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The Business of Mobile Gaming
Y2la GamesBy: Micky Mouse
Micky Mouse
Mobile Gaming MarketBiggest market of our generation; fastest growing consumer technology ever
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Game history
1970 >> games industry has been growing exponentially. 1982 >> games industry has been growing to 8 billion USD.
1995 >> to 22 billion USD.
Current Size around 36 Billion USD .
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Why going into mobile gaming business?
Low entry barrier Very large market
High purchasing power buyer
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Information come from::
InterviewsQuestionaires
EventsInternet
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Types of game companyGame as Service Game as Product
Ongoing game
Key success measure is not units sold but from active users and conversion rates.
Marketing: Focus on acquiring users and converting them to paying customers
Finance: Can generate revenue on an unfinished game but require substantial marketing cost
“ Fire and forget” games that are complete when they launch
No ongoing relationship with gamer
Marketing: Big launch; Majority of sales in first month (as one time purchase)
Finance: Require sufficient resources to develop 100% of the game and market it before seeing any revenue
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Rules for Free-to-Play Games
Rule 1: Make it Fun Rule 9: Make it possible to spend $100Rule 2: The Starbucks test Rule 10: Have pizzazz, not polish
Rule 3: Come for a minute, stay for an hour Rule 11: Kill the tutorialRule 4: Complexity in layers Rule 12: I must not fail (No Game over)Rule 5: The importance of never ending Rule 13: Sell emotion, not contentRule 6: Be generous Rule 14: Experiment and learnRule 7: Be Free-to-Play forever Rule 15: Game development never endsRule 8: The no-brainer first dollar
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Revenue channel
Game content revenueAutomated advertisementOther revenue source
1 .Real, physical product advertisement within the game (e.g. Coca-Cola drinks in game)
2 .Selling original sound track (OST) in the games on iTunes3 .Selling merchandise (dolls, t-shirts) of characters in hit titles
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Business Plan
Marketing Plan:: Product
Price Place
Promotion Operation Plan::
Cumulative phase Startup phase
RISK AND ASSUMPTIONS
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Stolen Ideas
Game’s idea stolen when using crowd funding services ::Some entrepreneur worry that posting unfinished ideas on crowd funding website could exposed a great idea to a potential thief.
In order to have the project successfully crowd funded.the important thing is not the idea, but the execution of the project
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MOBILE GAME INDUSTRY ANALYSISFive forces analysis of mobile gaming industry
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Mobile Gaming Market
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Mobile Gaming Explosion
Game Design and Mechanics:
What Makes a Good Mobile Game?
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Game Design and MechanicsGames tell a story:
What is the setting ?
Who is the hero ?
What are the hero's desires?
Cues : Visual
Audio
Dynamic
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Addicting Game Components
Make the game easy and fun
Lots of short levels
More content they can unlock
Depth- building up from a simple to difficult game play
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6 Key Steps To A Successful App
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Growth of the Gadget
Monetization
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Why Pay? Expanded features and capabilities (77 percent)Remove ads (44 percent)Trial expired (35 percent)To support the developer (22 percent)Curiosity (16 percent)
Mobile Ad Frameworks Google AdSens
e Millennial Medi
aiAdAdMobBrightrollGreystripeInMobiJumptapMdotMSAY Media ZestADZ
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“Freemium”Free To Play. Costs to unlock additional contentApple, Android and Amazon all Keep 30%Barnes and Noble most likely will do the same
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SubscriptionSimilar to Freemium which uses and In-App PurchaseApple, Android and Amazon all Keep 30%
Production
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Production phase Goal
the goal is to get the game up and running as quickly as possible in one form or another; this is a key component to solving unseen design issues. In an ideal
situation .
the goal is to have a working build of the game functions every week or two; this means that the
product as a whole is constantly being prototyped .
Distribution
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DistributioniOS Apps Must go into the App store.
Amazon and Kindle Apps must go intotheir respective stores. Google Apps can be distributed a number of different ways including Email, posting onwebsite and several distributionchannels.Distribution Channels include: Amazon, GetJar, AppBrain, Appsfire
Acquisition
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Acquisition Options::
Viral/Social effects All about game design and product
App Store optimization Optimize for search results, name, icon, screenshots
Mobile advertising Buy from everywhere and measure
PR Give a story rather than press release
Engagement
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Engagement
Engagement Basics (core mechanics, progression, etc)
Constant Balancing Regular Content Updates
Player interaction Re-engagement
Retention
How to measure?
Usage pattern: session behaviorRetention: short-term, lifetime retentionFeature engagement: % of users interacting with a feature
Change from plain volume to Regularity; not just “fire and forget” but ongoing
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Micky Mouse
Engagement & Retention
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The Rise of FreemiumWorldwide distribution platform – unprecedentedThere is always a FREE alternativeEasiest way to get scaleOnce you have users, multiple ways to monetize instead of a single, up-front transaction
Micro-transactions Advertising
Usage BehaviorPaid apps model only for true IP innovation
Questions
