Cross-continent perspective on the truly global gaming market

1@markval @playfabnetwork

CROSS-CONTINENT PERSPECTIVE ON THE TRULY GLOBAL MARKET

Mark Val


Mark ValGM Europe, PlayFab

18 years of online experience


WHATHAPPENED GLOBALLY

GLOBALPERSPECTIVE

STRATEGY



2009 2016

1425% increase in 7 years

YoY 26%+

61% made with Unity

+-450 6866


375.7%

2,1M

400K

GLOBAL

25% are games

2,94M

GLOBAL


10,279 titles+- 350 per month

0.06% F2P

+-30% of TOP 100 are F2P

0

500

1000

1500

2000

2500

3000

3500

All 2005 All 2006 All 2007 All 2008 All 2009 All 2010 All 2011 All 2012 All 2013 All 2014 All 2015 All 2016


PS4

848 titles

4% F2P

Xbox One

498 titles

2% F2P

+ 100 OLD TITLES…



19M

498

36M

848

34,5M

9,053

4,7B



GAMES WIN IT ALL


Everyone is going

Free to Play Free to Start



0

10000000

20000000

30000000

40000000

50000000

60000000

1 7

13

19

25

31

37

43

49

55

61

67

73

79

85

91

97

10

3

10

9

11

5

12

1

12

7

13

3

13

9

14

5

15

1

15

7

16

3

16

9

17

5

18

1

18

7

19

3

19

9

52% $$$ TOP15

TOP 10

LAST

6 MONTHS

80%


TOP 10

LAST

6 MONTHS

80%



Wow effect is gone


EVERYONE CAN BUILD

A QUALITY GAME?


BUILD

55%

GAMES AS A BUSINESS

ONLY BUYS IN NATIVE

LANGUAGE

85%

CREATE

EXPERIENCE

SHAREECONOMY

ACCOUNTS

CONTENT MANAGEMENT

SERVER LOGIC

MULTIPLAYER


BUILD

ANALYTIC

MARKETING

LIVE DEVELOPMENT

DEV OPSBIZ DEV

CUSTOMER SUPPORT

COMMUNITY

MANAGEMENT

LIVE OPERATIONS


BUILD

AUDIENCE

MONETIZATION

THEME

MECHANICS

GAME DESIGN


BUILD

DIFFERENT PERSONA = DIFFERENT MECHANICS & ITEMS

EXPLORER

SOCIALIZER

ACHIEVERKILLER

• 7 SINS

• DISCOVER NEW

CONTENT IN

PROGRESSION

TIERS

• +20% in revenue


BUILD

KILLER / EXPERIENTIALISTAction, vertigo, tool-use, vehicle

use, horror, gambling, speedruns,

exploits,

Wants to be the most powerfull

ACHIEVER / GAMISTCompetition, collections,

manufacturing, high scores,

levels, clear all objectives,

Showoff to guild

EXPLORER / SIMULATIONISTPuzzles, creative building, world-lore,

systems analysis, theorizing, surprise,

Talk about findings that are hard to

complete

SOCIALIZER / IDEALISTChatting, roleplaying, storytelling,

cooperation, decorating, pets,

social events

Unique chat features and stays

with “friends”

PROGRESS + POWER FASTER RETENTION


BUILD

DESIRE FOR HARM

DESIRE FOR THINGS

DESIRE FOR PLEASURE

DESIRE FOR MORE

DESIRE FOR ATTENTION

DESIRE FOR REST

DESIRE FOR OTHER PEOPLE THINGS


BUILD

DIFFERENT PERSONA = DIFFERENT MECHANICS & ITEMS

traditionalist adventurer


BUILD

USERS BONDS WITH

ITEMS & MECHANICS

MAKE A GOOD UX

HAPPY ACTIONS

ONLY

SAME PRICE FOR ALL

META GAMES

PROGRESSION

SYSTEM

REWARD GAMEPLAY

MAKE ENERGY A

RESSOURCE

TIME = MONEY


02. PRICING 01. ITEMS PROGRESSIONIN TIERS

BUILD

03. GAMEPLAY FRICTION

SHORT AND PREDICTABLE

AVERAGE SESSION TIME

IS 252 SEC ON MOBILE



GLOBALPERSPECTIVE





BIWEEKLY TIME IN HOURS IN GAMES WITH VR SUPPORT

04/15 04/16

TODAY 09/16 270 VR GAMES



THE MOBILE INDUSTRY IS MATURING

… evolving ...




WHERE TO GROW?AND HOW?


COMPOUND ANNUAL GROWTH RATE


#250 USD$ 1,8k

#1 USD$ 110k

#250 USD$ 57k

#1 USD$ 7,2M


330+

60% 3RD PARTY

22% SMARTPHONE VENDORS

18% OPERATING VENDORS

= BANNED IN CHINA


ASIA ISNT MOBILE 1ST, ITS POST MOBILE


Africa is coming!




GLOBALPERSPECTIVE

STRATEGY


02. TWO

CPI AND CPA

LOL!!!

04. FOUR

GET FEATURED

OR BACKOFF

01. ONE

PLAN LAUNCH

BEFORE GAME

IS FINISHED.

03. THREE

BUILD A CROSS

PROMO

NETWORK

LAUNCH ON MOBILE


LAUNCH

40 DAYS PRIORGeographic Launch version Submission

Date

14 DAYS PRIORLaunch Candidate

Submission Date

Geographic Launch

version Approved

28 DAYS PRIOR

Give Giveaways

LAUNCH DATE

(ASO) SEARCHMAN.COM REVIEWFORDEV.CO

M

AUSTRALIA + 1 EUROPEAN

BASIC PLANNING


GAME AS A SPECTATOR

GAME AS A CREATOR

GAME AS A SHARER

Twitch, YouTube, Vine

+ 75% on launch

LAUNCH


LAUNCH


COMMUNITY MANAGEMENT & SUPPORT

Increase Loyalty and got direct impact on revenue: +20%

Communication is key

LAUNCH


LAUNCH

LOCALIZED AND

TRANSACTIONAL

ANALYTIC & SEGMENTS

SOFT LAUNCH /

GLOBAL EVENTS

CONTENT MANAGEMENT

CUSTOMER

SERVICES

> 10 HRS

60%

3 – 10 HRS

55%

< 3 HRS

36%

HOURS PER WEEK

2.8% SPENDERS

AIM 5%+

LIVE GAME OPERATIONS


REVENUE PER MONTH = % CONVERSION X ARPPU X ACTIVE USERS

LTV > CPI

# invites * conversion

K-factor = i * c

ARPDAU or Retention

LTV = (A(month) – COST) * R(month)

GROW


GROW

RUN SALES ON CURRENCIES, NOT ITEMS. PUT A

COUNTDOWN.

ENGAGEMENT AND CONVERSION

1, 7, 28 DAYS – 50% LEFT AT EACH STEPS

REWARD ON VIDEO ADS IS FINE


60% OF REVENUE COMES FROM MULTIPLAYER GAMES

ALL SUCCESSFUL GAMES DOES LIVE GAME OPERATIONS

Deep linking

World coverage

Cross platform

85%


THERE IS A LOTS OF SPACE FOR INNOVATION

REMEMBER!


LUCK COMES TO THE WELL PREPARED!LIVE OPERATIONS IS KEY!

REMEMBER!


IDENTIFY PERSONA

DESIGN WITH MONETIZATION

GAMEPLAY FRICTION

PREDICTABLE

TEST YOUR 3 KPI

FAIL FAST


QUESTIONS ?PLEASE DON’T HESITATE.

Technology

Cross-continent perspective on the truly global gaming market