork to be used for promotion & marketing
Additional Requirements (Choose 3 of 4)1. Fully localized into at least 3 non-English languages of Developers choice from following
list: Japanese, Spanish, German, French, Dutch, Italian
2. Deluxe version of web game based upon final approval by MSFT
Full Experience: The game should provide a minimum of 10 hours of non-repeating, engaging game-play, thru such variables as level complexity, different characters, number of levels, and modes of play, etc.
Graphics Quality – The game should use scalable graphics to support multiple resolutions of play.
Eliminate interruptions to the game experience for cross-sells – cross-selling is allowed, but not in an obtrusive manner that interrupts gameplay
3. Exclusive for 6 weeks (not available on any other site other than the Developers site), remains part of Level 2 after the exclusivity period
4. ESRB rating
Revenue Share CalculationTwo types of revenue to be shared
Ad Revenue specific to game (Sponsorship) calculated directly and will be included, not including skinned games
Revenue from ROS ad products to be allocated based on gameplayhours
Intermission ads appear periodically during play; not per Page View (frequency is controlled by MSN)
Will use average CPM. Mass Market advertising realities limit feasibility of allocating revenue directly per game
In the future, the calculation will be based off of ad impressions instead of game hours to improve the accuracy, but still with average CPM
Highlighting Enhanced Web Games
Homepage
Game
Details
Page
Game
Discovery
How to Join the Program
Ad rev share program has launched on MSN Games
Work with aggregator to submit game to MSN Games
Existing games on the site also need to be submitted
Get the latest GDK with all the details from your aggregator
Vista Showcase Games
8 Vista Exclusive Games
Getting Your Games on MSN Games
MSN Games PortfolioWide variety of casual game content, categorized by ways to play and genre
Providing many ways to consume games
Web, Downloads, Subscription, Play for cash, Messenger
Strategy
Have a quality bar for allowing games on the site and guidance on desired genres
Let most games that meet the criteria into the portfolio
Manage the size of the portfolio by looking at site performance metrics at removing poor performers
Web games – game population
Downloads – conversion rate and sales
Subscription – game play hours
InternationalMSN Games started international expansion 2 years ago; today we are in
Canada, UK, France, Germany, Japan, and Australia
Aggressive expansion in 2007
Several partners are on our international sites
Partners can be global or regional
MSN.com International presence is well established with sites in over 40 countries
We desire local and global content
Regardless, localized content always preferred
Vista Integration of all games
Game AggregationMSN Games works with a number of preferred partners in offering games
Download and Web games – Oberon Media
Subscription – Real Networks
Skill Gaming – SkillJam
Exceptions that warrant direct relationships
IP 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
MS Casual Games Developer Program
Developer portal is best starting point for engaging on all our platforms
www.MicrosoftCasualGames.com
Info about technical requirements per platform
Clear instructions about how to ship your games on our platforms
Registration is via email
Instructions on the site
Benefits
Clearer visibility into engagement process and project status
Developer Newsletter
Invitation to Developer Events
Access to information, SDKs
Assigned account managers for partners with business relationships
Points of Contact
MSN Games - [email protected]
Oberon - [email protected]
Real – [email protected]
SkillJam – [email protected]
© 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.
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